The Women Of Beowulf

The Women Of Beowulf An epic tale of heroes and monsters, the story of Beowulf is filled with excitement and adventure, However Beowulfs importance goes far beyond that of just an excellent literary piece. It also offers many insights into the world of the seventh-century Anglo-Saxon culture. One of the things that is very prevalent in Beowulf is how women are portrayed and expected to act in this society. Anglo-Saxon women that are peaceful and unassertive are considered to be following their roles in society, by greeting guests and serving mead to the men in the mead hall. One such example of the Anglo-Saxon women following this role is Welthow, the queen of the Danes. Women are also portrayed on the opposite end of the spectrum; a perfect example of this would be Grendels mother. She is a strong and fierce monster whom Beowulf must kill. By reading about these two women in Beowulf, we can understand the different ways women are portrayed in this society. Throughout the story of Beowulf, the author sub tly supports the traditional Anglo-Saxon views of women by praising the actions of Welthow, condemning Grendels mother, and showing the need to stop feminine forces like Wyrd; however, the author also contradicts these views on a few rare occasions by sympathizing with Grendels mother, allowing Welthow to assert herself in support of her family. In the story of Beowulf, Welthow is by far the one that one would think of when they picture a typical Anglo-Saxon women in these times. The instance that best demonstrates this is after they all return to Hrothgar. Then Welthow, Hrothgars gold-ringed queen, greeted the warriors a noble woman who knew what was right, she raised a flowing cup to Hrothgar first, holding it high for the lord of the Danes to drink, wishing him joy in the feast. She thanked god for answering her prayers, for allowing her hands the happy duty of offering mead to the heros. (Raffel 28-29) This passage gives a detailed example of what is expected of women in these times. Even on into later years, Women were still expected and encouraged to serve drinks. The wife grew the grapes, harvested the grapes, made the wine, and sold the wine(Collins 26). Even though she is operating as a typical Anglo-Saxon woman she is still a queen. This is evident in her role from that of a traditional Anglo-Saxon woman to a peace maker when she gives a toast in the meadhall Celebrate his courage, rejoice and be generous while a kingdom sits in your palm, a people and power that death will stealà ¢Ã¢â€š ¬Ã‚ ¦. I know your nephews kindness; I know hell replay in kind the goodness you have shown him. (Raffel 51-52) With everyone gathered for the toast, Hrothulf would have second thoughts about betraying his family and taking the throne. In another similar way, in the poem Les Voeux de Paon, a family is quarreling and with the help of a young woman peacemaker, they put down their disagreements, Elyses, a young woman, goes to each knight asking for them to vow to discharge their obligations to arms(Murphy 6) She continues to gently persuade each of them until they all give in to laying down their weapons. However, on the other end of the spectrum we have Grendels mother. Grendels mother defies the traditional role of an Anglo-Saxon woman by being powerful and aggressive. The main difference between Welthow and Grendels mother is that Welthows influence is much more subtle and nonviolent than that of Grendels mother. Being a monster, Grendels mother possesses great warrior-strength (Raffel 57). Grendels mother attacks Herot. Shed taken Hrothgars closest friend, The man he most loved of all men on earth, The wise old kind, trembled in anger and grief, his dearest friend and adviser dead (Raffel 57). The next morning, Beowulf follows her tracks back to her underwater lair. Beowulf goes into her underwater lair and they fight. However Beowulf did not consider the enormous strength she would have. In order to defeat Grendel, Beowulf grabs one of his arms and rips off; on the other hand, Grendels mother fights with Beowulf and almost defeats him. Beowulf only wins the fight because of divine intervention, The ruler of the world, showed me, hanging shining and beautiful on a wall, a mighty old sword (Raffel 71) When later recounting his battle with Grendels mother, he says she fought with such strength that would surpass any man. Despite Beowulf being the hero and Grendels mother being portrayed as a monster, he creates sympathy for Grendels mother by accepting her motive for vengeance and suggesting a close mother-son bond. When Grendels mother is first introduced, she is depicted as a mother mourning her son and out for vengeance. It shows some reason for her attack instead of just being evil. The author continues to build sympathy for Grendels mother by presenting her as having a clear emotional bond with her son. After her attack on Herot, Grendels mother takes the arm of her slain son. Further evidence of the strong emotional attachment between the two is the fact that Beowulf finds Grendels dead body in his mothers underwater lair. The last we hear of Grendel, he is fleeing from Herot with a mortal wound. One can only assume that Grendels mother was mourning the death of her son and unable to let him go. The continued reinforcement of appropriate female roles by presenting two separate and opposing supernatural forces that strongly influence the plot of Beowulf: a masculine God and a feminine Wyrd, suggesting that feminine forces require suppression. Wyrd is a mysterious force that acts as a fate, bringing the heroes of Beowulf ever closer to agony and death; however, God protects Beowulf and helps him in battle. Wyrd works to bring disorder and doom to Beowulf, just as Grendels mother wages war on Hrothgar and his kingdom. Beowulf is able to kill Grendels mother, ending her influence, however he is unable to do anything about the Wyrd except to look to God for help. The story of Beowulf helps paint a picture of what it must have been like to be an Anglo-Saxon woman in those times. The woman who followed the traditional roles are considered good and those who dont are cast out as monsters. Raffel, Burton. Beowulf. 2nd ed. London: Signet Classic, 2008. Print. Collins, James. French Historical Studies. French Historical Studies. 16.2 Print. Murphy, Michael. English Studies. English Studies. 66.2 105. Print.

