The History Of Reliance Fresh Marketing Essay

The History Of Reliance Fresh Marketing Essay Giant corporations like Wal-Mart and Reliance have started to try and take over the Indian retail sector. The entry of the giant corporate retail in Indias food market will have direct impact on Indias 650 million farmers and 40 million people employed in tiny retail. More than 6600 mega stores are planned with Rs40,000 crore by 2011. Our case is intended to cover two primary objectives which are: First, when experts and giants like future group WalMart and Reliance they are ready to start operations in retail what kind of strategies and structure they would be having to get the competitive edge over each other and established small and unorganized retailers. Second, what kind of impact has been on other retailers including unorganized ones with the opening of Reliance Fresh stores. In the following case findings about Reliance Fresh were quite awakening and exemplary. Even after recent shutdown of Reliance fresh stores from UP and unwelcoming vibes from states like Kerala, West Bengal, Orissa and Jharkhand for its retail format (which was allegedly capturing the unorganized sector and leaving thousands of self employed people jobless) Reliance was not in any mood to hamper its 25000 crore plan. Reliance responded with superb strategy in which it shifted its focus from retailer to being a supplier i.e. targeting hawkers, vendors, Push cart wheelers instead of customers. Big retailers like Reliance have huge resources and network which directly impacted many of the retailers some of whom are planning to quit. In our sample size of 75 retailers more than 30 agreed to have lost as much as 50% of their sales. This case also discusses pros and cons of contract farming which on one part assures farmers of price for their crop and knowledge about fertilizers and seed b ut on other side has some obvious drawbacks like monopoly of big retailers. As a big market in which organized sector is poised to grow with 25% 30% annually our government must come with appropriate regulations to save small retailers and our agricultural sector. BACKGROUND OF RETAIL India is a land of retail democracy- hundreds of thousands of weekly haats and bazaars are located across the length and breadth of our country by peoples own self-organizational capacities. Our streets are bazaars lively, vibrant, safe and the source of livelihood for millions. India has the highest shop density in the world, with 11 outlets per 1000 people. This does not include the village haats. Our retail democracy is characterized by: 1. High levels of livelihoods in retail with nearly 40 million employed which accounts for 8% of the employment and 4% of the entire population. 2. High levels of self organization. 3. Low capital input 4. High levels of decentralization Retail in India has started with the concept of weekly markets, where all the traders gather at one big place to sell their products every week. The people come to these weekly markets to buy the household items for the next one week. Village fairs and melas were also common as it had more of an entertainment value. Once the people started getting busy with their lives and when they turned entrepreneurial, there emerged the mom and pop shops and the kiranas in the neighbourhood. After independence, came into existence the system of Public distribution of foods through the ration shops, where food grains, sugar and oil for the daily consumption were distributed at subsidized rates through the government ration shops. The modern corporate retail formats are of the exclusive brand outlets, hypermarkets and supermarkets, departmental stores and shopping malls. But still the Indian consumer depends on the self-organized retail shops for their daily needs. This is largely due to the excell ent food retailing system that was established by the kiranas (mom and-pop) stores that continue meet with all the requirements of retail requirements albeit without the convenience of the shopping as provided by the retail chains. The Hawkers/lari galla vendors and the local kiranas are the two main forms of unorganized retail in the country, which almost account for 97% of the total retail trade. Giant corporations like Wal-Mart and Reliance have started to try and take over the Indian retail sector. Currently the value of the retail market is estimated at around $ 270 billion with a growth rate of 5.7 per cent per annum according to the Indian retail report. The size of small retail is big, the size of big retail is small, a mere Rs. 250 billion in 2004 or 3% and Rs. 485 billion or 4.7% per cent of the retail market in 2006. However, the large scale corporate retail is projected to grow at the rate of 28% to 30% per annum, reaching Rs. 1000 billion or $ 70 billion by 2010 from th e current size of US $ 8.7 billion. The tenfold increase in corporate retail will be at the cost of small scale retail, which employs nearly 10% of Indias population. The strategy here is to define the small scale self-organized retail as unorganized and the large scale corporate retail as organized. The real difference is however not unorganized vs organized. But it is self-organized vs. corporate Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 2-3 km. History Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP, West Bengal and Orissa, it was mentioned recently in news dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food accounting for the bulk of the business. The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its farm-to-fork theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way. Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore. CORPORATE SOCIAL RESPONSIBILITY Today when most of the companies are busy in making profits by any means, there are few Ones who are focused to return this society, a part of what they have earned through this society. Reliance retail is one of them. Following efforts of reliance retail are aimed at benefiting the society making reliance socially responsible: 1) Reliance Retail aims at recruiting people from the underprivileged community in society. Hence, we are planning to train students from corporation schools and schools run by NGOs. And, we consider this as a part of our corporate social responsibility, he said. Asked whether the company will take students on an employment basis and pay them a stipend during the course period, he said that actually, it is planning to charge a small fee from those who want to join the course as we want to bring in some discipline and regularity among the students, and will reimburse that once they are inducted into service. 2) Farming in India is highly fragmented and subject to harsh climatic conditions: once harvested, it is very difficult to keep fruits and vegetables fresh. To secure high quality, Reliance Retail is directly sourcing fresh agricultural produce from thousands of farmers from villages through Collection Centers. With this concept, Reliance has built a business model generating shared value that links the company supply chain more closely to poor farmers in Indian villages. Reliance is providing a guaranteed market for the farmers produce, reducing transaction costs and training the farmers in better and sustainable farming practices. This initiative results in higher income and upgrading of skills for the farmers, and reduced spoilage of produce (up to 35 percent) and better quality products for Reliance retail stores. 3) Reliance retail has adopted farm to fork theory which means it is procuring Directly from the farmers thus offering them quite reasonable prices for their produce as now no intermediaries are involved. In return Reliance is giving farmers information about how can farmers improve their productivity. They have centers in villages who apart from providing information make farmers aware of market rates of different crops so that farmers can choose crops they want to sow to become profitable. farmers are provided technical help as well like information about quality of seeds and fertilizers. Service marketing environment Service marketing environment of reliance fresh can be scanned by considering the six major environment forces like demographic, economic, socio-culture, natural, technological, and political legal. As the demographic environment consists of the age mix of population, literacy and education level. Economic level consists of income distribution of different people. The rich grew by 400% in urban areas and 200% in rural areas. Socio- cultural environment consists of influence of religion, languages and customer that shapes the values and attitudes of customer preferences, habits and behaviour. Services Marketing and Marketing Mix A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a cafà © one day and have excellent service, and then return the next day and have a poor experience. So often marketers talk about the nature of a service as: Inseparable From the point where it is consumed, and from the provider of the service. For example, you cannot take a live theatre performance home to consume it (a DVD of the same performance would be a product, not a service). Intangible and cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible. Perishable in that once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 metres Olympic final has been run, there will be not other for 4 more years, and even then it will be staged in a different place with many different finalists. Variability- since the human involvement of service provision means that no two services will be completely identical. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. Right of ownership is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it. Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the marketing mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7Ps physical evidence, process and people. Reliance Fresh Marketing Mix (7 Ps) After segmenting the market, finding the target segment and positioning itself, each company needs to come up with an offer. The 7 Ps used by Reliance Fresh are: 1. Product 2. Place 3. Price 4. Promotion 5. People 6. Physical Evidence 7. Process Target Segment what is Reliance fresh for me? A Family with children, a purchase place to be for the children. Urban customer on the move Great taste, quick service without affecting the work schedule. But keep it affordable. Product: How should the company design, manufacture the product so that it enhances the customer experience? Product is the physical product or service offered to the consumer. Product includes certain aspects such as packaging, guarantee, looks etc. This includes both the tangible and the non tangible aspects of the product and service. Reliance fresh has intentionally kept its product depth and product width limited. Reliance Fresh studied the behaviour of the Indian customer and provided a totally different menu as compared to its International offering. India is the only country where reliance Fresh serve vegetarian. Even the sauces and cheese used in India are 100% vegetarian. Place: Where should be the product be available and the role of distribution channels? The place mainly consists of the distribution channels. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. Nearly 50% of U.S.A is within a 3 minute drive from a Reliance Fresh outlet. There is a certain degree of fun and happiness that a customer feels each time he dines at. There are certain value propositions that reliance fresh offer to its customers based on their needs. Reliance fresh offers hygienic environment, good ambience and great service. Now Reliance Fresh have also started giving internet facility at their centres and they have been playing music through radio instead of the normal music. There are certain dedicated areas for children where they can play while their parents can have some quality time together. Price: What should be the pricing strategy? Pricing includes the list price, the discount functions available, the financing options available etc. It should also take into the consideration the probable reaction from the competitor to the pricing strategy. This is the most important part of the marketing mix as this is the only part which generates revenue. All the other three are expenses incurred. The price must take into consideration the appropriate demand-supply equation. Reliance fresh came up with a very catchy punch line Growth Through Value Creation. This was to attract the middle and lower class consumers and the effect can clearly be seen in the consumer base Reliance fresh has now. Promotion: What is the suitable strategy and channels for promotion of the product? The various promotion channels being used Reliance fresh to effectively communicate the product information are given above. A clear understanding of the customer value helps decide whether the cost of promotion is worth spending. There are three main objectives of advertising for Reliance fresh are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media. Reliance fresh does its promotion through television, hoardings and bus shelters. They use print ads and the television programmes are also an important marketing medium for promotion. Some of the most famous marketing campaigns of Reliance fresh are:  ·Ã¢â€š ¬Ã‚  Food and Fun People: How to converge the benefits of internal and external marketing? Reliance fresh understands the value of both its employees and its customers. It understands the fact that a happy employee can serve well and result in a happy customer. Reliance fresh continuously does Internal Marketing. This is important as it must precede external marketing. This includes hiring, training and motivating able employees. This way they serve customers well and the final result is a happy customer. The level of importance has changed to be in the following order (the more important people are at the top): 1. Customers 2. Front line employees 3. Middle level managers 4. Front line managers Physical evidences -Actual Experiferal evidence -A good time entry. -Sign boards. -Essential eminence of service. -Good parking place Process Process Exist are complex on railways like some processes are: -refund process / claim process. -Communication process. -Entraining/Detraining Process. The service segmentation Reliance Fresh has segmented their service to all class of people like rich, poor by providing standards of facility in different ways, for example you can find different items/buget packs for them these are the service segmentation of Reliance Fresh by which they are serving different categories of people. In all these service segmentation Reliance Fresh is providing different facilities and charging same money. Items at a Glance timetable, I have always used these on booking and have never had a problem, write the abbreviation in which you want to purchase, next to the word on the purchase form. Organizations are taking an interest in the international marketing of services because of low cost factors and the ability to compete in nearby country markets (Bradley 1995); however, international services pose special challenges for marketing managers as a result of the intangibility of services, the extent of customization, and differences in preferences across cultures. Research on international service offerings has focused on entry-mode choices technology growth , geographic roles, service influences on national competitive advantage and strategic differences across services . Yet the marketing literature has not investigated several key components of service strategy, particularly in the international domain. Customers Requirements and Customer Expectations Customers Experience after visiting the store can be said to be not much satisfactory. After this entire buzz it seemed to be a damp squib to me. 1. Choice and Range. Reliance Retail is primarily a super market store. So, one expects a wide range of goods available across various categories, brands and price ranges. Hardly there is any range available. Not even, any categories of goods. Just one or two we can easily live without. 