Business Plan For The Mead Johnson Nutritional Company Marketing Essay

Business Plan For The Mead Johnson Nutritional Company Marketing Essay An action research was sponsored by Mead Johnson in collaboration with NGO to access its efficacy in terms of increasing weight of infants of weaning age in urban slums of Dhaka city capital of Bangladesh. The findings of the study states that Infants weaned on ENFAMIL had more weight and length gained compared to control group Mothers attitude and infants acceptance of ENFAMIL was satisfactory. Storage pests (insects) were found on in one batch of weaning packets. Now Mead Johnson wants to access the acceptance of ENFAMIL in terms of its price, packaging, taste/quality among middle and lower middle class families. In the context of the current maturity of the market and the strategic options available, it is first necessary to assess whether the company is marketing the right product form the point of view of the consumers. Hence evaluation of the product is necessary. The specific objectives of the research are to assess consumer evaluation in the broad areas of: Packaging Product Price The end objective is to identify areas that need to be strengthened and also the existing strength areas that can be exploited. Start up summary Start-up costs of Mead Johnson consist of legal costs, research, Manpower, marketing/promotion product is to fund start-up expenses with Companys reserved fund, owner investments and a long-term business loan. Product Testing- ENFAMIL Research Budget Item Unit Cost Total (Taka) Sample product 818 150.00 122,700.00 Consultancy fee 2 8,500.00 17,000.00 Team leader and key members 8 8,000.00 64,000.00 Field Work Supervisor cum Data Quality Controllers 16 5,000.00 80,000.00 Data Collectors 40 3,000.00 120,000.00 Study Coordinator 2 7,000.00 14,000.00 Controller of Field Operation 4 6,000.00 24,000.00 Focus group discussion 64 300.00 19,200.00 In-depth interview 20 500.00 10,000.00 Data Analyst 2 9,000.00 18,000.00 Daily allowance 40 120.00 4,800.00 Particulars 2,000.00 2,000.00 Printing of Data Collection Instrument 5,000.00 5,000.00 Stationary 4,550.00 4,550.00 Photocopying and binding of reports 2,750.00 2,750.00 Pre-testing of Data Collection instrument 3,000.00 3,000.00 Total expenditure 511,000.00 Source of Capital : The source of capital is as follows: Funded by company 45% 270000.00 Owners investment- 20% 120000.00 Loan from Bank- 35% 210000.00 Total Capital: 600000.00 RESOURCES REQUIREMENTS FOR OPERATION: Physical resources: The physical resources of this project will be include all essentials office equipments such as, computers, phone and fax, internet connection for data transfer, data collecting equipment. The costs of the physical resources Taka 140,000.00 (  £1320.00) PHYSICAL RESOURCES UNIT TOTAL COSTS Sample product 818 122700.00 Printing of Data Collection Instrument 2 5000.00 Particular 10 2000.00 Pre-testing of Data Collection instrument 5 3000.00 Stationary 7300.00 Total 140,000.00   Human Resources: POSITIONS NUMBER OF EMPLOYEES Administrative Assistant 1 Team Leader and key members 8 Supervisors cum Quality controllers 16 Data collector 40 Study Coordinator 2 Controller of Field Operation 4 TOTAL 71 Initially there will be a Team Leader who is responsible for the operational work. One will be an administrative assistant who will deal with all the paper work and who will take care of the administration duties. The remaining people will be divided into few groups. After taking all the necessary information members of the each group will forward these information to team leader to processing the activities. Financial Resources: The funding and investments for this project will be received from the companys own fund, owners personal investment and loan from the Banks. Research budget with sample products initial expenses is taka 511,000.00 (  £4820.00) RESEARCH DESIGN The research design is essentially a concept cum usage test. The details are discussed in turn. New product development: The development of original products, product improvements, product modifications, and new brands through the firms own RD efforts. The major criteria of new development are written below with a short description: Idea generation:The systematic search for new product ideas- Idea screening:Screening new product ideas in order to spot good ideas and drop poor ones as soon as possible. Product concept:A detailed version of the new product idea started in meaningful