Identity, image, and reputation: an interdisciplinary framework and suggested terminology Essay

Building a vibrant and positive corporate reputation is the endeavor of every company, whether it is large-scale or small-scale. Indeed, the growth and development of the company is edged in its ability to enact feasible mechanisms of enhancing corporate reputation. Both internal and external stakeholders depend on corporate reputation to measure a company’s performance. It is from the corporate reputation that a company can define its fundamental place in the market. Ryanair, an Irish airline company with an expansive European market displays the impact of corporate reputation on the performance of the company. Despite the company’s growth over the years, reputational challenges have rocked its performance in a highly competitive business environment. Customer satisfaction, corporate image and corporate identity have suffered heavily because of its negative corporate reputation. In an effort to bolster its affairs with major stakeholders, Michael O’ Leary, the c ompany’s CEO has sought to find ways of effectively managing the company’s corporate reputation. This report identifies the reputational challenges affecting Ryanair, and recommending corporate communication frameworks of improving customer service, enhancing corporate image and identity, developing positive publicity and building a strong corporate reputation for the company. Managing Corporate Reputation             Today’s business environment is extremely dynamic and competitive in nature; a company’s corporate success depends on a myriad of factors. Among these factors is corporate reputation. A company’s reputation fundamentally defines its performance and jurisdiction in the market place. A company’s internal and external environments play instrumental roles in influencing its corporate reputation’s index. In essence, corporate reputation influences the trends that the company’s stakeholders develop towards it, for instance, it affects customer satisfaction, customer loyalty and employee retention (Chun 2005, p 91). In an age whereby businesses are facing numerous challenges, managing corporate reputation is an imperative business strategy, as it will certainly develop internal and external corporate portfolios to initiate success. Managing corporate reputation entails the deliberate articulation of feasible leadership structures and developing coherent internal and external business environments, which consequently result into quality products and services. Moreover, a robust corporate reputation is significant in establishing a vibrant relationship between a company and its stakeholders. According to corporate reputation theory, managing a company’s corporate reputation requires an integration of the fundamental elements that influence its corporate image and identity. Hence, according to Institute of Directors (1999), a positive corporate reputation is a valuable intangible asset that attracts a large customer base and invites investments from potential shareholders. Ryanair is an Irish airline company that since its inception has continued to influence the European airline industry. Despite its far-reaching influence in the market, Ryanair has corporate reputation issues that affect its corporate ima ge and identity, which has strained its stakeholder relations. Addressing the corporate reputation issues require a revamp of its systems in order to build a strong corporate reputation. 2.0 Application 2.1 Reputational challenges             Since its inception in 1984, Ryanair has experienced commendable growth from being a small airline to one of Europe’s largest airline companies. A pertinent aspect that has enabled Ryanair to have an exponential growth in the industry in its low-cost business model; it currently cuts across 28 European countries. With over 8,500 staff members, Ryanair has certainly been establishing itself as a potential destination for airline customers. Despite its massive expansion, reputational challenges continue to rock the company. Customer satisfaction is on the decline, with customers expressing concerns about its awful services. Inconsiderate treatment of customers has damaged the reputation of the company and jeopardizes its ability to grow. For example, customers on business travels continuously express their concerns because of delays and unprofessional ways of handling customers. Moreover, a communication lapse between Ryanair and its major stakeholders has threatened its corporate reputation. Poor communication services with its customers have resulted into degraded services and negative feedback, thus further damaging the company’s corporate image. Decreased profits precipitated by the prevailing corporate trends in the company have also raised eyebrows among its key stakeholders. The decline in the company’s profit index poses a negative corporate reputation since financial stability is an imperative aspect of defining a business’ success. Thus, the reputational challenges call for necessary interventions in resurfacing the company. 2.2 Current situation             Currently, Ryanair’s major stakeholders are not satisfied with the diminishing corporate reputation of the company. Stakeholders are the parties that contribute in the running of a business; they are the people who influence or are influenced by the decisions of the company. The stakeholder theory gives a framework for identifying the interested parties in the business, as well as how the management should accord value to the parties that influence the running of the business (Phillips 2011 p 25). The stakeholders’ concerns stem from the current stunted growth in the company, and its inability to make further breakthroughs in the market. The company’s diminishing corporate image jeopardizes its potential for growth in a competitive market. In view of the stakeholder theory, Ryanair’s management has failed in its mandate to satisfy customers, who are the major stakeholder. Customer satisfaction is on a decreasing streak. Surveys are constantly showing that Ryanair is trailing behind its major competitors in the industry. This is attributed to the high dissatisfaction levels expressed by its customers, in respect to customer services. Provision of quality services is an impetus to market expansion and a large customer base. The absence of this factor has resulted into poor feedback from the customers. Also, Michael O’ Leary, the CEO of the company has noted that there is a need to break from the historical business models and introduce viable and strategic models that fit in today’s corporate world. The concerns of the external stakeholders including shareholders and customers have contributed to the current position of the airline company’s management. Based on a strategic management model, the management of the company is mandated to readjust its internal and external business environments to meet its objectives. 3.0 The challenge 3.1 Scope of the challenge             The biggest challenge affecting Ryanair is a negative corporate reputation in the airline industry. The negative reputation has virtually affected its corporate image and identity. A company’s corporate image refers to what its external stakeholders see (Chun 2005 p 95). For example, the relationship between a company and its customers defines the way they view it. Conversely, corporate identity, describes the strategic values of a company edged in its vision, mission and philosophy (Chun 2005, p 97). Moreover, due to the company’s poor service delivery to customers, negative publicity has certainly taken shape; hence, affecting its relationship with stakeholders. A critical analysis of the current situations facing Ryanair shows that both the internal and external environments of the company face negative effects from the reputational issues. From a strategic perspective, the reputational challenges that Ryanair faces threaten to put it on the losing end of competitive advantage. Competitive advantage is the ability to win out competition in a highly competitive market (Castellion 2010 p 935). Though it is a low-cost airline, the services it offers are not satisfactory to many of its customers; hence, it stands to lose potential customers to other high quality competitors like British Airways. In addition, from a strategic management perspective, the corporate reputational challenges affecting the company pose threats and increases operational weaknesses, which limit its potential growth in the market. From an organizational perspective, the inability of a company to have viable platforms of controlling its resources exposes it to negative consequences including shrinking its corporate identity portfolio (Fombrun & Riel 2004 p 17). The objectives of a company cannot be realized without adequate organizational management. Ryanair’s short-sightedness in its corporate image is attributed to its inability to manage its resources well. Additionally, the failure of instituting a coherent way of integrating the organizational functions of the company negatively affects its overall performance. 