2.  Super Markets like Nilgiris, Trinethra (recently bought by Birlas), Subhikhsa, and Modern Market especially the last one has a superb range and Reliance Fresh is nowhere in comparison to them. 3.  The Ambiance in the shop is good, but as I said nothing much different from the other super market chains. 4.  The staff is cordial and friendly very much eagerly looking forward to help. After I made the payment, the staff greeting me by saying a Namaste. This I liked a lot. Especially after horrible experiences of visiting shops in Kolkata. I do not know why but shop keepers in Salt Lake have this tendency of looking at you as if why do these customers keep bothering us, when u visits them. 5.  They accept card payment even for payments less than a hundred rupees. 6.   They have this membership card option with a free insurance thrown in, just to ensure that you show loyalty to them. As they go through the reviews by the members, they observe that the same points they have quoted above are bothering them too. Some more reading, browsing and research made me understand some of the aspects related to it, which I want to share with you. 1.  Customer is the last person in the minds of these supermarket chains. Though it might be surprising, thats the fact straightly put. What matters the most is the number. The more the number of stores opened, the more is the number of people visiting them, the more the chances of success. 2. The commission they get for selling a product. They are least bothered about providing a range of goods and brands to the Customer. In contrary, the companies that pay them the highest commission get to sell their goods from them. When they have the numbers, companies cannot afford to ignore them courtesy, the large number of customers visiting them. But why are the Customers visiting them, when they are not getting what they want? 3.  The feel good factor. The goods we buy here can be easily bought at any other grocery store round the corner. Then why do we flock to them? Just because, we feel good. We feel happy becoming a part of another India, which looks great much unlike the India we have grown in. We love the ambience. We like being greeted. 4.  By making a right balance between the numbers and the feel good factor, they achieve their targets some times much beyond the expectations they have set. We are just part of the market grind that is happening right now! Service recovery strategies -Improving the after sales services. -Admit and apologies. -rectification of any error -Compensate -Minor performance lapse need monitoring Quality concern Quality means watching the services from customer prospective. The main quality concern of Reliance Fresh is: To provide hygienic condition inside the stores. Avoiding as much as possible the delay in the schedule. Freshness is also one of the concern for Reliance fresh. Improving the infrastructure to world class level of standards. Integrated gap model of service quality Revenue% The central focus of gap model is the customer gap, the difference between customer expectations and perceptions. GAP-1 Not knowing what customer expect i.e. what are the expectation of customer of Reliance Fresh which can be due to inadequate marketing research. GAP-2 Not selecting the right service design and standards. Reliance Fresh have a good service design but not reached to that level of standards to meet all customer expectations. GAP-3 Not delivering to service designs and standards. This can be due to deficiency of human resource policy of Reliance Fresh. And may be due to failure in meeting supply and demand. Because of the huge population of India. GAP-4 Not matching performance to promises. This can be due to lack of integrating services marketing communication and ineffective management of customer expectation by Reliance Fresh. In this way the gap between expected quality and perceived quality can be calculated by Reliance Fresh. Blueprint of Reliance Fresh (near Patel chowk) Entering path Tracks for purchase of googd Tracks for purchase of googd Billing counter Gate keeper Entrance to Reliance Fresh This is the blueprint of reliance fresh. Customer when comes to this store firstly the gate keeper will check it and keep the bag if he has with him. The billing counter is first right of entrance. When customer enters it the tracks whether for seeing of goods and if he liked something than he can put it in trolley and then he can go the billing counter. If he needs some help than he also can ask for it but telling the nearest salesman. After selecting the good he can go to billing and go back to gate keeper. Gate keeper now demand for the receipt for just the security purpose. Pricing Strategies by Reliance Fresh -Discount pricing strategy -Wide price range of each items -Credit card acceptance -Accept coupons Competitive prices. -Price marked in paisas -comparable cost.