consumer terms. Concept testing:Testing new product concepts with group of target consumers to find out if the concepts have strong consumer appeal. Product development is a major part on marketing. The RD of any company does the mainly product development. In Bangladesh Mead Johnson havent have any RD departments. Mother company of Mead Johnson well known non-government social organization have innovated the product according to the consumer need, and analyzing the segment, culture and the other part of marketing. Study Design We have conducted a house-to-house random survey using structured questionnaires through personal interview. In our case Monadic test design as followed i.e. each respondent would tried one test product only. Prior to the main quantitative survey qualitative exploration was done through Focus Group Discussions (FGD). The opinions were collected in following sequence in the main survey: Selection of Respondents Discussion on need need gaps on weaning food Introduction to concept reactions thereof Product placement Reactions to product Reaction to price METHODOLOGY The agency proposed a house-to-house random survey to be conducted using a structured questionnaire through personal interview. In this case Monadic test design would be followed i.e. each respondent would try one test product only. Hence, we propose to place the product to the respondents for a period of 15 days after which their opinion on the product will be gathered. During this period they will use the product as suggested. Prior to doing the quantitative product test 8 Focus Group Discussion (FGD) will be conducted to have an in-depth understanding of the choice factors and to generate consumer vocabulary for the same.  ­Ã‚ ­ Measuring tools to used For rating on choice factors an 11-point scale (0-10) was used. Consumers will give mark out of ten. This scale has equality of interval properly and is reliable. This is also closest to reality because consumers are familiar with this scale and can easily rate on any factor. Sampling Universe Considering the geographic spread the Company has proposed that the following towns would be covered in the study. Dhaka( Capital city ) Chittagong Rangpur Syhlett In sum, the sampling universe for this study is all households having infants aged 4 to 10 months belonging to socio-economic classes B and C (appendix) in the selected towns. Sample Size Qualitative (FGD) Quantitative Metro: Dhaka 2 156 Large: Chittagong 2 85 Medium:Rajshahi 2 84 Small: Syhlett 2 84 Total 8 409 The allocation of sample size across the selected towns was done on the basis of sampling error ranges and also of heterogeneity of households within the town classes. For larger towns higher numbers of samples were covered to capture its diversity/ heterogeneity. In all there were a total of 8 FGDs and subsequently 409 respondents for quantitative study. Standard error ranges for different percentage estimates at the 95 % level of confidence based on simple random sample size. Sampling Technique We followed a multi stage, stratified sampling method to ensure representative samples. Within a town, households were selected by the Random Route technique (Cluster sampling). In each cluster/ area (smallest urban unit) 5 households were covered. Thus a total of 17-31 clusters/ areas were covered in each town, depending on sampling size. Target Group As mentioned, ENFAMIL targets the middle class and lower middle class consumers. Middle and lower middle class consumers are more concentrated in the urban towns than in the semi-urban towns or rural villages and hence urban target consumers are more accessible to the marketers for a new brand. Therefore, this study would be limited to urban towns only. Hence, primary target segment for ENFAMIL is all the households of the urban towns having at least one child between 5 to 10 months age and belonging to the middle and lower middle class. Time Plan for the Study Weeks Activities 1 2 3 4 5 6 Sample Survey Preparatory Work for Sample Survey Instrumental Development Field Briefing, Training Field Work For Sampling Survey Data Entry Analysis for Sample Survey Reporting Focus Group Discussion Desk Research for the program Training Module Preparatory Work Collection of Reports, documents and historical Data Reporting Draft Report Final Report Head of the household The analysis of the respondents is given center-wise and on the basis of socio-economic classification. Standard market research classification