3.2 Impact of reputational issues on the organization and its stakeholders             The reputational issues have far-reaching effects on the organization as well as its stakeholders. The enterprise risks losing its customers to other airline companies because of its inability to provide quality services. Customer satisfaction is an important aspect in meeting the clients’ needs, the major stakeholders in a company (Jacobson & Mizik 2009 p 815-817). Based on the case, the company’s casual way of handling customers has the potential of damaging its corporate image. Moreover, the company’s vision and objectives cannot be met with precision because of its blurred potential to make a breakthrough in the market. Reduced profits reported by the company implies that its financial stability faces a major blow; hence, affecting its operations greatly. Shareholders, who are important stakeholders in the company, will certainly be affected by the reduction of the shares value. The reputational challenges affecting Ryanair pose a huge risk on its market share. Additionally, customers fail to get value for their money, and shift their focus on alternative service providers. Suppliers of pertinent resources to the airline company also face the risk of losing the business relationship because of the heightened loss of corporate image and identity. 4.0 Proposal             Based on the case study, Ryanair, through the leadership of its CEO, Michael O’ Leary should enact feasible communication platforms of intervening in the corporate reputation challenges affecting the company. Enacting viable communication channels with its stakeholders will certainly play an instrumental role in restoring a positive corporate reputation. Thus, improving the company’s customer service, identity and image, restoring positive publicity and developing a strong corporate reputation for the company will require a sound communication portfolio with its major stakeholders. Improving the company’s customer service, identity and image             This will require deliberate efforts from the company’s management. Empowering the staff is vital in improving customer services. Zeithaml, V. (2000) asserts that investing in adequate human resource frameworks that increase the capacity of the staff is considerable in improving customer service relations. Training employees on the most proficient ways of serving customers are instrumental in developing viable communication links. This will consequently improve the company’s relationship with its customers, who are imperative external stakeholders. Of importance still, investing in a highly empowered human resource will enhance the company’s corporate identity by meeting its goals and objectives. Meeting the clients’ needs by availing quality services will greatly help  in establishing a cohesive business relationship. Brown et al. (2005), highlight that a customer’s delight is in receiving value for his money. Through providing quality airline services, the company is certainly communicating its desire to meet the needs of its customers. Indeed, the customers’ satisfaction is a way of expressing a continuous and successful business relationship. Consequently, this will undoubtedly improve the company’s corporate image by meeting the customers’ expectations. Instituting a communication platform among the key stakeholders will be pertinent in addressing the reputational issues of the airline company. Based on the expansive nature of Ryanair, it is significant to have an online and accessible feedback platform whereby the company’s management can communicate with its customers. This will enhance the company’s sensitivity to its customers’ needs and make them their primary concern. This is a practical way of enhancing customer service and building a strong corporate image and identity. Gaining positive publicity             Gaining a positive public image is an important step towards the change that Ryanair needs to implement. Having a positive public image is a major boost in the success of any business (Caruana and Chircop 2000, pp 45-50). Given the large European market that Ryanair operates in, embracing a positive public image will enhance its chances of success. Firstly, the management of the company needs to develop organizational management frameworks that control the resources of the company with utmost proficiency. The management of the company is vital in disseminating a company’s functions to the relevant parties. The management, being a major stakeholder in the company has the obligation of ensuring that the internal environment of the company is articulating management issues vehemently. This calls for the employees to work collaboratively with the management in affecting the external stakeholders positively. The effective business communication grounding between the management and employees will produce results that will precipitate positive publicity for Ryanair. As a result, the considerable organizational management will influence positive publicity by increasing customer confidence. An increase in customer confidence is sufficient in arousing the airline’s public image; hence, gaining positive publicity. Customer confidence in the management portfolio of the company will be crucial in diversifying its market jurisdiction. On the same note, advertising agencies and suppliers who form a key component of the company’s external stakeholders will play a crucial role in improving Ryanair’s positive publicity. With credible communication platforms between the external stakeholders and the company, it is without a doubt that the company will develop a positive publicity. Developing a strong corporate reputation             Developing a strong corporate reputation is a fundamental tool in ensuring that Ryanair remains a reputable airline company in the industry. Indeed, this calls for compelling communication frameworks among the stakeholders of the company. True, the airline industry features as extremely diverse; hence, the need for investing in the best publicity platforms. Spreading information is an aspect of publicity that should be implemented with ease in order for the company to increase its chances of success. Information about structural changes in the airline industry should be communicated in the best way possible for the purpose of initiating viable communication structures between the internal and external stakeholders. Thus, initiating feasible publicity frameworks is a credible way of surfacing a strong corporate reputation by improving communication among the key stakeholders in Ryanair airlines. Crisis control in the company is a pertinent aspect in securing a strong corporate reputation in the company. The management of the company should set up platforms for ensuring that crisis management is articulated vehemently. Chun and Davies (2006) point out that the crisis management is imperative in any ambitious company because risks are inevitable in the global market. In this respect, reputational risk management for Ryanair is an integral base in the staging of a strong corporate reputation. Through amicable communication platforms, the internal stakeholders of the company have the capacity to address the reputational issues affecting it. It is necessary to bring together the functions of the management and employees with the expectations of the external stakeholders. This creates a cordial business relation that undoubtedly builds a strong corporate reputation. In essence, in order to enhance the company’s reputational competence, there is a need for the diverse stakeholders to work together in tandem. 5.0 Conclusion             In conclusion, it is evidently clear that managing corporate reputation is an important function of any ambitious company. In the case of Ryanair airlines, its expansive market calls for feasible communication strategies to secure a solid corporate reputation portfolio. The success of the company fundamentally depends on its ability to initiate practical corporate reputation strategies. Training employees, providing quality services and securing effective communication platforms will certainly enhance customer satisfaction and build the company’s identity and image. Thus, this calls for prioritizing the needs of the customers and making them principal stakeholders. Additionally, the need for a credible publicity is significant in the growth expansion of the company’s positive publicity. Lastly, building a strong corporate reputation requires the collaborative actions of all major stakeholders. References Brown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2005). Identity, image, and reputation: an interdisciplinary framework and suggested terminology. Paper presented at the Academy of Marketing Science Conference, Tampa, FL. Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews Volume 7 Issue 2 pp. 91–109. Caruana, A. and Chircop, S. (2000). Measuring corporate reputation: a case example. Corporate Reputation Review, 3(1), 43–57. Chun, R. and Davies, G. (2006). The influence of corporate character on customers and employees: exploring similarities and differences. Journal of Academy of Marketing Science (JAMS), 34(2) Castellion, G. (2010). The Design of Business: Why Design Thinking Is the Next Competitive Advantage by Roger Martin and Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean by Roberto Verganti. Journal of Product Innovation Management, 27(6), 931-935.Fombrun, C. J., & Riel, C. B. (2004). Fame & fortune how successful companies build winning reputations. Upper Saddle River, NJ: Pearson Education.Institute of Directors (IOD) (1999). Reputation Management: Strategies for Protecting Companies, their Brands and their Directors. London: Director Publications (Director’s Guide Series). Jacobson, R., & Mizik, N. (2009). The Financial Markets and Customer Satisfaction: Reexamining Possible Financial Market Mispricing of Customer Satisfaction. Marketing Science, 28(5), 810-819.Phillips, R. (2011). Stakeholder theory. Cheltenham, Elgar.Zeithaml, V. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–85. Source document