John Candy

John Candy is one of Canada's greatest, and funniest, character actors. His well-known role as the big hearted buffoon earned him classics in Uncle Buck (1989) and Planes, Trains & Automobiles (1987). His career has handed him some dry spells, but Candy always rebounded. Born in Toronto, Ontario, in the year 1950, Candy found his passion for drama while attending a community college. He found a number of bit parts in Canadian television shows, and also in such small films as Tunnel Vision (1976) and Find the Lady (1976).However, his big success came at the age of twenty-seven, when he became part of the comedy group â€Å"Second City† in Toronto. Alongside such soon-to-be Canadian stars as Catherine O'Hara (one of Candy's lifelong friends), Eugene Levy, Rick Moranis, and Harold Ramis, Candy was also part of the television show the group inspired. â€Å"Second City TV† (1976) earned Candy a reputation for his quirky humour, and his uncanny imitations of others. After the television series, Candy appeared alongside fellow Canadian Dan Aykroyd in the Steven Spielberg flop 1941 (1979).However, other jobs followed, and Candy landed a role, once again with Aykroyd, the successful classic The Blues Brothers (1980). Candy played a police officer who is part of the chase after Jake and Elwood Blues. The film was a hit, and Candy followed up accordingly. Candy acted in the smash hit Stripes (1981) where he played a dopey, overweight recruit affectionately nicknamed ‘Ox'. After the success of Stripes (1981), Candy returned to the Second City with the other former stars, in the television series â€Å"SCTV Network 90† (1981).Candy also hosted â€Å"Saturday Night Live† before landing himself a role in the Ron Howard film Splash (1984), a romantic comedy about a mermaid who washes ashore and learns to live like a human. Candy played a sleazy womanizing brother to the character played by Tom Hanks. The film was a bigger success than even Str ipes (1981), and a number of people have said that Splash (1984) was his breakout role. Candy took a second billing in the comedic film Brewster's Millions (1985) where a man must spend thirty million in order to inherit three hundred million from his deceased relative.Candy played the man's best friend, who accidentally gets in the way as much as helping out. Candy continued making films tirelessly, including the film Armed and Dangerous (1986) where he and Eugene Levy play characters who become security guards. 1987 was an especially good year to Candy, giving him two classic roles: Barf the Mawg in the Mel Brooks comedy Spaceballs (1987) and the bumbling salesman Del Griffith alongside Steve Martin's uptight character in the John Hughes film Planes, Trains & Automobiles (1987). The latter film is a golden classic, and is one of Candy's greatest films.He followed up immediately with The Great Outdoors (1988), once again alongside Dan Aykroyd. Candy landed another classic role in t he film Uncle Buck (1989) which was about a bumbling uncle who must look after his brother's three children. Although he was in the smash hit Home Alone (1990), Candy's career fell into a slump, turning out unsuccessful films in the early nineties. This caused him to change his strategy by taking more serious roles. The first of these serious roles was the corrupt lawyer Dean Andrews in the ‘Oliver Stone' film JFK (1991).The film was a big success, and Candy moved on from this victory to make the film Cool Runnings (1993) about the first Jamaican bobsled team. Candy was well known for his size, usually at six feet two, and weighing around 300 pounds. However, he was very sensitive about the subject, and in the nineties tried to lose weight and quit smoking. He was aware that heart attacks were in his family: both his father and his grandfather died of heart attacks, and Candy wanted to prevent that happening to him as best he could.In the mid-nineties, Candy filmed the Michael Moore comedy Canadian Bacon (1995), and went to Mexico to film the western spoof Wagons East (1994). It was in Mexico that Candy had a heart attack, and passed away in March 1994. â€Å"Canadian Bacon† was released a year after his death, and is his last film to date. Candy was loved by thousands of people who had loved his classic antics in Splash (1984) and The Great Outdoors (1988). He was well-known for his roles in Stripes (1981) and Uncle Buck (1989), and he himself never forgot his Canadian background. John Candy was a hard act to follow, and his legacy will remain with us for many more years.