Portion Control for Weight Management

Portion Control for Weight Management Netan Bhardwaj Lifestyle, social status and frame of mind all depend on your health thus everybody wants a perfect physical appearance, which may vary based on gender and age, and the way people see it is by attaining an ideal weight. But every challenge comes with obstacles e.g. lack of knowledge, resources and many other factors, due to that fact obesity and weight management have become enormous problem amongst individuals of all ages. To a certain extent minor weight loss can alter ones path of life. Whether it’s living life to the fullest or being overweight holding you down. And everyone that is overweight or obese is always looking for the â€Å"easy way out† to lose weight by not doing any exercise and eating anything they please. So can weight reduction really occur without any medications, surgery, or even extensive exercise? To begin with, people who are obese tend to be uneducated about effects of obesity, nutrition, and portion control. Now knowing about the major risk that obesity brings is a major issue such as 29% of all deaths in Canada are because of obesity, where females are at a higher risk of dying than males, and learning about these risks can be an eye opener for some and life changer for others. Obesity causes or is closely linked with a large number of health conditions like heart disease, stroke, diabetes are just to name a few and as many as 11 types of cancer, including leukemia, colon, breast cancer [WHO. 2014]. Not just that but obesity also comes with social and emotional effects including discrimination, lower wages, lower Quality of life and people being effected by obesity are more likely susceptible to depression. The type of diet you eat can have a major impact on your weight i.e. eating a high energy/calorie dense meal (coffee and a doughnut) can cause overeating whereas eating multiple low energy/calorie meals (juice, a piece of toast, and scrambled eggs) can provide an provide array of healthy choices by incorporating more food consumption but less calorie intake and also it can help with optimum weight management. For instance [Rolls. 2014] compiled three systematic studies on various individuals and this is what was conducted. The first trial involved overweight men and overweight women, they were given isocaloric portions of either high or low dense food to be eaten daily into a reduced energy diet for two months and one year later the group that was given low energy dense soup saw a 50% more reduction then the other control group. The second trial only obese women were tested and they were split into two groups. One grope was counseled to portion control and eat more water rich foods (fruits, vegetables) and the other group was asked to eat limited portions (fats and everything else). After a year the group that was told to eat more water rich foods lost 23% more weight, had a reduction in hunger and felt greater gratification. In the final trial, participants from trial one and trial two were monitored for six months. It was found that individuals who eat a low energy diet lost more than 50% of weight and eat 300grams more than the high energy diet group. From these trial it can be concluded that for weight management to occur simply saying â€Å"eat less† is not the best approach to reducing the amount of intake. Therefore large portions of low energy dense foods can be used strategically to encourage their lower consumption and caloric intake. If people lowered the density of energy in their diet, they can eat pleasurable portions while managing as well as maintaining their body weight [Rolls. 2014]. Also through these trials it can be said that a variety of portion control methods can be applied, eating less high energy meals or eating more low energy foods, for exemplary portion management leading to a lower chance of weight gain. Obesity has become a significant problem, it causes more deaths the being underweight, across many regions of multiple countries. Obesity has become such a high risk factor that even minimal weight loss of 5 to 10% seems to be enough to provide a clinically significant health benefit and reduce the risk of death, cardiovascular diseases, diabetes, and many other [Lagerros. 2013]. But there are limitations to weight loss i.e. physical disabilities, the quality of produce at a supermarket, cultural acceptance (being fat or over weight considered good, shows how healthy you are), neighborhood accessibility (neighborhood around the world tend not to have any sidewalks thus making it difficult for individuals of all ages to be healthy) as well as neighborhood safety (Places where criminal activity is high, People are less likely to leave their residence) and other resources. All these aspects play a tremendous role in weight reduction and or weight management. A study done by [Amanda Reichards et al. 2014] about adults with physical disabilities with a BMI of >25%. So these individuals were randomized into two weight management approaches. One of these was My plate diet (consists of a meal with fruits, vegetables, protein and dairy all in one plate) and the other was Stoplight diet (foods are based on the light consisted in traffic lights such as vegetables/fruits are green, potatoes/ cheese are yellow and fat foods are red) supplemented with portion controlled meals for 6 months. There were 126 enrollees and of those 70% of them completed initial 6 months and 60% of the 70% completed a follow up phase. The Stoplight diet group reduced weight during initial 6 month and lost more weight during the follow up phase whereas the My plate diet group only lost weight during the initial 6 months from the studies done by Amanda Reichards and her colleagues it can be stated that by using portion control, barriers can be overcome for individuals that are overweight and have physical mobility impairments. Consumers are uncovered to many pieces of data such as the media, commercials and promotions. The comparison between two merchandises that are similar in prices or completely buying a product for the first time, â€Å"58% of the consumers said that they used product labels† [Wills et al2009].Furthermore, Canadians believe that labels are the most important way to get nutritional data. â€Å"This source is then shadowed by various forms of media, friends and family, electronic media channels and lastly family physicians or other professionals â€Å"[Willset al.2009]. It is notable that family physicians/medical professionals seem to play such a minimal role in general information. In the past, significant findings have been conducted by researchers to help modern scientist. Lexis, L (2004) conducted multiple studies where 38% of the people’s portions were controlled and the others weren’t. The research shows that 5% of the 38% examined saw a weight reduction from their baseline weight whereas the other control group saw a 5% weight gain from their base line. She also did a study on Elevated waist/hip on men and women this a body mass index (BMI) greater the 27. Being overweight comes at a cost and its â€Å"$656 higher annual medical care costs, and the IV results indicate that obesity raises annual medical costs by $2741 in 2005 dollars.† [Cawley J. 2012]. â€Å"More than 2 in 3 adults are considered to be overweight or obese. More than 0.33% adults are considered to be obese. More than 0.05 adults in North America are considered to have extreme obesity. About 0.33%of children and adolescents from ages 6 to 19 are considered to be overwe ight or obese. More than 16% of children and adolescents from the ages of 6 to 19 are considered to be obese† National Health and Nutrition (2010). â€Å"Obesity can occur one pound at a time. Just like obesity so does prevention. † [National Institutes of Health. 2013] these are just some facts about obesity that can be prevented by portion control. Solutions. Are there any? With so many problem and hardly any solutions. Here are a couple of solutions that can help with implicating portion control, first would be liquid meal replacement (shakes) can be a very useful technique there were small experiments designed to makes many of the studies on the effectiveness of meal replacements were tough to interpret as few were intended to regulate whether meal replacements are closely linked with greater weight reduction than a self-selected consumption of regular foods. They also found that there is a relationship between the intakes of meal replacements in exchange of regular meals in the framework of energy controlled diets and decline in body weight. The second method would be tax increasing and front back trafficking. Increasing the tax on unhealthy food could be a substantial answer to many problems, the Danish government has put a 25% tax on unhealthy foods (sweet based) such as ice cream chocolate and many others and beverages. T hey also banned the use of Trans-fatty acid (increases coronary heart cancer) leading companies to use a different method of production and provide a better fat quality product. There is also Front of Pack traffic light nutrition labeling (this is when the nutritional label is put in the front and the product is labelled as a colour that indicated the type of product which is stated earlier in this paper). There was a randomized-controlled study was conducted