Marketing Strategies of Godrej

Godrej Marketing strategies of Godrej UNIT-1 INTRODUCTION Marketing is defined by American Marketing Association [AMA] as â€Å"the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. † Broadly â€Å"marketing is a social and managerial process by which individuals and organizations obtain what they want through creating and exchanging value with others. † Marketing has always been one of the most important and decisive tool in determining the sales and success of a particular company. Marketing does not only include advertising and publicizing about a particular product or service, but also means keeping up with the changing trends in the market and customer tastes and preferences. Thus, it includes the 4 P’s of marketing namely PRODUCT, PRICING, PROMOTION and PLACE (DISTRIBUTION). This project is based on the marketing strategies adopted by Godrej Company with reference to Godrej Interio & Godrej Consumer Products Ltd (GCPL). Godrej Interio is the largest company in the Rs 3000 crore organized furniture market. It has been upgrading its products to match the consumer’s tastes and preferences. GCPL became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. Objectives and scope a) To study the marketing strategies of Godrej Interio & Godrej Consumer Products Ltd. b) To study the expansion of Godrej group by adopting the diversification strategy. c) To study the 4 P’s of marketing in relation to the steps taken by Godrej. Product: new product lines introduced and diversification of products. ? Price: kind of pricing adopted and comparison with other manufacturers. ? Place: manufacturing plants, wholesalers, retail outlets. ? Promotion: promotion and advertising of the products of the group. d) To conduct a SWOT analysis to list out the strengths, weakness, opportunities and threats of the group. e) To study the profitability of various products of the grou p. f) To compare and analyze the products of the group with the major competitors in the market segment. The performance of any company in an industry is dependent on various micro and macro environmental factors, this projects extends to the marketing aspects of the group, the profitability of various products manufactured by the group, the various strategic alternatives adopted by the group since its inception to increase their market share. Methodology 1) The data collected for the study of marketing strategies of Godrej & Boyce group is largely secondary data which will be taken with the help of Google search engine, websites related to the products of the group, text books, magazines and newspapers. ) The help of Godrej outlets and marketing team members of the group will be taken to understand the strategies of the company. 3) Various tables, graphs, matrix and ratios will be used to analyze the profitability, growth and market share of the company. Limitations a) The study is only related to a particular company in the industry. b) The information to be used in this project is se condary as it will be taken from newspapers, internet and magazines. The ratios, graphs and tables are based on my observations and do not refer to the views of experts in the industry in general. Hence, there may be chances of discrepancies in the observations. c) The prices of various products to be mentioned are subject fluctuation depending on the sales, discounts, state and period. UNIT-2 INDUSTRY PROFILE Furniture and Interiors Industry in India The furniture industry in India is estimated to be worth Euro 5 Billion. Within this, the wooden furniture accounts for Euro 750 million. Of this the imported furniture market is currently worth Euro 75 million and is growing at 50 – 60% each year. The furniture sector in India only makes a marginal contribution to the GDP, representing about 0. 5 per cent of the total GDP. The major part of this industry is in the informal sector that is, about 85%. The remaining 15% is in the formal sector and is made up of manufactures and importers catering to the various segment of the industry. Some of the major segments in furniture industry are Residential, Office, Contract and Institutional. There are other segments also based on the application (Kitchen, Bathroom, Bedroom, etc. or on the raw material (wooden, plastic, metal, bamboo, etc). These industry segments includes big payers from the formal sector such as Godrej & Boyce Manufacturing Co. Ltd. , BP Ergo, Featherlite, Haworth, Style Spa, Yantra, Renaissance, Millenium Lifestyles, Durian, Kian, Tangent, Furniture Concepts, Furniturewala, Zuari, Truzo, N R Jasani & Company, V3 Engineers, PSL Modular Furniture, etc. According to one market survey home improvements (38%) and leisure holidays (37%) as the two pursuits Indian consumers are willing to indulge in. Many of the world's leading home fashion brands are available in India through domestic retail outlets. Interior decorating is a burgeoning industry in India. Though formerly seen as a facet of architecture, the growing middle class has caused an increased demand for custom-designed decor and furnishings. This extends from residential design to other sectors, such as public offices and retail centers. As of 2010, India is faced with the challenge of introducing new interior design education options that will not only increase the number of professional esigners in the country, but also set guidelines for practicing environmentally and socially responsible design. The major competitors of Godrej Interio are †¢ Zuari †¢ Alder †¢ Greaken †¢ Durien †¢ Vista INDUSTRY PROFILE OF CONSUMER PRODUCTS IN INDIA FMCG industry,  alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packa ged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. FMCG industry  provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13. billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP). Common FMCG products Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and igarettes, watches, soaps etc. Market potentiality of FMCG industry Some of the merits of FMCG industry, which made this industry as a potential one, are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry. Leading FMCG companies Some of the well known FMCG companies are Sara Lee, Nestle, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc. UNIT-3 Godrej profile The Godrej Group is one of the respected business houses of India. The group has diverse business interests ranging from engineering to personal care products. Companies operating under the Godrej Group are involved in a host of businesses – from locks and safes to typewriters and word processors, from refrigerators and furniture to machine tools and process equipment, from engineering workstations to cosmetics and detergents, from edible oils and chemicals to agro products. Godrej Group is also well-known for its philosophy and initiation of labour reforms. Godrej Consumer Products Ltd Godrej Consumer Products is a leading player in the Indian FMCG market with interests in personal, hair, household and fabric care segments. Godrej Consumer Products is the largest marketer of toilet soaps in the country with leading brands such as Cinthol, Fairglow, and Godrej No 1. The company is also leader in the hair colour category in India and offers a vast product such as Godrej Renew Coloursoft Liquid Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market leader in its category. Godrej Interio Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co Ltd is the largest company in the Rs 300 crore organized furniture market with a market share of 20%. It offers home and office furniture along with solutions for laboratories, hospitals and health care establishments and education and training institutes. In view of growing competition, Godrej & Boyce has been upgrading its products more often to keep up with consumer’s tastes and preferences History In 1897 a young man named Ardeshir  Godrej gave up law and turned to lock making. Its founder, Ardeshir Godrej, was a staunch nationalist and believed that India cannot win freedom unless it is economically self-reliant Ardeshir went on to make safes and security equipment of highest order, and in 1930 he stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading  Godrej towards becoming  a  vibrant,  multi-business enterprise. Pirojsha  laid the foundation for the sprawling industrial garden township (ISO 14001-certified) now called Pirojshanagr in suburbs of Mumbai. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company’s greatest asset is the trust and faith that customers place in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrej’s ethical and visionary practices have allowed the company to successfully expand into a number of businesses. COMPANY OUTLOOK: Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej's success has been driven by the company's commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company's pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company's greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrej's ethical and visionary practices have allowed the company to successfully expand Into a number of businesses. Today Godrej is a leading manufacturer of goods and provide of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance. Board of Directors J. N. Godrej (Chairman and Managing  Director), A. B. Godrej, N. B. Godrej, V. M. Crishna, K. N. Petigara, B. A. Hathikhanavala, F. P. Sarkari, P. D. Lam, K. A. Palia and P. P. Shah Hierarchy Personal department comprises of four employees- one deputy and 3seniors under him. Over all there  are  19 plants make all different products like security systems, locks, doors, etc. Each of this plant is considered as a  separate  profit making center. Profits made by each of the plants are accounted  for  separately in its Annual report also. Management. Different levels of management are as follows: A  Ã¢â‚¬â€œÃ‚  Base  level  of  management In this level, new-entrants are trained about the various levels of the department’s  Ã¢â‚¬â€œÃ‚  Operation  Ã¢â‚¬â€œÃ‚  Promotion  of  product  Ã¢â‚¬â€œÃ‚  Technical  Ã¢â‚¬â€œÃ‚  Sales  Ã¢â‚¬â€œÃ‚  This  level  consists  of  owners  and  M. D. Each of this level consists of three sub-sections, through which each employee has to pass to reach a higher  level. An employee, before moving into the next level, he has to  be in each sub section for  at least two years. Products and pricing of Godrej Interio Bedroom concept ? RoyaleLinea Matt ? ZurinaSquadro ? FionaLinea Glossy ? Adrianasquadron ? EROSFlutter ? MegnusChloey ? PeareMorpheus ? Dark chocolat Price Starts from Rs 450000 to 1200000 and more [pic] Living room concept ? Coffee tables ? Sofas ? Living Room concepts Price Price starts from Rs 280000 to 800000 and more. [pic] Cupboards ? Fanfasia ? Kreation ? Similire miror ZS Slimline with locker & drawer Price Price starts from Rs 1000 to 32000 for steel cupboards and Rs 25000 to 100000 for wooden cupboards [pic] Beds ? ESCAPeare Bed ? AristaVienna Bed ? OpelWilmer Bed ? Eudora BedRoyal Bed ? Megnus BedZurina Bed ? OscarEros Bed ? Thrill Hastel BedWindsor Bed ? Zeal Hastel BedFlute Bed Price Beds price starts from Rs 29000 to 210000 and more. [pic] Study Room ? Computer furniture ? Genius study centre †¢ ACE †¢ Genius study centers †¢ Talent Price Study room price starts from Rs 10000 to 70000 [pic] Dining room ? Dining rooms ? Dining chairs ? Multi purpose chairs ? Tables They also provide dining room concepts Price Dining room concept- Rs 180000 to Rs 300000 Dining table sets – Rs 17000 to 200000 [pic] Kitchen ? Accessories units ? Kitchen layouts ? Shade cards They also provide kitchen concepts Price Price depends on sq. feet of area [pic] Home Accessories ? Potpourri ? Candles and incense sticks ? Bean bags Price Price starts from Rs 2000 to 20000 [pic] Office ? Desking ? Work stations ? Seating ? Green product ? Storage Price Price depends on space [pic] Lab products ? Anti vibration tables ? Fume-woods ? Chem storage cabinets ? Safety equipment [pic] Mattress ? Coir mattress ? Latex Mattress ? Spring mattress ? Bed accessories Price Price of single mattress starts from Rs 8000 to 70000 and the price of double mattress starts from Rs 12000 to 80000 [pic] Carpets They provide various carpets in different colours [pic] Tactical pricing strategies used by Godrej Interio ? Differential pricing strategy ? Product bundle pricing ? Value pricing Targeted segmentation 1) Demographic a) Occupation 2) Psychographic b) Social class c) Lifestyle 3) Behavioral a) User status b) Purchase occasion c) Attitude towards product or service Distribution Channels They have 150 showrooms in 21 cities. They also have 800 dealer outlets. West ~ Mumbai, Ahemdabad, Pune, Bhopal, Raipur. East ~ Kolkata, Ranchi, Patna, Guwahahti, Bhubaneshwar. North ~ Delhi, Chandigarh, Faridabad-Gaziabad, Luknow, Jaipur. South ~ Kochi, Vizag, Chennai, Hyderabad, Bangalore Godrej distributes its products from head quarters located at Piroishanager Vikhroli Mumbai Sales promotion ? Discounts and offers offered by Godrej interio for New Year. [pic] ? Exchange offer by Godrej [pic] Interio’s Green initiatives †¢ Use of natural lighting in plants saving upto 15% power. †¢ Recycling of water with reverse osmosis plant †¢ Effective utilization of in-process water. †¢ Sale of hazardous wastes only to â€Å"pollution control board† authorized parties. Community Development Godrej was one of the nation’s first corporate houses to initiate worker welfare programs. They support the Indian heritage society in Mumai. They also established schools at Udayachal. Godrej Interio partners with Anjaana Anjaani Godrej interio a well known name in home and office furniture and Godrej portal for online gaming, virtual reality and social networking both have entered into exciting associations with the movie Anjaana Anjaani. The two Godrej product offerings rewarded their lucky customers with a special meeting with the stars of the movie Ranbir Kapoor and Priyanka Chopra in Mumbai on 1st October 2010. Godrej consumer products Ltd Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with Leadership in personal, hair, household and fabric care segments. The company employs 950 people and has three state-of-the-art manufacturing facilities at Malanpur (M. P. ) Guwahati (Assam) and Baddi (H. P. ). Their focus is on providing our customers with innovative, value for money solutions for meeting their daily needs and improving the quality of their life. This is achieved through the brands the company markets. They are among the largest marketer of toilet soaps in the country with leading brands such as CINTHOL, FAIRGLOW, and GODREJ NO 1. Their FAIRGLOW brand, India's first Fairness soap, has created marketing history as one of the most successful innovations. They are the leader in the hair colour category in India and have a vast product range from GODREJ RENEW COLOURSOFT LIQUID HAIR COLOURS; GODREJ LIQUID & POWDER HAIR DYES to GODREJ KESH KALA OIL, NUPUR based Hair Dyes. Their Liquid Detergent brand EZEE is the market leader in its category. They are also the preferred supplier for contract manufacturing of toilet soaps be some of the most well-known brands in the country. They are supported in our endeavour by a state-of-the-art Research Centre based in Mumbai. Their quality products have been received very well in the international market and they are present in more than — countries across the world. They are an Equal Opportunity Employer and offer very rewarding career opportunities to People who join them. They have adopted the Total Quality Management system and our factories have received ISO certifications. Established in 1990 by Brian Boyce and Vicki Dryden Wyatt, Keyline Brands Ltd was acquired by the Godrej Group in October 2005. Keyline operates in the toiletries and personal care sector, and its portfolio includes a number of important niche brands, some of which are household names such as Cuticura, Aapri, Erasmic and Nulon. Godrej Consumer Products Ltd. (GCPL) acquisition of the South African business of Rapidol, U. K. as well as its subsidiary Rapidol International gives the company ownership of strong ethnic hair colour brands like ‘INECTO’ and ‘SOFLENE’ in ten countries. It also gives GCPL an opportunity to enhance its global presence through the Modern Trade Network and the ownership of customer listings of the INECTO and SOFLENE brands. Godrej Consumer Products Ltd. (GCPL), one of India's leading Fast Moving Consumer Goods (FMCG) companies acquired Godrej Global Mideast FZE on October 1, 2007. [pic] Godrej Global Mideast FZE is a 100% subsidiary of Godrej International Limited. It was established in Sharjah with the objective of distributing Godrej FMCG products in the Middle East. It has a strong network of distributors and sales personnel in countries such as Oman, Saudi Arabia, Kuwait and Bahrain. Godrej SCA Hygiene Limited is a Joint Venture Company between SCA Hygiene Products AB, Sweden, (SCA) and Godrej Consumer Products Limited (GCPL) It will manufacture and market paper based absorbent hygiene products, specifically sanitary napkins and baby diapers, in India, Nepal and Bhutan. SCA and Godrej Consumer Products Limited will be equal partners in the Joint Venture. FEW BRANDS REVIEW WITH PERFORMANCE Godrej renew: Renew cream hair colour is a breakthrough formulation from the Godrej Hair Care Institute, a centre dedicated to the art and science of hair care in India. The renew cream hair colour is specially designed to give vivid colours on Indian hair so that the new Renew conditions your hair, not once but twice. Thus you get twice the shine and softness. New Renew cream hair colour contains Aloe + Protein conditioners that protect and revitalize your hair while you colour it. The special after colour conditioner provides nourishment and moisture to your coloured hair, giving it a healthy shine. Renew transforms your hair and personality effortlessly. The rich, non-drip formulation is so easy to apply that it makes hair colouring a real pleasure. Renew spreads evenly on your hair to give a rich attractive colour all over that lasts for a long time. Renew cream hair colour is available in two sizes. 