Marketing Factors In Pepsi Cola Organisation

Marketing Factors In Pepsi Cola Organisation Company Background Pepsi Co is a world leader in convenient snacks, foods, and beverages, with revenues of $60 billion and over 285,000 employees. PepsiCo owns some of the worlds most popular brands, including Pepsi-Cola, Mountain Dew, Diet Pepsi, Lays, Doritos, Tropicana, Gatorade, and Quaker. Our brands are available worldwide through a variety of go-to-market systems, including direct store delivery (DSD), broker-warehouse, and food service and vending. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with the Quaker Oats Company, including Gatorade, in 2001. Divisions Report operations results as follows, by six segments: PepsiCo Americas Beverages (PAB) Frito-Lay North America (FLNA) Quaker Foods North America (QFNA) Latin America Foods (LAF) Europe Asia, Middle East Africa (Investors/Corporate-Profile.html, 2010) I have selected the carbonated drinks industry for this report and discuss relative to the Pepsi under their industry conditions. International Business of Carbonated Drinks Industry Carbonated Drinks Market is growing High profitability and lack of barriers to entry led to the emergence of many new players in the market of carbonated drinks. Competition in the market is increasing and as a result profitability has been decreased by 15% in 2 years in the UK market. Company held the strategic analysis and decided to begin expansion to the new market. Companies are doing marketing researches in all geographical locations and try to find better new market for entry. Despite the presence of several competitors in the market the companies having chance to enter in to new locations and try to find grab predominant market share. The drinks market is attractive for the Pepsi Company because of its lowly competitive and having huge target audience throughout the UK. Company hopes to built there strong brand that will defend chosen market from penetration of new players and give the company profits at the higher level. The companys strategy involves building a strong distribution network in small satellite c ities in addition to the urban areas. Bad condition of the water from the municipal central water supply system and lack of prospects for their repair and modernization Unsuitable for drinking and cooking water supplied from municipal central supply system greats a high demand for pure drinking water purified populations. This situation is general for the whole country and its solution requires great financial cost. According to the current economic situation in the country the current situation is unlikely to be rectified in the next 10 years. The marker of pure drinking water is very big. Every resident should to consume every day about 2 liters of water, so the company considers a promising development of its activities in this market in the next 10 years. Therefore people trust the pureness of bottled carbonated drinks and avoid the bad effects of them. Growth by 15 times the tax on the production of drinking water / Carbonated Drinks in bottles from 1 may 2010 Carbonated drinks in bottles are substitute of water sold in the consumer packaging. Despite of its high price it has a raw of advantages such as Accessibility in every grocery in a city and Presented by famous brands. This drinks came directly as a response to public demand for pure drinking water and during that time became very popular in spite of price that 2-4 times higher than for drinking water sold in the consumer packaging. The introduction of the rule of this law will lead to the transition of customers to the consumption of water sold in the consumer packaging and persuade people to drink carbonated drinks due to the cost advantage. Improvement of technologies of individual water purification system and reducing of their cost This substitute is very popular in the market. Advantage of individual water purification systems is a possibility of their using directly at a consumer home by using water from the municipal central supply system. Cost of purification of 1 liter of water with the use such system is approximately equal of price of drinks sold in the customer packaging. However such systems have a number of weaknesses. Cheap models that cost about 10 USD purify water with a middle quality that significantly inferior to the quality of water purified by professional systems. It can be also dangerous for health to use such systems because delays in the replacement of filters can cause the user to use water with bacteria and viruses. Expensive individual purification water systems that give higher water quality comparable in quality with given by professional systems have high initial cost about 100-300 USD, that for considerable cost of UK populations in a monthly income. Also they dont purify water from bacteria and viruses. However cheap individual purification water systems are becoming more popular in the market. Companies should to develop response strategy for these substitutes. Because of all above factors the carbonated drinks market is still growing with huge industrial rivalry. The international business environment 2.1 Micro / Macro factors affecting to Pepsi in Globally SWOT Analysis Strengths S1 Experience in developing distribution chain in the industry S2 Experience in conducting promotion in the industry S3 Company provides strong control of servicing customers S4 Competitive and flexible pricing S5 High quality of water which is ideal for food that confirmed by certificates Weaknesses W1 Lack of natural drinks in the range of the company and specialized in carbonated drinks. W2 Company doesnt have service of delivering drinks to customers home W3 Difficulties in branding in the industry to heavy competition and should maintain promotions daily Opportunities O1 Growth by 15 times the tax on the production of drinking water in bottles from 1 may 2010 O2 Low prices for the rental of retail space and down wages, that allow company to cut cost O3 The market has a big potential of growth and now it is completed just for 30% O5 There is low competition in the chosen market O6 Bad condition of the water from the municipal central water supply system and lack of prospects for their repair and modernization O7 Growing concern of the population about their health O8 Development of vending technologies for selling pure drinking water O9 Severe pollution of water resources in the region Our strength S4 and S5 will help us to grab opportunity O1 and take some customers from segments of water in the bottles Our strengths S1 with opportunity O2, O3, O8 will help us to develop distribution chain in the city very quickly Our strengths S2, S3, S4, S5 with opportunities O3, O5, O6, O7, O9 would contribute to great sales of the company in the chosen market Weaknesses W1, W2 prevents us to fully utilize opportunities O3, O5, O6 Treats T1 Improvement of technologies of an individual water purification systems and reducing of their cost T2 The absent of barriers in the industry and low initiate investments attract new players T3 Expected growth prices by 10% for water