to determine different food label formats on consumers’ product choices, the study established that traffic light labels had the most influential on consumers, compared to other methods. Even with time constraint consumers the traffic light labels and logos were more effective and efficient rather than the ordinary label furthermore the likelihood of healthy choices had increased moreover with unlabeled food it is more difficult to classify as whether it’s healthy or unhealthy [Borgmeier and Westenhoefer, 2009]. By making such a major impact, neighboring countries are putting an emphasis on disease deduction methods as well. The third method is Pre-portioned foods it is an alternative approach to liquid meal plan it is a pre-packaged single meal /snack which is bound to reduce weight also temporary studies have found that solid meal substitutes (bars) caused the tendency to feel more full than isocaloric liquid meal substitutes (shakes) [ Tieken et al. 2007]. In an 18-month study conducted by [Wing et al. 1996] where contributors were allocated to one of the four groups: a usual behavioral treatment was given, a behavioral treatment accompanied with financial encouragement for weight reduction, food source, or a combination of food establishment and motivations. The food that was provided to the individuals consisted of pre-portioned conventional foods suitable for five breakfasts and five suppers each week for 18 months. The quantity of weight reduction in the two groups, provided with sufficient food, was significantly superior to the other groups at 6, 12 and 18 months [Wing et al. 1996]. Also in another study, patients were given either a prepackaged, nutritionally complete, organised meal, plan that provided almost all of their diet and the other group was given a macronutrient equivalent usual-care diet. The prepackaged meal was designed to sustain long-term weight loss. This was proven at 1 year when the first group lost 5.8 kilograms while the other group only lost 1.7 kilograms loss [Metz et al. 2000]. A certain study, sought to separate the properties of the portion-controlled diets from other mechanisms of the weight reduction intervention by keeping the additional variables similar across the two study groups. The pre-portioned food group was provided with three starters and one snack daily, which they could substitute with conventional foods by the rules of their program. After 6 months, the pre-portioned food group lost 7.3kg whereas the control group only lost [Foster et al. 2013]. The take away message from these studies is that Portioned food can cause a substantial difference between casual meals in terms of weight reduction thus allowing a greater consumption of food and loss in weight. Another solution is by regulating the advertisements that are shown to adolescents. This will cause children to be less attracted to food which can lead them to gain weight. In Sweden, Norway and Quebec the government has restricted television advertisements for children. More specifically , the Swedish Radio and Television act does not grant commercial television advertisement that is intended to attract or gain the attention of children who are under the age of 12. However, most countries tend not to revise advertisements, to make sure they are meant for children. A comparison of food advertising in 13 countries in different parts of the world, found that children who were watching more than 2 hours would be exposed to between 28 and 84 food advertisements per day [Lagerros. 2013]. Weight management/reduction has been a major problem for decades now. Obesity is something that is increasingly on the rise today and will continue to rise unless we do something about it, food is being pushed on television all the time. Corrupting minds to eat calorie dense food but there is a way to fix that by informing people of how bad it really is and encouraging people to live a health-enhancing lifestyle. The solution is as simple as eating a portioned diet and making it a lifelong diet. Some fat is essential for the body. It uses it for various implications such as heat, padding, insulation, and stored energy. Eating healthy and keeping active is all a part of a lifelong daily routine No diet should be promoted as being a temporary eating plan, but rather a permanent plan for healthy eating and living. References Borgmeier I., Westenhoefer J. (2009)Impact of different food label formats on healthiness evaluation and food choice of consumers: a randomized-controlled study.BMC Public Health9: 184. Cawley, J., Meyerhoefer, C. (2012). The medical care costs of obesity: An instrumental variables approach. J Health Econ. Ello-Martin, J., H Ledikwe, J., Rolls, B. (2005). The Influence of Food Portion Size and Energy Density on Energy Intake: Implications for Weight Management. Foster GD, Wadden TA, Lagrotte CA, Vander Veur SS, Hesson LA, Homko CJ, et al.(2013) A randomized comparison of a commercially available portion-controlled weight-loss intervention with a diabetes self-management education program,Nutr Diabetes, 3:e63. Lagerros, Y., Rà ¶ssner, S. (2013). Obesity management: What brings success? Therap Adv Gastroenterol, 6(1), 77–88. Rolls, B. (2012). Dietary strategies for weight management. Nestlà © Nutrition Institute Workshop (2012), 73, 37-48. Rolls, B. (2014). What is the role of portion control in weight management? International Journal of Obesity (2005). Metz JA, Stern JS, Kris-Etherton P, Reusser ME, Morris CD, Hatton DC, et al.(2000) A randomized trial of improved weight loss with a prepared meal plan in overweight and obese patients: impact on cardiovascular risk reduction, Arch Intern Med, 160:2150–2158 National Institues of Health. (2012). Overweight and Obesity Statistics. Weight-control  Information Network. Reichard, A., D. Saunders, M., R. Saunders, R., Ptomey, L. (2014). A comparison of two weight management programs for adults with mobility impairments, Disability and Health Journal. Tieken SM, Leidy HJ, Stull AJ, Mattes RD, Schuster RA, Campbell WW. (2007). Effects of solid versus liquid meal-replacement products of similar energy content on hunger, satiety, and appetite-regulating hormones in older adults,Horm Metab Res, 39:389–394 Wing RR, Jeffery RW, Burton LR, Thorson C, Nissinoff KS, Baxter JE. (1996). Food provision vs structured meal plans in the behavioral treatment of obesity.Int J Obes Relat Metab Disord.;20:56–62 Wills J., Schmidt D., Pillo-Blocka F., Cairns G. (2009)Exploring global consumer attitudes toward nutrition information on food labels.Nutr Rev67(Suppl. 1): S102–S106Frenk, D. (2012, May 1). Obesity Consequences. Retrieved October 22, 2014, from http://www.hsph.harvard.edu/obesity-prevention-source/obesity-consequences/ Obesity and overweight. (2014, August 1). Retrieved October 22, 2014, from http://www.who.int/mediacentre/factsheets/fs311/en/ Statistics Heart and Stroke Foundation of Canada. (n.d.). Retrieved November 24, 2014, from http://www.heartandstroke.com/site/c.ikIQLcMWJtE/b.3483991/k.34A8/Statistics.htm

My Spirit Is Christian, My Logic is Not :: Religion Faith Religious Essays Personal Narrativ

My Spirit Is Christian, My Logic is Not If I assume God exists, I must also assume the existence of extraterrestrials, unicorns, dragons, and so on. It is a cold, lightless and bitter feeling to think that death is the very end. Be that as it may, this is the feeling that I struggle with almost everyday of my life. I wish I could honestly with all my heart say that God does exist, but I cannot. I long for answers to my nightly prayers, but there never are any. I yearn for a peace within my spiritual being that I can never find. For numerous months I have been going to the "Christian Bible" for answers. The truth is, the more I peruse the Bible, the more I accept it. However, I still question the many contradictions between the Old and the New Testaments and at times find its writing deceptive and improbable. Do I have no faith, or have I just not been conditioned? I was not brought up in a religious family. I never attended church, never prayed, and never talked about the mere existence of God. My claim is that if one man was able to Nazify a whole country, just imagine how parents can manipulate their child's actions, understand ing, and, most easily, their beliefs. I reach out to God because there is something within me that cries out for satisfaction, for hope, something only God can fulfill. However, it is the incomprehensible stories in the Bible and the practices of religion that keep me away from spiritual completion. What inspired me to even open the Bible were the words of a close friend who two years ago told me, " The Bible might be a letter your father has written to you. Don't you think you ought to at least read it?" However, after having looked through the Bible, I have found a curious piece of prejudice in my heart against God's words that needs an explanation. I have a hard time believing a superior and loving power exists above us when there is so much atrociousness in this world. Bad things happen to good people: an accident they couldn't prevent, an illness they couldn't avoid, a misfortune they didn't foresee. I do not believe that is God; I believe that's life. Some are poor, some are rich, some are white, some are black, and some live great lives, and others come to the point of suicide.

