The Effect of Starch on the Activity of Amylase with Ph Variable

The Effect of Starch on the Activity of Amylase with pH Variable Lab Report, Fall 2011 East Tennessee State University Department of Biological Sciences By: Shelby Brackett Date Performed: October 10, 2011 Lab Instructor: Joseph Kusi Biology 1111, Section 018 Abstract Enzymes are very important in chemical reactions. They are used to speed up the reaction taking place. They act by binding to a specific substrate and form an enzyme-substrate complex that may put stress on chemical bonds of that substrate. In this experiment, we used the amylase as our enzyme and starch as our specific substrate.We then used a calorimeter to measure the absorbance of our samples with the variable of pH over set periods of time. Our results indicated that at three different pH levels, the absorbance level of our samples was not the same for each one. This proved my original hypothesis to be incorrect, as I was surprised to find that the last pH buffer had no effect on the absorbance. The first two pH bu ffers supported my hypothesis, however. The levels of our samples kept decreasing over time. As with every experiment, it should be repeated several times to make sure your results are accurate.Introduction Most chemical reactions must be catalyzed (sped up) by protein molecules called enzymes. Enzymes are biological catalysts that facilitate specific chemical reactions. Enzymes are three-dimensional globular proteins that fit snugly around the molecules they act on. This fit facilitates chemical reactions by stressing particular chemical bonds. The three-dimensional shape enables it to stabilize a temporary association between substrates-the molecules that will undergo the reaction. The enzyme also lowers the activation energy required for new bonds to form.The reaction thus proceeds much more quickly than it would without the enzyme. (Mason, 2011). The energy of activation is the energy needed to get the substrate to its transition state. KI (potassium iodide) is used to detect th e presence of starch when conducting these experiments. Another thing to consider when talking about enzymes is optimal conditions. These are a set of environmental conditions at which the enzyme works at its highest rate. Some of these environmental variables are pH, temperature, and salinity.Changes in pH may not only affect the shape of an enzyme but it may also change the shape or charge properties of the substrate so that either the substrate cannot bind to the active site or it cannot undergo catalysis. (The Effect of pH on Enzyme Activity, 2004). Increasing the temperature of an uncatalyzed reaction increases its rate because the additional heat increases random molecular movement. This motion can add stress to molecular bonds and affect the activation energy of a reaction. (Mason, 2011). When a substrate molecule is trying to bind to the active site, presence of salt could alter the rate of the reaction.In our experiment, we used the protein amylase. Amylase  is an enzyme that breaks down starch, converting it into sugar. Amylase  is found in human saliva, where it begins a chemical process in digestion with the hydrolysis of starch. It is also found in the pancreas. (Brady, 2003). We used the substrate starch with the variable, pH, to measure the absorbance of our samples using a calorimeter. My hypothesis was that at each different pH buffer, there would be more and more absorbance over time. Materials/Methods To execute this experiment, we did the following steps. First, you pipet 8ml of 0. % starch solution and 6ml of water into 3 test tubes and label them L, M, and H. Next, you add 1ml of pH4 buffer to L test tube; 1ml of pH7 buffer to test tube M; and 1ml of pH10 buffer to test tube H. Then pipet 2ml of water and add 3 drops of KI into 16 different test tubes (5 each behind the test tubes L, M, and H) and label them L? , M? , H? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦L? , M? , and H? and keep the remaining one for zeroing the calorimeter(reagent blank). Next remove 1ml of solution from L, M, and H to the test tubes L? , M? , and H? respectively. Measure their absorbance and record the values.Make sure to zero the calorimeter before every measurement. Next, pipet 1ml of amylase solution to L, M, and H (mix) and wait for 1 minute interval. Then, remove 1ml of L, M, and H into L? , M? , and H? respectively (mix) and measure the absorbance of the samples and record the values. Repeat this last step for the rest of the samples for the same time interval. Results The table and graph below represent the absorbance levels that we obtained from our experiment. Table 1 Time of measurement| Reaction 1 L (pH4)| Reaction 2M (pH7)| Reaction 3H (pH10)| Time: 0| 2. 0| 0. 85| 2. 00| 1| 1. 71| 0. 53| 2. 00| 2| 1. 46| 0. 06| 2. 00| 3| 1. 42| 0. 05| 2. 00| 4| 0. 97| 0. 00| 2. 00| Graph 1 Graph 2 Graph 3 Discussion In conclusion, the results from this experiment failed to support my hypothesis. My original hypothesis stated that at each different pH b uffer, there would be more and more absorbance over time. Our results show that at pH4 buffer the absorbance increased by causing our readings to go down at a steady pace. From starting at Time 0, the end reading was at 0. 97. This particular reaction supported my hypothesis.The next reaction with pH7 buffer also supported my hypothesis. There was also more absorbance over time intervals. Our numbers decreased but this time, at a faster pace. There was a jump from 0. 53 to 0. 06. This would cause me to believe that at pH7, this would be the optimal condition for enzyme activity for amylase. In the last reaction, I was surprised to find that there was no change at all. The pH10 buffer had no effect with the absorbance of our amylase-starch sample. This particular reaction failed to support my original hypothesis.So, in conclusion, using the enzyme amylase and the substrate, starch, we found that the effect of pH on this solution caused a steady absorbance for pH4, a fast absorbance a t pH7-which caused me to believe this is optimal pH, and no absorbance at pH10. Bibliography Brady, Matt. What is Amylase? 2003. 22 October 2011 . Mason, Kenneth A. , Jonathan B. Losos and Susan R. Singer. Biology. New York, NY: McGraw-Hill, 2011. The Effect of pH on Enzyme Activity. 2004. 22 October 2011 .