from the municipal central water supply system that used by company for purification drinking water Our strengths S1 , S2 and S4, S5 will help us to minimize impact on the market The treat T1 Our strengths S1, S3, S4 will help us to minimize chances of new entrances to the market Opportunity O2 will eliminates treat T4 Weakness W2 with treat T1 can cut share of the industry in the market of pure drinking water. We need to develop promotion program that will stimulate population to use just quality water purred by professional systems Weakness W1 with treat T3 great opportunity for other companies to entry the market with offer of natural drinking water sold in the customer packaging and grab segment of the market. So company should initiate project of sales natural drinking water from own distribution chain for the segment of the market that want to drink just natural water 2.2 PESTEL Variable Factors Political and Legal Growth by 15 times the tax on the production of drinking water in bottles from 1 may 2010 Total corruption in the controlling state bodies Bad condition of the water from the municipal central water supply system and lack of prospects for their repair and modernization Economic Low prices for the rental of retail space caused by economic recession in 2009 Down wages, high level of unemployment Expected growth prices by 10% for water from the municipal central water supply system that used by company for purification drinking water Reduction in purchasing power of the population Socio-cultural Growing concern of the population about their health Negative attitude of population toward quality of water from municipal central water supply system Technological Improvement of technologies of an individual water purification systems and reducing of their cost Development of vending technologies for selling pure drinking water Ecological Severe pollution of water resources in all around the world 2.3 Porters 5 Forces Analysis Buyer Power is moderate: Bottling companies and retailers constitute the main buyers in the carbonated soft drinks market. The latter represents the most significant force yet despite their large size and concentration, it is the public that drives the market (heavy marketing campaigns and brand consciousness are a warrantee that popular products must be stocked, reducing the power of buyers). Although Pepsi does not do any bottling, the company owns about 36% of Pepsi Enterprises which is the largest Pepsi bottler in the world (Murray, 2006a). Since Pepsi owns the majority of the bottler, that particular supplier does not hold much bargaining power. Suppliers Power is moderate: Pepsi is dependent on suppliers for various ingredients and vulnerable to certain commodities price fluctuations. However, the availability of substitutes reduces their power. N.B: the advertising and marketing agencies represent key suppliers (very concentrated) but their power is moderate. New Entrants threat is weak: they face important barriers such as strong brand loyalty and substantial fixed costs. The nature of the market also demands an intensive marketing campaign in order to create and maintain a successful brand awareness and image. The difficulty in dislodging the main players of the market is linked to the importance of economy of scale which inevitably benefits current mass manufacturers. Substitutes threat is moderate: there are various substitutes such as alcoholic beverages, tea, coffee and non-carbonated soft drinks. But the diversity of public demand ensures that a wide range of products offered by Pepsi will be stocked by retailers. For many consumers, such products represent alternatives and not substitutes. Industry competition is a moderate force: with only a limited number of players, competition is lessened as each established competitor secures an important segment of the market thanks to strong branding and product differentiation. Coca Cola and Pepsi Co dominate the industry with strong brand names and great distribution channels. Forces Factors Threat of substitutes The individual water purification systems. The cost of water with the use of the individual water purification systems is approximately equal to the cost of water sold in the customer packaging. Cost of cheap purification systems sold at the supermarkets is low (about 10 USD), so its the easiest way for customer to have pure water directly at home. Drinking water in bottles. This water is available in any store in the city. Its price higher by 3-4 times than drinking water sold in the customer packaging. Small part of customers uses this water every day for drinking and cooking. Some companies specialize in supplying the offices of drinking pure water in bottles. This market is strong competitive. Threats of new enters Licences or any other special permission arent needed to entry the market. Initial investment to start business in this market is about 20  000 USD, so it is some easy to entry in the market. It is easy to organize distribution chain by setting up chain of outlets in a chosen area. It is low chances for new outlets to be opened near existing one, because owners understand that there much area is free in the market and strong competition will kill profits. Density of rivalry Industry is growing by 20-30% every year In the chosen market competition is low, existing sellers are getting super profits Brands arent developed at all. The companies havent differentiated their products in the minds of buyers because of low competition and havent provide any marketing events The market has a big potential of growth and now it is completed just for 30% The most important competitive advantage is a dense distribution chain Bargaining power of buyers Buyers are individual and amount of purchase is small, so buyers dont have significantly impact on prices. Buyers can easy switch on substitute products or on purchasing water from a competitor outlet if it is available in the nearest area. Product cost isnt significant for buyers, so their sensitivity to price isnt very big Buyers are sensitive to quality of product and to information about it Bargain of suppliers Producer of drinking pure water distribute it by own distribution chains and use water for purification from municipal water supply system International strategies of the company Strategies As for the growth strategy, I choose the Product Development strategy because decided to create a new product for existing customers and because it is a medium risk strategy. And for the competitive strategy, I choose the differentiation strategy because Pepsi is a very innovative company, the unique selling point being having a great Energy drink with the amazing taste of Coke Zero. It is costly but Coca is a multinational company and the leader in its market. STP Segmentation criteria: Market Size: UK, Males, Age: 15-35, Wage: , Students, Professionals, Sports People, Urban people. Targeting criteria: Influence, Strategic Fit, Disposable Income, and Reachable, likely to buy. Targets: Professionals and Sports People. Positioning: Sporty, Cool, Young, Adventure, Personality, Unique. Tactics Product