of income is provided below. Center SEC Age of the Child (In Month) Dhaka Chittagong Rajshahi Syhlett SEC B SEC C 5-8 Months 8+ Month Total Total 156 85 84 84 188 221 218 191 409 1. Less than Tk 3000 15% 9% 13% 4% 4% 17% 12% 10% 11% 2. Tk 3001-4000 21% 20% 35% 14% 12% 30% 23% 21% 22% 3. Tk 4001-5000 18% 26% 31% 26% 20% 27% 22% 26% 24% 4. Tk 5001-6000 11% 14% 6% 19% 13% 11% 10% 15% 12% 5. Tk 6001-7000 10% 8% 6% 13% 14% 5% 9% 10% 10% 6. Tk 7001-8000 6% 5% 6% 4% 9% 2% 5% 6% 5% 7. Above Tk 8000 19% 18% 4% 20% 27% 6% 20% 11% 16% Mean Score (In Taka) 7199 6682.9 48649.4 6567.9 8422.5 4834.4 6968.5 5930.4 6483.7 Table : Monthly disposable income In majority of the market research projects we consider disposable monthly family income (DMFI). This is the amount of total earning of the family left after paying house rent, if any. This is a very good indicator of purchasing power. Needless to mention, average DMFI of the residents of Dhaka is more. And, quite obviously respondents belonging to SEC B had higher DMFI than their SEC C counterparts. However in all the centers, barring Dhaka, majority of respondents live in own houses especially at Chittagong and Syhlett (around 76-87%). In Dhaka 77% of the respondents live in rented houses paying an average house rent of Taka 574 per month. Family Size Number of Children The respondents had standard family size in most cases ranging from 4.7 to 6.2. In other words the average family size was 5.3. The following table will give an idea about the number of children the respondents have. Table: Family Size Center SEC Age of the Child (In Month) Dhaka Chittagong Rajshahi Syhlett SEC B SEC C 5-8 Months 8+ Month Total Total 156 85 84 84 188 221 218 191 409 Mean Score 4.7 5.9 5 6.2 5.6 5.1 5.4 5.3 5.3 List of Children Boy Girl List of Children Boy Girl 05 Months 16% 10% 08 Years 12% 12% 06 Months 13% 17% 09 Years 8% 7% 07 Months 12% 13% 10 Years 6% 8% 08 Months 10% 15% 11 Years 3% 6 09 Months 18% 17% 12 Years 6% 4% 10 Months 30% 28% 13 Years 2% 1% 01 Year *% *% 14 Years 1% 3% 02 Years 4% 3% 15 Years 2% 1% 03 Years 6% 9% 16 Years 1% -% 04 Years 11% 9% 17 Years -% *% 05 Years 12% 16% 18 Years *% -% 06 Years 11% 13% 07 Years 4% 6% Total 207 202 On an average the respondents have two children. Among the 409 respondents interviewed 298 had children below 8 months and 191 had children above 8 months on the basis of which they were selected. The Respondent 99% of the respondents were housewives. The respondents were primarily young and 65% of them belong to the age group of 18 to 25 years whereas rests are between 26 to 35 years. able: Occupation of the Respondent Center SEC Age of the Child (In Month) Dhaka Chittagong Rajshahi Syhlett SEC B SEC C 5-8 Months 8+ Month Total Total 156 85 84 84 188 221 218 191 409 1. Housewife 99% 100% 98% 100% 98% 100% 99% 99% 99% 2. Student -% 1% -% 2% 2% -% -% 2% 1% 3. Part time job -% 1% 2% 1% 2% *% 1% 1% 1% 4. Full time job 1% 2% 2% 2% 2% 1% 2% 1% 2% 5. Others 1% 1% 1% 1% 2% *% *% 2% 1% INFORMATION AREA CONCEPT PACKAGING PRODUCT status motive needs. overall measures -Likeability Uniqueness -Nutrition -Modernity -Overall rating -Attractiveness Attractiveness -Physical appearance (looks, granularity, etc.) -Dynamism -Intention to try -Uniqueness Pack size -Preparation convenience (easy to mix with water, does not form lump, etc.) -Friendliness -Intention to use regularly -Credibility Packshape/Graphics/Design/ color -Taste, aroma, etc -Age Information Literature/information -Storage convenience -Trustworthiness Overall acceptability Ability to preserve content -Longevity, not forming lump -Premium Usefulness of information given on the pack Insect growth, etc. -Sophisticated Credibility of information Can be mixed with milk, soup, etc. -Natural/fresh Usage Experience Majority of the respondents (61%) had consumed almost both the packets given for usage. Some 27% had consumed at least one packet in the 15 days, the time given to them to try the product. During this time phase, on average the product was given two times daily to the child mixed with only water (about average of 253ml) in most cases (69%). About 26% of the mothers had also mixed sugar or other items with ENFAMIL. Hot water was preferred most by the respondents (79%), whereas 14% used tepid water. DIAGNOSTIC OF PERFORMANCE: It is clear that the respondents had adequate product experience. Their views on the product therefore are meaningful. We first examine the overall performance indicators of the product. For