Junk Food Essay

Fast food , the type of food changed our lives. It’s fast, it’s easy to prepare, it’s easy to eat, and it’s cheap. It’s for everyone. It’s for the poor and the non-poor. It’s for students, for managers, for actors, for factory workers, for criminals, for priests†¦ today it seems like fast food was always around and it is not possible to imagine a world without fast food. Even countries like Japan, which has a traditional diet of rice, fish, vegetables and soy products, accepted fast food into their worlds. The biggest help of this growing is advertisement. Fast food advertisements are mainly focusing on television, magazines, billboards and Internet. One of the most powerful ways of advertising fast food is product placement. Product Plac/ement is a term defined as â€Å"the practice of integrating specific products and brands into filmed e/ntertainment. † Product placement was always evolved into the billion-dollar market of Hollywood. As the costs keep increasing for producing movies, studios become ready to make connections with big corporations, which are willing to place their products in a big, particular film. These big connections have big payments. For example â€Å"direct payments for product placement (for instance in License to Kill Phillip Morris Tobacco paid $350,000 for Bond to smoke a Lark cigarette). † Another good example is, In the biggest co-marketing deal in film history, Coca-Cola paid Ј95 million to the producers of Harry Potter for the right o use the film’s logo on it’s cans in what will become a series of films; the first Harry Potter film cost Ј75 million. It went on general release on November 2001 and is expected to be shown on a thousand screens in the UK. The movie was like the big bang as expected. Harry Potter products everywhere sold in huge amounts and consumers attacked to any product of the movie letting the industry behind the scenes to gain more power. Today all major US film studios seeking for brands to place into a film they are producing. Studios don’t pay to the brand owner but the benefits of product placement advertisement are so big to the product name and the film itself that each side promotes the other. Even some smaller studios are seeking for product placement. These movies usually require the product owners to pay television and billboard advertisements. A small film cannot afford these types of advertisements but product placement can. Eric Schlosser is the author who has written about the fast food industry and he presents many of his findings in the book â€Å"Fast Food Nation†. However, his book is not merely an expose of the fast food industry but is even more a consideration of how the fast food industry has shaped and defined American society in America and for other nations as America exports its fast food culture to others. Schlosser describes a great deal of American culture to the fast food mentality, and he finds that globalization is taking the fast food culture around the world at a rapid rate. Schlosser addresses a number of specific issues related to food production and distribution. He connects the social order of a society to the kind of food it eats and the way it eats that food, with American society very much defined by the fast food culture that has developed. Schlosser tends to represent the theory stressing the importance of interdependence among all behavior patterns and institutions within a social system, as can be seen from how he connects fast food to other social processes and institutions. The icon that represents fast food culture for most people is McDonald’s, though the fast food culture developed long before the creation of that restaurant chain. Schlosser considers the impact of such fast-food chains but also considers the primacy of the hamburger in the American diet and some of the dangers it poses. McDonald’s reliance on hamburger is a questionable item for a steady diet in a more health conscious age, and interferes with local customs and food in different parts of the world. Schlosser addresses this issue from several perspectives, beginning with a consideration of how safe the meat really is, not only on the basis of nutritional value but also on the basis of additives, preservatives, diseases, and even potential radioactivity. Some beef is considered questionable, and much of it makes its way through the USDA to school cafeterias Napoleon Bonaparte once said, †A man’s palate can, in time, become accustomed to anything. † While this French emperor may have had some difficulty like the Battle of Waterloo, he certainly has hit the nail on the head this time. The food industry has evolved in ways that may not be distinguishable to the human palate, but hopefully remain distinguishable to the human conscience. With all the options now available to industrial leaders, citizens must be sure to keep them from abusing their powers and continuing to harm employees, animals, and consumers. The best ways are to promote public discourse, to act as the industrial ‘watchdog,’ and to make the most of the power of the consumer†¦ the almighty dollar. Fast Food Industry Name: Course: InstructorÐ ²Ãâ€šÃ¢â€ž ¢s name: Date: Abstract This paper on Fast food industry covers a detailed exploration of the fast food industry to in order to identify new emerging issues in the field of fast foods industry. The paper also significantly projects about the future rends of this economy that is growing tremendously fast. It identifies fast food in a specific region or nation and provides sequence details about that particular market. Experts with experience in economics, politics, and the restaurant industry can be involved in the projections of fast food industry analysis. Health concerns From the time fast foods services were established the chain gangs have intensely emerged throughout the preceding decades. The values of nutrition in fast food providers as well as in the provisions made have diminished as the demand for convenience exploded throughout America. This is due to the many health effects than advantages that those who access these services pose. It has been noted that eating frequently at fast food products leads teens and young adults to gain more weight. This emerging lifestyle poses an increased risk of developing insulin resistance to those practicing it, according to the recent study of National Heart, Lung, and Blood Institute (NHLBI).

