Does Marx's Account of Alienation Condemn Free Market Economies Essay

Does Marx's Account of Alienation Condemn Free Market Economies - Essay Example Being a great torch-bearer of justice and egalitarianism, he looks for identical distribution of wealth, resources and opportunities for the individuals belonging to divergent ethno-racial groups, communities and socioeconomic statuses of social establishment. Consequently, he appears to be determined to launch a crusade against the existing injustices for the individual and collective wellbeing of humanity without any discrimination on the foundations of caste, class, community, region, religion and gender. It is therefore his entire work revolves round the condemnation of capitalistic (or free market) economic system, which maintains unabated perils of exploitation of the proletariat or haves-not at the hands of bourgeoisie or haves in its horrible fold. Marx’s famous theory of alienation is viewed to be the profound critique of free market economy, which would not allow the workers any share in the surplus value of the organisation in which they are rendering their services . Since free market economy, Moseley observes, does not admit the very reality that surplus-value is produced by the surplus labour of workers, thus workers become prey to exploitation in capitalism (2001: 2). In addition, Marxism vehemently criticises such a political scheme that looks for projecting and promoting the exploitative economic system (i.e. capitalism) through the statutes of law had been in vogue in major part of his contemporary industrial states of Europe. Marx believes, Zimmerman observes, that laws are the product of class oppression, which would have to get eliminated or revised as long as communism replaces the free market system ultimately (2009: 96). One of the most imperative reasons behind Marxism’s repudiation to give way to free market economy includes its being beneficial for only the rich stratum of society. Capitalistic economic system is exclusively advantageous for the producers, mill owners and elite stratum; for it bestows worthwhile privilege s upon the elite by letting them take the lion’s share in the profit of an industrial unit on the basis of the investment they have made. The free market, Sayers notes, operates as an alien system with a life of its own. It is an uncontrollable and inherently unstable mechanism. It leads to periodic crises in which huge numbers of people are thrown out of work and useful means of production are wantonly destroyed (2008:1-2). On the other hand, the workers obtain very little amount of money as remuneration against their hard toil they make from dawn to dusk in the industrial units. In other words, free market economy deprives the workers of their right and share in the surplus profit the organisation has earned. Since the workers are not in a position to obtain anything sufficient to keep the wolf from the door, it results into the decline of their interest in work and work place as well. As a result, the gulf between the rich and the poor starts expanding, which touches the d angerous end subsequently. The clash of interests between the producers and workers turns out to be challenging for the very peace and harmony of society in general. As a result, conflict arises between different strata of society, during the course of which the workers are in a position to snatch their right from the possession of the upper stratum by establishing socialistic political and economic system in society. The division between classes, Rummel observes, starts widening, and the condition of the exploited worker deteriorates so adversely that entire social structure collapses.

The Economical Environment of Senegal

The Economical Environment of Senegal Capital: Dakar Official language: French Area : 196,723 kmsq. Population: 13,711,597 (2009) approx Currency : CFA franc Prime minister: Souleymane Ndiaye President: Abdouyale Wade The area that today is Senegal once was part of the West African Empire of Mali, Ghana, and Tekrur. The country takes its name from the river that runs along its northern and eastern borders, forming the frontier with Mauritania and Mali. A poetic etymology from the Wolof people states that the name derives from the local term  Sunugal,  meaning our dugout canoe (everyone is in the same boat). The Republic of Senegal became independent in 1960 after three centuries of  French colonial rule. Dakar, the capital since independence in 1960, lies on the Cap Vert peninsula, the most westerly point in Africa. Before independence, Dakar was the capital of French West Africa , which included nine French-speaking West African states. Although predominantly Muslim, Senegal is a tolerant secular state, whose peoples have lived together peacefully for several generations and have intermingled to some extent. Islam is a potential unifying factor. Wolof is the national language. Independent f rom France in 1960, Senegal joined with The Gambia to form the nominal confederation of Senegambia in 1982. However, the envisaged integration of the two countries was never carried out, and the union was dissolved in 1989. Despite peace talks, a southern separatist group sporadically has clashed with government forces since 1982. Senegal has a long history of participating in international peacekeeping. PESTEL ANALYSIS OF SENEGAL Political environment affecting Senegal These are how and to what degree a government intervenes in the economy. Specifically, political factors include areas such