Core Product: NRJ Coke Zero, satisfy the need of thirst and vitamins Second Product: (first added value): taste, design, quality, brand, innovation, Third: After sales, cool personality, differentiation, Why innovation: Rationale for my product development: Stay competitive in the energy drinks market Retain market share Trends NPD (New Product Development) Idea Generation and screening Business Analysis Market Testing Commercialise Price Price Elasticity: Perfect Elasticity: Intermediate pricing Place / Distribution Channels Indirect distribution because it allows more market reach, maximum availability of products, minimum costs of ownership and infrastructure. As a matter of fact, the targeted segments are very large (FMCG product). Unfortunately, there are some disadvantages such as the brand is diluted: the competitors can have a stronger power on retailers which might lead to less availability or lack of presentation and merchandising. Also commissions: The power of retailers may have adverse impacts on the companys margins and profits. Intensity of Distribution: Intensive Distribution: Prelaunch exclusive then intensive starting from the introduction stage. Integration of Distribution: Backward Vertical Integration: B2B: Upstream relationship (with suppliers: contracts, acquisition of suppliers and bottlers, mergers, joint ventures, strategic alliances). Forward Vertical Integration: B2B with retailers: Downstream. B2C: CRM, Mass Media, Loyalty cards, research. Pepsi collects information from the retailers, Promotion / Communication: Objectives: D Æ’Â   Differentiate 40% R Æ’Â   Reinforce the message 0% I Æ’Â   Inform 40% P Æ’Â   Persuade (call to action) 20% In the introduction stage, my main objectives are to inform and differentiate. Then develop a COMMUNICATION STRATEGY: PUSH: Pepsi Æ’Â   Retailer ( trade magazines, promotion, incentives) (25%) PULL: Pepsi Æ’Â   Customer ( TV advertising..) (25%) PROFILE: Pepsi Æ’Â   Retailers and Customers ( brand image, sponsor events, celebrity endorsement). (50%) because main CSF is strong brand image Develop Brand: Umbrella branding: NRJ Pepsi Zero Promotional Mix ABOVE THE LINE ( Mass reach, not customised) TV teaser, TV adverts, Radio, Press, Billboards BELOW THE LINE (Customised) Direct Marketing, Personal Selling, Sales Promotion THROUGH THE LINE (Cinema, fashion magazine, event sponsor,) Sponsorship Samples Exhibitions PR/ Publicity 2012 London Olympic Games 04. Effectiveness of the companys international strategies 4.1 Value Chain Analysis In Bound Logistics: Some of Pepsis most notable suppliers include Spherion, Jones Lang LaSalle, IBM, Ogilvy and Mather, IMI Cornelius, and Prudential. These companies provide Pepsi with materials such as ingredients, packaging and machinery. In order to ensure that these materials are in satisfactory condition, Pepsi -cola has put certain standards in place which these suppliers must adhere to (The Supplier Guiding Principles). These include: compliance with laws and standards, laws and regulations, freedom of association and collective bargaining, forced and child labor, abuse of labor, discrimination, wages and benefits, work hours and overtime, health and safety, environment, and demonstration of compliance (Pepsi Cola 2006). Process: Pepsi purchases its own ingredients through use of future contracts (to avoid market volatility) and produces its concentrate from its own facilities. Once this is done, these companies send their concentrate out to bottlers upon approval of contract for bottling company. Outbound Logistics: Once the bottling company receives the shipment of concentration, it is diluted to the correct concentration by adding the correct amount of carbonated water, and sugar, and bottled for sale. This is done for two reasons. One reason is so that Pepsi can maintain its exact mix of ingredients as a well-kept secret, and not let the bottling companies know what exactly goes into its product. This affects the image of the product, and preserves it as something of higher value, and actually applies a sense of prestige to the Pepsi products that are kept such excellent secrets. Pepsi operates by sending concentrate to bottlers, who then take the necessary actions, and ship out its products to consumers and vendors. Automation in technology in cash registers allows Pepsi and the bottling companies who bottle and ship the contents of each bottle to know exactly how much of their product the merchant is carrying. This allows for a quick delivery of more products for the merchant to sell in a nice and timely procedure. (Source: article VCA) JDA Software Group has announced that Pepsi Bottling Co. Consolidated, with 6,000 employees and $1.4 billion in annual revenue, has upgraded its JDA Software supply chain management solutions to Version 7.4, including JDA ® Demand, JDA ® Fulfillment and JDA ® Transportation Planning, all powered by Manugistics ®. Pepsi Consolidated expects to further improve forecast accuracy, customer service levels, order fill rates and on-time deliveries with the support of JDA Software. JDA Softwares Supply Chain Optimisation and Transportation Logistics Management solutions allow companies to respond rapidly to shifts in consumer demand, as well as manage, optimise and execute the strategic, operational and tactical business processes that transform the supply chain into a strategic differentiator. (Source: Forecasting Demand Planning). Sales Marketing: Marketing and Sales for Pepsi e is huge. Pepsi relies extensively on advertising and sales promotion in marketing its products. Pepsi Enterprises and TCCC have established a Global Marketing Fund, under which TCCC pays Pepsi Enterprises $ 61.5 million annually through December 31, 2014, as support for marketing activities. (Source: annual report). After Sales: David Johnston, JDA Software senior vice president of manufacturing and wholesale distribution, said, JDAs innovative supply chain solution enabled Pepsi Consolidated to achieve substantial inventory reductions while also delivering significant improvements in customer service levels. Additionally, sales from new product introductions improved greatly. More and more companies are focusing on achieving true supply chain optimisation excellence in a quest to deliver improved market responsiveness, better lifecycle management, optimised network-wide inventory levels, increased customer service levels, and reduced logistics costs. JDA Software has continually delivered innovation that provides manufacturers, wholesale distributors and retailers with unparalleled optimisation and visibility into the extended supply chain that enables them to delight their customers and shareholders alike. (Source: Forecasting Demand Planning). 4.2 7 Ps and 7 Ss 7 Ps STRENGTHS WEAKNESSES PRODUCT 1. Great Energy drink with the popular Pepsi Zero taste 2. Carbon drink 3. Enriched with vitamins 4. Innovation in products and packaging 5. Consumer and customer goodwill associated with the brand portfolio 6. Very strong brand awareness ensures that Pepsi popular products must be stored by retailers 1.Seasonality in the UK 2. The energy drinks are usually considered as unhealthy and too sweet 3.Competing with Red Bull which is the leader ( de loin) PRICE 1. Same price as Red bull 2. Affordable for Coke Zero consumers 3. Price package architecture (different pricing options) 1. Ingredients and packaging costs per case increase, as finished goods and increasing cost of sparkling beverage concentrate. 