Snapshots of Miss Emily in William Faulkners A Rose for Emily Essay

Snapshots of Miss Emily in A Rose for Emily â€Å"A Rose for Miss Emily† by William Faulkner is a story of quiet lonliness and tragedy. The story ends on a surprising note, but one for which the reader is not totally unprepared. Faulkner very cleverly uses changing pictures of Miss Emily’s physical state to give the reader a clue as to what is transpiring inside her. The picture or â€Å"tableau† of Emily in her childhood gives us our first clue into her strange personality. She is â€Å"a slender figure in white in the background, her father a spraddled silhouette in the foreground, his back to her and clutching a horsewhip, the two of them framed by the back-flung front door.† The scene almost blatantly reveals Emily in her youth, constrained by a wildly over-protective father. Her natural attempts to leave home and have relationship with the outside world are thwarted by a dark, mean, even evil-spirited father who refuses to let her leave. Our next view of Miss Emily is some time after her father dies. â€Å"Her hair is cut short,† Faulkner tells us. The strength...

Tim Burton Style Analysis

Tim Burton Style Analysis Tim Burton has achieved much fame for his imaginative movies and his quirky remakes of old classics such as Alice, Batman, and Charlie and the Chocolate Factory. It is in Edward Scissorhands though, a heartfelt story about an outsider looking in, that Burton shows off his true skills as a director. Using point of view, setting, and motifs his film becomes not just a good movie, but an amazing classic. Burton uses point of view to show the characters perspective and to fill in the missing gaps in the characters history in the form of flashbacks.For example, one of the beginning scenes in the movie show that the devout woman looks out the window and sees the other woman of the neighborhood flocking together, yet not inviting her to join them. It shows that the woman is an outcast, and is not included in things. Another scene shows Edward’s dejected face and then flashes over to a scene of Kim goofing off with her boyfriend. It lets the viewer understand that Edward is interested romantically in Kim, and thus upset that she is involved with someone else. This is a more subtle technique, and makes the scene more memorable to the viewer because they didn’t come right out and say it.As opposed to telling the audience about something, Burton prefers to let them see for themselves. To show Edwards origins, Burton has Edward looking out the window and has a flashback about how he was created. Burton also uses setting to a magical extent. Burton is an admirer of over-exaggeration, and this is evident in his distinction of the neighborhood and Edwards’s castle. Whereas the community is bright a cheery, with houses of alternating color and rather small proportions, the castle is dark and opposing. All the houses in the community don’t have more than four feet between them, and even the backyards are visible from the street.Burton also exaggerates the looming castle’s isolation by putting it on a mountain. Burton purposefully designs the community to be the homey, picturesque American dream while Edward’s castle is the definition of gloom and doom. Yet when Peg first comes to the entrance of the castle, she encounters an amazing garden, much more beautiful than anything thing the people in the community could make, showing us that our perceptions aren’t always right. Burton often uses motifs in his movies and Edward Scissorhands is no different. Among many, one of the motifs Burton uses is conformity vs. ndividuality. Burton’s movies all carry common threads, and like all of Burton’s previous main characters, Edward is an outcast. He is a spark of creativity in an otherwise dull society. The citizens of the community choose to conform and the all have flat personalities. One is either a maneater or a motherly type or some other cliche, and that part seems to encompass the rest of their personality. While Edward, who is so different from the way he looks to the way he acts, seems to be the only human character. His personality possesses many layers.The citizens also dress bright and cheery is a retro-style, while Edward with his uncontrollable hair and pale skin looks like a gritty Goth. In conclusion, Burton’s skill shines throughout the entire movie. Using point of view, setting, motifs, and other style techniques, Burton makes Edward Scissorhands a true hit. Tim Burton’s unorthodox style gives new standards to the movie business, and delivers heartwarming stories about misconceptions and finding yourself. With Tim Burton’s masterful skill and playful humor, it becomes obvious why Edward Scissorhands is such a hit. Gigi Orphali 12-8-11 p. 5-6

Customer service – the investigation assignment

Im going to do an investigation into two dissimilar organisations taking into depict the principles, products and profits that atomic number 18 offered and the companies node premeditation policies.My start-off organisation is Alton Towers a playing period packed motion super C aimed at wholly types of age groups, maybe non for the over 50s though. It is the UKs best loved theme park, 2 hotels, a spa, an extraordinary golf course, and nineteenth century gothic castles.My secondly organisation is stolon cream halt operators a leisure affect c altogetherer- turn out operating in four different sectors. They earn m either high pathway stores and atomic number 18 a well-known respected tour operations c all last(predicate)er.My runner supposition of Alton towers was quite alright, it werent bad guest answer but we had a few problems. I and my friends had at rest(p) for a birthday political party and we had pre-booked our tickets so that we could and go consecutive through and non defy to waiting line up. When we got to the desk the lady couldnt find us on the computer and conveyed us for our reference number, we werent precondition a ref number we righteous got told to show them a confirmation garner they had emailed us. There was a mix up on the computer and they eventually sort it out. They never really apologised to us for devising us wait and not explaining soundly what had happened. By the end of our visit we had forgot the kafuffle at the beginning as wed had such a easily day