this we shall consider three indicators- Intention to regular use, Intention to try, and overall rating. Of these three, intention to regular use is the strongest indicator as it expresses the probability of buying and using the product. Intention to try comes next. And overall rating is the third most important indicator as it signifies how much the product is liked Spontaneous Reaction On exposure to the concept the respondents were asked to express their feeling about good or bad. The major reactions are shown below: Center SEC % Reactions Dhaka Chittagong Rajshahi Syhlett SEC B SEC C TOTAL Childs health will remain good if fed along with breast milk 41 45 42 7 36 34 35 Liked the literature which states this is necessary along with breast milk 25 12 13 8 11 21 16 Child will get nutrition 29 6 6 7 13 17 15 Has Vitamin 17 12 15 8 14 14 14 Literature gives Impression that it will be a quality product 3 22 4 17 12 9 10 Balanced diet 13 7 8 4 9 10 9 Helps in rapid 10 16 6 4 9 10 9 Base: 156 85 84 84 188 221 409 At a top of mind level, childs health has registered most. It is understood that if fed along side continued breast-feeding ENFAMIL would ensure good health. It nutrition, being balanced diet, and helping in babys growth have also registered moderately. Likes and dislikes of the concept The respondents were also asked to describe what they liked and disliked of the concept. Only about 2% had any dislike while all had one or more likes of the concept. The major likings are picture of the baby (70%), literature on childs food requirement (26%), the packet (21%). MARKETING MIX Attempting to target relatively high-priced offerings to rural families on the margins of the cash economy, or to the poorest of the urban poor, is simply bad marketing. But Mead Johnson developed this new brand of ENFAMIL so that middle class families can purchase this product at a lower price but meet nutritional demands for infants. The next section will emphasize the 4Ps of ENFAMIL: Product: Nature of product: ENFAMIL milk-based, lactose-free, iron fortified infant formula for first 12 months. Product Features: The only lactose-free, milk-based formula, which includes LIPIL, a unique blend of DHA and ARA à ¢Ã¢â€š ¬Ã‚ ¢ Lactose-free and sucrose-free No sucrose (table sugar) Nutrition value: NUTRIENTS (Normal Dilution) Per 100 Calories (5 fl oz)   Protein, g 2.1   Fat, g 5.3   Carbohydrate, g 10.9   Water, g 134   Linoleic acid, mg 860 Vitamins   Ã‚  Vitamin A, IU 300   Ã‚  Vitamin D, IU 60   Ã‚  Vitamin E, IU 2   Ã‚  Vitamin K,  µg 8   Ã‚  Thiamin (Vitamin B1),  µg 80   Ã‚  Riboflavin (Vitamin B2),  µg 140   Ã‚  Vitamin B6,  µg 60   Ã‚  Vitamin B12,  µg 0.3   Ã‚  Niacin,  µg 1000   Ã‚  Folic acid (Folacin),  µg 16   Ã‚  Pantothenic acid,  µg 500   Ã‚  Biotin,  µg 3   Ã‚  Vitamin C (Ascorbic acid), mg 12   Ã‚  Choline, mg 12   Ã‚  Inositol, mg 6   Minerals   Ã‚  Calcium, mg 82   Ã‚  Phosphorus, mg 55   Ã‚  Magnesium, mg 8   Ã‚  Iron, mg 1.8   Ã‚  Zinc, mg 1   Ã‚  Manganese,  µg 15   Ã‚  Copper,  µg 75   Ã‚  Iodine,  µg 15   Ã‚  Selenium,  µg 2.8   Ã‚  Sodium, mg 30   Ã‚  Potassium, mg 110   Ã‚  Chloride, mg 67   Core value the product is giving to its customer: Enfamil the first infant formula in all over the globe, which contains the nutrients DHA (docosahexaenoic acid) and ARA (arachidonic acid). Also naturally found in breast milk, DHA and ARA have been clinically shown to support infant brain and eye development. Performance of the Pack Likes and dislikes, attribute rating, and overall rating of the pack are examined below to assess the packs acceptability. Overall rating: The rating on the pack on overall was collected on a 7.0-point scale. The ratings are as below. %all Very Poor to moderate 1 Good 2 Very Good 36 Excellent 1 Mean Score (1-7) 6.6 The pack is excellent on overall consideration. Hence it is quite obvious that it would have few dislikes. Price: Prior to exposure to the stipulated price, an effort was made to identify the price most suitable for the brand, via Psychological Monetary Demand (PMD) technique. The respondents were offered a range of price from Tk. 100 to 200 with and increment of Tk. 5, and asked above which price, and at which price or below they would not purchase the brand. The analysis provides the proportion of the target group willing to purchase ENFAMIL at each price level and corresponding monetary demand. For a marketer profit maximization is likely to occur at the highest level of monetary demand. The analysis