as tax policy, labor law, environmental law, trade restrictions, tariffs, and political stability. It will further depict how political factors shape the labor after Senegal in market evolution in Senegal after evolution 1945? Its by Pointing out the political factors as a key element in the evolution of the labor market since 1945. The change in the labor market is been mainly shaped by political factors as illustrated by four cases: The Union franchise : 1946 to 1956 The loi-cadre :1956 to 1960 The early post independence State policy: 1960 to 1980 The post independance State policy at the adjustment structural era: 1980 to 2000 The union franchise: 1946 to 1956 This policy which affects the political factors of Senegal consists of 2 key issues- The assimilations constitution adopted in 1946. The extension of the investment policy through the adoption of the FIDES (Funds investment development economy society) The loi-cadre : 1956 to 1960 A metropolitan France response to the growing favor for decolonization in the international community. It introduced the breakdown of the French west federation and the drastic reduction of industrial investment. The major consequence was the loss of major markets i.e. guinea, Soudan and ivory coast and the increasing obsolescene of production facilities. The post independance State policy at the adjustment structural era: 1980 to 2000 The economic crisis that began in 1968, , as well as the effects of rapid population growth and accelerated urbanization deeply compounded the problem of an oversupply of unemployed and underemployed workers. The adoption of structural adjustment policies led to the withdrawl of the state from the labor market in 1980. Thus we conclude that the change in the labor market was determined by political factors as well as economic factors. Economic environment affecting Senegal- It includes economic growth, interest rates, exchange rates and the inflation rate. Economic factors includes addressing the basic problems encountered by Senegals economy: lack of diversified output, the inefficiency of investments, the role of state in economic activity, and the excessive expansion of domestic consumer demand. These problems have been partly addressed by programs focusing on food self-sufficiency, fishing, and tourism, and by strengthening high-return activities. Projects such as the Manantali irrigation project, the phosphate-to-fertilizer recovery project, and the trawler modernization program are examples of what Senegal is doing within this policy framework. In the area of manufacturing, capacity utilization improvement, equipment modernization, and low-capital production are emphasized. Since 1994, the government has made progress in privatizing state-owned enterprises, reducing labor costs to improve competitiveness in the manufacturing sector, and liberalizing trade by eliminating export subsidies and removing restrictions on certain strate gic imports. Private economic revenues accounted for roughly 82% of gross domestic product (GDP) in 1999, but trade liberalization had not progressed as much as planned. Social environment- It includes the cultural aspects and includes health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. The key issue is safe operation of the equipments. It also consists of 1) Symbol stratification: The society historically which was organized into a hierarchy of castes, a rigid structure in which descendants of royal lines and nobles ruled over artisan castes and slaves. After independence, a new set of status criteria emerged. New means for achieving wealth, power, and status were introduced through the market economy and the development of the education system. 2) Symbol of social stratification- During the colonial era, nearly all the profits generated by the largest firms went to foreigners and the local nobility. The nationalization programs led by the government after independence favored a small number of citizens who entered into a new competition for status and power. 3) Social Welfare and change programs: Poor economic management has led to the intervention of the International Monetary Fund and the World Bank in State programs and policies. Two decades of structural adjustment programs have reduced government spending in all public sector activities, including social services. Urban and rural dwellers have adopted creative survival strategies, that have helped them cope with difficult times. 4) Infant rate- People value children greatly. A child is seen as neighborhood property, and so child care responsibilities are shared.  Abandonment of infants is rare, and the strength of family bonds limits the need for institutional care of orphans. 5) Child rearing and education: By the time a child is five or six years of age, he or she is taught good values and etiquette. A child should greet elders, help parents with household chores, avoid foul language, and listen to the wisdom of elders. In their early years, boys and girls play together. As they grow older, gender roles become more sharply defined, with the girls remaining more with their mothers to learn household chores. TECHNOLOGICAL ENVIRONMENT: It includes technological aspects such as RD activity, automation, technology incentives and the rate of technological change. They can determine barriers to entry, minimum efficient production level and influence outsourcing decisions. Furthermore, technological shifts can affect costs, quality and leads to innovation. The African Regional Center for Technology, with 30 