Family Unit in the Grapes of Wrath Essay

I dedicate this humble work to those whose blood runs in my veins; to my dearly loved parents and to: my dearest sisters all fundamental B.A student all my delighted and respected English teachers all those who will read this modest research paper ACKNOWLEDGEMENT I’m foremost grateful to my supervisor Dr. YASSINE Rachida whose guidance and continual encouragement have efficaciously helped towards the fulfillment of this modest research paper. I would like also to thank deeply whose efforts in class room opened my eyes and inspired the idea and the subject of this research paper, namely: Mr. ELHAMRI Rachid. I would like as well to express my deep feelings of gratitude to my little precious family that supported me to achieve where I am today and still supporting me to the fullest, bearing in mind my treasured friends for their ongoing moral support. Finally, my thanks are devoted to all the students of the department of English at Ibn Zohr University for their appreciated suggestions while this research was under preparation. INTRODUCTION: As most of critics refer to it, The Grapes of Wrath is a master piece written by john Steinbeck, a great American writer who wrote some of the best American stories ever. This novel tells the story of the Joads, an example of what happened to families that lived in Oklahoma during the 1930s. Because of drought, dust storms, and the death of crops, the landowners had to kick the farmers off from their lands. In order to live, thousands of people moved westward and left their homes deserted for new chances of life. On their way to California, they faced many difficulties; some of them lost family members because of starvation and tiredness, and some women brought new born babies to life, and some children stole food from other’s camps in order to eat and feed their dying families. When people reached California  with big dreams, ambitions and aspirations, they found out that it was not as they expected, life is harder there if not saying worst than the one they already live, crowds of poor, hungry and unemployed people staying in government camps waiting for salvation or even death, hopes and dreams were broken, many decided to go back and die in their home towns. Despite some of them had a chance to work, the wages were too low to feed a family of more than eight members. At that point in time, working class people were considered as slaves and pigs for the rich class, their struggles against the current is described by Steinbeck as a â€Å"turtle crossing the road†. In The Grapes of Wrath, Steinbeck tells us what kind of struggle the Joads confronted during their journey to live an ordinary life or more, a better one. In this Research paper I’m going to focus my attention on the concept of â€Å"family† itself and the strong union between the members of the Joads as the main drive that kept them going and fighting against all odds for their freedom and right of life thanks to â€Å"Ma† the strong, sturdy woman who is the moral center of family. This last point is what stroke me and motivated this research paper’s choice of topic, therefore my aim is to inspect first of all the importance of family in our day of age and how does individualism affects its unity and brings it down, then secondly, I will show you the example of this family unit through the work of John Steinbeck; The Grapes of Wrath by revealing everything that helped to keep the them bonded and united through the whole way to California and when they rea ched it. PART I: Family vs. Individualism Family in the light of individualism became more complicated and more separated than ever. In the last few centuries western families were characterized by the strength of their unity that ties them together and keep them close to each other as one vital entity that functions properly in the society, but with the rise of the ideology of individualism, family members started to break up from the usual structure and start a whole different one that is based on new principles, norms and a whole new ideas about the concept of family. The aim of this chapter is to discuss; Firstly, the distinction between collectivism and individualism with taking into consideration family as a model of collectivism, secondly to make difference  between traditional and new modern family structure in the western societies. Finally, to show how individualism affects in a negative way the unity that bonds western families. 1- Family and individualism The family institution is essentially the most important part in our society. Without the family, our society would not be able to function the way it is supposed to. Thus, how can we define the word â€Å"family†? The definitions of family are as diverse as families themselves and the situations they are found in. I shall then begin with defining this concept in a more general way. Family is the basic social unit because it represents people living together by ties of blood, marriage or adaptation, thus representing a single household. According to sociology, the family has the primary function of reproducing society; biologically, socially, or both. Furthermore, there are various structures of a family based on the relationship shared between parents and their children. Therefore, different types of family can be distinguished from the nature of this relationship, such as patrifocal family, where the family consists of a father and his child, Matrifocal Family, where the fam ily consists of a mother and her child. Consanguineal family is one which consists of the mother, the child and other people, mainly belonging to the family of the mother1. In most societies, Family is the principal institution for the socialization of children. And this institution might be based on the traditional concept of family or on the new version of it; each one of them has its own principles and characteristics which I’m going to show in detail later in the next following section. In addition to that, Family is considered as the best example of the idea of collectivism which some few cultures are still characterized by. In contrast, there is an opposing concept which is totally different from it which is the concept of individualism that means the moral stance, political philosophy, ideology, or social outlook that stresses the moral worth of the individual2. Hofstede explains it by asserting that in the individualist cultures people are autonomous and independent from their in-groups; they give priority to their  personal goals over the goals of their in-groups, they behave primarily on the basis of their attitudes rather than the norms of their in-groups, and exchange theory adequately predicts their social behavior3. In other words, individualists believe in one’s own interests, goals, freedom and independence and according to the German sociologist Ulrich Beck individualism has become the social structure of the era we are living in today. Life of individuals is characterized by choice where in previous generations no such choices existed. he clarified this by saying that the â€Å"Maintenance of the family link is no longer a matter of course but a freely chosen act. In the situation following a divorce, kinship is worked out anew in accordance with the laws of choice and personal inclination†4. Nowadays, in western societies many families has became totally modernized, In other words, they are infected by the individualistic ideology that keeps children away from their parents and helps to destroy the family unit that we really need in this day and age exactly as it used to be very essential centuries ago, for example, in the 20 th century precisely in the age of the great depression, family unit was a very important characteristic in the lifestyle of western families in order to maintain survival and endurance through the worst economic â€Å"Family†. Wikipedia. The Free Encyclopedia. Wikimedia Foundation, Inc., 25 Jun 2012. Web. 28 JUN 2012. . 2 â€Å"individualism†. Encyclopaedia Britannica. Encyclopaedia Britannica Online. Encyclopaedia Britannica., 2012. Web. 28 Jun. 2012 . 3 Greet Hofstede, Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations, 2nd ed. (Thousand Oaks: Sage, 2001), p. 909 4 Beck Ulrich and Elisabeth Beck-Gernsheim, Individualization (London: Sage, 2001), p. 96  crisis of all time. Now the question is which one is characterized by unity, the traditional family or the new modern one? 2- Traditional vs. New Modern family At the present time, the traditional family structure no longer exists in the modern western world. It’s not surprising that the modern family structure has substituted it instead. In this section of my research paper, I’m going to focus on the differences between these two contradictory family structures by highlighting three major characteristics (the size, the head of the family and the discipline) In order to show in which one the concept of â€Å"unity† appears most. Let’s begin with the size. The Size is one main feature in comparing the two structures; hence, traditional families appear to be larger than modern families. Usually they are more than ten members in their families, whereas modern families have only three to four members. Also Traditional families always live with their relatives and have a lot of children in one big house, which is the reason why they are big families. Concerning their work, Most of traditional families are farmers. They can work at their farms and fields; consequently, they don’t employ additional farmers in order of saving money. In contrast, modern families don’t need anyone to help them in their work because they work in the office. They only have one or two children and don’t live with their relatives; this last difference affects modern families because they will not be acquainted with their relatives, as traditional families do. They only meet them on special occasions, such as birthdays and New Year. For example, children will not get used to their grandparents because they only meet them in few times per year. They will not respect them as much as they should have. Another difference between traditional families and modern families is the head of family. Men are always head of traditional families. Women usually take care of children at home, whereas men work outside. Women and children must listen and follow whatever men tell them, they should obey him and do whate ver it was demanded to be done. Men have the power to order members of their families to do everything, even if they don’t like to do. Modern families don’t have the head of family because women and men are considered to be equal. Both women and men work outside. They share ideas with each other. Women and children don’t obey the men’s orders if they think their orders aren’t correct. Women and children can decide by themselves. For example, women work outside, as men do. When she comes home,  she doesn’t do the house work alone because she needs her husband to help her in doing it. The last difference is discipline. Traditional families have many rules that are respected by all the members of the family. Most parents of traditional families are strict because they have a lot of children to look after. It is only women who take care of children at home, so they need to have a lot of rules to control them. On the other hand, modern families have few rules to control their children. Parents