Ida B. Wells-Barnett and Mary Mcleod Bethune essays

Ida B. Wells-Barnett and Mary Mcleod Bethune essays Contrast the careers of Ida B. Wells-Barnett Both women were fighting in different ways for justice. Mary McLeod Bethune was an educator, organizer, and political activist and organized groups to support black women and children. She believed that education was the road to progress. She organized the first African American girls school in Daytona Beach, Florida. She led blacks to register to vote as well as founded and joined organizations and associations such as the Florida Fellowship of Colored Women, National Association of Colored Women, National Council of Negro Women and so many more. She focused on educating the black community especially women and helping them to rise above the oppression. Ida B. Wells-Barnett focused her fight for justice in another area. She was a big anti-lynching crusader. She challenged the Jim Crow Laws in Tennessee, wrote newspaper articles criticizing the educational resources available to African American children, and in 1892 after three of her friends were lynched she began her anti-lynching crusade. She wrote articles against lynching which caused for her office at the newspaper to be destroyed. However, this did not stop her she continued writing articles at the New York Age, lectured and organized anti-lynching societies, and traveled great distances to speak out against lynching. However, even though both women were fighting for justice they were still hindered by the social limitations of sexism and racism, by the continual division of women/men and blacks/whites. In the writings of bell hooks, she emphasizes that feminism, racism, and sexism are always going to over lap one another and that you cannot separate these battles. In the introduction of Killing Rage, she talks about how women are not listened to when it comes to talking about race and how that topic of conversation is considered to be a mans turf. This is ver ...

How to Find a College Off-Campus Apartment

How to Find a College Off-Campus Apartment You may be exploring the idea of living off-campus because you want to or because you need to. By following these tips, you can make sure youre making the most of your search and considering all of the factors that will effect your new life away from campus. Figure out Your Finances Knowing how much you can afford to pay, and whether or not living off-campus will be cheaper than living on-campus, is perhaps the most crucial information you need to know. Make sure youve thought about the following: Where will my money come from? Will I pay my rent from student loans? A job?Do I have enough cash up front to be able to pay a deposit and (possibly) first and last months rent?What will it cost me to commute? Park on campus? Buy my own food? Do I need to keep my on-campus meal plan?How much will my utilities cost?How much can I afford for rent? Start Looking at Listings Once youve figured out how to pay for your apartment, and what your budget is, you can start looking. Often times, your on-campus housing office has information about off-campus apartments. Landlords will provide information to your school because they know students are interested in learning about off-campus rentals. Ask your friends if they know of anyone who will be leaving their apartments, and where the good places are to live. Explore joining a fraternity or sorority if its appealing to you; Greek organizations frequently have off-campus houses that their members can live in. Keep in Mind What a Year Means To you, a year may be from August to August, since thats when your academic year begins. To your landlord, however, it may mean January to January  or even June to June. Before you sign any lease, think through where youll be over the next 12 months. If your lease starts this fall, will you indeed still be in the area next summer (when youll have to make rent payments regardless)? If your lease starts this June, will you indeed be around enough during the summer to justify what youll pay in rent? Set Yourself Up to Still Be Connected to Campus You may be excited now about not having to be on campus all of the time. But as life in your off-campus apartment progresses next year, you may find yourself more and more removed from the everyday on-campus happenings you took for granted. Make sure you are involved in at least one or two clubs, organizations, etc. so that you dont begin to drift too far away from your campus community. You may end up feeling isolated and stressed if you dont maintain your ties. Dont Overlook the Safety Factor Life as a college student often runs on a pretty unusual schedule. You may be used to staying at the library until 11:00 p.m., going grocery shopping at all hours of the night, and not thinking twice about the front door of your hall being propped open. However, the context for all of these factors shifts dramatically if youre off campus. Will you still feel safe leaving the library late at night if you have to walk, alone, to a quiet apartment with no one around? Keeping these important factors in mind will help in making sure your off-campus apartment is all you wanted and more.