member states, has its headquarters in Dakar. Most research facilities in Senegal deal with agricultural subjects. Dakar has centers for mining and medical research and a research institute on African food and nutrition problems. An institute of research for oils and oilseeds is at Bambey. The Senegalese Institute of Agricultural Research, with headquarters at Dakar, operates a national center of agronomical research at Bambey, a national laboratory of livestock and veterinary research at Dakar, an oceanographic center at Dakar, and numerous other technical facilities throughout the country. The University Cheikh Anta Diop at Dakar, founded in 1949, has faculties of medicine and pharmacy and of sciences, and research institutes in psychopathology, leprosy, pediatrics, renewable energy, applied tropical medicine, applied mathematics, health and development, environmental science, adontology and stomatology, applied nuclear technology, and the teaching of mathematics, physics, and technology. The University of Saint Louis has an applied mathematics unit. Other facilities for scientific training include a polytechnic school; an international school of sciences and veterinary medicine, representing 13 French-speaking countries, at Dakar; and an institute of nutritional technology at Dakar. In 1987-97, science and engineering students accounted for 21% of college and university enrollments. In the same period, four technicians and three scientists and engineers per million people were engaged in research and development. ECOLOGICAL/ENVIRONMENTAL FACTORS- Cultures are quite diverse in moral teachings or beliefs and vary in many ecological aspects like climate, geography, population size, and social organization. The Wolof culture is an African tribe located between the northwestern areas of the Senegal and Gambia rivers. This entire area has a tropical climate and a flat landscape. The climate is usually dry and the Wolof people generally depend on wells for their water needs besides agriculture. The Wolof people are a dominant group in Senegal. The majority of the Wolof is Muslim and is very religious. They are rural villagers and each village may consist of anywhere from 50 to 150 people. Although French is the main language spoken in Senegal, the Wolof language is quite popular. The division of labor is based on social status and gender. The Wolof recognizes the patrilineage descent among villages. The Wolof organizational structure is characterized by bilateral descent. The Wolof group is ideal to study because they represent a hi gh percentage of Senegals population and there are a lot of documented sources on their culture. Identifying moral prohibitions and taboos concerning the Wolof culture is pertinent in understanding ecological and social factors and moral prohibitions by using the eHRAF database. LEGAL ENVIRONMENT- There are various legal factors which affect the environment of the country. The various laws which are being updated in wide range of areas example consumer protection legislation, environment legislation,Health, safety and employment laws etc. corruption has also been the vital factors which affects the legal environment of the country. There are a number of factors that facilitate non transparent and corrupt governance practices in Senegal. These include: Lack of sufficient regard for the law and inadequate application of existing laws The politicization of the State bureaucracy and its inability to effectively deliver basic public services. Weak accountability mechanisms Limited transparency and access to governmental information Resistance to decentralization The limited scope and capacity of civil society organizations involved in anticorruption activities Widespread public tolerance and acceptance of corruption based on cultural and social norms and traditions. Based on an analysis of Senegals political, institutional, legal and cultural context, it identifies four major, overarching problems that need to be addressed to significantly improve governance and reduce corrupt behavior: Inadequate checks on executive decision-making resulting from the pattern of extreme concentration of power in the presidency. The lack of transparency in government operations and lack of autonomy of control and regulatory institutions charged with monitoring public expenditures. Lack of service orientation in delivery of services to the public Inadequate and ineffective public opposition to corruption. COMPETITIVE ADVANTAGE USING THE PORTERS DIAMOND Michael porters competitive advantage of nations will be used as the theoretical model for this study. This theory provides a framework to examine how nations gain a competitive advantage in the global marketplace based on specific determinants found within the industries within a nation. Michael porters competitive advantage of nations explores how businesses within a nation gain a competitive advantage. Porter believes that groups or clusters of interconnected firms, suppliers, related industries, and various institutions that arises in particular locations of Senegal, the government has to think about economies, assess the competitive advantage of the locations and set public policy. The 4 primary determinants of his model are: factor conditions demand conditions related and supporting industries firm strategy, structure, rivalry FACTOR CONDITIONS- are the basic inputs of production that is necessary to compete in an industry. E.gs are skilled labor, infrastructure, or capital resources. DEMAND CONDITIONS- are the