Notes – Belonging

English Related Texts Text 1: Text 2: â€Å"My Big Fat Greek Wedding† Text 3: Text 1: What does it convey about belonging? The image conveys the concept of not belonging. It conveys the idea that a sense of not belonging can cause feelings of frustration and confusion. The image also communicates the message that being different physically from what is accepted as the stereotyped norm can influence whether or not one belongs. It conveys the idea that a certain image is valued in our society and that everybody who does not fall into the stereotyped image is or can be socially rejected. Techniques: Salient image: the salient image is the three tall and thin women that appear to be rejecting the lady that is slightly shorter. The fact that the taller women are the dominating aspect of the image reinforces the idea that these types of women are valued with in our society. o Colour: the dominating women are wearing the colour red while the lady that is being rejected is dressed in the colour green. The colour red is represents beauty, power and passion. The fact that the colour red is worn by the dominating women reinforces the idea that these women are valued in our society.The woman that is being socially rejected is wearing the colour green which usually is a symbol of nature. The green implies that she is naturally beautiful. The image however conveys that her natural and inner beauty is rejected and she is looked down upon as her exterior image does not resemble that that is valued and accepted. o Symbolism: the three dominating woman are looking up, with their noses lifted up in the air. This is usually a symbol of superiority. They believe themselves to more significant than the other lady whom they are rejecting.This conveys that they perceive her as worthless, insignificant and inferior. It clearly emphasises the idea they do not accept her. o Text: the written text â€Å"Damn! Should have worn red†¦ † highlights the idea that not belongi ng causes feeling of frustration and confusion. It shows the viewer that she does not comprehend the reason for her rejection as she does not perceive her self as any different. It conveys that she believes that if she had worn red she would have been accepted into the group. Text 2: What does it convey about belonging?This text conveys that one will always feel a sense of belonging to family and culture to some extent regardless of the circumstances because family and culture shape your identity and are always with you were ever you go. It illustrates the idea that family, culture and beliefs all shape ones identity. It also conveys that sometimes, in order for one to belong within a certain group, they must make change to them selves in order to meet the expectations of the other group. Scenes: 1. Opening/ introductory scene 2.Tula meets Ian’s family 3. Ian’s family meets Tula’s family 4. The wedding ceremony. o Scene one: In this scene, we are introduced to T ula, the protagonist of the movie with her father Gus. From the opening line of the movie, it is clear to us that she has not fulfilled the expectations of her family and specifically her father. â€Å"You better get married soon, you look so†¦ old† her father tells her. The atmosphere represents the mood of Tula. It is raining heavily and dark outside, suggesting that she is discontent with her life.The techniques of flash back and voice over allow us to view Tula in her childhood. These collaboratively convey that as a child Tula was not accepted with her peers as she â€Å"[she] knew she was different from the other girls†. Her culture and significant different appearance was a barrier to her belonging with the other girls at school. Tula’s unacceptance had a profound impact on her as we can clearly see that she was envious of the other girls through â€Å"I so badly wanted to be like the popular girls†.The quotes â€Å"way past my expiration dat e† and â€Å"I have no life† emphasise the idea that Tula is not content with her life and suggest that she has no aspirations for the future. o Scene two: In this scene Tula is introduced to her boyfriend’s parents. Her boyfriend Ian is a non Greek that her family disproves of. Previous to this Ian showed Tula that he accepts her despite their cultural differences through â€Å"what’s there to work out? We’re not from different species†.This conveys that he perceives them as equal and does not discriminate against her due to her culture and family. In the scene where Tula meets Ian’s family we see the cultural difference is a major barrier to belonging. The awkwardness in this scene and the silence from both parties indicates that their cultural differences restrict them as it causes a lack of communication and understanding. They are unable to empathise with each other. The lighting is dim which further highlights the awkwardness and Tula’s discomfort. Scene three: in this scene, the difference between the two families is clearly illustrated. The close up of Ian’s parents when they first arrive at Tula’s house clearly conveys their shock, confusion and disturbance. This is due to the clash in their lifestyle and also because they were expecting a â€Å"quiet dinner [to] meet [her] parents† and instead find the whole family roasting meat on a spit in the front yard. The silence from Ian’s parents when Gus introduces his â€Å"family† conveys that they are speechless and further emphasises their shock.Repetitive close-ups of Ian’s family furthermore convey their shock and inability to comprehend some of the Greeks’ actions. At the end of this scene, we see Gus Portokalos’ perception of Ian’s family and his belief that it will not work between him and his daughter due to the clash in lifestyle as his parents they â€Å"look at [them] like [thei r] from the zoo† despite