2. Same price as Red Bull but same taste as Pepsi, so needs to justify the price by insisting on the added vitamins and quality of Stevia sweetener. PLACE 1. Pepsi owns the largest beverage distribution system 2. NRJ Coke Zero will be available everywhere 3. Will benefit from the Pepsi existing and well established distribution channels 1. Changes in the relationships with large customers may negatively impact financial results 2. Disagreement among bottlers could lead to complicated negotiation with customers, suppliersà ¢Ã¢â€š ¬Ã‚ ¦ 3. Dilution of the Coke brand as it is sold in the retailers shelfs 4. Referencing challenge as it is a question mark product for the retailers PROMOTION 1. Heavy marketing and advertising campaigns 2. Heavy use of celebrity endorsement 3. Effective PR 4. TCCC is the official sponsor of the 2012 Summer Olympic Games in the UK 1. Expensive Marketing and Advertising campaigns 2. Expensive promotion as it is to inform and differentiate the product PEOPLE 1.Great customer service 2.Improved customer service through the implementation of a new selling system for smaller customers 1. The customer facing staff are not part of the TCCC personnel, their customer service is not homogeneous and dedicated to Pepsi 2. The staff are not expert of the new product and will not be able to sell it properly or explain its attributes to the final customers PROCESS 1. Constant innovation in the equipment and in supply chain infrastructure improvement 2. Very efficient supply chain, linking the retailers stocks to TCCC bottling partners directly for reordering 1.Long processes as it is a multinational 2. Long decision making process PHYSICAL EVIDENCE 1.Great vending, dispensing machines, coolers 2. Great head offices 3. Strong brand, trademark, Pepsi bottler, great packaging and design 4. Very comprehensive and well elaborated website 1. Variety of shops Recommendations for improvement The marketing plan takes the corporate objectives and communicates them into measurable outcomes. Piercy (2002) states that The real strategic problem in marketing is not the strategy it is marketing the implementation and the change (p166 CIM) Lack of skills An effective organizational structure and committed leadership is needed to deliver the marketing plan (CIM p166). Improving marketing skills in the company Presentation of operational proposal for addressing the : Lack of Resources A lack of sufficient financial budgets and people to support the required task needed to implement the plan. Time constraints can also affect the delivery of the plan. Organizational Culture The culture of the company could hinder the development of the marketing plan across the company. The existing shared values of the organizations. The established processes and company traditions can make departments resistant to change. Systems Internal Marketing Internal marketing and resource allocation will need to be planned to Ensuring people sell expected targets and Undertaking effective communicate brand images and ensure value based marketing Strategy not suitable for the business The strategy needs to be approved by Managing directors to determine its accuracy and Turbulent market environment The unpredictable changes in the market will make the marketing plan The inclusion of an contingency planning and benchmarking

Carl Jung Theory Essay

Jung’s theory divides the psyche into three parts. The first is the ego, which Jung identifies with the conscious mind. Closely related is the personal unconscious, which includes anything that is not presently conscious, but can be. The personal unconscious is like most people’s understanding of the unconscious in that it includes both memories that are easily brought to mind and those that have been suppressed for some reason. But it does not include the instincts that Freud would have it include. But then Jung adds the part of the psyche that makes his theory stand out from all others: the collective unconscious. You could call it your â€Å"psychic inheritance. † It is the reservoir of our experiences as a species, a kind of knowledge we are all born with. And yet we can never be directly conscious of it. It influences all of our experiences and behaviors, most especially the emotional ones, but we only know about it indirectly, by looking at those influences. There are some experiences that show the effects of the collective unconscious more clearly than others: The experiences of love at first sight, of deja vu (the feeling that you’ve been here before), and the immediate recognition of certain symbols and the meanings of certain myths, could all be understood as the sudden conjunction of our outer reality and the inner reality of the collective unconscious. Grander examples are the creative experiences shared by artists and musicians all over the world and in all times, or the spiritual experiences of mystics of all religions, or the parallels in dreams, fantasies, mythologies, fairy tales, and literature. A nice example that has been greatly discussed recently is the near-death experience. It seems that many people, of many different cultural backgrounds, find that they have very similar recollections when they are brought back from a close encounter with death. They speak of leaving their bodies, seeing their bodies and the events surrounding them clearly, of being pulled through a long tunnel towards a bright light, of seeing deceased relatives or religious figures waiting for them, and of their disappointment at having to leave this happy scene to return to their bodies. Perhaps we are all â€Å"built† to experience death in this fashion. Archetypes The contents of the collective unconscious are called archetypes. Jung also called them dominants, imagos, mythological or primordial images, and a few other names, but archetypes seem to have won out over these. An archetype is an unlearned tendency to experience things in a certain way. The archetype has no form of its own, but it acts as an â€Å"organizing principle† on the things we see or do. It works the way that instincts work in Freud’s theory: At first, the baby just wants something to eat, without knowing what it wants. It has a rather indefinite yearning, which, nevertheless, can be satisfied by some things and not by others. Later, with experience, the child begins to yearn for something more specific when it is hungry — a bottle, a cookie, a broiled lobster, a slice of New York style pizza. The archetype is like a black hole in space: You only know its there by how it draws matter and light to itself. The mother archetype The mother archetype is a particularly good example. All of our ancestors had mothers. We have evolved in an environment that included a mother or mother-substitute. We would never