An effective business plan Essay Example | Topics and Well Written Essays - 3250 words

An effective business plan - Essay Example In order to attract a wide variety of customers, it is vital to have an image of the cars that are to be hired. In this fast globalising environment, the cars that need hiring are personal that are capable of running for many miles. These include personal cars that can accommodate a fairly large amount of individuals. Nowadays, individuals are keen on having the fun day out while visiting different areas. Having a car hire service that can address these needs is fundamental in the business’s growth. It is vital to understand their needs so as to have the right car to provide the customer (Barringer 2008).The sort of cars  Many young couples are interested in cars that are out for their interests. This means that; they want cars that are trendy and lavish to match the new lifestyle (Barringer 2008). The common vehicle models from popular vehicle industries are the right cars for the job. This is if they want cars for pleasure. In the event they need cars that are for business , there are also a variety of them around to fulfil this desire. The price of hiring these cars might range depending on the make and model of the car.The different assortment of cars may offer customers a variety to choose from, and their availability may make the business a top choice among clients. Everyone, in this day and age, wants to be affiliated with a posh lifestyle. To address this desire, cars that are cheap, but look desirable and lavish, are likely to be present. (Barringer 2008).... Having a car hire service that can address these needs is fundamental in the business’s growth. It is vital to understand their needs so as to have the right car to provide the customer (Barringer 2008). The sort of cars Many young couples are interested in cars that are out for their interests. This means that; they want cars that are trendy and lavish to match the new lifestyle (Barringer 2008). The common vehicle models from popular vehicle industries are the right cars for the job. This is if they want cars for pleasure. In the event they need cars that are for business, there are also a variety of them around to fulfil this desire. The price of hiring these cars might range depending on the make and model of the car. The different assortment of cars may offer customers a variety to choose from, and their availability may make the business a top choice among clients. Everyone, in this day and age, wants to be affiliated with a posh lifestyle. To address this desire, cars t hat are cheap, but look desirable and lavish, are likely to be present. They all serve the same purpose, and the customer ends up feeling gratified with the selection they have made. Toyota’s Premio is an example that might serve this purpose. However, having a variety of the Toyota product is an exceptional idea, especially for customers who want bigger cars for their activities (Barringer 2008). The rates to be charged The rates of hiring the cars are likely to range. This is because not all the cars are the same. The power most of the cars exhibit may set these cars and the rates apart from each other. The rates at which the Mercedes and Toyota models in the business go for cannot be the same. The presence of these varieties of cars presents the clients and customers with

Quantifying the properties of various types of Megayacht fillers Literature review

Quantifying the properties of various types of Megayacht fillers - Literature review Example Any marine equipment requires strong and durable surface finishing that would enable it last longer in terms of body maintenance. There are several fillers found in the market, but the big question that remains unanswered is their sustainability in the market. Your boat is not only under threat from the components; damage can occur as a result of abrasion, collision and other mechanical damage. Fillers can be applicable in minute repairs and choosing the right one for the task is very necessary in case the result is meant to last at the end of it all. Fillers are normally available with several characteristics that are specific to how they will be applied. Fillers are available in a wide variety. There are new releases on a daily occasion which draws attention as to which should be the appropriate one for use. According to Hellio and Yebra, considerations should be made on the mechanical strength that the filler will have to avoid having detrimental effects on the coating later on (2009 p.315). Several companies are on the forefront in advertising their products, but through market research, it has been established that there are some which leaves a wanting result after their use. Some filler have been designed for quick drying and much simple repair properties on top side surfaces. Others need keen care having been built for long lasting reasons. Fillers remain one of the most demanding applications in marine world. Having the right filler also remains a major concern for most end users. End users are always torn apart between choosing the right kind of filler to use. Some end users go as far as applying inappropriate fillers just because the filler is well known and is popular in terms of advertisement. At the end of this paper, there are several facts that a user should be well aware of which include: The whole article has six segments which include the introduction, problem statement, Aims and objectives, project plan, resources, literature survey and