of modern families work outside. They don’t have enough time to take care of their children, so they don’t have time to make rules also. Instead they hire someone to look after their children while they’re working outside. This difference actually affects modern families because their children will always make problems to gain attention from their parents. For example, children don’t go to school because they want their parents to ask them why they do this. They want their parents to talk to them. Through these three important differences, we can notice the development of family system from the past until now and it’s only confirming the idea that states: â€Å"when societies change, families also change and both good and bad things change†. We can also notice that traditional families are more collective and social so that we can sense the aspect of unity in it, whereas modern families are more individualistic and independent and it lacks family unity in all its aspects. But the other question is how this individualistic attitude affects the family unit? 3- The effect of Individualism on the family unit Much has been said about the family and the future of family in the so-called postmodern world we are living in today. As it was said before Individualism has become the social structure of this present era; Life of individuals is characterized by two major features: the first one is the moral appreciation of individualism and the second one is the opportunity and capability to choose. These two main characteristics were rarely found in the previous generations. Talking about the previous generations for example before and during the great depression era, all families were mainly traditional because they living all together in one place as one entity; Grandfather and Grandmother with the children of their  children in one big house probably with a farm and some corn fields or at least a vast land to work on later, the idea here is that, the group had control over the individual in everything. Nowadays, the individualistic attitudes affected the concept of â€Å"family† by leading it to a gradual change in its structure and the principles it was built on. Individualists or as they call themselves modernists today tend to have a unique way of thinking and a special way in looking to things and life in general. They also have their own way of looking to â€Å"family† as a social institution. But their selfish attitudes prevented them to see to what extent they affect it negatively, Etzioni argues that the surge in individual rights conflicts with the needs of community. He added that Individualism would destruct vital institutions such as family and neighborhood, and thereby create misery5. in other words this effect begins when certain members – especially grown children – of the same family when they become aware of their own preferences and abilities to have a better life as an independent unity in the society to which they belong. This certain beginning leads to the ultimate break up from the original family then from the society into another atmosphere of living life with new ways of thinking about the whole social institutions particularly the one of â€Å"family†. During the great depression era, families needed to be united and gathered as one body, any break up in that unity led to the collapse of the entire family. My aim behind this general study of family in the shadow of individualism is to illustrate how important family unit in the novel of the grapes of wrath is. I shall make this clearer in the second part where I’m going to focus deeply on the concept of family in this novel in which Steinbeck portrays the value of being united in the era of The Great Depression. In the previous part, I discussed generally the concept of Family and the one of individualism. I discussed as well the difference between the traditional and the modern structure of family. Afterwards, I examined how individualism can affect the traditional family and how it tries to modify its structure in order to modernize it. However, the traditional family remains the best structure in all circumstances, because it keeps family members as one group as we will see in the novel of John Steinbeck; The Grapes of Wrath. The Family is the key of survival in this Nobel Prize winner masterpiece. Without each other, the Joads would have no way of coping with the loss of their land or of getting to California. Family is the one weapon that the Joads have against the cold, bitter world around them. They, along with many other migrant workers, learn that they are stronger and safer when they stay with each other as one unit and when they reach out to other families in order of creating a sense of community. Therefore, my research paper topic will be developed efficiently by giving answers to these following questions: Who are the Joads? What is The Great Depression and what is its effect on the Joads? How did they survive? Is it their strong unit of family or because of some other reasons? These questions and more are going to be answered in this chapter in details to show how family unit is important for the Joads in the era of the great depression as a reaction against the crisis and the greediness of the upper class of the 1930s. 1. Introducing The Joads Before dealing in details with the â€Å"family unit† itself in this novel, we should first get acquainted with a traditional family that survived thanks to their strong unity, it’s The Joads family. In this section I’m going to introduce all the family members who played a great role  of maintaining and keeping the whole family as one unit through their journey to California. So, who are the Joads? The Joads is a family of twelve members from deferent generations; Tom Joad, Ma Joad, Pa Joad, rose of Sharon and her husband Connie, Grandma Joad, Grandpa Joad, Al Joad, Noah Joad, Uncle John, Ruthie Joad, and Winfield Joad. Let me first introduce the ones who kept the family as one unit: Tom Joad: The book’s central character, and Ma and Pa Joad’s preferred son. Tom is goodnatured and thoughtful man. Even though he murdered a man and has been separated from his family for four years, he does not waste his time with regrets. He lives fully for the present moment, which enables him to be a great source of vitality for the Joad family. A wise guide and fierce protector, Tom exhibits a moral certainty throughout the novel that imbues him with strength and resolve: he earns the awed respect of his family members as well as the workers he later organizes into unions. Ma Joad: The mother of the Joad family. Ma is introduced as a woman who knowingly and gladly fulfills her role as â€Å"the citadel of the family.† She is the healer of the family’s ills and the arbiter of its arguments, and her ability to perform these tasks grows as the novel progresses. Pa Joad: Ma Joad’s husband and Tom’s father. Pa Joad is an Oklahoma tenant farmer who has been evicted from his farm. A plainspoken, good-hearted man, Pa directs the effort to take the family to California. Once there, unable to find work and increasingly desperate, Pa finds himself looking to Ma Joad for strength and leadership, though he sometimes feels ashamed of his weaker position. Rose of Sharon: The oldest of Ma and Pa Joad’s daughters, and Connie’s wife. An impractical and romantic young woman, Rose of Sharon begins the journey to California pregnant with her first child. She and Connie have grand notions of making a life for themselves in a city. The harsh realities of migrant life soon disabuse Rose of Sharon of these ideas, however. Her husband abandons her, and her child is born dead. By the end of the novel, she matures  considerably, and possesses, the reader learns with surprise, something of her mother’s indomitable spirit and grace. Grandpa Joad: Tom Joad’s grandfather. The founder of the Joad farm, Grandpa is now old and infirm. Once possessed of a cruel and violent temper, Grandpa’s wickedness is now limited almost exclusively to his tongue. Grandma Joad: Granma is a pious Christian, who loves casting hellfire and damnation in her husband’s direction. Her health deteriorates quickly after Grandpa’s death; she dies just after the family reaches California. Al Joad: Tom’s younger brother, a sixteen-year-old boy obsessed with cars and girls. Al is vain and arrogant but an extremely competent mechanic, and his expertise proves vital in bringing the Joads, as well as the Wilsons, to California. When he falls in love with a girl named Agnes Wainwright at a cotton plantation where they are working, he decides to stay with her rather than leaving with his family. Uncle John: Tom’s uncle, who, years ago, refused to fetch a doctor for his pregnant wife when she complained of stomach pains. He has never forgiven himself for her death, and he often dwells heavily on the negligence he considers a sin. Ruthie Joad: The second and younger Joad daughter. Winfield Joad: At the age of ten, Winfield is the youngest of the Joad children. Ma worries for his well-being, fearing that without a proper home he will grow up to be wild and rootless. Two characters left the family because of their selfish dreams and their individualistic attitude; they represent in my own interpretation the individual type that does not believe in the ideology of the strength of the traditional family, they simply give up their role among their family by trying to find their own happiness without the help of any one. They are: 12 Connie: Rose of Sharon’s husband, an unrealistic dreamer who abandons the Joads after they reach California. Noah Joad: Tom’s older brother. He leaves his family behind at a stream near the California border, telling Tom that he feels his parents do not love him as much as they love the other children. There’s also one other character who accompanied the Joads through their way to California; Jim Casy: A former preacher who gave up his duty out of a belief that all human experience is holy. He’s the moral voice of the novel, Casy articulates many of its most important themes, among them the sanctity  of the people and the essential unity of all mankind. Therefore, we feel that Jim is almost a member of the Joads6. This brief introduction of the Joads family paints in our minds a wonderful image of a perfect family unit, also through reading the story, we feel like they can’t never be separated, even if some of their family members ran away and others died, they seem to be related deeply to each other; for example, through the whole journey uncle john still blames himself for letting his wife die because of his negligence, another example of their strong relationships to each other is when they reached California, they all kept wishing if grandma and grandpa were still alive to see it. Now, what’s the cause that made some members of the Joads ran away and leave their family and made others die? 2. The Great Depression and its effect on the Joads family In the story of The Grapes of Wrath, the Joads were Going west on Route 66 towards California, on their way, they encountered many barriers and difficulties, the worst one was the death of two family members; along the road, Grandpa died and was buried in a camp 6 SparkNotes Editors. â€Å"SparkNote on The Grapes of Wrath.† SparkNotes LLC. 2007. http://www.sparknotes.com/lit/grapesofwrath/characters.html (accessed June 26, 2012).  