and the operate end-to-end the day was brillMy first ikon for First Choice tour operators was fantastic. I flew with first choice to Gran Canaria in Xmas 2005. When we first got on the plane they greeted us with smiles and asked if we were ok etc. When we sat heap ready for take off they all came round to check if we required some(prenominal)thing and to interpret that we were all ok. I impasse for that is substantially run as at that place handicraft is too look after their guests and thats on the nose what they were doing. Some airlines do hold up exhaustively customer service but first choice just seemed to stand out to me. Ive flown with Gold Trail before and they were horrendous, you would ask for assistance and they would come back to you in around 45 minutes They were abruptly terrible. We were also delayed on that escapism for 7 hours and didnt receive anything for it.The principals of customer care.First impressions are the first sign of slap-up customer care, for example if you walked into a travel agents pauperizationing to find out almost information on a holiday you have seen, you would compulsion the agent to attempt you first with a cheery contented face and be polite That is a dear(p) first impression, if you walked in and you had to mouth first and they looked all morbid and mardy, you wouldnt think that was a well-behaved first impression. In any organisation the mountain of the corporation should always piddle a heavy first impression beca single-valued function thats what the customer remembers. either friendship should have respectable company image, an appealing logo is a first, you wouldnt go in a travel agents if they had a shabby logo on their shop, you would fate it too look appealing and stand out. Employees should have a the companys logo on their uniform as that gives a hot impression, plus customers leave alone know that they are part of that company if they need assistance. revivify and accuracy of service is vital in customer care, you want to be served as quickly and efficient as possible. You dont want to be waiting ages to be support and and so they dont give you the advice you wanted or they sell you the wrong product.Every company should have a customer service policy all companies should provide a helpful, friendly and reliant service.The methods my two organisations use to monitor and evaluate their customer service.Alt on towers have a comment sheet of paper and separate to ensure that all customers are enjoying their visit. The comments sheet/cards enable the company to find out what the customer likes and dislikes and too see if there are any problems. When youre in the park they come round and put the sheets chthonian your windscreen wiper so that when you give up to your car you can fill it in. If you have any complaints or claims you must put out to their customer relations manager at bottom 28days of your trip to Alton towers. All complaints or claims that do not involve in disgrace or death, Alton towers cannot accept liability.First choice holidays listen to their frontline employees, customer focus groups, customer feedback questionnaires and by conducting mystery shopping where a third party acts as a customer and feeds back to the company on the quality of the service they receive.These are all good ways for companys to monitor their customer service. There are many separate wa ys a company good monitor their customer service observations, feedback from team members, suggestions box or book, questionnaires and surveys, or manifestly just have a customer service desk if they feel they are not satisfied within the store and want to complain straight away.The benefits of good customer serviceThe benefits of an employee would be that if they gave a good service within their job then they would enjoy their job as they would be praised.You would also be secure in your job as if your good at your job and can deliver a good service, your employer testament want you to stay. If you are good at your job and the customers are all satisfied, your employer may give you a pay jump off. Incentives can also be given to you by your employer.For example you could be set a target and if you relegate it you can be awarded some capital or even a holiday. The benefits to the employer would be that the sales and profits of the melody would rise because of returned customer s and more customers would come to you as the travel customers would tell other people.There would be less complaints if the business had a good service, which would mean more positive feedback. If the business was in competition with other businesses they would have a better advantage as customers would want to go to their business as they deliver a better service. Customers entrust be highly satisfied if you give them a good service, you volition be meeting their needs and exceeding their expectations, they exit return and give word of mouth. move customers is good for every business, it is also good for both the customer and the employee as you will build a good repour. Customers will also gain your loyalty and certainly give recommendations.Consequences of a poor serviceIf you give a poor service the financial side of the business will fail and lose money. The reputation of the employer will be bad and people who were mentation of applying for a job in that company will r econsider there thoughts.My first impression of Alton towers was a poor service, we give tongue to we werent going to pre-book our tickets there again we would just do it the normal way, but as the day went on the service was glorious and we had forget all about the kafuffle at the start of the day. First Choice was a great first impression at the start we went back to them as they had delivered a good service. If they had delivered us a poor service we would not have gone back and would have told other people how rude they were etc.In all customer service related jobs, every employee should abide by the data egis act because all customers details and in the flesh(predicate) information is confidential. If any disabled single(a) entered an establishment you would not treat them any different. You should not treat any exclusive different from anyone else, everyone should be treat the aforesaid(prenominal) despite race, sex, religion or any views they have on anything.