have survived without our connection with a nurturing-one during our times as helpless infants. It stands to reason that we are â€Å"built† in a way that reflects that evolutionary environment: We come into this world ready to want mother, to seek her, to recognize her, to deal with her. So the mother archetype is our built-in ability to recognize a certain relationship, that of â€Å"mothering. † Jung says that this is rather abstract, and we are likely to project the archetype out into the world and onto a particular person, usually our own mothers. Even when an archetype doesn’t have a particular real person available, we tend to personify the archetype, that is, turn it into a mythological â€Å"story-book† character. This character symbolizes the archetype. The mother archetype is symbolized by the primordial mother or â€Å"earth mother† of mythology, by Eve and Mary in western traditions, and by less personal symbols such as the church, the nation, a forest, or the ocean. According to Jung, someone whose own mother failed to satisfy the demands of the archetype may well be one that spends his or her life seeking comfort in the church, or in identification with â€Å"the motherland,† or in meditating upon the figure of Mary, or in a life at sea. Mana You must understand that these archetypes are not really biological things, like Freud’s instincts. They are more spiritual demands. For example, if you dreamt about long things, Freud might suggest these things represent the phallus and ultimately sex. But Jung might have a very different interpretation. Even dreaming quite specifically about a penis might not have much to do with some unfulfilled need for sex. It is curious that in primitive societies, phallic symbols do not usually refer to sex at all. They usually symbolize mana, or spiritual power. These symbols would be displayed on occasions when the spirits are being called upon to increase the yield of corn, or fish, or to heal someone. The connection between the penis and strength, between semen and seed, between fertilization and fertility are understood by most cultures. The shadow Sex and the life instincts in general are, of course, represented somewhere in Jung’s system. They are a part of an archetype called the shadow. It derives from our prehuman, animal past, when our concerns were limited to survival and reproduction, and when we weren’t self-conscious. It is the â€Å"dark side† of the ego, and the evil that we are capable of is often stored there. Actually, the shadow is amoral — neither good nor bad, just like animals. An animal is capable of tender care for its young and vicious killing for food, but it doesn’t choose to do either. It just does what it does. It is â€Å"innocent. † But from our human perspective, the animal world looks rather brutal, inhuman, so the shadow becomes something of a garbage can for the parts of ourselves that we can’t quite admit to. Symbols of the shadow include the snake (as in the garden of Eden), the dragon, monsters, and demons. It often guards the entrance to a cave or a pool of water, which is the collective unconscious. Next time you dream about wrestling with the devil, it may only be yourself you are wrestling with! The persona The persona represents your public image. The word is, obviously, related to the word person and personality, and comes from a Latin word for mask. So the persona is the mask you put on before you show yourself to the outside world. Although it begins as an archetype, by the time we are finished realizing it, it is the part of us most distant from the collective unconscious. At its best, it is just the â€Å"good impression† we all wish to present as we fill the roles society requires of us. But, of course, it can also be the â€Å"false impression† we use to manipulate people’s opinions and behaviors. And, at its worst, it can be mistaken, even by ourselves, for our true nature: Sometimes we believe we really are what we pretend to be! Anima and animus A part of our persona is the role of male or female we must play. For most people that role is determined by their physical gender. But Jung, like Freud and Adler and others, felt that we are all really bisexual in nature. When we begin our lives as fetuses, we have undifferentiated sex organs that only gradually, under the influence of hormones, become male or female. Likewise, when we begin our social lives as infants, we are neither male nor female in the social sense. Almost immediately — as soon as those pink or blue booties go on — we come under the influence of society, which gradually molds us into men and women. In all societies, the expectations placed on men and women differ, usually based on our different roles in reproduction, but often involving many details that are purely traditional. In our society today, we still have many remnants of these traditional expectations. Women are still expected to be more nurturant and less aggressive; men are still expected to be strong and to ignore the emotional side of life. But Jung felt these expectations meant that we had developed only half of our potential. The anima is the female aspect present in the collective unconscious of men, and the animus is the male aspect present in the collective unconscious of women. Together, they are referred to as syzygy. The anima may be personified as a young girl, very spontaneous and intuitive, or as a witch, or as the earth mother. It is likely to be associated with deep emotionality and the force of life itself. The animus may be personified as a wise old man, a sorcerer, or often a number of males, and tends to be logical, often rationalistic, and even argumentative. The anima or animus is the archetype through which you communicate with the collective unconscious generally, and it is important to get into touch with it. It is also the archetype that is responsible for much of our love life: We are, as an ancient Greek myth suggests, always looking for our other  half, the half that the Gods took from us, in members of the opposite sex. When we fall in love at first sight, then we have found someone that â€Å"fills† our anima or animus archetype particularly well! Other archetypes Jung said that there is no fixed number of archetypes that we could simply list and memorize. They overlap and easily melt into each other as needed, and their logic is not the usual kind. But here are some he mentions: Besides mother, their are other family archetypes. Obviously, there is father, who is often symbolized by a guide or an authority figure. There is also the archetype family, which represents the idea of blood relationship and ties that run deeper than those based on conscious reasons. There is also the child, represented in mythology and art by children, infants most especially, as well as other small creatures. The Christ child celebrated at Christmas is a manifestation of the child archetype, and represents the future, becoming, rebirth, and salvation. Curiously, Christmas falls during the winter solstice, which in northern primitive cultures also represents the future and rebirth. People used to light bonfires and perform ceremonies