Electronic Voting Systems Essay Example for Free

Electronic Voting Systems Essay In the existing off–fine voting method to select a candidate in the election such as presidential election , the assembly election, or local election, electorates go to the designated polling places and have to be identified to cast their votes, and finally voters cast their ballot. Of course, voters should be in advance registered on a poll book. To do so, a significant amount of time and cost are consumed by voting and counting of votes. In the mean time, the most important security issue for on-line electronic voting using touch screen or internet is to guarantee the anonymity of voter and the confidentiality of vote content. An e-voting method using a touch screen which allows a voter to select a candidate or an option displayed on a screen has advantages in that a voter can cast his vote regardless of his assigned polling place, but in this case, a voter is still required to go to a polling booth to vote. As other e-voting method, a voter does not have to go to a polling place if he uses internet and vote is permitted to internet  user. But, internet-accessible terminals are always required to vote and a voter can cast a vote in the just limited place which he can access internet. Especially, private data like personal ID might be leaked in the course of accessing to the internet. This means that anonymity of electronically voting International Symposium on Electronic Commerce and Security over the internet is not satisfied. Also, confidentiality of voting might not be ensured if a candidate selection or a voting content is not encrypted. As to the e-voting status of the world, the United Kingdom has adopted the system using a touch screen for the local election and the remote voting using an internet in 2002. In April 2004. Now in a present system each and every section is given a electronic machine which stores the votes of the people how have voted for the particular candidate. C ontrol of present system is given to the in charge officer. He only check for the eligibility of the candidates and allow for the voting. Finally we collect all the voting machine at a place and go for counting. DIS ADVANTAGES OF THE PRESENT SYSTEM: After voting if any technical problems or damage occurs with the machines it may leads to the re election. The machine is not able to recognize the eligibility of a candidate, so the corrupted officers may misguide the people. The corrupted officers may increase the count of the voting. During transportation of the machines the in charge person can change the status of machines and even may destroy. This system is not a cost effective one. Since we need security, in charge officers, secured place for counting and election place. The person from any other region cannot vote in for a candidate of other region. The voting take place where the machine is located. PROPOSED SYSTEM: In our system we trying to keep counting of votes in to a remote secured system. In this system we are using a electronic circuit which enable the voter to vote and transfer this vote to the remote system by converting it to radio wave through the mobile towers. Our machine can check the eligibility of the candidate by itself, so there is no question of  corruption. Machine itself is automated to check the eligibility of the candidates. Here we need not to go for the re election even if the machine is damaged. A person even can vote from a mobile system and also from Internet. We can vote from any where even though being a voter of another region. 1. Radio waves representing scanned retina pattern and vote to Mobile tower. 2. Radio waves representing scanned retina pattern and vote to remote server. 3. Acknowledgement (+ve or –ve) from the server to mobile tower. 4. Acknowledgement (+ve or –ve) from mobile tower to Interface device. 5. Ready signal if retina is scanned properly to voting machine. And if –ve signal then alert alarm will be activated. 6. Accepted vote is made to flow to the interface device. DETAIL DIAGRAM OF THE VOTING MACHINE: The voting machine is actually a device which generates the different voltages for different votes these voltages are fed to the (ADC) which is then converted to digital bits then can be converted to radio waves. The detail diagram is overleaf. Block diagram of the Client Side Circuit Final Out put Antenna Eye Retina scanning: The eye retina machine be a simple web cam or device which can capture the images effectively .the captured image will be represented in the form of a matrix where each pixel represents 24-bit (RGB, 8+8+8 format) let us see and understand Here for e.g.: Here the matrix pattern of this type of picture may be as R G B R G B R G B [12 a1 15] [11 21 54] [25 f4 5c] [2d 1c 5A] [99 85 57] [2c fa b3] [1b b1 a2] [11 b1 ac] [50 b4 5F] [CA 1f 3c] [11 2c d4] [03 ca e5] Interface device This is an electronic kit which converts the input digital signals such as (retina pattern votes+ secure bits) to radio waves. Working of whole system Whenever voters enter to voting booth then he will be instructed to directly look at retina scanning machine at this time the machine scans the retina. once retina scanning properly confirmed then it sent signal to the voting machine as to accept the vote it will be powered on .then voter is made to vote. Now the whole data including the retina pattern is sent to interfacing device which convert into radio waves of mobile frequency range and these radio waves are sent to mobile tower and then to the remote server, where the authentication and voters identification is stored into a secured database. The