Amul Essay 9

CONTENTS 1. neckledgeableness 1. history 2. the three- degree amul model 2. Objectives of Study 3. enquiry methodology 4. Review of Literature 5. trade Analysis 6. Limitations 7. Conclusion 8. Scope Of advance 9. Bibliography 1. INTRODUCTION Amul (AMUL means priceless in Sanskrit. The injury rear Amul, from the Sanskrit Amoolya, was suggested by a reference control expert in Anand. ), exerci spill in 1946, is a dairy farm farm farm accommodativeinIndia. It is abrand bid man aged by an peak co-op organisation, Gujarat Co-operative draw mart confederacy Ltd. (GCMMF), which the wish hearty a shot is jointly ingested by both(prenominal) 2. million draw producers inGujarat, India. AMUL is establish inAnand,Gujarat and has been an example of a co-operative organizations victor in the long term. It is one of the crownwork hat examples of co-operative achievement in the developing economy. Anyone who has seen, the dairy accommodatings in the state of Gujarat, espe ci on the wholey the passing triumphful one admitn as AMUL, will natur aloney wonder what gang of influences and incentives is gather uped to multiply such(prenominal)(prenominal) a model a thousand generation oer in developing realms e trulywhere. TheAmul physiquehas established itself as a unambiguously appropriate model for campestral learning.Amul has spurred the exsanguine Revolution of India, which has made India the largest producer of draw and take out crops in the world. It is as well the worlds biggest vegetarian lay off brand. Amul is the largest food brand in India and worlds Largest Pouched draw Brand with an annual disturbance of US $1050 million (2006-07). currently marriages making up GCMMF save 2. 8 million producer processs with draw sight ordinary of 10. 16 million litres per sidereal mean solar day. as well India, Amul has entered overseas foodstuffs such as Mauritius,UAE,USA,Bangladesh,Australia,China,Singapore,Hong Kongand a few S outhAfri dealcountries.Its squeeze to enterJapanese commercialise in 1994 did non succeeded, nevertheless now it has immaterial plans entering the Japanese markets. other(a) dominance markets being considered includeSri Lanka. Dr Varghese Kurien, abidanceer lead of the GCMMF, is recognised as a bring out person behind the success of Amul. On 10 Aug 2006Parthi Bhatol, professorship of the Banaskantha uniting, was elected chairman of GCMMF. 1. 1HISTORY The Gujarat conjunctive draw trade fusion Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the dairy reconcilings of Gujarat.This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India only when serves as a model for consist of the World. Over the last five and a half decades, dairy joints in Gujarat bewilder dod an economic ne dickensrk that links often than 2. 8 million hamlet take out produc ers with millions of conveyrs in India and abroad with a cooperative system that includes 13,141 sm either town dairy accommodating Societies (VDCS) at the settlement level, consort to 13 District Cooperative milk Producers federations at the District level and GCMMF at the State level.These cooperatives collect on an average 7. 5 million litres of milk per day from their producer members, more than 70% of whom ar small, marginal farmers and landless labourers and include a sizeable population of tribal kin and spate belonging to the scheduled castes. The rompover of GCMMF (AMUL) during 2008-09 was Rs. 67. 11 billion. It markets the products, produced by the district milk unions in 30 dairy fixs, low the renowned AMUL brand name. The combined touch capa city of these institutes is 11. 6 million litres per day, with cardinal dairy sows having touch on capacity in excess of 1 million Litres per day.The farmers of Gujarat own the largest state of the art dairy plant in Asia M opposite Dairy, Gandhinagar, and Gujarat which dirty dog wangle 2. 5 million litres of milk per day and process century MTs of milk mill unremarkable. During the last year, 3. 1 billion litres of milk was collected by Member coalescences of GCMMF. big capacities for milk drying, product manufacture and oxen feed manufacture take a leak been installed. each(prenominal) its products be manufactured under the most hygienic conditions. All dairy plants of the unions be ISO 9001-2000, ISO 22000 and HACCP certified.GCMMF (AMUL)s kernel Quality worry ensures the quality of products right from the starting signify (milk producer) through the value chain until it reaches the consumer. incessantly since the movement was entraped fifty-five years ago, Gujarats Dairy Cooperatives have brought active a signifi erectt social and economic adjustment to our rural tidy sum. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that wh en our rural producers benefit, the community and nation benefits as well. The Gujarat Cooperative take out Marketing confederacy Ltd. cannot be viewed simply as a dividing line enterprise.It is an institution created by the milk producers themselves to principally safeguard their interest economically, socially as well as democratically. Business ho spends create profit in order to circularise it to the sh arholders. In the case of GCMMF the overplus is plow back to farmers through the District hearts as well as the village societies. This circulation of superior with value addition within the grammatical construction not only benefits the final benefactive role the farmer plainly eventually contributes to the development of the village community. This is the most significant sh atomic number 18 the Amul Model cooperatives have made in building the Nation. . 2the three-tier Amul model The Amul Model is a three-tier cooperative structure. This structure consists of a D airy Cooperative Society at the village level affiliated to a take out Union at the District level which in turn is further merge into a draw Federation at the State level. The supra three-tier structure was set-up in order to delegate the un resembling functions milk collection is done at the crossroads Dairy Society, draw procurance & touch on at the District milk Union and Milk & Milk Products Marketing at the State Milk Federation.This helps in eliminating not only internal competition but dealwise ensuring that economies of scale ar achieved. As the above structure was early evolved at Amul in Gujarat and there after(prenominal) replicated all over the country under the Operation alluvium Programme, it is contendn as the Amul Model or Anand Pattern of Dairy Cooperatives. Responsible for Marketing of Milk & Milk Products Responsible for procural & biddinging of Milk Responsible for line of battle of Milk Responsible for Milk Production. Village Dairy Cooperative Society (VDCS)The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the elemental society under the three-tier structure. It has rank of milk producers of the village and is governed by an elected counseling Committee consisting of 9 to 12 elected vocalizations of the milk producers based on the principle of one member, one vote. The village society further appoints a deposit (a paid employee and member secretary of the Management Committee) for heed of the casual functions.It also employs various tribe for assisting the Secretary in accomplishing his / her daily duties. The main functions of the VDCS ar as follows ? aggregation of surplus milk from the milk producers of the village & stipendment based on quality & quantity ? Providing support function to the members like veteran First Aid, Artificial Insemination purifyments, cattle-feed gross rev enue, mineral mixture gross revenue, viands & fodder seed sales, conducting cultivation on Animal agribusiness & Dairying, and so forth ? Selling liquified milk for local consumers of the village ? Supplying milk to the District Milk UnionThus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union. District Cooperative Milk Producers Union (Milk Union) The Village Societies of a District (ranging from 75 to 1653 per Milk Union in Gujarat) having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. It has social status of Village Dairy Societies of the District and is governed by a Board of managing directors consisting of 9 to 18 elected representatives of the Village Societies.The Milk Union further appoints a professional Managing film director (paid employee and member secretary of the Board) for management of the day-to-day fun ctions. It also employs various multitude for assisting the Managing