where they stopped for a while, Also Grandma died close to the California state line, and both Noah and Connie split from the family and ran away. The remaining members, led by Ma, realized they have no choice but to go on, as there is nothing remaining for them in Oklahoma. In other words, the cause that made them leave their home is the same one that affected them and caused to some of them death and others to run away; it’s The Great Depression and all the sorrows it brought to the American families. The Great Depression era was an awfully challenging period for the American  family, the effects of The Great Depression, both during and after, seriously impacted the structure, finances, and employment of the American family unit. What was known as â€Å"The Dust Bowl† pushed thousands of immigrants to leave their homes to other states, especially California State, and made them obliged to find a humble job with an average wage to live a simple life and survive during the economic crisis that broke their life to pieces by causing more starvation, poverty and death7. The Joads are one of the thousands of victims in the Great Depression era. First of all, they had to leave their home and the whole state of Oklahoma to the state of California because of the dust that transformed their farms from fruitful fields to dust yards, as a result of that, food was very hard for poor people to get so that they had to fight for it, in addition to that, jobs became extremely scarce and the land owners had to push out the tenants farmer from their lands, this is what exactly happened to the Joads, the responsible authorities obliged them to leave their land and home town, therefore, they sold what they’ve already got, and bought an old decrepit truck which they are going to use as their transportation on their way to California, the second effect of what happened in the great depression was on family itself; a traditional family are known by its strong union and unity, exactly like the Joads family, but what happened in that disappointing era has split many families and destroyed their unity, only strong ones survived but with many losses and sacrifices; The Joads finally gathered after the return of their son Tom from the penitentiary,  they already decided to leave Oklahoma, on their way to California, they faced many troubles, and they witnessed their family fall apart many times  because of the bitter realty and the cold hearted people they encountered during their trip, grandpa died of old age and also grandma died of sickness by feeling sorry for her old poor husband who didn’t want to leave to California in the first place, he decided not to go there in the last minutes while they were packing their needs and getting ready to leave. Feeling abandoned by the family, Noah left also the family as Connie did for their selfish dreams and aspirations. By reaching California, the Joads became shocked and disappointed by the reality of the place they’ve sacrificed everything they got to be in it. The situation there is just the same as the one in Oklahoma if not saying it’s worse than Oklahoma. Finally, after a long while and through many impediments, The Joads reached California with numerous dreams and ambitions, but they faced the unforeseen and witnessed the unexpected; the realty tells a different story and the ideal golden California was just a fantasy, the hand bell that brought them there worth nothing at all, but did they lost their hope of living a happy life as a happy family? Did they give up all their dreams and aspirations? These questions have answers in the last section of this Part. 3. The unity and the strength of the Joads In his novel The Grapes of Wrath, John Steinbeck portrays the theme of Joads’ strength through their unity in order to comment on the relationship between the dissolution of individual families and the unification of migrant people. Steinbeck also aims to prove to us that the unity of the traditional family is the only motivation that drove the rest of the Joads to California and helped them to stand in front of any obstacle that they faced in their quest to a better life. 15 â€Å"The family became a unit [†¦] Pa was the head of the family now.†8 The use of the past tense in this quote tells us that Pa was taking control of the family. As It is always known, the father is the head of the traditional family, but what is really striking in this novel is that pa became so weak  to take control over it, so Ma Joad, the pillar of the Joads took his place and led the family towards California for a better life by making the right decisions and reacting against anyone who attempts to break the family apart. Before the journey, Ma Joad was just one voice among many in making group decisions. As the novel progresses, she becomes more dominant. She decides when they will stop or go on9. Ma Joad was described by Steinbeck as the â€Å"citadel of the family, the strong place that could not be taken† (100), she seems to be the source of hope to all the members of the family, if it wasn’t for her, the rest of the family would never reach a s far as they got, even though some members lost their hope and became overwhelmed by despair, Ma’s determination encouraged and motivated them to carry on also she taught them to never give up and never be away from the family. The nature of her relationship to other members of the family differs from one to another. Her favorite one is her relationship to her desired and beloved son; The arrival of Tom also revived the unity of family, she lost him once when he was in prison, then she became so happy when he got paroled and came in the appropriate time to move with his family to California. By the end of the story she accepted his loss for the sake of the rest of the family, she was so afraid that cops would take him back to jail then she let him run away with a broken heart. For Ma Joad, family is everything, from the beginning of the story until the end, all what she cared about was the unity of her family. ‘We got nothing’, now,’ Pa said †¦ ‘Seems our life is over and done!’ ‘No it ain’t, ‘ Ma smiled. ‘it ain’t, Pa. An’ that’s one more thing a woman knows. Women. I noticed that. Man, he lives in jerks – baby born, an’ a man dies, an’ that’s a jerk.Women, it’s all one flow, li ke a stream, little eddies, little waterfalls, but the river, it goes right on. Women looks at it like that. We ain’t gonna die out. People is goin’ on-changin’ a little, maybe, but goin’ right on!† (577) She saw her family falling down but she acted rapidly and pulled it up before it touched the ground. She consistently proves to be the novel’s strongest supporter of family and togetherness. In other words, when we first met Ma Joad, she was a strong woman. When we saw her in the very last chapter, she was the same strong woman. We didn’t think it possible, but her strength only grows throughout the course of the novel. In fact, her initial strength is transformed into a different one. We can’t really pinpoint exactly what is this new kind of strength, but we know it’s the one who kept the rest of the family together until the end. Furthermore Steinbeck presents Ma Joad’s growing power as a source of communal strength sheltering human dignity from the antisocial effects of individualism 10. On their way to California the family continued to meet obstacle after obstacle, it seems like Pa Joad did not quite know how to keep it together. But Ma Joad knew how to do it. Thanks to her strength again, and when they reached California Ma Joad was the only one who didn’t feel shocked, because she knew it from the beginning before no one else did, her only objective is to keep the family together, she told them that all what matters is that they are together and no one can separate them from each other, her belief in this unity is so pure and strong, and that’s what made her so special as a women belonging to a traditional family. In this part, I dealt with many aspects in treating the concept of family in the respected work of John Steinbeck’s â€Å"The Grapes of Wrath†, the essential step to understand how he dealt with it in his novel is firstly to introduce all the members of the joads one by one and understand their roles in this work, secondly it’s important to deal with the concept of family by discussing how the great depression affected it and showing an example of a strong family that resisted that impact by being so strong and focusing on the family unit such as the Joads Family, then finally, I dealt with showing you the source of strength of the Joads: the fountain of wisdom and  knowledge and the center of strength Ma Joad. CONCLUSION: In drawing conclusions for this study, I shall start summarizing what was said since the first page of my research paper beginning with the first part in which I emphasized the most important institution in our society which family that is also the main issue of this paper. I started by defining it along with another challenging concept which is individualism that affected negatively the family institution and made it lose its traditional values and acquire new modern thoughts and opinions about family in general. This prelude to the main issue of my research paper is made necessarily to help understanding these two different concepts before dealing with their appearances in the novel of Steinbeck The Grapes of Wrath in which I concentrated on the theme of â€Å"family unit†. In the second part, I developed this theme in details by introducing first of all the main characters of this story in order to understand each one’s role in the changing of events, and then I talked briefly about the Great Depression era by acknowledging it and showing its strong effect on the traditional family structure. Then finally I discussed the center and source of strength that helped the Joads to get through their problematic journey and achieve their destination without falling apart when they faced the bitter truth and after making many sacrifices that hurt every one of them especially Ma Joad, the pillar of the Joad family. Taking seriously what was going on during that depressed era and how did this family survived, is really what we need to do in our days of age, in other words, families must be united if they want to survive and live life properly. REFERENCES: Bibliography: Beck Ulrich and Elisabeth Beck-Gernsheim, Individualization. London: Sage, 2001. Cederstorm, Lorelei. The great mother in the Grapes of Wrath. Canada: Brandon University, 1993. Etzioni, Amitai. The spirit of community: The reinvention of American society. New York: Simon & Schuster, 1993. Hofstede, Greet. Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations, 2nd ed. Thousand Oaks: Sage, 2001. Steinbeck, John. The Grapes of Wrath. New York: Modern Library, 1939. Steinbeck, John and Harold Bloom, ed. The Grapes of Wrath â€Å"Bloom’s Modern Critical Interpretations†. Chelsea House Publishers, 2006. Webliography: â€Å"Family†. Wikipedia. The Free Encyclopedia. Wikimedia Foundation, Inc., 25 Jun 2012. Web. 24 JUN 2012. . â€Å"Individualism†. Encyclopaedia Britannica. Encyclopaedia Britannica Online. Encyclopaedia Britannica., 2012. Web. 24 Jun. 2012 . Shmoop Editorial Team. â€Å"The Grapes of Wrath†Shmoop.com. Shmoop University, Inc., 11 Nov. 2008. Web. 24 Jun. 2012. SparkNotes Editors. â€Å"SparkNote on The Grapes of Wrath.† SparkNotes.com. SparkNotes LLC. 2007. Web. 26 Jun. 2012.

