The Power of Language in Shakespeares Othello Essay

The Power of Language in Othello In Othello, Shakespeare explores the relationship between words and events. Spoken thought, in the play, has all the power of action; speaking about an event will make that event become reality for those who hear - it will affect reality as if that event had taken place. Shakespeare demonstrates the power of words poignantly through Othellos monologues. Othello struggles with the reality that Iago creates for him. When Othello speaks, he reveals that he is unable to stop himself from carrying out acts that Iagos and his own words have prophesied and initiated. Othellos monologues further demonstrate that even the knowledge of the power of words cannot protect the characters from the†¦show more content†¦Whatever the case, it was spoken, and the second part of the line and then put out the light! turns the simple statement into a chronological phenomenon with a specific message about thought and action. First an event is described and then it becomes reality by action. The br evity of the line emphasizes the straightforward and unbreakable relationship of words and action. Throughout the play there are numerous examples of words which become self-fulfilling prophecies for those who hear them. Barbantios words in the first Act, Look to her, Moor, if thou hast eyes to see: / She has deceived her father, and may thee. (Othello, 1.3.293-294, p.154) become essential reality for Othello. The prophesy of the old Egyptian woman to Othellos mother in regards to the handkerchief Othello gave to Desdemona also becomes Othellos reality, even though Desdemona did not actually give it away. (Othello, 3.4.56-65, p.244) Finally Iago fulfills the prophecy of his own words, I havet, it is engendered! Hell and night / Will bring this monstrous birth to the worlds light. (Othello, 2.1.402-403, p.161) All of these instances fall into the pattern of words becoming essential realities as understood through Put out the light, and the put out the light! Even though there is a such a powerful statement about theShow MoreRelated Othello vs O the Modern Spin Essay853 Words   |  4 Pages‘O is a modern spin on Othello that attempts to address issues that are relevant for a contemporary audience. However, ultimately the literary value of Othello is lost in this appropriation† The film ‘O’ directed by Tim Blake Nelson is a recognised contemporary interpretation of Shakespeare’s classic tragedy Othello, which addresses a number of issues that are relevant to a modern day audience compared to that of the past. The director of the film has changed crucial parts of the play which makesRead MoreLanguage and Syntax in Coriolanus791 Words   |  3 PagesTake-Home Essay – Language and Syntax in Coriolanus As William Shakespeare continued to write and create plays, he became more experiential with his language and rhetoric within them. Coriolanus, one of Shakespeare’s final tragedies, exhibits a distinct syntax when compared with Titus Andronicus and Othello. Titus Andronicus was one of the first of Shakespeare’s plays and his first tragedy. The play is characterized by classic verses, mainly in the iambic pentameter form. Shakespeare did not haveRead MoreNature of Evil in Othello1704 Words   |  7 PagesEvil In Othello The Nature of Evil in Othello William Shakespeare’s Othello uses different and unique techniques in his language to express the nature of evil throughout the play. Verbal twists and the characters most importantly stress the act of evil. Iago, most of all is portrayed as the â€Å"villain† or â€Å"protagonist in the play. Shakespeare uses this character to set the basis of evil. Each plot point is spiraled further into tragedy due to the nature of Iago and his manipulative language towardsRead MoreLiterary Scholarship And Criticism Of Shakespeare s The Invention Of The Human 1309 Words   |  6 Pagestick, and is able to express himself more vividly and memorably than anyone else in the language† (p. 7). J.J.M. Tobin’s three components of Shakespeare’s artistry will serve as the anchors for exploring how four of Shakespeare’s prominent tragedies, Hamlet, Othello, Macbeth, and King Lear, demonstrate the faculty of Shakespeare’s expertise. Through the lens of Tobin’s analytical â€Å"ebullition† of Shakespeare’s work, this paper seeks to expand and qualify the magnetic aura that is Shakespeare; hisRead MoreExamples Of Othello As A Revenge Tragedy1022 Words   |  5 Pageshero and a moment of peripeteia. The intertwining of jealousy, deception, murder, suicide and scheming in William Shakespeare’s Othello creates a strong base for a classic revenge tragedy. It is also not only Shakespeare’s adherence to these traditional conventions but rather his ability to manipulate and transform them effectively to captivate crowds of differing classes. Shakespeares apt characterisation, employment of conventions and structuring all col lectively contribute to make for a thrillingRead MoreWilliam Shakespeare s Othello And Cymbeline1263 Words   |  6 PagesMaggie Kaprosch Professor Sheerin ENGL 3336.01 May 2, 2016 Cymbeline and Othello When studying Shakespeare’s Othello and Cymbeline it is important to note the plays possess several similarities in plot and characterization, including accusations of adultery and deceitful, foiling characters. More specifically, I noticed strong likenesses shared by the characters Iago and Iachimo. I would even argue that the similarities between the names Iago and Iachimo are no coincidence, but a deliberate choiceRead Moreâ€Å"Othello’s Virtue and Valour Ultimately Make Him Admirable.