to encourage the sun’s return to them. The child archetype often blends with other archetypes to form the child-god, or the child-hero. Many archetypes are story characters. The hero is one of the main ones. He is the mana personality and the defeater of evil dragons. Basically, he represents the ego — we do tend to identify with the hero of the story — and is often engaged in fighting the shadow, in the form of dragons and other monsters. The hero is, however, often dumb as a post. He is, after all, ignorant of the ways of the collective unconscious. Luke Skywalker, in the Star Wars films, is the perfect example of a hero. The hero is often out to rescue the maiden. She represents purity, innocence, and, in all likelihood, naivete. In the beginning of the Star Wars story, Princess Leia is the maiden. But, as the story progresses, she becomes the anima, discovering the powers of the force — the collective unconscious — and becoming an equal partner with Luke, who turns out to be her brother. The wise old man guides the hero. He is a form of the animus, and reveals to the hero the nature of the collective unconscious. In Star Wars, he is played by Obi Wan Kenobi and, later, Yoda. Notice that they teach Luke about the force and, as Luke matures, they die and become a part of him. You might be curious as to the archetype represented by Darth Vader, the â€Å"dark father. † He is the shadow and the master of the dark side of the force. He also turns out to be Luke and Leia’s father. When he dies, he becomes one of the wise old men. There is also an animal archetype, representing humanity’s relationships with the animal world. The hero’s faithful horse would be an example. Snakes are often symbolic of the animal archetype, and are thought to be particularly wise. Animals, after all, are more in touch with their natures than we are. Perhaps loyal little robots and reliable old spaceships — the Falcon– are also symbols of animal. And there is the trickster, often represented by a clown or a magician. The trickster’s role is to hamper the hero’s progress and to generally make trouble. In Norse mythology, many of the gods’ adventures originate in some trick or another played on their majesties by the half-god Loki. There are other archetypes that are a little more difficult to talk about. One is the original man, represented in western religion by Adam. Another is the God archetype, representing our need to comprehend the universe, to give a meaning to all that happens, to see it all as having some purpose and direction. The hermaphrodite, both male and female, represents the union of opposites, an important idea in Jung’s theory. In some religious art, Jesus is presented as a rather feminine man. Likewise, in China, the character Kuan Yin began as a male saint (the bodhisattva Avalokiteshwara), but was portrayed in such a feminine manner that he is more often thought of as the female goddess of compassion! The most important archetype of all is the self. The self is the ultimate unity of the personality and is symbolized by the circle, the cross, and the mandala figures that Jung was fond of painting. A mandala is a drawing that is used in meditation because it tends to draw your focus back to the center, and it can be as simple as a geometric figure or as complicated as a stained glass window. The personifications that best represent self are Christ and Buddha, two people who many believe achieved perfection. But Jung felt that perfection of the personality is only truly achieved in death.

Software Marketing

Software is composed of many programs that all together fulfill a certain task. Programs are strict instructions that tell the computer what to do. A computer is a complex machine that uses directions like programs and software to operate, without it it†s useless. In other words, software brings life to a computer†s hardware. More precisely, it represents what fuel is to a car. There are two categories of software; operating systems and applications. Both of them are a necessity to one†s computer. The first one is the largest program, and the most important one. This software deals with file management, memory management, provides a user interface, and manages I/O devices like printers, and disk drives. Microsoft is well known for their Windows 95, and Windows NT operating systems, two of the most popular operating system on the market because of its user-friendly features. But operating system like Unix, and Linux are more known for their stability, and good performance. On the other hand, applications are smaller programs that fulfill a less important task. To satisfy the user†s demand, programs are written accordingly. For example, a lot of word processor users have the privilege of having programs like Word to help them. Other might like spread sheets, and use programs like Excel, or Lotus1-2-3. There are also database applications like Access, or programming compilers like Borland C++. All those application are very common for personal computers. This is why companies try to sell along with a computer an operating system, and a package of highly demanded applications at the same time. Operating system, like application is expensive. Recently, companies have been offering free version of software on the Internet for competition, or economic purposes. Therefore two new categories of software emerged; shareware (freeware), and proprietary software. First, shareware are software programs that are available to anyone who wishes to use it. Winzip for example can be downloaded from the Internet for free. Thanks to Microsoft, a multitude of useful software are available the same way, the most popular one is probably Internet explorer. An important notice about shareware is that they†re not complete programs, in other words the version downloaded is not as complete as the original one, but it still fits some user†s demands. That†s what counts. On the other hand, proprietary programs are exactly what a freeware program is not. In other words, it†s complete, expensive, and protected. Whit it comes a license that unauthorizes anyone to duplicate, copy, or install the purchased software. Any violation of this right may lead to further implications. The purchase only allows the buyer to use the software, not to copy it. This leads to the complex laws of ownership. To understand the meaning of ownership, it†s important to known what ownership is, and how it†s acquired. First, ownership means to own a property by right, therefore it†s a legal possession that ensure proprietorship. Second ownership can be acquired in more then one way. By purchasing a house you can become a owner, if you create, find, or inherit a thing you therefore logically become the owner as well. For example, if you find a gold mine you become the legal owner. There is different kind of ownership, and the most common one is certainly physical ownership. In this case the recipient is able to do whatever he wishes with his propriety. As an object, owners can use their properties as they want, as long as they†re not violating the law, or anyone†s rights. A house is a great example