received data is first converted into digital format from the radio waves through the interface device kept at the server side, and then retina pattern and vote separated. Next the retina pattern is matched against the existing database .If match is found then flag is check which indicates its voting status i.e. if the voter is not voted yet then +ve ack is send to the mobile tower and then to the corresponding voting machine. This ack is recognized by the receiver kept at the voter side and machine is  made to scan next retina pattern and vote, otherwise if –ve ack then alert alarm is made to ring. HURDLES IN THE PATH OF IMPLEMENTATION: There are several more issues that we have to consider along the Implementation such as Security Efficiency Geographical Problems Security The radio waves of a mobile frequency consist of Retina pattern and vote can be generated by means of external source. That’s why we need to provide some sot of security to avoid this problem. One of the idea to solve this problem is CDMA (which will be explained later ) and another technique is inserting security bits at regular interval of time during the transmission of radio waves (Ex.2 msec) .At the server side after the given interval (2 msec ) security bits are checked (ex 1001) . In case of positive confirmation we can accept as valid vote, other wise simply rejected. Another problem is that one may trap the radio waves in between and can determine the person and the vote; this may disclose the result of the election before the completion of the voting process. To avoid this problem we can go for applying the efficient and complex encryption algorithm so that the transparency of data can be hidden and the server side the encrypted data can be again decrypted and original data can retrieved this make the trapping of wave meaningless .The encryption algorithm can be termed as Key Complex Algorithm, which is as follows, First it finds the length of the string. Generate the random numbers equal to the length of the string. Add the corresponding Characters from the given string and random values. E.g. KSHITIJ Let this be the given words. Efficiency Whenever the data which is sent from the voter (client) side, it is in the large amount, this delays a bit a voting system and the data that is received at server side is in the multiple access mode i.e. more than one client is sending the data. To over come this problem the following 1. Applying compression Algorithms at the Client and server side so those to decrease the data transfer. Compression technique such as JPEG compression or any other Compression. 2. Instead of using single server PC we will go for distributed Operating system environment with multiple servers. This makes the job sharing and processing faster which leads to fast responds in case of Multiple Access Environment 3. To solve the concurrency problem in case of Multiple access environment we will use CDMA technique which is as follow Here the key values are orthogonal to each other i.e. k1*k2=0 and k1*k1=1 i.e. if any tries to decode the information with any other key the data will be vanished as the data will be in the form d1*k1.If you try to decode with  K2 then effect will be as d1*k1*k2=0. This will vanish the data. And if correct decoding key i.e k1 is used then decoding will be d1*k1*k1=d1. This decodes the data correctly. As per the controlling concurrency for multiple access the data from all the nodes is accepted as k1*d1+k2*d2 +k3*d3+k4*d4.In this case if you want the data corresponding to the second node then simply multiply the whole equation with the k2. This will give d2 as (k1*d1+K2*d2 +k3*d3+k4*d4)*K2=d2. So by this we can show that any numbers of nodes are allowed to send the data, the server will accept all the data and which ever has to be extracted will be just multiplied with corresponding key. This gets the corresponding data. Hence the concept of Multiple access. Geographical Problems This is the problem regarding the area where technical facilities like mobile tower or Internet service is not present. In this case will convert the vote and retina pattern into the electrical information and pass it through the electrical conductors until we can reach the area where the technical facilities like internet or mobile tower is available, and if only internet facility is available is then we can convert this electrical information to digital means and with these data using computers connected to internet we can pass the vote and retina pattern. Here the eye scanner will be web cam. FUTURE ENHANCEMENTS: This project can be enhanced to work over the mobiles that is voting is made possible through the mobile through SMS. This machine can be made vote through the INTERNET. CONCLUSION: Thus this machine can be used for any level voting purpose. The machine provides high level of security, authentication, reliability, and corruption -free mechanism. By this we can get result with in minute after a completion of voting. Minimum manpower Utilization, hence mechanism is error free. REFERENCES Boylestead â€Å"Electronic Devices and Circuit Theory† 10/e Pearson Education, June 2012 Herbert Taub and Donald Schilling â€Å"Digital Integrated Electronics† McGraw-Hill Internatinoal Editions, 01-Jan-1977 B. Var Acker. Remote e-voting and coercion: a risk-assessment model and solutions. In the International Workshop on Electronic Voting in Europe, 2004. T. Kohno, A. Stubblefield, A.D. Rubin, and D.S. Wallach. Analysis of an electronic voting system, 2004. IEEE Std.802.15.IEEE Standard for Information Technology – Telecommunications and Information Exchange between Systems