quality of the home demand for a product or service in an industry. RELATED SUPPORTING INDUSTRIES- are defined by whether a nation has the supplier and related industries are competitive. FIRM STRATEGY, STRUCTURE RIVALRY- conditions within a nation that administer how companies are created, organized, and managed along with the type of domestic rivalry. According to porter these determinants individually and as a structure provide the atmosphere for nations to gain a competitive advantage. Porter positions these determinants in a diamond pattern. Senegals performance and competitive advantage in manufacturing relates to growth of manufactured exports which is often considered crucial for economic development. The reasons are: Price and income elasticities of demand, as well as price elasticities of supply are greater for manufacturing than other industries. Positive externalities and external economies are thought to be associated with manufactured exports. In Senegal, demand is for two main sectors: 1) Gold Mining 2) Infrastructure, Power Communications Gold Mining- the mining deposits consists of 2 projects: Sabodala gold operation- Strategically located at epicentre of a major new gold district. Positioned on one of the world great golds belts. Grand cote mineral sands project- development project with tier 1 pot SABODALA PROJECT A strong operating margin provides for a robust project- Volume mined : 55 Mtpa Heavy Mineral grade: 1.7%-1.8% Infrastructure, power and  communications- For a developing nation, Senegal has a well organized  infrastructure  compared to most other African countries   The World Bank estimated that in 1995 there were 507 kilometers  (315 miles) of paved road per million people. The CIA  World Fact Book  2001  notes that there are 14,576 kilometers (9,058 miles) of highway, 4,271 kilometers (2,653 miles) of which are paved. Although the railway system is somewhat antiquated, it carries more than 3 million tons of cargo per year. The railway network, which extends across 906 kilometers (563 miles), links  the major cities to Dakar and provides services between Senegal and Mali. According to the U.S. Department of State  Country Commercial Guide,  the airport at Dakar is one of the principal international airports in West  Africa, handling a variety of aircraft on its 2 runways. The airport serves  more than 24 international airlines, handling 1.5 million passengers per  year and moving more than 20,000 metric tons of international airfreight. There are direct flights to Europe and North America, along with frequent  flights to several African countries. Secondary airports are located in the  regions of Saint-Louis, Tambacounda, and Ziguinchor. In total, there were  20 airports in 1999. The competitive advantage of French firms in this sector relates, in part, to concessional funding (funds are granted in exchange for specific contracts)  given by the French government to the Senegalese government for the  modernization of the telecommunications network. The competitive advantage is also demanding in its export sector- The composition of exports Manufactured exports are heavily concentrated in three sectors: fishing and fish-processing, chemicals (the ICS) and oilseeds (mainly groundnuts). This will be clear from the following table: These three sectors represented 81 percent of manufactured exports in 1974. By 1999 this share increased to 93 percent. Within this subgroup, substantial change has taken place. In the 1970s, the groundnut oil sector dominated, with 56 percent of manufactured exports in 1974. In the 1980s, with the creation of the ICS, coupled with a decline in the groundnut harvests, the situation changed markedly. By 1999, the groundnut industrys share had plummeted to less than 12.6 percent while chemicals were up to 39.8 percent. The fishing industry also experienced a large expansion, and accounted for just over 40.6 percent of manufactured exports in 1999.

The Effect of Colonialism in Things Fall Apart by Chinua Achebe Essay

This essay is about the effect of Colonialism seen in the book Things Fall Apart. Through out the whole book you can see different impressions on the tribe, many other people, and the relationships between the white man and the black man.   Ã‚  Ã‚  Ã‚  Ã‚  "Does the white man understand our custom about land?" "How can he when he does not even speak our tongue? But he says that our customs are bad; and our own brothers who have taken up his religion also say that our customs are bad. How do you think we can fight when our own brothers have turned against us? The white man is very clever. He came quietly and peaceably with his religion. We were amused at his foolishness and allowed him to stay. Now he has won our brothers, and our clan can no longer act like one. He has put a knife on the things that held us together and we have fallen apart." (Achebe, 17) This discussion of the white man not understanding the customs and traditions, comes ever since the arrival of the colonialists, Obierika seems to voice Achebe's own thoughts on colonialism. Upset by the fact that the white men have come and completely disregarded the Igbo sense of justice, Obierika points out the impossibility of the colonialists understanding anything about the Umuofians without speaking their language. Then he points out the foolishness of belittling unfamiliar customs.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Obierika does not lay the whole blame on the white man’s side. He feels also that the Umuofians who have con...