of physical ownership. The owner is able to do whatever he wants to it, as long as he doesn†t endanger his neighbors. This is where ownership software becomes more delicate. Can software be treated in a similar way? should it be considered as an object? This question is complex, and this is why policies have been created for software copying. For example, if an individual buys a computer program, he buys the right to use that software as much as he wants. On the other hand, strict laws forbid him to duplicate, or copy the actual software. Indeed as for books, videos, and songs there are copyright laws that govern software copying, and the violation of those laws are serious. Computer software are ideas that are translated in coding, therefore making duplicates is like stealing someone else†s idea; it†s plagiarism, that†s a crime. By those laws, computer programmers are protected as well as writers, and signers. Therefore they get the credit for their work. But this particular aspect of software copying is still uncertain, because authorities fail to enforce the law, and this is how computer software, videos, and songs are illegally copied everyday. Programmers do get credit, but they lose an enormous profit. Another important kind of software ownership is called patent. This kind of ownership is a writing in paper securing an invention. Like this, a programmer is given complete rights over his software. He has the power to give, copy, install, uninstall, or simply give to a certain individual a copy of his program. This is how programmers are protected from other programmers that would like to develop a program closely similar to there†s. All this discussion about ownership seems to be so complex, therefore why isn†t software free for all to use? In a capitalist society like ours, the fundamental purpose of creating a product is to make profit out of it. If not, why would you spend ten dollars to print a T-shirt, and sell it for free. This idea seems ridiculous. On the other hand, individual like Richard Stallman claims that software ownership is harmful to society. How is that? Computers engineering like any other businesses as to meet certain economic standars to maintain themselves. The industry of computers is constantly growing, and therefore more demanding in terms of software. Before the Internet, word processors, and spreadsheets were very popular, but now Font page 98, and Internet Explore are one of the upcoming software in the business. Now the question is, why sell them for free when they†re creating huge profits? Richard Stallman argument is that it deprives people from using the software. This is like saying that a BMW should be free, because it deprives the lower class people from driving a luxury car. Now does that make sense? In his article, his analogy to roads is completely false. Why? Simply because roads are not free, tax payers give every year a part of their salary to maintain them, therefore should that mean that we should all pay for free software. Of course not, because the needs of roads, is not comparable to needs computer software. Roads are a necessity, while computers are still optional. Stallman claims also that free software ownership damages social cohesion. Therefore, the fact of not copying software could hurt society. Does it mean that I†m being a bad citizen? Should this example be right for cars, houses, pay checks, etc†¦ If so, it†s not going to happen any time soon. Stallman argument are week, and unrealistic. In other word they don†t make sense. For the simple fact that every example used in his article are easily destroyed. Therefore, his arguments are incomplete. Computer science is constantly expanding, it's therefore providing a great amount of profit to our society. As capitalist, the idea of giving computer software for free should not even be considered, yet ignore, simply because it makes no sense for programmers, as it would for any other profession to give a service for free. This is why copyright laws have been set in order to regulate those that support Stallman†s theory. But still, the authorities fail to enforce those laws, therefore this problem is far from being over. It†s very easy to get free software, especially with the arrival of CD writers.

J. Edgar Hoover, Controversial FBI Director for Nearly Five Decades

J. Edgar Hoover led the FBI for decades and became one of the most influential and controversial figures in 20th century America. He built the bureau into a mighty law enforcement agency but also perpetrated abuses that reflect dark chapters in American law. For much of his career, Hoover was widely respected, partly because of his own keen sense of public relations. The public perception of the FBI was often inextricably linked to Hoovers own public image as a tough but virtuous lawman. Fast Facts: J. Edgar Hoover Full Name: John Edgar HooverBorn: January 1, 1895 in Washington, D.C.Died: May 2, 1972 in Washington, D.C.Known For: Served as director of the FBI for nearly five decades, from 1924 until his death in 1972.Education: George Washington University Law SchoolParents: Dickerson Naylor Hoover and Annie Marie Scheitlin HooverMajor Accomplishments: Made the FBI into the nations top law enforcement agency while also acquiring a reputation for engaging in political vendettas and violations of civil liberties. The reality was often quite different. Hoover was reputed to harbor countless personal grudges and was widely rumored to blackmail politicians who dared cross him. He was widely feared, as he could ruin careers and target anyone who aroused his ire with harassment and intrusive surveillance. In the decades since Hoovers death, the FBI has grappled with his troubling legacy. Early Life and Career John Edgar Hoover was born in Washington, D.C., on January 1, 1895, the youngest of five children. His father worked for the federal government, for the U.S. Coast and Geodetic Survey. As a boy, Hoover was not athletic, but he pushed himself to excel in areas that suited him. He became the leader of his school’s debate team and was also active in the school’s cadet corps, which engaged in military style drills. Hoover attended George Washington University at night while working at the Library of Congress for five years. In 1916, he received a law degree, and he passed the bar exam in 1917. He received a deferment from military service in World War I as he took a job in the U.S. Department of Justice, in the division that tracked enemy aliens. With the Justice Department severely understaffed due to the war, Hoover began a fast rise through the ranks. In 1919, he was promoted to a position as a special assistant to Attorney General A. Mitchell Palmer. Hoover played an active role in planning the infamous Palmer Raids, the federal government’s crackdown on suspected radicals. Hoover became obsessed with the idea of foreign radicals undermining the United States. Relying on his experience at the Library of Congress, where he had mastered the indexing system used to catalog books, he began building extensive files on suspected radicals. The Palmer Raids were eventually