The business of logistics Essay Example | Topics and Well Written Essays - 1000 words

The business of logistics - Essay Example The acquisition was aimed to invest in future infrastructure, increase industriy syngeries, leverage scale of economics, improve competitive positioning and thereby reduce operational and management costs. The business of airlines being very volatile and Toll's competitor having the majority shareholding in Virgin Blue,overcapacity in the shipping business and problematic rail business it was difficult for Toll to establish a firm foothold toward leadership position in the logistics industry. Toll had only two alternatives to either to merge with some bigger international transport company to achieve its strategic goal or acquire related business of high standing to get business opportunities to expand further and consolidate its position. Toll had the vision to get advantage by acquiring Patrick but still there were several internal risk involved. Whether the acquisition would generate synergy and integrated cost saving. Whether investment in an aging infrastructure of Patrick corporation would prove productive or turn negative in future. Will the acquisition build competitive advantage for Toll's business in the logistic industry. Patrick corporation themselves needed to be reorganized and restructured with injection of massive funds of $1.1 billion to stablize. These were challenging questions for the leadership to answer. However, the oportunity in the industry after acquisition was great to hold about 15% of the market share with the revenues of both the transport giants that was about $5.1 billion in 2005. This market share would transform them to formidable position in the domestic and international transport and storage market. Toll and Patrick both had massive transport and storage assets which is likely to be over $7.3 billion after consolidation. This asset strength would put them into strategic and competitive advantage position to command leadership in the industry. Patrrick had a massive asset worth $4.6 billion. They had 14 major operating divisions to earn regular revenues: Patrick Terminal as the largest operator of container terminal to provide high technology logistics movement. Patrick Autocare- that offers an integrated service of processing, distribution and storage of motor vehicles that operates in partnership with Patrick Stevedoring. Patrick Port Services- that offer a national network of land based services to importers and exporters, shipping lines, freight forwarding agents, and customs brokers. Patrick PortLink- the interface provider between Patrick's road, rail and stevedoring services - Patrick Intermodal operates a national network of interstate transport, warehousing, distribution and wharf cartage services. - Patrick Defense Logistics provides logistics support services to the Defense sector, including commercial and government organizations with specialist project management requirements - Patrick International Freight services to Australian importers and exporters. - Patrick Air Services is the airline ground handling business of Patrick Corporation Toll Holdings will be able to utilize

Internet devepolment Research Proposal Example | Topics and Well Written Essays - 1500 words

Internet devepolment - Research Proposal Example The main motive behind the site is improvement of ways of the business by incorporating the e-business. So the website with e-business provides more efficiency related to e-business. The website should use simple and efficient ways to handle the customer and also site visitors. You can have hyperlinks everywhere you can move anywhere on the web site freely and come back where you want. One of important thing that is customer learn-ability, if he/she is able to get the information then he will be satisfied and move forward with you. As I early mentioned that business provides its clear policy and its offers, this thing attracts the customer. So customer retention by learn-ability is more forced here. Accessibility is an attempt to get better the accessibility of the Website for people who are working or using that website. This is especially significant for people who are doing any online transaction or involved in any business on the Web. All elements on the site have to be perceivable i.e. provide text for non-text content. Here in web site you will need to all information related to your account, business policy, new offers and many other things that are important for a customer. Interface parts must be in the content and must be operable (i.e. ... As I early mentioned that business provides its clear policy and its offers, this thing attracts the customer. So customer retention by learn-ability is more forced here. Structure and navigation Site structure needs to be simple and proper. There should be no complication in its design and navigation. We need to see where you are and how to go back from where you have come. Accessibility Accessibility is an attempt to get better the accessibility of the Website for people who are working or using that website. This is especially significant for people who are doing any online transaction or involved in any business on the Web. Perceivable All elements on the site have to be perceivable i.e. provide text for non-text content. Here in web site you will need to all information related to your account, business policy, new offers and many other things that are important for a customer. Operable Interface parts must be in the content and must be operable (i.e. right to use via a keyboard or keyboard interface) for instance, if you make use of the site it should also provide you TAB capability to move to next button or menu. You can also make use of other keys for assessing any thing. If we view this in other prospective then any proper person can be able to access his account. Its mean that account in operable only to him. Understandable Information and data that is provided on the web site must be understandable i.e. text should not be ambiguous. This point is design related. Here we talk about the font size its style and its readability level. Business site gives you a apparent and suitable font style. That is same all the way through the site. This

The Big Bowl Part2 Essay Example | Topics and Well Written Essays - 750 words

The Big Bowl Part2 - Essay Example The skipper is then notified of a successful registration. The system administrator is charged with the responsibility of updating scores during matches. The system Administrator fills in the match details and the system displays the teams playing the particular match. He or she fills in the new results using the score update sheet and this is update into the system. The system then automatically displays the highest score after the new update (Ambler 79). The classes are Match, Team, Player, Scores and Venue. Match class has the matchID attribute which is used to uniquely refer to a given match. The class also sets the time match takes place and can be able to get scores of a given match from Scores class. Player class has attributes that give more information about a player, that is, name (name of the player), age (his age), fieldPosition (the position he plays in the field) and his identification number (PlayerID). Match table contains column names matchID (unique number identifying each match), matchTime (time when the match takes place), placeName (venue of the match), and scores. matchID links to matchID in team to identify the matches the team took part in and in scores to identify the scores of that match. PlaceName links to placeName in venue and is used to identify the place the match took place. This will define the general approach for the implementation of the system. The point and intent will be to identify the assumed facts and establish a way to fuse the system to the domain area. Most importantly identifying the activities that will be handled in implementation will address the system development stage of completion. Infrastructure communication, this will look at the roles of people in the organization to provide the network, information and communication infrastructure. The chief intent here is to support the application on the internal company network. Second,