depicts that maximum monetary gain can be ensured if the price of ENFAMIL is at Tk. 75. Above this price proportion of buyers and monetary value of sales fall drastically. On the other hand, if the objective is to maximize number of users, one can reduce the price down to the level of Tk. 60. Beyond this, interested buyers will be fewer. Price Market price line ENFAMIL @ TK 75 TIME Figure: market penetration strategy Demand pattern According to the market dynamics, the demand for consumable products depends on the price factor along with other related factors i.e. test and preferences, nature of the product, and economic condition of the target customers. After analyzing the market pattern and relationship of price to quantity through sample survey questionnaire the following demand pattern was observed. The analysis provides the proportion of the target group willing to purchase ENFAMIL at each price level and corresponding monetary demand. For a marketer profit maximization is likely to occur at the highest level of monetary demand. Proportion of consumers Monetary Demand Price (%)willing to buy (Assuming pop=100) Tk.50 67 3337 Tk.55 76 4135 Tk.60 83 4958 Tk.65 83 5419 Tk.70 82 5716 Tk.75 82 6125 Tk.80 69 5535 Tk.85 60 5071 Tk.90 46 4137 Tk.95 42 4018 Tk.100 17 1711 Tk.105 15 1540 Tk.110 10 1103 Tk.115 9 1012 Tk.120 0 0 The analysis depicts that maximum monetary gain can be ensured if the price of ENFAMIL is at Taka 75.00 Above this price proportion of buyers and monetary value of sales fall drastically. On the other hand, if the objective is to maximize number of users, one can reduce the price down to the level of Taka. 60.00 Beyond this, interested buyers will be fewer. Thus it can be concluded that the demand for baby food ENFAMIL is elastic. Place : The nature of distribution of the product and the market accessibility also plays a major role after generating awareness of the product among the target customers. If the customers dont have the product at the right place at the right moment than there exists the possibility that those customers will switch to another brand and have bitter experience while purchasing the product . To reverse the effect of the above situation the company should use both direct marketing and indirect marketing channels to promote ENFAMIL. For distributing ENFAMIL the company should use following methods Manufacturer Wholesaler Retailers Customers Manufacturer Customers Manufacturer Pharmacy Customers 1) 2) 3) Figure: Distribution channels Promotion The range of promotional activities available to todays manufacturer or companies can be overwhelming. The promotional action plan for ENFAMIL is listed below. Advertising Newspaper, Billboard, Electronic media: Radio TV Public relation- Social activities, Sponsorship, Awareness campaign about the benefits of baby food product Direct marketing- Promoting via doctors through medical representatives ENFAMIL is very new in the market it requires specific events such as the launch of an advertising campaign or a press conference to announce the launching of the new product. In other cases promotional activities necessarily be required for the NGO to carry out in different local government and private hospitals, clinics, pharmacies and aware rural, urban middle to lower middle class families about the product. In other cases promotional activities involve putting various elements into place for the long term, such as training salespeople for directing marketing to promote this product via doctors through medical representatives. In all cases, it is important to integrate companys promotion efforts; doing so can decrease costs and increase communication effectiveness. SALES FORCAST The sales forecast has been done in three levels. First level depicts optimistic forecast if all other factors affecting sales are favorable. The second level of sales forecast is based on normal ongoing condition of the economy and the next level of forecast is done based on the pessimistic approach. YEARLY ESTIMATED DEMAND Price remains fixed as the product is price elastics Quantity demanded (units in hundreds) Economic condition Portion of Expected customer (assumption) Sales forecast (Units in hundreds ) TK 75.00 6125 Optimistic 90% 5512 TK 75.00 6125 Normal 75% 4593 TK 75.00

Civil War - Gettysburg :: essays research papers