† to What Extent Do You Agree with This View?1031 Words   |  5 PagesThe idea of heroism is one often associated with virtue, courage and valour. Within Othello, Shakespeare questions the meaning behind heroism and admirability in the context of a Venetian society, in which the play is set. Through the tragic descent of Othello’s composure and his actions, the audience is left to wonder whether or not his virtue and presentation as an admirable general and hero, actual ly exists. Act 1 of the play presents Othellos decisions and behaviour as the epitome of virtueRead MorePractice HSC essay1060 Words   |  5 Pagesï » ¿Shakespeare’s play ‘Othello’ and the contemporary appropriation of a film ‘O’ by Tim Blake Nelson are based on the societal values and morals of their time. Issues such as racism, the use of language and deception are timeless making them evident throughout both contexts, hence the engagements in both textual forms. Differing contexts convey concerns in different ways through the use of diverse techniques. For example ‘Othello’ is a play which uses props, stage positioning and lighting comparedRead MoreIf Othello Had Been Written in Modern Times How Would It Differ1246 Words   |  5 PagesConservo Candidate number: May 2013 session International School of Milan English A language and literature HL Task 2: Reader, culture and text Prescribed question: If the text had been written in a different time or place or language or for a different audience, how and why might it differ? Specific question: If Othello had been set in a modern era, how would it differ? Title of text: Othello Task is related to course section Pt 4: Literature- Critical Study, The individualRead MoreOthello - Deception and Vision Essay1500 Words   |  6 PagesDeception and Vision in Shakespeare’s Othello Walter Scott once stated, â€Å"Oh, what a tangled web we weave... when first we practice to deceive† (Quotation). Scott’s statement is overwhelmingly evident in William Shakespeares Othello. Deception is a reoccurring theme in Othello, that touches each character individually and on various levels. The theme that affects Othello directly is vision. Vision is the â€Å"ocular proof† that Othello demands from Iago, and how his actions are based on what he hears

My Brother Mitchell Handles The Athletics Scene Better...

Before we start this final chapter, can you believe we’ve made it? Twenty chapters at twenty years old, and here comes number twenty-one. I believe there’s no better way to end this book than to declare, with boundless joy, the glory of God. When life gets good, glory can get in the way of things. Even as I finish this book, I wonder whom I will meet and help because of this. However, God’s Will for the last twenty-one chapters has everything to do with Him and little to do with me. It’s a battle we face every day, especially for young men. Whenever we do things people value or applaud, we think it’s us who they cheer for. My brother Mitchell handles the athletics scene better than anyone I know. After pitching against Texas AM in the†¦show more content†¦Every time he thought he would be ready to make his comeback, another setback occurred. It reached the point where he began to feel dead inside. God lovingly restored Mitchell’s health, but more importantly, his heart, when He brought him out on the mound this year. He stopped trying to light up radar guns and started trying to become an effective pitcher – to perfect the craft God gifted him with. At this moment, he became what Kirk Saarloos, his pitching coach, would probably call a â€Å"pitcher† not a â€Å"thrower.† In one season of collegiate baseball, Mitchell became nominated as a top-60 player finalist for the Golden Spikes Award, which goes to the best player in all of college baseball. He received all-Big 12 honors at the end of the season. He put his team in a position to send them to Omaha, and eventually helped eliminate LSU, while competing in the College World Series. That’s quite the resume for one year of collegiate baseball. The day after we beat Texas AM, Mitchell and I drove home for the 2015 MLB Draft. While he received the chance to become a professional baseball player at this time, Mitchell declined the opportunity. It’s not as crazy as it sounds. As he sat in our living room under pressure with phone calls coming in, he continued to say the decision needed to be made out of faith, not fear. So, he decided to return to TCU for another season, where God will use Mitchell mightily as a

The Social Class Structure Of Victorian England Essay