What political consequences would have occurred if Quebec had voted Term Paper

What political consequences would have occurred if Quebec had voted Yes in the 1995 referendum - Term Paper Example not have an implication on Canada alone, but high potential implications on France, Britain and the USA, since a Yes Vote would have influenced the relationship amongst these countries (). The Quebec referendum that was held in 1995 was a second round of vote that was meant to give the residents of the Quebec province in Canada the chance to determine whether they wanted to secede from Canada and thus establish Quebec as a sovereign state (). Quebec has had a long history of wanting to secede from Canada, considering that it is the Canadian providence that is predominantly inhabited by the French-speaking people, whose political relationship with the rest of the Canadian provinces, mostly inhabited by the English-speaking people. Thus, the 1995 referendum was not the first political attempt to have Quebec gain its own independence. Therefore, this discussion seeks to analyze the political consequences that would have followed a yes vote in the 1995 Quebec referendum, with a view to e stablishing both the argument for a positive and those for a negative political consequence. The discussion holds that the Quebec 1995 referendum would have had both positive and negative implications. The political consequences would have occurred if Quebec had voted "Yes" in the 1995 referendum would have granted the aboriginal people the right to self-determination (). This group of people living in the Quebec has had a long history of wanting to be recognized as a core group of the province, who had the right to a sovereign state as did the other groups of the Canadian population, who had gained a sovereign state through the immigration from Britain, France and other parts of Europe, to form an independent and sovereign state in Canada (). Thus, considering that such groups were feeling left out in matters of sovereignty by feeling dominated by the other ethnic groups in Canada, the passing of a yes vote in the 1995 Quebec referendum will have afforded the aboriginal people the

Hong kong disney land Essay Example | Topics and Well Written Essays - 750 words

Hong kong disney land - Essay Example One of the most essential entry approaches for Disney is to work with foreign governments where they want to open theme parks because the latter can provide various kinds of incentives. France, Japan, and Hong Kong all provided different incentives to attract Disney into opening its theme parks in its countries. France offered $1 billion worth of various incentives (â€Å"Case Study,† n.d.), while Hong Kong paid for more than 80% of the $2.9 billion initial expenditures of the Hong Kong Disney project (Einhorn & Balfour, 2009). Furthermore, it helps Disney that the foreign country is a partner in the venture because the risks are distributed and the country can provide cultural knowledge and skills that Disney may lack. For instance, in Hong Kong, the government holds 57% share in the joint venture (Einhorn & Balfour, 2009). As a business partner, the government reduces risks on the part of Disney, wherein losses were distributed between it and the government (Einhorn & Balfou r, 2009). The government also offers expertise in local market knowledge to Disney, thereby providing real-time, relevant knowledge to Disney, so that it can properly adapt its marketing mix to local markets (â€Å"Case Study,† n.d.). In addition, the government can provide the infrastructures needed for expanding the theme park. Hong Kong Disney wants to expand its park, and right now, it is waiting for the government to finance part of the expansion (Einhorn & Balfour, 2009). Hence, Disney reaps diverse economic, social, and cultural advantages in working with governments as partners. As for Hong Kong Disney, the Chinese apparently had problems understanding and applying international norms of behavior. China is a large market with different dialects and cultural norms. Disneyland imposes universal cultural rules and guidelines, which the Mainland Chinese, for instance, cannot easily follow, such as not spitting and urinating in its areas and not smoking in prohibited locat ions (Ren, 2013, p.42). Some of the Chinese cannot understand these international norms of behavior because they clash with their local cultural norms. In other words, what may seem international might be tremendously conflicting with local habits and practices (i.e. Many Mainland Chinese do not think that spitting anywhere and urinating in public areas are supposed to be unethical or unlawful). In addition, it is critical for Hong Kong Disney to help the Chinese understand international norms of behavior because Disney aims for universal brand equity. Disney seeks to have a strong global brand, where entertainment is attained through an appeal to magic and the international connection of people across cultures (Tuleja, 2009, p.142). Disney wants tourists, whatever Disney theme park they might be in, to feel that Disney is in each location, which means that expectations across theme parks in terms of norms and practices must be standardized to reduce negative surprises and negative brand associations. Disney has a large stake, thus, in standardizing international norms of behavior for the benefit of its brand and its notion of international markets. After discussing international norms, the next points to be discussed are two issues in Hong Kong Disney’s current operation, primarily falling revenues and expansion funding issues. At present, Hong Kong Disney’s revenues are not stellar. Hong Kong Disneyland's numbers have been disappointing. It sold 4.27 million tickets in 2007, which dropped from 5

What were the main features of the African slave trade, and what Essay

What were the main features of the African slave trade, and what effects did it have on Africa Restrict your answer to the period before 1800 - Essay Example This in fact was the worst slave trade in history according to the author. (Buxton, 2005 p16) Africans in general, the ones involved in the slave trade and those who were left, faced a lot of pain. It was total horror and disgust to Africans as they went through the miseries. The territories left behind by the slaves would become wilderness and expose the villages to a great extent of conflagration and chaos. Their children would be kidnapped and murdered in pursuit of some inferior supplies from the continent of Europe. Europe would always treat the slaves and those Africans left behind in a very evil and cruel manner. The traders would give to the chiefs who would sell the slaves very minute revenues in compensation and leave them to apply to the ones left. The chieftains would sell approximately 250,000 (to the higher) slaves per annum and the revenue would be about 4 pounds per head. Sometimes they would be duped and even at times the recipients of the slaves would describe the received merchandise as one that would only fit an inferior description. It would result into a very infeasible business, shunning off the fact that the whole process was so dehumanizing. Firstly, the revenues received would sometimes not meet the costs at all since it had to be applied to pay the armies that would involve in the trade of slaves. The reprisals among the chieftains would also be a requirement and the cost of the ravaging of their land as well as property destruction. The other items that would prove costly as well were such items as ammunition, and arms. There were also the goods that would be imported into Africa that would not match the gains from the traded slaves in exchange. Also the slaves hunting process was not a very nice experience and it would only be described as horrid. Millions of acres of land would be left abandoned since the owners would be traded as slaves. They (chiefs) would trade the slaves basically to get ball, powder and brandy and

Management accounting Essay Example | Topics and Well Written Essays - 1500 words - 15