Advertising Campign of Nutella

[pic] TABLE OF CONTENTS |S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 | LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIET DEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON â€Å"NUTELLA†. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOUR’S SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK. WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUND This remarkable story began in 1946, in Italy, where, after the war, candy and confections wherein short supply and were purchased mainly for special occasions from the local sweet shop. It was here in northwestern Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was based on a few simple principles: ? Use only the highest-quality ingredients ? Be unique! Never copy anyone else; then Manufacture with the most modern technology Add to that, procedures for ensuring consumers taste only the freshest possible product, as well as some very clever marketing, and the Ferrero story began to unfold. Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the world’s fourth largest companies in the confectionery Market. OVERVIEW Nutella chocolate spread is launching in local market although it’s available locally but a wide range of people have some confusion or not familiar with its usage and nutritious value. We are adding a variant which suits to our local environmental need. The competition locally is not very severe b/c people not aware of the product. And no company doing any sort of awareness campaign regarding it. Our product is not just. A chocolate spread but we link a high quality nutritious ingredients in it. The problem which we can face is creating product acceptability regarding its real core values. Locally we don’t have very strong competitor and to some extent imported items. So this is also an opportunity for us that locally no other company doing any sort of promotion and doing any product awareness activities. So it gives us a competitive edge. But the main point of differentiation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to target them is that they have a strong impact on buying decision. We just want to endorse it as a quality product which met the requirement of the growing child. PRODUCT DESCRIPTION The product we take is the chocolate spread popular among the children. The product under NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, it’s really nutritious. Something new coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we conduct three focus groups and take expert opinion with different doctors and nutritionist. So what’s new [pic] The upcoming new market champ is inducing a power of strength in every mama’s child. That is CHOCLATE SPREAD WITH ALMOND designed especially according to our local environment. [pic] OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion. A very few people know about these products although they exist in market. People use it but a very large no. of people doesn’t know about the products about its nutritious values and usage. We use it in many ways by doing little variations. Enjoy different taste, texture and awesome recipes. We can use it alone it is also very tasty and nutritious. Nutrition consider it a complete meal (covering 60% of your breakfast requirement). A healthy food for growing children’s and has very high acceptance and likability by growing child. The consumer is going to accept it because of its multipurpose usage. We can use it as it is. It’s ready to eat. It has high nutritious values. Multipurpose use in different range of products like in baking, toping, in dessert, for shakes etc As we all know Nutella already like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. Now to make our product successful we have to maintain that trust and belief of our potential customer. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. [pic] [pic] STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ YUMMY! This is the line that attracts us most because it captures our whole idea. We can define it from three perspectives. First of all it tastes good. Normally children avoid eating any food and food supplement. Children like to eat it. It’s healthy its yummy child. So it’s magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. Second perspective its healthy helps in growing, make you stronger. Give insta nt energy. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones become stronger. Your mind becomes sharper. So children associate with it as a magic given by their mama’s. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in morning meal for kids. Children and females are the key motivator of buying decision. By using word mama we capture whole mothers segment. It gives sense of association. It is creating a bond between mom’s and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and believe Nutella is that, we have approved Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for children’s and for everyone. Nutella is healthy and nutritious product for the whole family health’s that’s why the rational reasons exist in to believe and buy Nutella. Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a challenge for women to prepare breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time consuming; rather they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways. The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by offering the following benefits: †¢ Ease †¢ Convenience †¢ Taste †¢ Nutrition Value for money †¢ Plus, it saves time [pic] Our Mission is to have become the name that immediately comes to mind of our customer† This will be accomplished by; †¢ Making, distributing & selling the high est quality. †¢ Operating our business with honesty & integrity. †¢ Giving back to community by: †¢ Purchasing goods & services from local businesses whenever possible. †¢ Concern to future of our society by giving high nutritious product to its upcoming generation †¢ Providing employments opportunity locally †¢ We will offer differentiated nutritious high quality product to feed customers’ needs. †¢ Having concern to our customer health. OVERVIEW OF OUR CAMPAIGN We are designing a marketing plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the same brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing strategy, business objectives, SWOT analysis, advertising objective, advertising strategy& current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective [pic] Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTI SING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. ? Current Market Position [pic] It includes size, positioning, placing, and customer preferences , share & business consideration 1. Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? Perceive values ? View product and quality Purchase product †¢ To understand customer wants and demands †¢ Easy to become a leader of a small market †¢ Generally more profitable and more effective use of marketing rupee. †¢ country: Pakistan †¢ City: Karachi †¢ Density: Urban & Sub-Urban †¢ Age: 3 years up to15 †¢ Gender: boys and girls both †¢ Income: 35,000 & above †¢ Religion: Respecting all aspects of all religions †¢ Nationality: Specifically Paki’s & other supporting nations! †¢ Social class: Super class, upper middle and moderate class †¢ Lifestyles: zealous & achievers Personality traits: ambitious, obsessive, moderate and simple. †¢ Usage: daily basis †¢ Benefits: nutritious, healthy, within your means, quality guaranteed & easily available. †¢ Loyalty users: strong & absolu te †¢ Readiness stage: fascinated & intending to buy †¢ Attitude towards product: excited & positive because of its current market image and nutritious value. †¢ Grouping customers according to the strength of their product loyalty. †¢ Example: Frequent purchaser. †¢Ã‚  Customers develop loyalty for a variety of reasons; ? Product satisfaction ? High quality ? Affordable price ? Easily available ? Get all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General Strategy Options (as they relate to target marketing) †¢ Undifferentiated Marketing †¢ Differentiated Marketing †¢ Concentrated Marketing †¢ Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy: †¢ Company resources. †¢ Product homogeneity. †¢ Stage in the product lifestyle. Competitors’ strategies. †¢ Concentr ated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. †¢ Approach can appeal to mothers specially working ladies and children and too some extent father. Offer highly specialized quality ingredients. †¢ Nutella appeals to healthy conscious & chocolate lover. †¢ Specialized in their own making †¢ art of selecting concentrated strategy †¢ By this tic tact, Nutella induce a new wave of taste in spreads. †¢ Has its own unique way of describing taste and quality. †¢ Can put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds relative to the competition †¢ Attributes †¢ Price/quality †¢ Competitors †¢ Application †¢ Product user †¢ Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map; – In planning our positioning strategies, we prepare a positioning map which gives a view that consumer’s perception about our brand versus competing high- low price according to places & quality. – The better the place, the better the quality with relative high price like Agha’s, Hyper star, Naheed etc having relatively high cost. Consumer’s perception would be quite clear regarding our brand & its quality. This is the strategy that gives a benefit to both parties. Consumers, who can’t afford high prices, can go to places like Imtiaz store & other outlets & get their desired stuff. – On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing mix includes product, price, distribution and promotion. As powerful as single element can be, it’s the unique blend to create by changing in juggling all four that leads to possible sat isfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCT Nutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their money's worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheerfulness brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. Safety Aspire to gain our client’s, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. Packaging As it symbolize the feeling with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices: Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based prices: As it does depend and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices: We do not follow market oriented pricing approach, claiming our product as of excellence indication. Special offer pricing: On festive occasions the brand pricing strategy slightly change with customer deals name â€Å"magic† deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach. We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. Distribution channels: Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management: Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers: The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing them with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. Advertisement: TV, radio, poster, news paper, internet, magazines, public transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy: Push & pull; brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions: Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling: In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publicity: Brand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL): MEDIUMS: †¢ Electronic o Television o Radio o Digital media ? Face book ? Yahoo ? Google ? YouTube ? geo †¢ Outdoor o Billboards EVENTS AT DIFFERENT PLACES LIKE: †¢ Arena †¢ Emerald tower †¢ Park tower †¢ Forum †¢ Hyper star BRAND ACTIVATION: †¢ Different shopping malls †¢ Expo-exhibition (books fairs of children) †¢ At schools PRINTING THE NUTELLA LOGO ON: †¢ School lunch boxes †¢ Milk shake bottles or water bottles †¢ Stationary products Direct marketing (direct mail) External communication (helpline, online consultancy, toll free no’s) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly crazy! Advertising objective and advertising strategy: Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC [pic] 2nd TVC[pic] FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ [pic] [pic] ACTION PLAN To make aware about our product we approach to adopt something different and new, as we have seen in much advance markets globally renown, they go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. Then we on air offer digital adds before a week we will’ be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower. We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer screen we are planting the computerize screen software in all the above mention places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING M edia planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directing the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel Summary – Radio | |Channels |Net Amount |Spots |Share % |Network Areas | | FM 99 Power | 255,529 | 708|6% |Islamabad | | FM 103 | 588,281 | 889|14% |Karachi,Lahore,Faisalabad,Multan | | FM 107 | 968,489 | 1,912 |24% |Karachi | | FM 91 | 1,355,738 | 2,355 |33% |Karachi,Lahor,Islamabad,Gawadar | | FM 99 | 446,765 | 1,810 |11% |Karachi | | FM 94. 6 | 448,679 | 1,067 |11% |Karachi | |Total | 4,063,481 | 8,741 |100% |   | Summary – Digital |   |   |   | |Networking Sites |Media Cost($) |Estimated clicks |Total Media Cost |Ad serving Cost | | Yahoo | | | | | | |3,771 |8,560 |3,771 |46 | | Facebook | | | | | | |3,520 |25,633 |3,520 |138 | | Google Contextual | | | | | | |4,902 |45,820 |4,902 |247 | | Google Placement | | | | | |2,514 |25,000 |2,514 |135 | | Geo | | | | | | |3,143 |28,000 |3,143 |151 | | Youtube | | | | | | |2,263 |18,560 |2,263 |100 | |Total | 20,112 | 151,573| | | | | | |20,112 |818 | Print Summary – Magzine | |Magzine Name |Net Amount |Readership |circulation | | Pak and Gulf Economist | | | | | |72,977 |45,000 |15,000 | | Images | 324,054| 270,000| | | | | |90,000 | | Dalda Ka Dasterkhwan | | 120,000| | | |49,256 | |40,000 | | Time (Pak Edition) | | 390,000| | | |- | |130,000 | | Young World | | 130,000| | |- | |45,000 | | Smash | | 250,000| | | |- | |55,000 | | Masala | | 280,000| | | |- | |60,000 | | Foodline | | 295,000| | | |- | |75,000 | | Chef | | 220,000| | | |- | |85,600 | | Synergyzer | | 285,000| | | |- | |125,000 | | Newsweek | 375,903| | | | | |45,000 |15,000 | | Kitchen | | 225,000| | | |- | |85,000 | |Total | 822,190 | 2,330,000 | 820,600 | |Print Summary – Newspaper | |Newspaper Name |Net Amount |Readership |circulation | | Dawn ( Combined ) 492,562| 270,000| | | | | |90,000 | | Dawn ( Combined ) | 615,703| 270,000| | | | | |90,000 | | The News ( Combined ) | 1,036,973 | 240,000| | | | | |80,000 | | The News ( Combined ) | 680,513| 240,000| | | | | |80,000 | |   |   |   |   | |Total | 2,825,751 | 1,020,000 | 340,000 | |Channel Summary – Tv | |Channels |Net Amount |Total no. f Spots |Total Sec | | Geo News | 5,113,220 | | | | | |172 |6,880 | | Samaa news | 1,904,587 | | | | | |173 |6,920 | | Geo entertainment | 1,078,137 | | | | | |56 |2,240 | | Ary Digital 3,282,101 | | | | | |95 |3,800 | | Cartoon Network | 1,934,760 | | | | | |100 |4,000 | | Ary Zauq | 3,427,668 | | | | | |141 |5,640 | | Oxygen | 145,714 | | | | | |99 |3,960 | | Ary the music | 364,285 | | | | | |99 |3,960 | | Nickleodeon | 364,285 | | | | | |99 | 3,960 | | Play Tv | 218,571 | | | | | |99 |3,960 | | Masala Tv | 158,961 |108 | | | | | |4,320 | | Axn | 582,857 | | | | | |99 |3,960 | | HBO | 1,007,856 | | | | |99 |1,007,856 | |   |   |   |   |   | |Total | 19,583,002 | 1,439 | | | | | |1,061,456 | |Outdoor Summary | |Location |Campaign Net Amount |Area Sq. Feet | | Karachi | 7,216,000 | 1,080 | | Lahore | 4,329,600 | 4,450 | | ISB | 6,560,000 | 2,055 | |   |   |   | |Total | 18,105,600 | 7,585 | ———————– ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS †¢ SYED MOHAMMAD SHOAIB (4478) †¢ FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE; 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning Map High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kellogg’s. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? Not much of a competition exists in Pakistan. ? It’s high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid energetic all day long. ? It’s tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are still inclined towards the traditional food. Suggested retail price: our retail prices are Bottle of 350gm is around Rs310 Volume d iscounts: As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts: give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility: Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability: Brand profitability is based on the skimming It†¦ †¦ Fall11 PAF-Karachi Institute of Economics & Technology

Food and the Endless Waltz Essay