All throughout Sir Arthur Conan Doyle’s prominent Sherlock Holmes fiction, there seems to be a lot of themes concerning the social class structure of Victorian England. I do not believe that Doyle’s true objective was to depict Holmes as upholding the traditional state of affairs of that time, as class inequality was a very prominent thing. Women were regularly thought of as having less intelligence than males and there was a seething, developing tension building up between the three categorized classes; those being the upper, middle, and lower. Doyle also depicts and writes frequently about a kind of â€Å"criminal class† who seem to be predestined to a life of crime and are often the people of the lower and working classes. This, to many people, might suggest that Doyle believed that the lower class working people were doomed to a life of crime. However, I postulate that it’s much more sophisticated than just that. There happen to be quite a few tongue-i n-cheek comments all throughout the Holmes canon and Doyle was simply using his characters to challenge the issues of social inequality and gender roles, rather than to conclusively solve them. I believe that Doyle’s Sherlock Holmes is the embodiment of critique of class and gender roles, criticizing the status quo by introducing multiple villains that don’t mesh with the stereotypical â€Å"criminal class†, by depicting those of the upper class as irrational, silly and mean-spirited; while at same time, Doyle was headlining women inShow MoreRelatedClass Structure Of Victorian England1130 Words   |  5 PagesThe difference in class structures of Victorian England was dependent on the lifestyles and jobs of individuals. The Victorian era of England lasted from 1837 to 1901. The Victorian England hierarchy was divided into three different classes; the upper, middle, and lower class and was reliant of occupational differences. The hierarchy was very rigid and t here was little social mobility, because of the fact that normally a person was born into their class and even their future career. In Great ExpectationsRead MoreSatirical Comments in The Importance of Being Earnest by Oscar Wilde999 Words   |  4 PagesThe class system during the Victorian Period played a significant role on people’s lives. The class a person belonged to played an important role in that individual’s future. In Victorian England, class diversity and class placement either hindered or enhanced people’s lives. One work of literature that comments on class distinctions in Victorian England is â€Å"The Importance of Being Earnest†, by Oscar Wilde. In â€Å"The Importance of Being Earnest†, Wilde expresses the concern with the Victorian peopleRead MoreEssay on Servants in Victorian England850 Words   |  4 PagesServants in Victorian England Servants were imperative to the functioning of middle and upper class homes in Victorian England. Without the veritable army of servants for the upper and upper-middle classes, women would not be able to live the leisured lives they had grown accustomed, and would certainly not have the time to flaunt their status with neighbor-calling and the numerous balls and social activities. Even most lower-middle and middle-middle classes employed at least one servant, asRead MoreWuthering Heights By F. Lockwood881 Words   |  4 Pagesâ€Å"In all England†, observes Mr. Lockwood, â€Å"I do not believe that I could have fixed on a situation so completely removed from the stir of society† (Ch 1). Outwardly, this plain and insignificant statement characterizes the isolated position of the Yorkshire moors from the rest of the society. In closer examination, however, a reader might mark the significance of Lockwood’s remark in its relation to the characters in Wuthering Hei ghts, who are indeed removed from the context of nineteenth-centuryRead MoreAppropriation Of A Key Text From The Past1364 Words   |  6 Pagesstudied explored social values? George Bernard Shaw’s play Pygmalion and its appropriation, the movie Pretty Woman directed by Garry Marshall both explore the social values of class, namely the construction of the class system and class divisions, individual independence of the female heroine in a patriarchal society and the significance of appearance and identity on the perception of one’s character. Both texts convey these values relative to their respective contexts of Victorian England and modern dayRead More Satirical Social Construct Theories in Carolls Wonderland Essay1275 Words   |  6 Pages The Victorian Era held many common beliefs that contrast to everything modern society holds as true.These beliefs ecompassed such areas as social theory, class differences, racial prejudices, the effect of capitalism in society, and the role and extent of education Lewis Carroll challenges and satirizes these social constructs in his novels Alice in Wonderland and Through the Looking Glass by the use of fantasy characters and settings. He confronts the reader indirectly through Alice; as the fantasyRead MoreThe Importance Of Realism In Hard Times By Charles Dickens1575 Words   |  7 Pagesand nineteenth-century novels portrayed the ongoing social turmoil in both subtle and crude manners. Dickens in his novels had unfurled the reality of the nineteenth century industrial England and its neighborhood. On the other hand, Hardy was concerned about the social structure aiming at the objective of human life. Scholars like Raymond William have argued in his book â€Å"Forms of English Fiction in 1848† that the practices of human life in social discourses are succinctly reflected in the novels ofRead MoreThe Elizabethan Age And The Victorian Age1611 Words   |  7 Pagesthe Renaissance of England, wherein the literature and the arts are at height, where Shakespeare was starting to be well-known for his works, or to explore the Victorian Age which lasted for nearly sixty-four yea rs, wherein the British Empire reached the height of its wealth and power?’ The indecision of choosing either Age, both important in the history of Britain, led to weighing the more informative of the two in the fields of the country’s military, government, economy, social hierarchy, and rolesRead MoreDuring The Mid.-Nineteenth Century, Victorian England Was1355 Words   |  6 Pages-nineteenth century, Victorian England was divided into distinct social classes. The three social classes included the working, middle, and upper leisure class. As the Industrial Revolution advanced, the working class became very isolated from the leisure class and often had low paying jobs such as a blacksmith, tradesman, and farmer. The wealthy ladies and gentlemen of the leisure class lacked awareness that their frivolous lifestyle was built on the laborious work of the working class. Charles DickensRead MoreThe Romantic Period Of The Victorian Era1715 Words   |  7 PagesThroughout history, many time periods have been similar and different from each other. People from each time period decide what they want to continue incorporating and what they would like to disregard. The Victorian Era was brought about upon to show rebellion from the Romantic period. The Victorian Era is a reaction against the Romantic Period due to differences in terms of historical influences, effects of science, crises of faith, and women’s desire for change. The Romantic Period’s history started

How Toppan Is Not Guilty For Insanity - 1290 Words

In 1902, people from New England descended Barnstable County Courthouse for her trial. After emerging of the jury from the deliberations, they ruled her as not guilty for insanity. As a result, she remained totally unmoved. In her final confession that was printed in New York Journal, Toppan boasted on fooling many doctors for years (Stedman, 1904). On the other hand, she regretted that she tipped her hand in poisoning four persons in a single at once. In her statement, he said that was the greatest mistake of my life. One person that Toppan consistently expressed a lot of sorrow was herself. She blamed her crimes on the lover who jilted her in early times. Toppan wrote that she still laughed and was jolly, but she learned how to hate too (Ramsland, 2006). She added by saying that if she had been a married lady, she probably would not have murdered any person people. She stayed the rest of her life in Taunton Lunatic Asylum. In the facility, she increasingly deranged and paranoi d by time. In an attempt to search for her justice, she wrote letters to several lawyers as well as doctors by repeatedly accusing hospital staff of attempting to poison her. How Different Entities Perceived Jane Toppan Many unsuspecting patients, as well as associates, perceived her as a well-respected nurse apart from being a gregarious caretaker after earning the nickname Jolly Jane. On the other hand, her prosecutors perceived her as mentally deranged murderers who injected over 30Show MoreRelatedHonora Kelly, Also, And Most Famously Known As, Jane Toppan1724 Words   |  7 PagesHonora Kelly, also, and most famously known as, Jane Toppan is one of America’s most famous serial killers. She was a woman who confessed to killing over thirty-three people, but experts say she killed around seventy more undocumented. She lived from the years 1857 to 1938. Honora’s mother died when she was very young from tuberculosis and her father was very abusive and known as the town’s alcoholic, he also was noted as a crack smoker. Her dad, Peter Kelley, died from being insane and supposedlyRead MoreMentally Ill Prisons And The Death Sentence2084 Words   |  9 Pagespleading guilty is seen as a loop hole or a way to shorten your sentence and make the jury feel bad for the defendant. Take Jane Toppan for example. A nurse at a private practice, she racked up dozens of victims between 1885 and 1901. She would experiment different medicine and different dosages to patients. When they were about die she got into bed with them and held them close, feeling their lives slip from them. She got sexual satisfaction out of this, so she pled guilty by reason of insanity. SheRead MoreFemale Serial Killers Essay2409 Words   |  10 Pagesmurder in the United States alone makes up more than three-quarters of the estimated world total† (Innes 5). Although women serial killers are not very common, they still have a huge impact on the death toll of innocent victims. In order to understand how woman serial killers operate, it is important to understand their motives, the different classifications of woman killers, society’s resp onse, and the consequences they face for their actions. There are many differences between the traits of men and

Process of Leadership Innovation and Change