50ml priced at Rs. 65 (after a price discount of Rs. 15) and the new 20ml pack priced at a never before Rs. 35 (after a price discount of Rs. 5). The bigger pack is sufficient for colouring shoulder length hair and offers a range of attractive shades viz. Natural Black, Natural Brown, Burgundy, Light Brown, Light Golden Brown and CINNAMON RED (New shade). Renew 20ml is specially formulated for men and women with short hair. The new Renew 20ml pack is also ideal for touch ups. This means that you use and pay only for the quantity that you require. Now that’s a great colour at a great value. The 20ml pack is available in popular colours – Natural Black and Burgundy. About Godrej Hair Care Institute (GHCI) The Godrej Hair Care Institute is dedicated to the art and science of hair care. Set up by Godrej Consumer Products Ltd. (GCPL), the leaders in the hair colouring business in India, GHCI’s key objectives are to; Promote the cause of hair care in India, Develop products to meet the unique needs of Indian consumers, Bring international quality products within easy reach of Indian consumers, Break attitude barriers, Change perceptions and create an Understanding in the consumer about hair care and Provide a knowledge base and hands-on experience to Indian professionals through world-class hair care educational programmes. Renew Highlights: Renew Highlights is a breakthrough formulation from the Godrej Hair Care Institute, a centre dedicated to the art and science of hair care in India. Renew Highlights is a specially formulated kit that can give vivid highlights on Indian hair so that it enhances your personality. It can also be used on previously coloured hair. The special after colour conditioner provides nourishment and moisture to your coloured hair, giving it a healthy shine. You can use it at home without the hassles of going to a salon. Renew Highlights transforms your hair and personality effortlessly. The rich, non-drip formulation is so easy to apply that it makes hair highlighting a real pleasure. Renew Highlights is available in 2 vibrant shades – Blonde and Red. The product is so versatile that you can get a range of shades from a dramatic look to a subtle look by varying the time. Thus you can easily get the look that you desire. You can vary the timings to get a range of shades from Luminous Copper to Vivid Gold through the Blonde Highlights kit and from Red Burgundy to Vivid Red Streaks through the Red Highlights Kit. Renew Highlights is available at an unbelievable price of Rs. 125. â€Å"From just wanting to camouflage grey hair, colouring has evolved to a fashion and grooming accessory. There is growing awareness and appeal of different techniques of enhancing hair. The launch of Renew Highlights now offers the convenience of highlighting one’s hair within the comforts of your home. Its attractive price point of Rs. 125 will allow consumers all over the country and from all socio-economic backgrounds to transform their hair and personality in a jiffy. † All Renew Hair color Products: Renew Powder Hair Colour †¢ Uses Water as its developer. †¢ Easy to apply and does not drip. †¢ Gives natural colour to hair from root to tip. †¢ Ensures 100% grey coverage [pic][pic][pic] Godrej No. 1 Godrej No. 1, the flagship brand of Godrej Consumer Products Ltd. , is now the largest selling Grade I Soap in India. Grade 1 is the highest quality standard laid down by the Bureau of Indian Standards (BIS). Grade 1 soap is a soap which has a minimum TFM (Total Fatty Matter) content of 76% and also has the least number of additives, thus making it a pure soap. In a similar manner, depending on the TFM content and the level of additives present in the soap, they can be further classified as Grade 2, Grade 3 as well as Bathing Bars. Consumer Feedback: -â€Å"The name of my Godrej product is Godrej No. 1 Ayurvedic soap (healthy skin). By using this Soap i feel my skin starts to glow and I think it also helps in cleaning my skin complexion. Your Product is very good†¦. — Mohsina Khan (M. P. ) -â€Å"The True Natural Beauty† Godrej No. 1 soap available in six fragrances is a wonderful product by Godrej. The soap lasts longer. Many soaps from Sunlight to Lifebouy have come in market but Godrej No. 1 Sandal is a soap with difference. Congratulations to the R&D team of Godrej !!! — Ghanshyam Bahadur Singh (U. P. ) – Hi I have been using your Godrej No. 1 Sandal soap for some time now. I came to know the Goodness of this soap from my mother who has been using it for many years now. After constant use I have seen that your soap makes my skin soft and smooth. Thank u very much for discovering such a good product I will never stop using this soap. – David Majhi (Hooghly) -We lived in India for two years and its been a few years now since we left India. We miss India terribly. But the strangest thing is we miss your Godrej No. 1- Sandal soap the most. We feel your product Godrej No. 1- Sandal is the nicest soap we have ever tried. — Bonne Wagenaar (Netherlands) -I used your Godrej No. 1 Ayurvedic some for a month and felt the difference. I no more get pimples whe n I use this soap. Even my marks have reduced. I don’t think I will ever be able to stop using this soap. — Pushpa (Nagpur) – Godrej No. 1 is really No. in my opinion. I have been using it for a long time and I am highly satisfied with this soap because of its good quality and reasonable price. — Gaurav – Hi I have been using your No. 1 sandal soap for quite some time now. Its a beautiful soap and not so costly as all the other soaps in the sandal variant. This soap is real value for money. — Mayura (Mumbai) Godrej Expert hair dye Godrej powder hair dye, the flagship brand of GCPL and market leader in the hair of colourants has won the most trusted brand award, from reader’s digest in the colour category. About product: Godrej powder hair dye, is the world’s largest selling hair dye, trusted and used by millions everyday. With its decades of expertise and unparalleled understanding of Indian hair godrej expert now brings to you 5 experts benefits to get youthful looking hair. Expert’s benefits: Colour lock formulation: It ensures uniform color absorbtion in each strand of hair and gives you longer lasting 100% grey coverage. Shampoo based dye: It helps in convenient and easy application of color. This dye spreads evenly through your hair right to its root and leaves your hair soft, young and natural. No ammonia: It assures gentle and safe dying of your hair. Nourishing conditioner: It makes hair luxury, soft, silky and shiny. Perfume: It gives you pleasant fragrance. It is available in 2 convenient sizes- a 3gm sachet for men and 6gm sachet for women which is adequate for long hair. Facts: †¢ Every second 6 experts sachet are purchased in India . †¢ If all sachets GCPL s old in year 2007-08 are lined up , they would more than cover entire parameter of India . †¢ If all experts cartoons GCPL were to be stacked the height would 300 times of that Mt. Everest. Godrej researches spent decades in researching for hair color solutions to youthful looking hair. Researchers experienced understanding of the unique hair colouring needs of Indian men and women, they continuously strive to develop products and solutions that ensure youthful looking hair. It is their appreciation and trust that has propelled godrej expert to use by millions everyday. The expert offers consumers 5 benefits which ensures that your hair looks young and so that young at heart can also look young for longer. With its unique and innovative color lock formulation the color is absorbed uniformly in each and every strand of your hair thus ensuring a longer lasting 100% grey coverage. So godrej expert has unique solution to combat effectively and ensure 100% grey coverage. It is available in super convenient powder form with a wick presence in 22lakh outlets across the nation – so you can find right near you. When it comes to looking younger trust the expertise of godrej expert – expert solutions to younger looking you. Cinthol Godrej Consumer Products Ltd. major player in the Indian FMCG Market with leadership in the personal care, hair care and fabric care categories, today unleashed 24-hour Confidence with the launch of the new, improved and expanded Cinthol range of soap, talc and deo with Bollywood’s hottest hunk Hrithik Roshan as the new brand ambassador. Cinthol the popular and much-loved brand of Godrej Consumer Products Limited (GCPL), now offers a Deo range of s oaps, talc and deo sprays in three exciting fragrances – Classic, Cologne and Sport in a trendy new packaging. It also offers Cinthol fresh soap and Cinthol Regular soap with new exciting packaging. The eye-catching and vibrant packaging symbolizes a sense of adventure, zest and action. Speaking at the launch, Mrs. Tanya Dubash, Executive Director and President (Marketing) Godrej Industries, said â€Å"The new Cinthol range is a result of research with consumers and stands for Confidence of Achievers who constantly strive to realize their aspirations without stopping. Cinthol give them 24-Hour Confidence and enables them to lead a â€Å"Don’t Stop Life†. Hrithik Roshan with his boundless energy and passion to excel was our obvious and most appropriate choice for Brand Ambassador. He exudes Confidence and doesn’t stop till he meets the high benchmarks he sets for himself. † Cinthol Brand Ambassador, Hrithik Roshan added, â€Å"It’s an honour for me to be associated with a brand like Cinthol which has such a strong legacy. As Cinthol is all about 24- Hour con fidence, energy and a ‘Don’t Stop' attitude it was very natural for me to associate with this brand. Its in perfect sync with my lifestyle & attitude† The new Cinthol range brings 24-Hour Confidence through Active Deo Formula, which controls body odor, Powerful Dry Shield that absorbs sweat, Ultra Scent Technology for long lasting fragrance and Freshness that revitalizes you 24Ãâ€"7. The New Cinthol range will be available across the country at modern retail and other outlets and