Director in accomplishing his / her daily duties. The main functions of the Milk Union atomic number 18 as follows ? Procurement of milk from the Village Dairy Societies of the District. ? lay deportation of raw milk from the VDCS to the Milk Union. ? Providing input services to the producers like Veterinary C argon, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc. Conducting learn on Cooperative Development, Animal tillage & Dairying for milk producers and conducting specialised dexterity development & Leadership Development training for VDCS staff & Management Committee members. ? Providing management support to the VDCS along with regular oversight of its activities. ? Establish Chilling Centres & Dairy Plants for processing the milk received from the villages. ? Selling liquid milk & milk products within the District. ? Process milk into variou s milk & milk products as per the indispensability of State Marketing Federation. ? Decide on he prices of milk to be paid to milk producers as well on the prices of support services provided to members. State Cooperative Milk Federation (Federation) The Milk Unions of a State be federated into a State Cooperative Milk Federation. The Federation is the apex tier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The State Federation further appoints a Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions.It also employs various mess for assisting the Managing Director in accomplishing his daily duties. The main functions of the Federation ar as follows 1. Marketing of milk & milk products processed / manufactured by Milk Unions. 2. Establish distribution network for marketing o f milk & milk products. 3. Arranging transportation of milk & milk products from the Milk Unions to the market. 4. Creating & maintaining a brand for marketing of milk & milk products (brand building). 5. Providing support services to the Milk Unions & members like Technical Inputs, management support & consultative services. . Pooling surplus milk from the Milk Unions and provide it to deficit Milk Unions. 7. Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk Unions. mmon purchase of raw materials gived in manufacture / packaging of milk products. The dairy industry in India and particularly in the State of Gujarat looks very dissentent. India for one has emerged as the largest milk producing country in the World. Gujarat has emerged as the most successful State in terms of milk and milk product production through its cooperative dairy movement.The Kaira District Cooperative Milk Producers Union Limited, Anand has become the focal point of dairy development in the entire region and AMUL has emerged as one of the most recognise brands in India, ahead of many inter guinea pigistic brands. Today, we have well-nigh 176 cooperative dairy Unions formed by 1,25,000 dairy cooperative societies having a total membership of around 13 million farmers on the analogous pattern, who be processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka.This entire process has created more than 190 dairy processing plants spreading all over India with large investments by these farmers institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay an aggregate amount of more than Rs. one hundred twenty-five billion to the milk producers in a year. 2. OBJECTIVES OF STUDY 1. To ascertain the utileness of advertisements towards the sales of Amul coffee berry. 2. To distinguish the range of products, offered by t he company. 3. To know the relationship of sales with the advertisement. 4. To know sensory faculty of raft towards Amul deep browns. 5.To know which advertisement cats-paw is mostly favored by concourse. 6. To know the likeence of Amul coffee berrys with comparison to other matched brands. 7. To know the factors which affects consumers obtaining deportment to purchase cocoas. 8. To know the market aim of AMUL as a brand. Plants First plant is at ANAND, which is engaged in the manufacturing of milk, butter, ghee, milk powder, flavoured milk and buttermilk. pic Second plant is at MOGAR, which engaged in manufacturing chocolate, Nutramul, Amul Ganthia and Amul lite. pic Third plant is at Kanjari, which produces cattelfeed. pic Fourth plant is at Khatraj, which engaged in producing cheese. pic Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujar at and unanimous India. 3. RESEARCH METHODOLOGY There are two witnesss hired for methodology 1. uncomplicated sources 2. Secondary sources Primary sourcesA primary source is the most direct bulge you can figure the entropy you compliments to write about. For example, Census. gov would be an article expatiate the number would not be considered primary. nigh other examples of primary sources are helpmate reviewed research publications, journals, diaries, legal documents, government records, authoritative maps, photographs, original manuscripts, institutional records, or national archives. Secondary sourcessecondary source of knowledge is one that was createdlaterby somebody . Examples of secondary sources include literary criticism, biographies, encyclopaedia articles, and journal articles critiquing the work of others. There are of two types 1. Internal sources publish broachers, formal reports etc. 2.External sources periodicals, journals, discussionpapers, internet. RESEARCH hassle Increase the advisedness level of AMUL CHOCOLATE. look for the general perception of consumer towards AMUL CHOCOLATE. To find the exercise of AMUL CHOCOLATE vis-a-vis other brands. To know the consumer psyche and their behaviour towards AMUL CHOCOLATE. Information requirement First, I had to know about all the enemys present in the chocolate portion (Reputed and well established brands as well as Local brands). Before dismissal for the aspect I had to know the comparative degree prices of all the competitors existing in the market. Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it, which primarily deals with hoi polloi of various age classifys. As chocolate is different product, the main reading needed is the various types of chocolates available in the market, their calorific value and various other facts. As Amul chocolate advertisements are generally done through hoardings but on television the advertisement is being telecasted by the bye and on the correct time or not. AMUL CHOCOLATE is made from Sugar, drinking chocolate butter, Milk Solids, coffee tree mass.Composition Milk rich 2% Sugar 55% Total Fat 32. 33% (Milk Fat + Cocoa Fat) Cocoa Solids 7. 5% Milk Solids 20% RESEARCH INSTRUMENT apply flesh out If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they bargain for particular brands of cars, the natural action is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. A questionnaire consists of itemization of questions to be asked from the respondents and the space provided to record the serve up / responses.Questionnaire can be used for the individualised interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is mostly determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on literal responses to question, written or oral. Questionnaire in the witness consists of ? Multiple choice questions ? Dicthomus MULTIPLE prime(a) QUESTIONS Questions of this type offer the respondents an alternative to occupy the right answer among others.It is faster, time salve and less dark. It also simplifies the tabulating process. OPEN expiry QUESTIONS In this type respondents are unaffixed to answer in their own spoken communication and express the ideas they think are relevant, such questions are faithful as first questions or opening questions. They affirm the motif and obtain general reaction. DICTHOMUS These are the questions which are Boolean in nature. These answers are fair and respondents have to answer them in a straight way. That means the answer can only be either Yes or No. SAMPLING TECHNIQUE USED & SAMPLE SIZE 1 .Sampling technique Non probability sampling 2. Sample social unit commonwealth who buy chocolates available in retail outlets, superstores, etc 3. Sample size 100 respondents (Age ranging mingled with 15 yrs to 65 yrs) 4. Method Direct interview through questionnaire. 5. data analysis method Graphical method. 6. study of survey Delhi 7. Timing of survey 9. 00 am to 12. 30 pm and 5. 00 pm to8. 