Question: Discuss about the Process of Leadership Innovation and Change. Answer: Leadership and Change Concept The term leadership refers to the process of managing a group of people. In order to lead a group of people, an individual should have the ability to communicate with the followers. On the other hand, change refers to the management tool through which an organization implements new strategies. In order to implement a new business strategy, a leader must have the ability to lead the change management. Here, it is highly important to communicate with the employees in order to create urgency of the change (Sheldon 2016). Therefore, it can be said that in order to bring change within organization, it is essential to implement appropriate leadership approach. Importance of Locus Control There are two types of locus control such as internal and external. A person with internal locus control believes in taking responsibility for everything. These kinds of people believe in taking action in order to influence the followers. On the other hand, people with external locus control believe in blaming people for outcome. These kinds of people are more reluctant to take responsibilities of the followers (Benzie, Pryce and Smith 2016). There is certain difference between these types, which influences the leadership approach of individuals. The major difference between these two categories is leadership approach. An individual with internal locus control communicates with the followers in order to achieve objectives. On the other hand, people with external locus gove instruction for achieving objectives. Self-esteem and Leadership In order to influence a group of people, a leader should set examples among the employees. Therefore, it is highly important to be self-esteemed while leading a group of people. It helps to influence the followers as a role model. Therefore, self-esteem is the most important thing than a leader should have. In order to influence the followers, a leader must have adequate confidence on decision-making. The leader should reach the ultimate level of Maslows hierarchy, which is self-actualized (Martin and McCarthy 2016). In this phase, people are allowed to influence others with their decision-making ability. Therefore, it can be said that there is huge relationship between leadership and self-esteem. Contingency Theory, leader behavior and situational leadership The behavior of a leader depends on the leadership approach. There are several leadership approaches such as transformational, transactional, situational and autocratic. In transformational approach, an individual can communicate with the followers in order to implement innovation. On the other hand, in autocratic leadership approach, leaders force the followers to achieve a specific objective (Johnson and McKenzie 2016). The situational leaders are able to change their approach in accordance with the situational demand. The great man theory of leadership emphasize that a leader is not created, but can be trained. Therefore, it can be said that leadership approach of an individual depends on their learning and development. Values, Ethics and leadership In leadership, values and ethics are the most important factor that influences leadership approach of an individual. A leader should maintain ethical practice in order to improve organizational culture. A leader should not be discriminative while dealing with their followers. In order to influence the followers in an efficient manner, a leader should not discriminate the followers based on age, sex and abilities (Dimitriadis and Psychogios 2016). The leader should only evaluate the followers based on their performance. It would help to improve both organization culture and performance in an efficient manner. In order to achieve organizational objectives, a leader should earn trust from their followers. Implementing and maintaining ethical practices help to earn trust from the followers in an efficient manner. Knowledge Management and Leadership Knowledge management is a tool, which helps organizations to gather and evaluate stakeholders data. In order to conduct appropriate evaluation of stakeholders data, it is highly important to build efficient communication. Therefore, leadership is the major requirement through which it is possible to enrich communication with the internal and external stakeholders. Apart from that, innovative technology is required in order to improve knowledge management process of an organization (DeMatthews 2016). On the other hand, a leader is the person who can bring innovation with participative decision-making process. Therefore, it can be said a transformational leadership approach is required in order to improve knowledge management system. Vision and the duty cycle A leader should a long-term vision through which it is possible to handle sudden situation. Long-term vision helps the leaders to implement innovative strategies through which sustainability can be maintained. The leaders should gather feedbacks from the employees in order to improve the decision-making process (Johnson and McKenzie 2016). Moreover, the leader should promote the vision and mission among the followers in order to achieve overall goals. In this manner, it is possible to simplify the overall organizational objectives among the followers in an efficient manner. Reference list Benzie, H.J., Pryce, A. and Smith, K., 2016. The wicked problem of embedding academic literacies: exploring rhizomatic ways of working through an adaptive leadership approach.Higher Education Research Development, pp.1-14 DeMatthews, D.E., 2016. Competing Priorities and Challenges: Principal Leadership for Social Justice along the US-Mexico Border.Teachers College Record,118(8), p.n8 Dimitriadis, N. and Psychogios, A., 2016.Neuroscience for Leaders: A Brain Adaptive Leadership Approach. Kogan Page Publishers Johnson, G. and McKenzie, L., 2016. Capacity Building for Parental Engagement in Reading: A Distributed Leadership Approach Between Schools and Indigenous Communities. InLeadership in Diverse Learning Contexts(pp. 365-387). Springer International Publishing Martin, A.J. and McCarthy, L., 2016. Developing Sport Team Culture and Collective Leadership.Research Quarterly for Exercise and Sport,87(S1), p.S93 Sheldon, S.B., 2016. Moving beyond monitoring: A district leadership approach to school, family, and community partnerships. InFamily-School Partnerships in Context(pp. 45-63). Springer International Publishing