For five days Jackson had looked on Washington spread before him with the Dome of the Capitol in sight from his headquarters on the Georgetown Pike near 7th Street. Lee having recovered sufficiently from his wounds had resumed command of the army but had been summoned to Richmond by President Davis following overtures from ( Vice ) President Johnson to discuss common grounds for a peaceful settlement to the War. Lincoln left the Capital for Canada, reluctantly, following pressure from Cabinet to avoid possible capture by the advancing Confederates who seemed unstoppable as the Union forces in and around Washington disintegrated into a disorderly rabble. Following his heroic retreat from Gettysburg Howard had been promoted to Lieutenant-General and assumed command of the defenses of Washington superseding Major-General S.P.Heintzelman who had very little combat experience. Howard had about 55,000 men but very little control and desertions were whittling this force away hourly. The Federal army was totally demoralized and soldiers were going home as if it was all over, sensing the end was near. Grant had, after eventually capturing Vicksburg on the 4th July been ordered to evacuate and return control to the Confederates under Pemberton. This would be accomplished by the 12th and an uneasy peace would settle across the Western theatre as Lieutenant-General ( Old Pete) Longstreet entrained to take command of all the South’s western forces. Jackson chafed... aware that the Union forces were a spent force and there for the taking, his spies reported that the defenders had shrunk to 35,000 and if they waited for another couple of weeks Washington would be a ghost town. France had broken with England and recognized the independence of the Confederacy and England was expected to follow suit very soon. In Richmond McClellan was leading the Union delegation and was pursuing a course of peace on reasonable terms. Basically, it had settled down to where the borderlines would be drawn. Davis was prepared to concede what was now West Virginia but wanted the Indian and Arizona territories. Robert E.Lee had been appointed commander of all the Confederate Forces and given a free hand in appointments and troop dispositions. Lincoln was under house arrest in Niagara, not because the British had anything against him but for his own safety as his popularity was zero and the British government didn’t want any untoward incident for which they could be blamed. Jackson had

Freudian Theory in “Lord of the Flies” Essay

â€Å"The Lord of the Flies† by William Golding is a social experiment with a twist. It is executed by isolating young boys on a deserted island. They arrive on the island because their airplane was shot down while they were trying to escape a bombing in England. The boys are young so they have not been completely molded by society; therefore they have room to deviate quickly. The isolation removes the blinders of civilization and the true identity of the boys and human nature is revealed. If the reader uses a Freudian approach to reading the novel one will find that Golding’s characters and conflicts follow Freud’s theories of the id, ego, and superego, thus making them more understandable. Studying the Freudian theory allows one to see Jack as the id, Ralph as the ego, Piggy and Simon as the superego, and why they clash. The famous psychologist Sigmund Freud developed a theory that uses people’s personality traits to classify them into three different categories of id, ego, and superego. Although every person contains all three of the forces, one can dominates. â€Å"For Freud, we are simply actors in the drama of our minds, pushed by desire, pulled by conscience† (Understanding the Id, Ego, and Superego in Psychology). This theory allows one to realize that people tend to exhibit behaviors of their category. The id is the primal force of desires and needs. Impulse is controlled by the id. It can be compared to the devil on the shoulder of cartoon characters, and Mr. Hyde. Some people do not keep the id in check so it dominates their personality. Signs of the id are forceful speech, physical expression, and emotional outbursts. Read more:  Ralph quotes lord of the flies essay The ego is the mediator between the id, the superego, and the external world. Ego is the negotiator between desires and morals. Negotiations with the id help it get what it wants without causing too much damage. It also tries to harness the power of the id to achieve things by regulating it. People that have ego personalities want to please everyone; they tell people what they want to hear. The superego is the