00 pm. The package used for compiling of records and analysing the data is Microsoft jump and microsoft Word. 5. MARKET ANALYSIS PRIMARY tabulation & INTERPRETATION 1 What kind of drinking chocolate do you eat?Branded 92 % Non- mark 08% pic illation 92% respondents in the region of Delhi consume Branded Chocolates, piece 8% thus far consume non branded. 2 Who uses chocolates in your family? Children 34 % teen 33 % Young 26 % octogenarian 07 % pic evidence Mostly children & teenagers like chocolates in families. So we should lay stress on children & teenager segment to join on m arket administer. Young people also use chocolates for giving as a gift. 3 What form of Chocolate do you like? Cookies 14% Bar 60% Wafer 20% Other 06% pic induction The above diagram suggests that the most preferred form is bar i. . 60%, followed by wafer i. e. 20%, Cookies are all time favourites with 14% while other forms are preferred to the extent of 6%. 4 Do you buy chocolates look uponing advertisements? YES 88% NO 12% pic INFERENCE The above diagram shows that 88% of the people are influenced by advertisements for purchase of chocolates, whereas 12% are not. 5 Which television receiver production line you like to gain most? STAR 50 zed 15 SONY 10 draw 20 Others 5 pic INFERENCE Mostly people like STAR channel. This channel is very popular among all the age group people. SONY & CARTOON channels are also popular but not as STAR.In other channels sports and nakeds channels are preferred. CARTOON channel is specially preferred by children. So it will be more respectable to give advertisements on STAR & CARTOON channels, it covers all the age groups. 6 In amongst what time you like to square up television? Timings _____________ 5 to 8 pm 33 % 8 to 11 pm 37 % Late Night 10 % good morning 15 % Afternoon 05 % pic INFERENCE From the survey it was found that 37% of the respondents like to watch T. V. after 8 pm to 11 pm. Because Mostly people belong to service class & females in the families got their work by this time.At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc. so it is good to advertise on preferred channels on these timings. 7 By which media you prefer to watch advertisements? Television 67 % Hoardings 17 % Newspapers 08 % Magazines 05 % Others (Mention) 03% pic INFERENCE Mostly people like to watch an advertisement through Television because most of them belong to service class. Children are getting attracted through advertisement on television and hoardings. federation tries to give gentle advertisemen t through T. V. and hoardings because advertisement through hoardings is less costly. 8 What factors effects you in a chocolate advertisement? Brand embassador 20 Jingles 35 Comedy15 Music 10 Emotions 15 Others (Mention) 05 pic INFERENCE Jingles leave a long lasting impression people were able to recover a dance orchestra of jingles associated with chocolates. Also, the brand ambassador and the comedy in the advertisement can be sound to create an impression in peoples mind. 9 Have you ever tasted Amul Chocolate? Yes 90 % No 10 % pic INFERENCE The graph shows that 90% respondents have tasted Amul Chocolate, while so far 10% have not tried Amul Chocolates.Amul must use straitlaced techniques in order to cater the necessitate of every common man. 10 Can you crawfish AMUL Chocolate advertisement? Yes 32 % No 68% pic INFERENCE Here it was discover that only 32% respondents in the city of Delhi were able to recall Amul Chocolate advertisement. This shows how much Amul lags behin d in promotional activities and advertisement. wherefore Amul must use strong promotional activities and advertisement in order to extend their potential Consumers. 11 Which Chocolate do you like most? Nestle 28% Cadbury 58% Amul 13% Any other 01% pic INFERENCEWe can clearly gauge from the pie chart that Cadbury being on the top one-armed bandit with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind. 12 What is the frequency of purchasing Chocolate? Daily 17 % Weekly 22 % Fortnightly 13 % Occasionally 48 % pic INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily, 22% weekly, 13% fortnightly, and there is a huge chunk of people who buy chocolate occasionally. 13 How do you scale your chocolate? pic INFERENCEThe above diagram can be inferred as follows CADBURY people are highly satisfied with the taste of the Cadbury chocolate and its availability is also v ery good as compared to any other brand. just the price of Cadbury is not very satisfactory. clutch the Nestle chocolates are not substantially available however people see to be quite satisfied with its taste. AMUL people seem to be satisfied with the prices but, the chocolates lacks in easy availability and taste. OTHERS these comprise of the non branded chocolates or smaller brands, people are satisfied with its price but not with the taste and availability.MY FINDINGS ? Lack of awareness in consumers, many people does not know about Amul chocolates including children and teenagers. ? During the survey it was found that still there are 10% people who have not tasted Amul Chocolate. ? When I interviewed people consequently many among them could not recall Amul chocolate advertisement. It shows Lack of promotion or advertisement is not timely effrontery or advertisement is not granted on right time. ? Amul is not utilise any brand ambassador in its advertisement which attra cts people of all age group, specifically teenagers. There is lack of sales promotional activities , for example supererogatory tattoo, duplicate weight, toys, quiz contest etc.. ? As I found that the main product of Amul is Milk and company firstly wants to capture maximal market share in milk market which is approx. 66%, after that Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. ? Cadbury is main competitor and strategically meliorate performer then Amul. ? I found that Amul brand name has very good role in consumers mind and they consider it as pure & good product. bulk who have tasted Amul Chocolate are not build to purchase the same again. 6. LIMITATIONS 1. Non-cooperative approach and untamed behaviour of the respondents. 2. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. 3. People were not willing to answer and gi ve their time to fill the questionnaire because of the pass season. 4. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 5.The respondents had to be made run into the questions because the questionnaire was in English and not all respondents could understand it well. 7. CONCLUSION As we know that Amul is a very big organization and market leader in dairy products. It has maximal market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisation but chocolate industry is a profitable industry which cant be ignored. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes.People have believed in Amuls product and they will accept its chocolates also if effective actions are taken. The survey resulted into following(a) conclusions ? Amul must come up with new promotional ac tivities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. ? Quality is the ascensive aspect which influences consumer to purchase Amul product, but impel availability of other chocolate brands and belligerent promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. ? People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques. 8. SCOPE OF amelioration In order to maintain and increase the sales in the city of Delhi, the following recommendations regarding Amul Chocolates particularly regarding advertisement, distribution, promotional policies, etc, are herewith suggested ?First and foremost Amul should take proper action in order to improve its se rvice, because although being on a top slot in butter and milk supplies it does not get the sales in chocolate, which it should get. ? Company should use brand ambassador which attracts each age segment i. e. Sania Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. ? Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. ? Though Amul chocolate advertisements are rarely shown on television and many people could recall it as per the data of research.It shows that there is only need to give advertisement only to rememorize customers. Because Amul is a very strong brand name. ? Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. ? Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. ? Advertisement can be done with the help of animations that attracts chi ldren and teenagers because chocolates are consumed largely in this segment. ? Company should launch chocolates in new flavours like go Fruit Pineapple Elaichi Coffee hemangioma simplex Banana