Akira Kurosawa’s seminal work Seven Samurai is a stirring and heart-rending commentary on 16th century Japan. The movie focuses on the rigid caste system of Japan where warriors fight while peasants farm to support them. The film’s artistic value makes it worthy of being called a Kurosawa masterpiece. However, it is in the lesson the film seeks to impart that is perhaps where the true genius of Kurosawa is seen. Set in the Sengoku Jidai, the century of war, the haughty warrior class are locked in an endless waltz of bloodshed while the food producing peasant, the true heart of Japan, are ignored though they always win in the end. For pure production value alone Seven Samurai was a masterpiece. Kurosawa introduced a number of filming techniques that would soon be mainstream fare for action films the world over. One example is the use of slow motion filming to emphasize the death of a main character. It was also the most expensive Japanese film of its time and is possibly the most successful Japanese film period. The premise of the film is as common as rice in Sengoku Jidai Japan. A group of bandits, either masterless samurai called Ronin or desperate peasants driven to banditry by the loss of their farms to the constant warfare, are terrorizing a village. Peasants lacking the skills and weapons to fight back they seek help from the Gentleman Warrior class known as Samurai. After much hardship they find Seven Samurai, well six considering that Kikuchiyo was just a pretender, who after much blood shed succeed in fending of the bandit. Ironically, instead of a victory parade or laurels they are ostracized by the people they just bled for. The main theme is the separation between the Warrior class and the peasants. The peasants humbly admit that they are incapable of fighting and are forced to go to the city and recruit Samurai who are willing to fight for mere three meals a day since that is all they can afford to pay. The haughty Samurai reject this offer since, as member of the gentleman warrior class they deserve better than three peasant meals a day as wages for their services. With the help of a grizzled veteran Samurai named Kanbei they managed to recruit Six Samurai plus a straggler named Kikuchiyo. They receive a cold welcome from the other villagers who fear them as much as they feared the bandits. This theme continues to be played out during the movie. In the past wounded, fleeing Samurai were killed and robbed by the villagers when the Samurai sought refuge there. The Seven Samurai are enraged at this brutality and nearly turn on their employers. The farmers are worried that the Samurai would take their young women and in fact one of the Samurai does carry on an affair with a village daughter. All this is the result of the age old tradition that only certain worthy individuals could become Samurai warriors. The rest of the rural folk are consigned to becoming peasants. The Samurai choose to break this tradition by training the local peasants to help them defend the village, albeit with limited success. The end of the movie displays the most poignant scene in the whole film. Four of the Samurai are slain but the village is sucessfully defended. Instead of showing gratitude, the villagers ignore the surviving Samurai and busy themselves with planting next year’s crop. Kanbei lament that â€Å"He has never won a battle† is given new meaning. Doubtless, the three surviving Samurai will move on to another of the endless battles of the era known as â€Å"The century of war† leaving the villagers in peace. Victory belongs not to the slain bandits nor the ostracized surviving Samurai but to the common peasants. They won because their life can now go back to normal to planting the life giving rice that sustains Japan to this day. True, they are maltreated by their lords, helplessly slaughtered in the battles, and at times forcibly conscripted as they were in the film. But the peasant’s life will continue, planting rice, water and tend the crop, then harvest just as he had for centuries, just as he will continue to do.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another theme is the superiority of modern technology over the old. Many subplots in the movie are about disabling the firearms of the bandits. There are fourty bandits and only seven Samurai but the Samurai are better skilled only the firearms give the bandits the upper hand. In fact all four of the Samurai killed died due to gunfire and not in honorable single combat.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Finally there is the wisdom of Kikuchiyo. He was a phony Samurai lacking the high-birth of a proper member of the warrior class. Yet with the exception of Kanbei perhaps he had the most significant role in the movie. He is the one who sucessfully breaks the ice and convinces the Villagers to flee from their hiding places and meet the other Samurai. He was also the one who pointed out that the reason the fleeing Samurai are maltreated by the villagers is because they too absorbed cruel treatment from the warrior class. It was mainly through his wisdom and understanding, he is not actually a Samurai but a farmer’s son, that the Samurai and the villagers are able to work together in harmony. Truly, despite his unworthy roots and oafish behavior he is probably the most ‘Samurai’ of the seven. He dies a noble and worthy death avenging a fallen comrade and slaying the leader of the bandits.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As stated earlier, Seven Samurai is a testimony to the skill of Akira Kurosawa in both writing and directing. The films shows the suffering of the peasants during the Sengoku Jidai. The Samurai win victories only to waltz on to another of the endless battles perhaps to win or perhaps to die. But after the warrirors leave the food producing peasant will stay in his field and contiue planting his life giving crop. Sources Kurosawa, Akira â€Å"Seven Samurai† (26 April 1954)