Animation in the 1920s :: essays research papers

Animation in the 1920’s   Ã‚  Ã‚  Ã‚  Ã‚  As the science of technology rose into entertainment, not even Hollywood could compete with the new stars of animation. The first broadcast ever was in 1928 and the technology used for the broadcasts consisted of a turntable, which was solely used to be the base for the Felix the Cat figurine and propped him up for the shoot; studio lights, which helped transmit the picture and they also needed to be constant; an actor was needed and had to be impervious to heat, cheap, and also constant. In turn, the use of a Felix figurine was perfect for the job not only because of these reasons, but also because the picture was black and white, and Felix was a black and white cat. A scanning disk was also needed since it was the part of the equipment that actually made the broadcast, so was an electric kinescope receiver and a rotoscope. A rotoscope was needed to trace images of the characters on paper frame by frame and was invented by Max Fleischer in 1915. (Felixthecat.com) In the history of animation there were many directors and famous characters. The most famous of them were those of the 1920’s. This includes Otto Messmer and his character Felix the Cat, Walt Disney and Mickey Mouse, and finally Grim Natwick and his character Betty Boop.   Ã‚  Ã‚  Ã‚  Ã‚  Felix the Cat was created by Otto Messmer, but didn’t start as a cartoon like i mentioned earlier on. Felix was first a 13† paper mache figure. His first appearance was as the first broadcast ever on television. When displayed on the screen Felix the 13† figure became Felix the 2† figure. His first broadcast lasted for two hours but he went on to become the official figure used in a decade of television experiments. When Felix made the transition into a cartoon he was drawn by the famous cartoonist, Pat Sullivan. In later years to come Joe Oriolo became his drafter and after Joe came his son Don Oriolo. Felix’s cartoon was printed and enjoyed by all people in 250 different newspaper companies across the world. When Felix the cat got big in the newspapers he later went on to be produced in his own shows, and his first show ever was made in the 1919. The first show was called â€Å"Feline Follies† and lasted the time period of four minutes and ten seconds.