their kind actions towards them. o Scene four: It is during the wedding ceremony that the Miller family and Portokalos family finally accept each other.During this scene we see that Ian’s family are finally enjoying them selves as they no longer have a confused and surprised expression on their face. They have finally reached an understanding and came to the ultimate realisation that despite their cultural differences they are still the same and that Ian and Tula should be together. It is in this scene that we see that everyone belongs as they have bonded due to the love of Ian and Toula. The mid shot of Ian’s mother after Gus’ speech allows us to see her expression and reaction to the speech.We see that she has found humour in his speech and agrees that despite their differences they are still the same. Ian’s father tells Toula that it â€Å"is just a really nice wedding† which contrasts with his reaction to when he first saw the reception. The voice over of Toula at the end of this scene â€Å"my family is big and loud. but they’re my family†¦ and where ever I go, what ever I go they will always be there† conveys that she herself has finally come to accept her family, culture and traditions and she finally feels a sense of belonging towards them.Text 3: What does it convey about belonging? This image conveys the struggle for some to belong. It conveys that sometimes difference can cause unacceptance into some groups which ultimately leads to not belonging. Techniques: o Symbolism: The yellow duckling is the outsider. It is different to the others and thus does not belong. It is literally looking up at the other duckling suggesting that it figuratively looks up to them, envies them and admires them. It shows us they the little yellow duckling is struggling to fit in. Irony: the fact that the yellow ducking is not fitting in with the black duckling is ironic because it is usua lly the yellow ducklings that are the dominant group and the black one is classified as the â€Å"ugly duckling†. This reinforces the idea that being different will cause not belonging with another group. o Colour: The colour green on the other end of the ledge that that the black ducklings are walking on symbolises another side where it is better as the saying goes â€Å"the grass is greener on the other side†. On the other hand, the yellow duckling is stuck on the grey side and is struggling to move up.This conveys that while the dominant group will progress and move forward with their lives the yellow duckling will continuously struggle and be stuck. This conveys that not belonging can affect an individual in a negative way. o Symbolism: the dominant group is above the rejected duckling which symbolises that they are superior and more significant while she is below them. The fact that she is below them conveys inferiority further reinforces the idea that not belongi ng can have negative effects on an individual.

Accelerated Aging Essay - 1502 Words

The application of priming treatment before accelerated aging aims to reduce damage caused to the seeds, to confer increased tolerance to oxidative stress and, to compare the treatments before and after artificial aging. Primed seeds with ascorbic acid showed a higher concentration of CO2 than those primed with water, followed by the control treatment, for Janauba provenance. Priming also affected seeds from Pedro J. Caballero, which had a higher concentration of CO2 when primed with water. This trend can be associated with seed moisture content (Table 3) because the correlation between concentration of CO2 with seed water content were 0.99 and 0.95 (P 0.0001) for seeds from Janauba and Pedro J. Caballero provenances, respectively.†¦show more content†¦Seeds from Janauba primed with ascorbic acid exhibit higher concentration of CO2 than those primed with water. On the contrary, seeds from Pedro J. Caballero demonstrated a higher concentration of CO2 for seeds primed with water than seeds primed with ascorbic acid. Seeds from Pedro J. Caballero responded with greater respiratory activity independent of priming treatment compared to those from Janauba. Despite the difference in respiratory activity between provenances, we did not notice loss of seed physiological quality. Therefore, the above-mentioned increase is related to seeds moisture content, that is higher in seeds from Janauba (Table 3). There was a significant positive correlation between concentration of CO2 and percentage of normal seedlings as well as with GSI from both provenances (Table 7). Consequently, an increase in respiratory activity resulted in higher percentage of normal seedlings emerged with greater speed. Table 7: Simple correlation coefficient between carbon dioxide concentration and physiological quality of J. curcas seeds after accelerated aging depending on provenance (Janauba and Pedro J. Caballero). Provenance Parameters NS GSI Janauba 0.59* 0.80** Pedro J. Caballero 0.88** 0.87** *,** Significant at the 1% and 5%. Wherein: NS: normal seedlings; GSI: speed germination index. Unprimed J. curcasShow MoreRelatedThe Geriatric Specialty Populations By. Hess852 Words   |  4 Pagesprovided. The assignment for this essay was to discuss health services for special populations. For this composition the author chose to discuss briefly geriatric population and the mental health populations, as well as the specialty care involved with these populations. These two populations are enormously in need of recognition; in both provided care and health care costs. Geriatrics is defined as the department of medicine dealing especially with the problems of aging and diseases of the elderly. NeverthelessRead MoreAssignment : Ageism In Society910 Words   |  4 Pages004-915-201 Whittaker, D.S. 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