Marketing Mix for Sri Lankan Tea Essay Example For Students

Marketing Mix for Sri Lankan Tea Essay Table of Contents 1. Introduction02 2. Applying the Marketing Mix†¦Ã¢â‚¬ ¦. 04 2. 1 Product†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 05 2. 2 Place †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 06 2. 3 Price †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 08 2. 4 Promotion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 09 3. Conclusion 12 4. References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 1. Introduction Since the discovery of Tea in 2737 B. C in China, and after the Europeans learnt about tea in 1589, drinking tea has spread throughout the world and today it is a widely consumed beverage. Tea production in Sri Lanka is of high importance to the Sri Lankan economy and the world market. Sri Lanka is the worlds fourth largest producer of tea and the industry is one of the countrys main sources of foreign exchange and a significant source of income for labourers, with tea accounting for 15% of the GDP, generating roughly $700 million annually. Ceylon tea is divided into three groups: High or Upcountry (Udarata), Mid country (Medarata), and Low country (Pahatha rata) tea, based on the geography of the land on which it is grown. Tea produced in Sri Lanka carries the Lion Logo† on its packages, which indicates that that the tea was produced in Sri Lanka. The most important foreign markets for Sri Lankan tea are the former Soviet bloc countries of the CIS, the United Arab Emirates, Turkey, Iraq, Iran, UK, Japan, Saudi Arabia, Syria and Libya. Ceylon tea was renowned for its quality, but supplies exceeding demand, higher cost of production and intermediary’s margins have forced the tea industry to compete on price rather than on quality. Consumers preferring flavoured and instant teas are also not helping the local tea industry that produces old style orthodox teas. If you take the trend world over convenience and fast food are popular. People now do not have the time to brew tea and make tea in the traditional way. At present, instant tea is one of the fastest growing segments in the beverages market. Instant teas and green tea demand is growing in Europe, USA and Japan. Instant tea has created a lot of excitement and modernized the image of conventional tea. About 50% of instant tea consumers are newcomers to the tea market. Instant tea has not replaced the traditional tea bag, however, instant tea covers a very wide product range, usually depending not on the tea, but the flavouring used. The tea is usually a relatively a minor component, with sugar typically the primary ingredient, then flavourings, colouring agents, anti-caking agents, etc. Most instant teas do not contain real tea, rather tea extract. This artificial addition further separates instant teas from their parent leaves. However, one must not fail to appreciate the success of instant tea and recognize that it is a product, which has its roots in tea. The most instant of instant teas is called ‘Ready to Drink (RTD)’. Also known as bottled tea there used to be a strong stigma in the tea community about this relative of the leaf. Viewed largely as the stepchild of the big cola companies, RTD teas were thoroughly infused with their mass-production ethos: make it cheap, stack it high, move it fast. However, a new trend is beginning to emerge from the creative folks of the tea industry. Fighting to erase the image that Goliath cola companies have painted for tea, some true tea-loving companies are introducing innovative bottling methods. They are making great teas available without the addition of unnecessary preservatives, and without covering the lack of quality tea with an overabundance of sugar. The instant tea manufacturers are hoping to challenge beverage marketers outside the tea industry with their new products. The attempt to attract younger consumers is an effort to compete with the cold-drink market, which has grown by four times in the last ten years, according to market-research firm A. C. Nielsen. Nielsens statistics show a slow decline in the tea market over the past 10 years. Hence, instant tea manufacturers are targeting a younger market, hoping the product innovation will cultivate a new niche of tea drinkers in the declining market for tea. Young people are looking for convenience and variety and more countries are setting up instant tea factories to capture the growing demand. Applying the Marketing Mix Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps, first expressed in 1960 by E J McCarthy, is one way probably the best-known way of defining the marketing mix. The 4Ps are: In layman terms the Marketing Mix is the creation of