will be supported by high-impact advertising on television, print, out-door, online and radio. In a significant move, Godrej Consumer Products Ltd is currently test-marketing ‘Cinthol Skin Stimulating Deo Soap’ in West Bengal and Gujarat. Depending on the consumer response, the company can going to plans a national roll-out of the new product in the near future. Godrej aim to provide consumers with their new technological breakthrough soap that has skin-stimulating beads producing essential oil. The company is also planning to beef up its distribution network by an additional 15 per cent—includes both urban and rural markets—within a year. At present, the company has around 2,000 distributors across the country. Researches revealed that the company are also planning to extend our on-going customer relationship management (CRM) initiatives called ‘Collaborative Planning, Forecasting And Replenishments (CPFAR) to additional distributors in the near future. Thus, they will reduce our inventory levels by 10 per cent. † They have also released an advertising campaign with a new tagline called ‘Get Ready’ to promote their existing product ‘Cinthol Lime Fresh’ in West Bengal and Gujarat. In the near future, they will be nationally rolling out an advertising campaign for this product as well. Cinthol Lime Fresh is the largest urban lime soap brand and its psychographic research has revealed a high correlation with the vitality segment. For the purpose, the company’s ad budget this year will grow by an additional 10 per cent, compared to the previous year. According to experts, at present, Cinthol operates in three categories and its contribution to topline is soaps 92 per cent, talcum powders 6 per cent, and deodorants two per cent. The size of the total soap market is 4. 2 lakh metric tonnes. †¢ Industry Scenario – FMCG sector growth continues to be satisfactory Strong GDP growth & good economic fundamentals – Vegetable oil prices high but show declining trend – Rupee weakened versus the USD †¢ The Company has one business segment in which it operates viz. Personal & Household Care OPERATIONS DOMESTIC BUSINESS Soaps †¢ Soap sales expanded by 26% to Rs. 183. 4 crore from Rs. 145. 3 crore during the quarter . †¢ GCPL continue s to be the second largest toilet soaps player with a market share of 9. 5% for Q2 FY20010-11 Hair Colorants †¢ Launched a new range of colours, in ammonia free powder and liquids, under the ‘Godrej Expert Hair colour’ brand Formulation incorporates colour balance technology which delivers a uniform shade to every strand of hair – Powder range is available in 4 shades –Gentle Black, Burgundy, Dark Brown and Natural Brown each priced at Rs. 10 per sachet – The liquid form is available in 3 shades – Gentle Black, Dark Brown and Natural Brown. †¢ This offers a quality colour brand at an affordable price †¢ Overall market share of the Company stood at 33. 7% for the quarter under review Liquid Detergents †¢ Launched a new range of detergent, Ezee Bright and Soft Product possess a unique Colour Guard Technology which protects the colours of the clothes – Available in 3 sizes – 500 g pack, 200 g pack and 18 g sache t Toiletries †¢ All offerings including the Cinthol range of talc and deo sprays and Godrej Deluxe shaving cream continue to deliver strong growth †¢ New range of Cinthol Deo Sprays launched in compact 75ml bottles. Category endorsed by popular Bollywood star and youth icon Hrithik Roshan Q2 Highlights Key initiatives during Q2 FY1011 †¢ Soaps – Market share for Q2 FY 10-11 is 9. 5 %. – Cinthol Deo Musk Soap Launched – Price Increase effected Hair Colours – Market share for Q2 FY 10-11 is 33. 7%. – Godrej Expert Hair Powder Hair Colour launched in 4 shades – Burgundy, Gentle black, Natural Brown & Dark Brown †¢ Liquid Detergents – Market share for Q2 FY 10-11 is 77. 1%. – Ezee Bright & Soft Liquid Detergent launched with Colour Guard Technology for non woolen clothes INTERNATIONAL BUSINESS Godrej Netherlands B. V. (Consolidated) – Comprises performance of Godrej Netherlands BV, Godrej Consumer Product s (UK) Limited, Keyline Brands Limited, Inecto Limited & Inecto Manufacturing Limited) †¢ Revenue for the quarter was GBP 7. million compared to GBP 6. 4 million in the same quarter of the previous year . †¢ PAT for the quarter stood at GBP 0. 3 million in Q2 FY2008-09. †¢ The â€Å"Cuticura† Hand Hygiene range was relaunched, featuring new products such as Hand Foamer, Kids Foamer, Kids wipes and Crackling Mousse †¢ The hair color brand â€Å"Hint of Tint† was launched in Canada. †¢ Bio Oil achieved a â€Å"Signature Brand Status† in Boots – one of the highest rated qualifications for a product finding excellent consumer franchise. Rapidol Pty Ltd. †¢ Sales for the quarter were ZAR 21. 7 million as compared to ZAR 20. 50 million in the same quarter of the previous year . †¢ PAT for the quarter was ZAR 2. 6 million compared to ZAR 1. 3 million in Q2 FY2007-08 . †¢ Inecto† – Super Black, the largest sell ing hair color sub-brand in Rapidol portfolio launched its 30 Years Birthday celebrations promotions achieving a record growth in sales during the quarter. †¢ Launched two new colors under the â€Å"Inecto† Powder Hair Colors (PHC) range. The new colors Natural Brown and Auburn have been extremely successful. Kinky Group Proprietary Ltd. â€Å"Renew† Hair Colors marketed and distributed by Rapidol in South Africa for GCPL, has found excellent support Godrej Global Mideast FZE (GGME) †¢ GGME is a 100% subsidiary of Godrej International Ltd and distributes its soaps, hair colours and toiletries in the GCC and other adjacent countries †¢ Sales for the quarter under review were AED 2. 4 million †¢ New Cinthol Deo Spray launched is rolling out successfully in to new markets of GCC and the Middle East and getting new listing in retail chains Kinky Group (Proprietary) Ltd. (Kinky) †¢ This represented the second quarter of performance of the Company as a subsidiary of GCPL. For the quarter under review the Company’s sales amounted to ZAR 22. 45 million. †¢ Kinky sells a variety of products which include hair braids, hair pieces, wigs and wefted pieces along with hair accessories like styling gels, hair sprays and oil free shampoo. †¢ Kinky products are manufactured at plants located in South Africa at Johannesburg and Durban and the final products are sold through cash n carry outlets and owned stores. †¢ Opened a new â€Å"Kinky† Owned store in King Williams town, which became the 17th Owned Store for the Company. This was in quick succession to the 16th Owned store that was opened in the previous quarter after GCPL’s acquisition of the â€Å"Kinky† business. Owned Store model for the â€Å"Kinky† business is the driver for the image of the â€Å"Kinky† products, service to the consumers, pricing power and execution of high standard of merchandising which differentiates â€Å"Kinky† from the rest of the brands in this category. Installed new Information Technology systems, including Syspro and upgrading hardware as well as connectivity between factories and the H. O. and between H. O. and the Owned retail stores. Tied-up strong suppliers for raw material from China to ensure sufficient stocks to meet the growth plans †¢ The Company increased prices to match up with sharp increase in input costs which were rising in Q 1 and Q 2 and the Rand depreciating vs. US $. Godrej Consumer Products Limited. (GCPL) is one of the leading companies in the Indian FMCG market with presence in the personal and household care products. It is also one of the largest marketers of toilet soaps in the country with leading brands such as Cinthol, Godrej Fairglow and Godrej No. 1. The Company has manufacturing acilities at Malanpur (Madhya Pradesh) Baddi- Thana (Himachal Pradesh), Baddi- Katha (Himachal Pradesh), Sikkim and Guwahati (Assam). With the acquisition of 100% ownership of Keyline Brands Limited, a FMCG Company in the United Kingdom, GCPL now owns international brands and trademarks in developed markets that include Europe, Australia and Canada. The acquisition of Rapidol (Pty. ) Ltd. , South Africa ha s given GCPL ownership of Inecto and other brands in several African countries. GCPL has a 50:50 joint venture with SCA Hygiene Products AB, Sweden, known as Godrej SCA Hygiene Limited. GCPL acquired Godrej Global Mideast FZE, a 100% subsidiary of Godrej International Limited. GCPL completed the acquisition of Kinky Group (Proprietary) Ltd. , one of the leaders in the South African hair business. With this GCPL gains entry into a new line of business in the hair product portfolio. Chapter4: SWOT analysis SWOT analysis of Godrej Interio STRENGTHS: †¢ The company has wide range of branches within the country †¢ The company has wide range of product line †¢ It has a respectable and believable brand name †¢ It has large number of customers with higher satisfaction WEAKNESS: †¢ The company does not go for advertising which is one the biggest disadvantages of Godrej interio. †¢ Manpower is less at the sales officers level which directly effects on sales of the company. †¢ Lack of effective selling schemes like payment on installments etc. †¢ The sales force is not properly trained. OPPURTUNITIES: †¢ Godrej has more opportunities to grow as it has earned a good market share in the country †¢ Technical up gradation from time to time is also one of the opportunities THREATS: †¢ Growing competition in the furniture sector is a threat for Godrej

Twelfth Night By Shakespeares Influence Of Gender Roles...