moral judge and conscience. â€Å"While the ego negotiates with the id, trying to prevent another tantrum, the superego judges the performance† (Understanding the Id, Ego, and Superego in Psychology). Usually the superego’s morals and standards come from figures of authority or society. Most importantly the superego is not affected by impulse or others. Each of the characters in Lord of the Flies each embodies  a certain force which is why they can not work with each other. Jack is a boy who gets angry quickly, acts on his desires, has emotional outbursts, and enjoys hunting and killing, he obviously embodies the id. These traits are a result of the id not being kept in check inside of ones self. Blushing is a sign of Jack’s anger, which happens every time his pride is wounded; â€Å"Jack’s face disappeared under a blush of mortification† (Golding 23). Jack becomes angry so often because he does not censor his emotions. He always does whatever he feels like. The main things that Jack likes to do are hunt and kill. He is driven to do it and his â€Å"compulsion to track down and kill that was swallowing him up† (47). This is very primal and the desire to kill shows his lack of conscience. Since he becomes obsessed with hunting he also has a bloodlust. Sometimes Jack burst out in emotion some times happiness; â€Å"He [Jack] began to dance and his laughter became a bloodthirsty snarling† (Golding 58), and sometimes anger; â€Å"I’m going up the mountain. The words came from Jack viciously, as thought they were a curse† (Golding 119). Jack bursts out because he wants to make it known that he will do whatever he wants, and no one will get in his way. The biggest conflict caused by Jack clashing with the other forces is his separation from the tribe and the creation of his own faction. Jack cannot coexist with the other boys because of his id state. He does not want to be governed so he leaves; â€Å"I’m not going to be part of Ralph’s lot─ I’m going off by myself† (Golding 127). He leaves because his id was under constant scrutiny by the ego and superego of the tribe, so he acted on an impulse. This causes conflict because he takes almost all of the boys with him. Later the same boys kill Simon and Piggy, and hunt down Ralph. Although the id can be beneficial, without the checks from the other forces nothing productive or any long term good can come from it. Ralph is the islands leader he seeks the approval of every one, he is highly influenced by the superegos, he is the only one who can reason with the id, and he can use the id to his advantage, therefore he can be classified as the ego. The ego is the only mediator between id and superego. Ralph strives for the approval of the other boys. He says things that will make them look up to him; â€Å"He’s [Ralph’s father] a commander in the navy. When he gets leave he’ll come and rescue us† (Golding 13). He says things like this because he thinks if he does the boys will like him more. Some things that Ralph wants to do come from the suggestions of the superego; â€Å"The first thing we ought to have made was shelters down there by the beach† (Golding 45). This influence from the superego becomes Ralph’s goal. This happens because he is ego; the id would not heed the suggestions of the superego. Ralph is the only one who can negotiate with Jack, who is the id. When Jack does not become chief, Ralph negotiates and gives him the consolation of having an army of hunters; â€Å"The choir belongs to you of course. They can be an army─ Or hunters─ They could be† (Golding 23). He is able to make sure that the id does not go wild or revolt by offering it other choices. Ralph uses Jack to help him keep a fire; â€Å"We’ve got to have special people for looking after the fire. Any day there could be a ship out there.† â€Å"Ralph I’ll split up the choir my hunters, that is into groups, and we’ll be responsible for keeping the fire going† (Golding 43). Ralph is using the ego’s influence on the id to accomplish a goal. The gradual breakdown of the tribal assemblies is caused by Ralph being the ego. He is not assertive enough as a leader an d is overly concerned with the influence of the superego. He is also worried about what people think of him and if he is making them happy. The ego kept order on the island longer than it would have lasted if it was not present. Simon and Piggy are the only boys that bring morals and the values of society to the island, they act as the superegos. Piggy often reminds the boys of the grownups and the rules of where they came from; â€Å"What’s grownups going to think?