discredited, but within the Justice Department Hoover was rewarded for his work. He was made the head of the department’s Bureau of Investigations, at the time a largely neglected organization with little power. Creating the FBI In 1924, corruption in the Justice Department, a byproduct of Prohibition, required the reorganizing of the Bureau of Investigations. Hoover, who lived a quiet life and seemed incorruptible, was appointed as its director. He was 29 years old and would hold the same post until his death at the age of 77 in 1972. In the late 1920s and early 1930s, Hoover transformed the bureau from an obscure federal office to an aggressive and modern law enforcement agency. He began a national fingerprint database and opened a crime laboratory dedicated to using scientific detective work. Hoover also raised the standards of his agents and created an academy to train new recruits. Once accepted into what came to be viewed as an elite force, the agents had to adhere to a dress code dictated by Hoover: business suits, white shirts, and snap-brim hats. In the early 1930s, new legislation allowed Hoovers agents to carry guns and take on more powers. After President Franklin D. Roosevelt signed a series of new federal crime bills, the bureau was renamed the Federal Bureau of Investigation. J. Edgar Hoover with child film star Shirley Temple. Getty Images   To the public, the FBI was always portrayed as a heroic agency battling against crime. In radio shows, movies, and even comic books, the â€Å"G-Men† were incorruptible protectors of American values. Hoover met with Hollywood stars and became a keen manager of his own public image. Decades of Controversy In the years following World War II, Hoover became obsessed with the threat, real or not, of worldwide communist subversion. In the wake of such high-profile cases as the Rosenbergs and Alger Hiss, Hoover positioned himself as America’s foremost defender against the spread of communism. He found a receptive audience in the hearings of the House Un-American Activities Committee (known widely as HUAC). During the McCarthy Era, the FBI, at Hoover’s direction, investigated anyone suspected of communist sympathies. Careers were ruined and civil liberties were trampled. An F. B. I. poster signed by J. Edgar Hoover warns civilians against saboteurs and spies. Corbis/VCG via Getty Images / Getty Images In 1958 he published a book, Masters of Deceit, which expressed his case that the United States government was in danger of being toppled by a worldwide communist conspiracy. His warnings found a steady following and no doubt helped inspire organizations such as the John Birch Society. Hostility Toward the Civil Rights Movement Perhaps the darkest stain on Hoover’s record came during the years of the Civil Rights Movement in America. Hoover was hostile to the struggle for racial equality, and was perpetually motivated to somehow prove that Americans striving for equal rights were in fact dupes of a communist plot. He came to despise Martin Luther King, Jr., who he suspected of being a communist. Hoover’s FBI targeted King for harassment. Agents went so far as to send King letters urging him to kill himself or threatening that embarrassing personal information (presumably picked up by FBI wiretaps) would be revealed. Hoover’s obituary in the New York Times, published the day after his death, mentioned that he had publicly referred to King as â€Å"most notorious liar in the country.† The obituary also noted that Hoover had invited reporters to hear tapes recorded in King’s hotel rooms to prove that â€Å"moral degenerates,† as Hoover put it, were leading the Civil Rights Movement. Longevity in Office When Hoover reached a mandatory retirement age of 70, on January 1, 1965, President Lyndon Johnson chose to make an exception for Hoover. Likewise, Johnson’s successor, Richard M. Nixon, chose to let Hoover remain in his top post at the FBI. In 1971, LIFE magazine published a cover story on Hoover, which noted in its opening paragraph that when Hoover had become head of the Bureau of Investigations in 1924, Richard Nixon was 11 years old and sweeping up in his family’s California grocery store. A related article by political reporter Tom Wicker in the same issue explored the difficulty of replacing Hoover. The article in LIFE followed, by one month, a startling set of revelations. A group of young activists had broken into a small FBI office in Pennsylvania and stolen a number of secret files. The material in the heist revealed that the FBI had been conducting widespread spying against American citizens. The secret program, known as COINTELPRO (bureau speak for â€Å"counterintelligence program†) had started in the 1950s, aimed at Hoover’s favorite villains, American communists. Over time, the surveillance spread to the those advocating for civil rights as well as racist groups such as the Ku Klux Klan. By the late 1960s, the FBI was conducting widespread surveillance against civil rights workers, citizens protesting the Vietnam War, and generally anyone Hoover viewed as having radical sympathies. Some of the bureau’s excesses now seem absurd. For example, in 1969 the FBI opened a file on comedian George Carlin 503, who had told jokes on a Jackie Gleason variety show which apparently poked fun at Hoover. Hoover and his constant companion for decades, Clyde Tolson. Getty Images Personal Life By  the 1960s, it had become clear that Hoover had a blind spot when it came to organized crime. For years he had contended that the Mafia did not exist, but when local cops broke up a meeting of mobsters in upstate New York in 1957, that began to seem ridiculous. He eventually allowed that organized crime did exist, and the FBI became more active in trying to combat it. Modern critics have even alleged that Hoover, who was always inordinately interested in the personal lives of others, may have been blackmailed over his own sexuality. Suspicions about Hoover and blackmail may be unfounded. But Hoover’s personal life raised questions, though they were not publicly addressed during his life. Hoovers constant companion for decades was Clyde Tolson, an FBI employee. On most days, Hoover and Tolson ate lunch and dinner together in Washington restaurants. They arrived at the FBI offices together in a chauffeur driven car, and for decades they vacationed together. When Hoover died, he left his estate to Tolson (who died three years later, and was buried near Hoover in Washington’s Congressional Cemetery). Hoover served as FBI director until his death on May 2, 1972. Over the following decades, reforms such as limiting the term of FBI director to ten years, have been instituted to distance the FBI from Hoovers troubling legacy. Sources John Edgar Hoover. Encyclopedia of World Biography, 2nd ed., vol. 7, Gale, 2004, pp. 485-487. Gale Virtual Reference Library.Cointelpro. Gale Encyclopedia of American Law, edited by Donna Batten, 3rd ed., vol. 2, Gale, 2010, pp. 508-509. Gale Virtual Reference Library.Lydon, Christopher. J. Edgar Hoover Made the FBI Formidable With Politics, Publicity and Results. New York Times, 3 May 1972, p. 52.