Unilever in Brazil

The Importance for cleanliness and to make clothes smell good has lead to growing penetration of the detergent powder portrays a cultural influence on the consumers buying behavior. The various reasons that the consumers mentioned for using detergent powder is described in Exhibit . Attribute Importance, Brand Positioning, And Consumer Expectations In the North East Exhibit 1 Source: – Milliner Research Cleanliness which has a 24% Importance helps to determine the motivation of the consumers; they believe that cleanliness Is part of their social status; It also caters to heir need for being part of the society.Only 28% household own a washing machine and the rest 72% household†s washing attitude (behavior) is to scrub the clothes with laundry soap and then add bleach to remove tough stains and only add a little detergent powder at the end to make the clothes smell good. So their perception about detergent powder Is that It Is only for good smell. In the EN, people consid er washing clothes as more of a leisure activity because the activity is generally taken up outdoors (physical environment), in the nearby ponds where people can socialize amongst each other.This is an Important aspect of the culture of EN, which differentiates it from the people of SE. As the social needs (Moscow†s hierarchy of needs theory) of the people are reflected in cloth-washing activity. The influences of mother in the decision making process is substantial in the case of detergents(FMC). Moreover the frequency of washing clothes is higher as they believe that cleanliness of clothes reflect on the responsibility taking behavior of the mother. Low income consumers were attached to boxes and regarded anything else as good for only second-rate products.Mom is positioned specifically to be used in gashing machine which shows that it is targeted for the people belonging to a higher social class. Southeast Region: The lifestyle of people of this region is better than EN whi ch is evident from the 67% of households owning a washing machine. The washing attitude Is more using a machine than hand wash. Hence the consumption of detergent powder Is more as against EN. Their learning from the washing experience is that hard stains are not cleaned in a washing machine in spite of using the most expensive Ana Test product. So teen need to use laundry soaps Tort cleaning ten tough stains on collars.This behavior has led to an 88. % penetration of laundry soaps. Players and brands in Brazil and their strategy: Milliner is the leading player in the detergents industry with a market share of 81%, with the detergent division in the cash-cow phase (as outlined in the BCC growth-market share matrix), helping the company generate funds to fuel the growth of its upcoming segments of home-care and personal-care products, which were still at a nascent stage. The market structure could be considered as a duopoly, with Milliner and P&G as the major players in the organized market.The market has been broadly categorized into the detergent odder and the laundry soap segments. The former is predominantly used in the SE part, while people in the EN used it in little quantity to make the fabric smell good. Hence, the growth of this segment was comparatively higher (stood at 17% against 6% for laundry soaps). The entry barriers were quite high for the detergent powder segment because of high investment in terms of the capital outlay, as sophisticated processes and machines were used in the manufacturing process.At 75%, Milliner†s share of the EN detergent market is below its national average as against P&Gs market share which is slightly above its sectional average. The local brands make up for only 8% of the share. A detailed breakup of the market share of each of the brands is shown in exhibit 2. Market Share and Wholesale Price of Major Brands in the Laundry Soap and Detergent powder categories in Northeast in 1996 senses Detergent Powder 70. 00% 60. 00% 50. 00% 40. 00% 30. 00% 20. 00% 10. 00% 0. 0% Laundry Shop Exhibit 2 Source: – Nielsen On the other hand, the laundry soap segment had low entry barriers because of the ease of the manufacturing process for soaps, as it could be produced relatively easily using animal fats and oils. The water in EN is soft as compared to SE region. Thus the amount of foam created is more leading to a higher usage and also appealing the consumers. Milliner faced competition in this segment from other established local players, like AS whose brand BEMA-tee-vi had an market share. SOOT ANALYSIS Strengths: 1.Milliner is leading the detergent powder category with 81% market share achieved with mainly three brands; Mom one of Brazil†s favorite brands across all categories; Minerva the only brand to be sold as both detergent powder and laundry soap; and Campfire, Milliner†s cheapest brand. . Brand Recognition: a. Milliner brands have a good market position as it was a pioneer of the consumer goods industry in Brazil. As against the other brands in the market, Milliner products have the higher % of brand knowledge, market penetration and top-of-mind awareness.Weakness: 1 . Distribution: Milliner is lacking the expertise in distribution of its products among the small outlets. In approximately 75,000 small outlets it is hard to find any of the Milliner products. Local distribution is important as the low-income consumers rarely shop in large supermarkets like Wall-mart. . Price: EN is a price sensitive region. For such consumers price = quality. So Milliner†s premium brand, Mom is perceived as a high quality at a premium position, while the other Milliner brands are considered to be of inferior quality. . Mom is regarded as the best product while the others are hardly able to satisfy the customers† expectations. 4. No prior knowledge or experience of dealing with low-income consumers. Opportunities: 1 . The EN market has good scope for growth. The re is a big possibility of better business with respect to the low-income consumers. 2. P&G has not entered into the laundry soap market. So Milliner only has a few local competitors. And since the usage of laundry soap is the maximum in EN, Milliner can capture the market for laundry soap. 3.The purchasing power of the low-income consumer has grown by 27% during 1995-96 which will probably lead to an increase in the usage of detergent. 4. The EN is 48 million predominantly low-income consumers whose consumption is 42,000 tons of detergent and 81 ,250 tons of laundry soap which is a big number. 5. Brazilian government is providing tax incentives to encourage investments in EN. 6. EN women wash frequently (5 times per week). Cleanliness is part of their culture. Also the symbolic value they attach to cleanliness is of high regard. . 28% of EN has washing machines. 8. Popularity of laundry soaps is higher in EN region due to the softness of the water in this region. Threat 1 . Brazil (EN) has illiteracy rate of 40% which can lead to unemployment. Such factors can have an adverse effect on the purchasing power. 2. P&G is a strong competitor in detergent powder market with Ace ranking third in the market share. 