Gender roles play a major part in interpreting plays and poems. From the Early Modern English period to the 18th century and Enlightenment to present day gender roles and how they are viewed have changed. In the first piece woman were viewed as less than men and had to maneuver around to please men. As time progresses, the second piece shows how gender roles become more equal in life. This changes through time and is shown when you read Twelfth Night by Shakespeare and A Nocturnal Reverie by Anne Finch. In Twelfth Night by Shakespeare was written during the Early Modern Period, this was a time where men were more prominent when it came to being in charge. The play Twelfth Night shows this when one of the main characters, a girl named†¦show more content†¦Twelfth Night is a very feminist play once readers have been reading it. The story’s protagonist is a woman, Viola. Viola displays herself as a rational, strong, witting woman, who has to disguise herself as a man to be able to become a faithful attendant of Orsino. With Viola doing this it creates a big sexual mess as Viola falls in love with Orsino but cannot tell him since he still thinks she is a man. While Olivia, who is the object of Orsino’s affection, falls for Cesario, the disguise for Viola. Once Viola’s true identity is revealed Orsino declares his love for Viola which suggest that he may really just loved the masculinity she possessed. Orsino says to Viola, even after seeing her true identity, â€Å"Cesario, come; For so you shall be, while you are a man; But when in other habits you are seen, Orsinos mistress and his fancys queen† (Shakespeare, Twelfth Night 5.1.2599-26001). After everything has been reveled Orsino still calls Viola by her disguise name†¦her boy name, Cesario. The readers can only wonder is Orsino truly loved Viola for her or if he was in love with the male persona she gave. After reading â€Å"A Nocturnal Reverie† by Anne Finch read ers are able to see the transformation of gender roles through time. â€Å"A Nocturnal Reverie† was written in the 18th century, which was the start to improve the way women would be viewed in society. This was the start to many advances for women fromShow MoreRelated Comparing the Love of Romeo and Juliet, Twelfth Night and the Bible4838 Words   |  20 Pagesenemies. (Matt 5:44) Shakespeares Biblical knowledge is well known and he was certainly familiar with these concepts as he wrote his plays on the subject of love. By looking closely at his works, we can analyze the nature of true love. In Romeo and Juliet, Shakespeare gives an example of true love overcome by tragic fate. His star-crossed lovers are so madly in love with each other that they cannot live without being together. (RJ Prologue, 6) By contrast, in Twelfth Night the characters are soRead More The Roaring Girl Essay3978 Words   |  16 Pagesprimary function is usually plot driven--as a source of humor and a means to effect changes in characters through disguise and deception—cross dressing is also a sociological motif involving gendered play. My earlier essay on the use of the motif in Shakespeares plays pointed out that cross dressing has been discussed as a symptom of a radical discontinuity in the meaning of the family (Belsey 178), as cul-tural anxiety over the destabilization of the social hierarchy (Baker, Howard, Garber), as theRead MoreDuchess Of Malf Open Learn10864 Words   |  44 Pagesout textual analysis recognise some of the historical contexts of the play. Background John Webster (c.1580–c.1634) was Shakespeare’s contemporary, though sixteen years younger. He makes a brief appearance in the 1998 film Shakespeare in Love as a boy who tortures mice, spies on Shakespeare’s love-making, and feels inspired to take up the pen himself after seeing Shakespeare’s blood-soaked revenge tragedy, Titus Andronicus. ‘Plenty of blood. That’s the only writing’, he asserts. This affectionateRead MoreLogical Reasoning189930 Words   |  760 Pagesyouve been having a good time. Yesterday you drove several hours into the area and parked in the main parking lot. Then you hiked six hours to your present campsite. The three of you carried all your food, water, sleeping bags, and tents. Last night you discovered that somebody had accidentally cracked the large water container. Now you are stuck with no water. Although there is a stream nearby, you wouldn’t normally drink from a stream, and you remember that your packets of water-sterilization

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Reputation or Success - 684 Words

There is an uphill battle that everyone must face. The journey begins with a herd of people antsy to get to the top, but unfortunately most do not even get half way up the mountain. Some people get distracted by the rustling leaves of greed, others by the detrimental fruit of wealth, but those who make it to the top of the integral mountain live a more plentiful life. Not by the illusion of tangible happiness, but by their own inner serenity. While money and fame is nice, living by your beliefs, and having a good reputation is something to strive for in a myriad of ways. To begin, you should have a good name that shows that you are staying true to your morals. At a young age we learn basic standards that we should always abide to. Michelle Obama once stated, â€Å"One of the lessons that I grew up with was to always stay true to yourself and never let what somebody else says distract you from your goals. And so when I hear about negative and false attacks, I really dont invest any energy in them, because I know who I am. To be specific, in kindergarten we learn to share our toys because being greedy is not a positive trait. Also, we are taught to work together, and not be competitive because the more, the merrier. I truly believe that the lessons that we learn our fundamental to staying true to yourself, and having a good name. Obviously, if you keep to your own morals in life, you can keep a great reputation. Secondly, ruining your good name by being greedy destroysShow MoreRelatedBenefits And Benefits Of A Company s Success Or Reputation1179 Words   |  5 Pagesbenefits and compensations. To learn more about benefits and compensations, including ways it factors into a company’s success or reputation; I will evaluate and compare two organizations, examine commonalties and differences in both organizations benefit packages, and provide my selection based on my research. 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Biblical Christian Influence on American Films Essay Example For Students

Biblical Christian Influence on American Films Essay One of the most interesting and probably the most important and influential books ever written in Western history is the Holy Bible. No other book has come close to having had such a profound influence on the religious, intellectual, philosophical, political, military and cultural life of society throughout the world where western civilization has penetrated. Some people believe its the best work of literature ever written; others believe that is the word of God written by Him alone through mortals chosen to carry His message. Some believe that the very thought of changing a single word of this book deserves severe punishment even death. Most western religions treat it as holy words from their creator and savior. Historians value it as a great encyclopedia of ancient cultures of the Near East. Artists continue to be inspired by and find material from this book for their paintings, novels, poems and other expressions of art. Architects have used information and actual plans found in the Bible as to how the ancients built their magnificent temples and cities as reference to build modern structures as well as replicating the old. The Bible has been used as a great source for scientists and researchers in identifying diseases and other maladies that plague modern societies. Doctors have found actual cures for some diseases that were passed on to them through the Bible. Politicians very often use words or passages from this book to rationalize their policies or actions. Moralists have set the doctrines expressed within its pages as the basic rules a good citizen should follow. Priests base sermons on their own interpretations of the holy words to inspire followers and to convert non-believers. How powerful the book is! Bible translation led to the study and literary development of many languages. Luthers translation of the Bible in the 16th century has been called the birth of modern Germany. The Authorized Version (English) of 1611 (King James Version) and the others that preceded it caught the English language at the blooming of its first maturity. Since the invention of the printing press (mid-15th century), the Bible has evolved to become more than a translation of an ancient Oriental text. It is not perceived as a foreign book. Certainly it has become the most available, familiar, and dependable source and arbiter of intellectual, moral, and spiritual ideals in the West. Its English translations form the shape of modern English and many writing styles. It has given birth to many masterpieces of art. Miltons Paradise Lost, Rubens Christ On The CrossIt has caused pain, suffering and conflict between various individuals and societies who interpret the book differently such as the Hebrew, the Moslem and the Christian. No one can deny the astronomical deaths heaped on western society through wars and other forms of murder perpetuated in the name of truth found in the pages of the Bible. It is the foundation of most western moral concepts and cultures. It is read daily by millions throughout the world No one can ignore or deny the place the Bible has earned. Numerous academics have studied its influence on western culture and society. I dont wish to repeat or quote what has already been said more eloquently. What I want to emphasize here is I believe that it is quite impossible to discuss the Bible and its influence over the Western World without considering the influence of different religious interpretations. What I hope to do here is to confine this discussion to the impact of the Christian interpretation of the bible on American Entertainment, specifically American film and the film industry. The Christian Bibles Effect on the American Film Industry Most Chinese audiences have no doubt: America is a nation of complete artistic and personal freedom. How is it possible then that America is under the influence and even controlled by one book? Even I would have to admit it seems true for the present there seems to be unlimited freedom in U. S. entertainment. Violence, crime, pornography, politics, drugs, etc. all have been adapted into screen. It seems there are no rules for the film industry. Filmmakers can and seem to make whatever movies they like. The truth is that until recently the film industry is subject to and has to follow, directly or indirectly, the rules set out in a kind of Production Code, which was originally written by a Catholic priest, Father Daniel Lord in the 1920s when complaints of moral abuses in Hollywood expressed through the new and powerful medium of film forced the industry to protect itself against local or national censorship and establish the Hayes Commission to investigate and make suggestions that would calm the fears of the moralists and organizations that were fearful of Hollywoods influence on their memberships. Later the Hayes Commission gave birth to what is today known as Motion Picture Association. This quasi-government organization is still headed by its first appointee and is supposed to help the motion picture industry set and follow a voluntary code of ethics by warning audiences of the content in each film through a rating system. After the birth of the Hayes Commission, in April 1934 the Catholic Church formed its own investigating commission. A committee of bishops was formed to make