Management accounting - Essay Example On the basis of this,the budget allocation needs require to be constantly updated (Govindarajan& Shank, 1992). This report will discuss the descriptive and reflective requirement of the formal budgeting process. This has become a necessity of the business because of the increasing volatility. The budgets need to be allocated accordingly so that the benefits can be acquired. The businesses irrespective of their sizes require maintaining their budgets appropriately. With the budgeting processes,the businesses control and determine the tools through which the profits and the bonuses can be allocated within the business. The objective of budget allocation is that the companies can ensure that the financial stability is maintained and with this it also prevents the budgets from becoming negative. In the large businesses,the budgeting process has the highest priority. On the basis of this,the organizations manage their operations. The strategic managers set the goals and on the basis of finance available they allocate the budgets of accomplishing the required tasks. Once the budget is approved it becomes a road map and on the basis of this the future development is planned and structured. The budget development requires that the strategy which is approved by the strategic managers is delivered to the workforce and that they understand what the organization wants from them. The most essential use of the plan is allocation of resources and keeping the workforce prepared against the opportunities and barriers. The budgeting process can be divided into two subcategories. Theseare the traditional and zero based budgets. In the traditional budgets,the analysis is done on the basis of historical modifications and projections. All these are established on the basis of inflation and the growth rate. In the zero based budget a completely new budget is created, and all the capital is raised separately.

An evaluation of the agricultural green revolution Essay

An evaluation of the agricultural green revolution - Essay Example Green revolution has been a blessing until recent years when the negative impact of these technologies has emerged. This paper discusses the concept of green revolution, its benefits and risks of this technology. Food security has been an issue of concern in many of the developing countries. In fact it can be said that the problems related to food security have been a major cause of concern to mankind. In the past the food needs of growing populations were met especially by expanding the cultivated area. There were farming communities that cultivated in a particular place for few years and then later abandon the land for several years. However, as the most fertile land became scarce, researchers and agriculturists found that expansion of agricultural land for increasing production was not a good option for the future years. Further expansion meant bringing poorer and lower yielding land into cultivation. Hence it was found in 1960s that the present levels of production cannot sustain the population and maintaining food production per capita was a challenging task (Evenson, N.D). The Green Revolution came as a boon to mankind and was a major turning point in agriculture. It helped to increase the food production predominantly by getting better strains of wheat, rice, maize and other cereals in the 1960s. The revolution as such began in 1945 when the Rockefeller Foundation and the Mexican government established the Cooperative Wheat Research and Production Program to improve the agricultural output. Dr Norman Borlaug is the father of green revolution and was awarded the Nobel Peace Prize in 1970 for developing this technology (Parks, N.D.). Green revolution is the breeding of new plant varieties and the application of modern agricultural techniques such as use of chemical fertilizers, irrigation, use of heavy machinery and control of pests and diseases using synthetic pesticides. Probably without the use of Green Revolution technologies the basic food requirements of the world's current population would not have been possible. This technology is responsible for saving almost a billion human lives from starvation (Easterbrook, 1997). Green revolution technologies along with its gains also brought about several economic and ecological problems. Food security being one of the most important issues concerning mankind, the further increase in food production should be addressed with caution in the coming years. Benefits of Green Revolution The adoption of HYVs occurred quickly because farmers and researchers found a good yield from these varieties when compared to the traditional varieties. By 1970, about 20 percent of the wheat area and 30 percent of the rice area in developing countries were planted with the HYVs, and by 1990, the share had increased to about 70 percent for both crops which produced good yield. In fact it can be said that the basic yields of rice and wheat almost doubled. For instance, Mexico a country that adopted green revolution went from having to import half its wheat to self-sufficiency by 1956 and, by 1964, to exporting half a million tons of

Recognizing Organizational Culture in Managing Change Essay Example for Free

Recognizing Organizational Culture in Managing Change Essay In order to ask lots of questions about the influence of the social system, that is to say, the surrounding conditions of the organization on its ability to soak up like a towel and gain invention of new things, a having to do with figuring out. The quality of things without measuring them with numbers research was carried out to define the measuring tool for the most important things of this particular of surrounding conditions for the recognition and acceptance of e-learning in teachers or professors(Buć Divjak, 2016). In the development of devices that make music, the examples of the development of devices that make music were used that are designed only for research in information sciences, such as for example, the development of a measuring instrument for evaluating the performance of e-Portfolio. It is generally admitted to that educational change benefits from a supportive surrounding condition. Cultural influences are a key issue when thinking about the invention of new things and change processes. Organizational culture is a key factor that influences instructional inventions of new things that the success of any something big and important that changes people\s thinking or lives effort may well depend on the extent to which organizational culture issues can be talked to(Zhu Engels, 2014). Previous research has examined the influence of organizational culture on organizational inventions of new things. Studies point to new things is most likely to happen in organizations that have integrative structures draw attention to many different kinds of people or things, and team effort and teamwork. Yet the findings of the previous research are mixed with little believable information that proves something related to the role of specific organizational culture features in adoptin g instructional invention of new things in college. Students who come to a related to school and learning library meet with a variety of spaces that influence their learning and behavior. The library has two types of spaces which are shared and social. Shared spaces are places where students are involved in single, hardworking with schoolwork, and thoughtful study surrounded by other students. Students work at group and noisy work with other students in social spaces. The idea of library spaces for different types for different student needs and supports the idea which is that students need separate spaces for the types of learning and behavior connected with the ability to create interesting new things and invention of new things (Bieraugel Neill, 2017). Ideas of library space when designing learning spaces in a library is extremely important to think about what types of behavior the design will bring out. Library design, as seen through the lens of the science of nerves and the brain, is interesting and suggests/says that library s pace is just like productive research surrounding conditions in helping the ability to create interesting new things and invention of new things. Bennett notes that Google, Twitter, Facebook, and other companies also aim to create productive research surrounding conditions within settings to help grow invention of new things and critical thinking be it in the lobby or a quiet corner. Environmental education can help increase problem-solving skills, very important thinking and action-oriented in relation to central and practical problems that are combined in nature(Fauville, Lantz-Andersson, Sà ¤ljà ¶, 2014). Co-operative processes of question or investigation into an action on real related to surrounding conditions or the health of the Earth issues where students should be put in the position of active thinkers prepared to act in response to issues in partnership with fellow students. Such learning also involves understanding how to approach, plan and analyze complex issues and where to turn for clearly connected or related knowledge, and not only the reproduction of what is already known although in different difference fields of study. In such settings, student-active and problem-based instructional approaches have been argued as providing a good big picture in which to develop knowledge. So, the science of teaching and way of thinking behind environmental e ducation can be thought of as challenging traditional approaches to schooling, which focus on learning of true knowledge presented in the classroom by the teacher in order to solve problems with an already existing, single and correct solution. Traditional education is also highly broken-up in terms of fields of study and is based on abstract problems, with students put in the rather allowing something to happen without reacting or trying to stop it a position of simply reproducing information and standard procedures.

The Making of Fermented Beverages

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