3. The R&D of P&G as a whole is far advanced than Milliner. Strategy for Milliner in Brazil Marketing communications strategy options (Chris Fill, 2005, Peg. 32) Strategy Pull Push Profile Target audience Consumers End-user bib customers Channel intermediaries All relevant stakeholders Message focus Product/ service Product/service The organization Communication goal Purchase Purchase Developing relationships and distribution network Building reputation The push strategy is aimed at pushing the product through the channel intermediaries and then finally to the end users. Whereas a pull strategy is aimed at pulling the consumers to retailers.A successful marketing involves a mixture of push through the trade and pull from consumers and thus the two areas are not mutually exclusive. , Peg unlived can Implement ten Tooling strategies: 1 . Push Strategy (Promotional Strategy) (Chris Fill, 2005) Manufacturer Wholesaler or Distributor Direction of Communication Retailer or value-added reseller Consumer or buyer The consumers in Brazil have a strong brand knowledge and top of mind awareness for the Milliner products. Mom is regarded as one of the premium products and does not have a close competitor.But this product is beyond the budget of the low- income consumers and hence the people of this particular sector cannot afford this brand. But by taking the advantage of the brand success, there are two options that Milliner can adopt: 1 . Launch a completely new product under the brand name of Mom with different detergent formulae. 2. Use one of the brands that satisfy the requirements of the low-consumer of a detergent from its existing portfolio. There is a disadvantage with the 1st option; the cost involved in the R&D in formulating a deterg ent from the scratch would be an additional expense in the budget.In option 2 t is not certain if the launch of an existing brand from the portfolio will be interpreted the way it is expected. The risk involved in the 2nd option is higher than the price factor in option 1. Thus option 1 although involves more time is a much wiser decision. Hence under the brand extension, launch a new product under the Mom brand (family) umbrella. Therefore the marketing mix (4 AS) for this strategy would be: Product: Package the product in different quantities of games, games and 1 keg so that it is affordable for people having either a weekly or a monthly budget.Like every other product of Milliner let this new product also be distributed in boxes as the low-income consumers consider anything other than a box to be inferior. At the same time design the packaging in such a way that it protects the contents from humidity and also very attractive to pull the attention of the buyers. Include pictures of popular parties like Carnival so that people can relate it to their rich cultural background. Price: Keep the price of this new product definitely less than Mom but almost of the same range as Campfire since for the low-income consumers price= (is equal to) quality.Hence lesser the price, the more it is vulnerable to be perceived as a low standard product. The wholesale price of Campfire is 1. 7/keg so the pricing for the new product could be between 1. 5 and 1. 7 per keg. Promotion: Promotions in this case rules out some of the forms like personal selling as the targeted market is very large, also television marketing as most of the people are low-income families, even magazine ads as most of them are illiterate.So the forms that will make an impact on the consumers are: direct marketing, buzz, word of mouth, banners with simple messages relating to the cultural and religious history EN has. Concentrate on visibility of the products in small stores so that when customers enter t he store they should realize that there is a new product which is catering to their needs, this way create an Montreal Impact on ten minas AT ten consumers Tort Tanat product. Place: Milliner lacks the distribution skill in EN.More than 75,000 small outlets don†t have any of the Milliner products. So the first step towards placing the new product is to make sure Milliner does a strategic distribution among the small outlets as the consumers in EN usually shop at a nearby store instead of going to large stores. Also considering the fact that 21% of consumers in SE are in the social class E, the new product should be carefully placed among the small outlets even in the SE region. 2.Pull Strategy(Selling Strategy) (Chris Fill, 2005) Communication Flow Originator or manufacturer Wholesaler Flow of goods and services Retailer Customer The consumption of laundry soap in Brazil is (6. 8+20. 4) keg and the detergent consumption is (12. 9+11. 4) keg. These figures reveal a very importa nt fact that many of the consumers are still tied to laundry soap and so by using the â€Å"pull† strategy, Milliner should attract these laundry soap consumers towards detergent powder. The pull strategy is successful when people have brand awareness and go to the shop to buy a particular product.So considering the washing habit (detergent powder in a very small quantity only for good smell), one of the ways of pulling the customers towards the detergent usage is by giving a small sachet of the new product for free with every purchase of a laundry soap(Minerva). By doing this the consumers would be forced to use the product and if the performance of the new product is convincing to them then the chances of people switching to detergent is tie high, which in turn will increase the brand recognition of the new product and as a result it would be a success of the pull strategy.Also once the consumers start buying the new product reward them by putting some coupons inside the pa ckaging so that the consumers are motivated to buy it the next time. Moreover, certain freebies like a container to store the detergent, a spoon to measure the quantity of detergent to be used in a given amount of water, can be deployed during the initial phases of launch of the product.One more way to increase the brand awareness of the new product is to vive a demonstration of the new product in and around the small outlets or at places most visited by the targeted consumers. Refill packs should be produced, and the product should be made available across all locations, because of the very nature of the product which is that it is a low-involvement one, and people would not travel long distances to buy the product.Since the product is targeted to a low-income and price sensitive segment, the company should make sure that it optimizes the distribution network and save on the logistics cost so as to transfer the benefits to he end consumer. While the product is gaining more brand lo yalty, the producer/ manufacturer should make sure that the new product is available on all the shelves (small stores, large malls) Tanat consumers can possibly reach out to. 0 encourage this give suitable incentives/rewards to the dealers. Thus convince the retailers to stock up in response to the demand created for the new product. The success of the new product can be achieved by striking a perfect balance between the push and pull strategies. So push or launch the product into the market and create awareness or the same and through the pull strategy create a strong affinity for the new product thus converting the laundry soap users to detergent powder.