† (Golding 84). He does this because his superego cannot stand rules being broken. He constantly reproaches their behavior and tries to invoke rules. Simon displays more of a moral value; â€Å"Then, amid the roar of bees in the afternoon sunlight, Simon found for [the littluns] the fruit they could not reach†¦[and] passed them back down to the endless, outstretched hands.† (Golding 51). He does what is thought of as good and right. He is superego but not in the way piggy is. Piggy’s superego conveys rules, Simon’s conveys morals. Piggy and Simon are both killed because they are superego. The id cannot tolerate the blocks of value set up by superego, so it seeks to destroy them. With the superegos out of the way the id has  more freedom to do what it pleases. The superego is vital for a functioning human or society, without it a breakdown will quickly begin to transpire. Golding’s characters clearly represent Freudian forces. Since each is a different force many conflicts arise. The conflicts would not necessarily have happened if the characters were not set into specific roles. This all makes sense because of the Freudian theory. Golding’s novel demonstrates that in order for civilization or a human to prosper there must be a balance of the Freudian forces. The island lacks a balance of desires, rules, and the pleasing others, which are an essential part of the functioning mind or society, thus the island breaks down. Works Cited: Golding, William. Lord of the Flies. New York: Berkley Publishing Group, 1954 â€Å"Understanding the Id, Ego, and Superego in Psychology†. Dummies. Wiley Publishing, Inc. 5 Nov. 2005 â€Å"Ego, superego, and id†. Wikipedia. 5 Nov. 2005. Ayres, Robert. â€Å"Lord of the Flies Lecture†. Epic333. 5 Nov. 2005.

Gender Socialization by the Toy Industry

The message of gender socialization being imposed upon young children subliminally becomes quite obvious when one observes the Wal-Mart toy department from an unbiased viewpoint. Normally when I venture into the toy department, which is almost always against my will, I’m on a swift mission. Find a toy to reward my 3 year old nephew with after a good week of daycare and get the heck out of there. However, when you’re child free and walking the aisles, you become bombarded with gender driven propaganda. You enter an aisle that might as well say â€Å"For Boys Only† at the entrance. Taking a look around you see cars and trucks packaged in oversized, brightly or dark colored boxes splattered with images of little boys happily playing with the toy all over the box. You pass fire trucks, police cars, race tracks, cowboys, astronauts and construction toys, all clearly portraying them as â€Å"Boys Toys† so vividly all they’re missing is a button one can push that will shout â€Å"This is so not for girls! On a trip to the next aisle over you become overwhelmed by bright pink or pastel boxes, decorated with flower images or sparkly pictures of little girls playing with the toy. You pass Barbie with her plastic blonde hair and plastic blue eyes, next to her obviously less popular brunette friend, Teresa. Clearly this shows little girls what the â€Å"ideal gorgeous woman† should look like. Barbie shows a woman can conquer the world if she’s wearing the r ight outfit. She can be a CEO, flight attendant, lawyer, nurse, doctor, dancer, princess or astronaut and all she has to do is stand still, look pretty, have monstrously oversized breasts, and wear the right clothes. Who really wants their daughter to believe this is the ticket to success? You see the Easy Bake Oven with a big glossy picture of two young girls baking a small desert. You see tea sets and baby dolls and all you come to find is that girls are being subliminally trained they are to be subservient, attractive, domestic and beautiful. They should be demure, domestic, and trained to raise children. I left the toy section a little nauseous. As a child I was given Hot Wheels cars and Barbie’s. I had a black big wheel with flames on it and an Easy Bake Oven. I had an ant farm and a doll house next to each other in my childhood bedroom, and I think I turned out alright. It’s sad to see children’s genders being shoved down their throats by propaganda, especially now that we have male nurses and women in congress; however, pink is for girls and blue is for boys according to the advertising and toy industries, and I doubt that will ever change.