a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. However, a lot of hard work needs to go into finding out what customers want and how the product can meet such wants. Thereafter the company needs to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical moment. Getting even one element wrong can be disastrous for the product as well as for the company. However, when entering a foreign market in addition to the mix the company should focus its attention on the cultural aspects as well. For example, McDonald’s fast food giant was very successful in the entire world, but it failed in the Indian market, as it did not change its menu that included beef, which is not consumed in India. This report will discuss marketing an Instant Tea in America, UK, Japan and Australia, with regard to the marketing mix while considering the cultural aspects in each of these markets as well. 2. Product/Service As mentioned in the introduction tea as a beverage has been in existence for centuries. Therefore identifying the need for tea is not what we need to do. The problem many consumers face is the time they need to set aside from their fast pace life to brew a cup of tea. Hence, the objective should be to make sure this need is satisfied. With the fast p ace life and the trend of consumers looking more and more for convenience, it is very important that instant tea cater to this need. Instant tea should be easy to prepare where the consumer spends less time in preparing a quality product faster so they ave more time to enjoy it. Therefore, adding water (cold or hot) to powder to get the same effect and taste as a brewed a cup of tea should be a key feature of an instant tea. Further, this product should be able to prepare at anytime and at any given place when needed. This should also be nutritious by adding no artificial ingredients as the consumers of this product will buy this as they like consuming it rather than a drink or water or a cola. If the consumer is guaranteed of these features, they will go for this product. In the US market, this product will mainly be consumed by the Asian population who has a liking for tea. Hence the product should appeal to the Asian consumers and it should concentrate on captivating the younger generation where they feel accepted by their associates in having this tea. Culturally, tea is enjoyed by the older generation. Therefore, instant tea should meet the expectation of the younger generation. Globalisation requires a company to consider all aspects of a product, both domestically and internationally, at the creation stage itself. Doing so prevents expensive faux pas, such as the case of the Chevy Nova. Its name in Spanish can be said as â€Å"No va,† which means, â€Å"It doesn’t go,† not a particularly reassuring or marketable name for a car (Semenik and Bamossy 1995). The brand, its name, its feature emphasis, and the like must be developed with consideration for all its major markets worldwide. In areas where conflict is apparent, it is vital the company adapt to the local market. Therefore the brand name of an instant tea drink should be something which is accepted globally and not have any undesirable meaning in any language. Critical Thinking Vs. Systematic Thinking EssayHowever, in Japan a higher price product will not fetch consumers who are only looking to quench their thirst and in the US more than price, availability and health facts (new trend) will have a stronger impact in purchasing the product. Therefore each country will need to have separate pricing strategies. In any situation, the pricing among each country should not create a situation where the buyer buys from one country and sells it in another country to achieve a profit. This could occur especially when operating through distributors and where a discount scheme is offered to increase it by the number of products sold. Having price regulations in the contract with distributors will help minimize/control such a situation. 4. Promotion Promotion is another important ingredient in the marketing mix where this helps to build the perception and the want for the product. Promotion is the most localized component of the marketing mix. â€Å"The consumer, not the company, must decide what can be the same across borders,† and usually promotion is the most variable (Mazur 2004, 18). For example, McDonalds used sports figures in its promotional materials, ads, and television commercials several years ago. Rather than choose one known international sports figure, such as a Tiger Woods, the company picked figures recognized in each respective market, with a basketball star used in the United States, a footballer in the UK, and so on (Vignali 2001). This allowed McDonalds to project a locally appropriate image, one that identified the restaurant with local concerns and presented it as native to the region, rather than the United States. This in other words bridges the gap between culture and the product that is being offered. In the case of instant tea, having film stars promote this will be a good strategy as this will portray a message of having a healthy beverage in their busy life style. In US, UK, Australia and Japan, film stars are treated as idols and many follow what they do, eat, wear and hang out in places where their favorite film star goes regardless of cost. Having such celebrities use a brand will make the brand popular among young as well as old people. Displaying billboards in busy city areas where celebrities consume instant tea will help to capture a wider target market. Another way that the product can be promoted is through help from the supermarkets that will sell this product. The supermarket pamphlets, brochures and other advertising material can promote the product. Advertising plays a critical role when entering foreign markets as it all depends on how the target customers are approached. The same promotional campaign cannot be used in US as well as Japan. The reason being, American life is faster paced, while Australia has a more laid back life style, while in Japan cultural influence is still very strong. Further, Japanese will have an ego problem if the same advertisement that was targeted for the US market is used in Japan. UK will have the same effect if a Japanese advertisement is played or used in UK. Therefore each promotional method will need to be tailor made to suite each country’s culture and the target customer base. For example, Nisan Car Company has the same car in the US and in Australia with a different name. This is purely to make sure its accepted by the each market. In any such instance, the product should have its own brand name and image irrespective of how the message is sent across in each country. For example, Nike has its own name and its logo (Swooch) which makes it distinct in any country the product is marketed. However, the way its marketed is localized to suite its local customer base. Therefore establishing the brand name to image quality, convenience, health and affordability in the instant tea product should be key focus points in all its advertising campaigns though execution is different in each country. The method of advertising should be via media and having billboards in each major city that is being concentrated. Having advertising boards in major air ports and informing in them the availability in the air port itself will be a good strategy. Making sure the packaging is also done as per each country’s guidelines is another important factor. For example, US is very strict about the phthalate in products as this will harm children. Therefore suppliers need to make sure the required tests are done to avoid this chemical. Further, information on the pack will differ from one country to another. Having distributors giving authority to market the product in each country should be done in a way that the brand name is not tarnished and is ithin the criteria mentioned above that materializes from the brand. Further, promotions should be handled focusing on the manufacturing company and not the intermediary company name. Making sure the product is available in the right places and making sure product is moving will be the responsibility of the distributor. Conclusion The first thing that should be done when introducing a new product is to have a market research done in each market to identify the target market. This will help to gain a better insight of each market, gaining knowledge about its competitors and most of all the customers. Many large players have entered markets without proper research and ended up loosing their overall market share in other markets as well. A good example is the medicine Insulene which is used by diabetic patients. When this was marketed in the United Arab Emirates (UAE), this had adverse reactions as this included one ingredient from the pig, an animal banned in UAE. Therefore, the company had to re-launch the product making the product specialised for that UAE market. Further, it had to issue a press release apologising to the people of UAE and recall all the goods that were in stores at their cost. Going into a market with the attitude of â€Å"here is our product, take it or leave it† will not gain much acceptance among the customers. Therefore having researched the market and tailoring the marketing mix to capture all such aspects will be the key in succeeding in a foreign market. In conclusion it can be said that organisations must examine the purity of their global marketing plan rather than simply taking the national marketing plan and tweaking it to hopefully fit an international market. Businesses should begin a global marketing plan from scratch, making it truly in tune with each different market segment. Beginning from a global perspective will allow an international business to decide which products to offer where and to better position and promote its products worldwide. While a 100% global marketing mix is not attainable, many companies can move successfully onto a global scale by branding globally but acting locally. Creating an adaptable marketing strategy and component mix will allow the business to successfully negotiate the regional and cultural differences it will face, and increase both markets and profitability on the global market. References †¢ Semenik, R. , and Bamossy, G. 1995. Principles of Marketing, a Global Perspective. South Western, Cincinnati, USA. †¢ Vignali, C. 2001. McDonald’s: â€Å"think global, act local† – the marketing mix. British Food Journal, Bradford, vol. 103, issue 2, p. 97. †¢ Mazur, L. 2004. Globalisation is still tethered to local variations. Marketing, London, 22 January 2004, p. 18. †¢ Product (or Service) †¢ Place †¢ Price †¢ Promotion