suggestions and determinations as to what Catholics could and could not view coming out of Hollywood. It was called The Legion of Decency. These Bishops make determinations as to the moral content of each film and how the Church wanted its priests to handle their parishioners. The priests would then pass on this information to the parishioners. Through sermons, booklets, letters, and media releases the Church let it be known what movies were acceptable for viewing and which were not. For more than three decades the Catholic Church, through its Legion of Decency enjoyed the power to control content in much of what Hollywood produced serving as a moral guardian for the American public. From 1934 until the early 1950s staunch lay Catholic, Joseph I. Breen , rigorously enforced Lords code at the Production Code Administration (PCA), often over the protests of studio executives, producers, directors, and screenwriters. The PCA, the industrys own censorship board worked hand in hand with the Legion of Decency to keep the movies from exploring social, political and economic issues that it believed were either immoral or a danger to the Catholic Church. The PCA, represented only the first step in the process of purification that all Hollywood films underwent during the Legions reign. After receiving a Production Code seal of approval, films were shipped to New York for duplication and distribution; but before that process could begin each film was submitted to the Catholic Legion of Decency for a final review. If they didnt like what they saw, word would be sent to the producing studio that negotiations were in order. A letter or a telephone conversation would detail the Legions objections. The offending films would be either altered to suit Catholic tastes or waiting for condemnation. A Legion condemnation shook Hollywood to its core because Catholics, some twenty million strong, were theoretically forbidden, under the penalty of mortal sin, to attend the condemned film. Any theater that exhibited a condemned film was targeted for boycott by Catholic organizations. Rather than risk a loss of income or challenge the Legions authority to censor their product, producers bowed to the pressure and cut the offending material from all prints exhibited worldwide. In reality, then, the Legions view of sex, politics and moral issues reached an international market. The history of the relationship between the Legion and Hollywood, of a religious organizations censorship of a mass medium entailed a cultural war between the Legion, which believed it spoke for the moral values of the American public, and the movie industry, which foughtoften rather meeklyfor freedom of the screen. From the mid-1930s until Otto Premingers release of The Moon Is Blue in 1953, no Hollywood studio seriously challenged the right of the priests to censor their films. From 1953 until the establishment of the current ratings system, only a handful of independent producers, foreign or domestic, refused to submit their films to Legion censors. The Catholics thought that strict control over the content of the movies would prevent the movies a new, popular and powerful recreation from changing the positive values of Anglo-Saxon ideals was adopted by progressive reformers. What Daniel Lord drafted as a Catholic movie code emerged a fascinating combination of Catholic theology, conservative politics, and pop psychologyan amalgam that would control the content of Hollywood films for the next three decades. Lord and his colleagues shared a common objective with Protestant film reformers: they all wanted entertainment films to emphasize that the church, the government, and the family were the cornerstones of an orderly society; that success and happiness resulted from respecting and working within this system. Entertainment films should reinforce religious teachings that deviant behavior, whether criminal or sexual, cost violators the love and comforts of home, the intimacy of family, the solace of religion, and the protection of law. Films should be twentieth-century morality plays that illustrated proper behavior to the masses. Therefore, the basic premise behind the code was that no picture should lower the moral standards of those who see it. Recognizing that evil and sin were legitimately part of drama, the code stressed that no film should create a feeling of sympathy for the criminal, the adulterer, the immoralist, or the corrupter. No film should be so constructed as to leave the question of right or wrong in doubt. Films must uphold, not question or challenge, the basic values of society. ROSA pARKS EssayThey vividly show the burning bush of Gods image stating I Am that I Am, and the plagues on Egypt and the parting of the water of Red Sea are also very graphically impressive with the wonderful combination of the songs I Will Get There and If You Believe. You may not find biblical stories or themes in most of the films. However since the Christian ideas and values have sunk into the deep part of the American culture. Almost every film will come down to moral issues or reveal directly or indirectly something from the Holy Bible. They have woven the preset values secretly into the films. Pay It Forward, a newly released film is a good example. An eleven years old boy Trevor McKinney, a seventh grader challenged by Social Studies teacher Eugene Simonet in an extra credit assignment to change the world, he comes up with a plan to impact the lives of three people. If they accept, it is their duty to continue the idea of paying it forward by impacting the lives of three others. Instead of each one reach one it is each one reach three. Eventually the results can change the world. It doesnt work out so successfully, but he did try. His effort was not in vain. More and more people get to know it, more and more people stretch their hands out to help. Trevor helps his mother out of alcohol and helps Eugene regain his faith in love. He is knifed by two rascals who are bullying a kid after his deed has been screened on TV. Many people come to mourn on his death and Pay It Forward is being spread out all over the country. Though this boy doesnt have a Christian background, the screenwriter provides him the most shining characteristics of a Christian. In everything, therefore, treat people the same way you want them to treat you, for this is the Law and the Prophets. For the whole Law is fulfilled in one word, in the statement, YOU SHALL LOVE YOUR NEIGHBOR AS YOURSELF. Trevor is put in the position of solving all the problems in Las Vegas, including but not limited to heroin addiction, alcohol abuse, strip bars, child abuse and homelessness. And he is transformed into a Messiah figure at the end. Seven (1995) as another example is completely different from Pay It Forward. The title refers to the seven deadly sins, which a serial killer is using to brutally murder seven people in seven days. A fat man is punished for his gluttony, a lawyer for his greed, a model for her pride, and so on. The murders are apparently intended as a series of medieval sermons, a wake-up call to a civilization that doesnt know its become utterly corrupt. The murderer finally receives his punishment. The Seven Deadly Sins never occur as a formal list in the Bible, but summarized from the Bible against the Seven Heavenly Virtues. The seven sins are pride, envy, anger, sloth, covetousness, gluttony and lust. Each of the Sins was associated with a specific punishment in Hell: like pride, broken on the wheel; envy, put in freezing water; anger, dismembered alive, and so on. The film exposes the Seven Deadly Sins through the clue the detective follows to find the killer. And the Bible becomes the key to the answer: the evil will finally get punished. There is also another group of films having relationship with the Bible. They borrow the stories from the Bible to construct their own. This kind of movie always offends the Christian community, like Bless the Child and Warlock. Most of these movies are concerned with Apocalypse which means revelation, unbiding. It reveals the true meaning of events or their outcome, or the heavenly reality behind or beyond earthly appearances. It opens the imagination to strange worlds and dreamlike visions. Now the LORD is about to lay waste the earth and make it desolate, and be will twist its surface and scatter its inhabitantsThe earth shall be utterly laid wastefor the LORD has spoken his word. There are two areas of cosmic imagery in the visions of apocalypse in the Bible. One is cosmic catastrophes: the sun darkened and the moon turned to blood in Joel 2:31; the sky rolled up and the stars fell in Isaiah 34; earthquakes and floods in Isaiah 24:18,19. There is also social disintegration and conflict: deception, betrayal, murder in Daniel 11:32,33 and 2 Peter 2, etc. The other is pictures of cosmic renewal: a new heaven and a new earth in Isaiah 65:17 and 2 Peter 3:13; the rapture when Gods glory replaces the lights of Heaven in Isaiah 60:19, etc. In Bless the Child (2000), an unusual little girl is a symbol of returned Christ. And she has tremendous power to retrieve the dead to life. In order to take charge of the whole world before the coming millennium, a Satan captures her and attempts to turn her away from her faith on right and wrong and thus away from her commitment to God and worship him instead of God. He takes her to the top of a skyscraper and asks her to throw herself down from there saying, Throw yourself down from here, for it is written, He will command his angels concerning you, to protect you. The girl replied exactly what Jesus answered to Satan, Do not put the Lord your God to the test. Later he tries to scare her by burning a poor homeless man in front of her. He fails and has to kill her. But the evil is not the rival of this little Messiah. She saves the world from being controlled by the evil. The screenwriter engrafts the story of Jesus on the little girl. God and Satan warring against each other and Gods ultimate victory are also adapted and woven into Warlock: the Armageddon. Satans only son the Warlock is born through a woman without pregnancy. His mission is to free his father from the fiery chains that imprison him and unleash Satans wrath upon the world. The prophets of Christianity foresee the coming war and get ready to train two young warriors who are the only ones can prevent complete world destruction. They alone possess the supernatural powers to challenge the Warlock and stop the inevitable Armageddon. Finally they outsmart and defeat the Warlock before the prophesied eclipse, sending Satan and his son back to Hell. These two mentioned above remain the frame of biblical revelation and are easily identified. Others like Star Wars series, The Matrix (1998), Twelve Monkeys (1995), Independent Day (1996), etc. throw away the meaning of the Revelation, but focus on the eschatological part of apocalyptic texts mingling with science fictions and not on the revelation of Gods sovereignty. In these films humans are able to change their future, and are not simply spectators to the divine unfolding. Actually Biblical or Christian shadow is not only cast over these three aspects. Some titles of films are from the Bible; many of them contain Bible-related dialogues or direct quotations from the Scripture and biblical figures, images or actions. Here I will not discuss the others in detail. The Bible is one of the two main sources of Western civilization; the other is the culture of Greece and Rome, or classical civilization. Of the two, the Bible is several centuries older. Its contents affected Western values and the way westerners act and think. As a production of industry and technology and combination of various kinds of Arts and an instant mirror of the society, films cannot escape the influence of the Bible and Christianity. Western societys symbols and values affected by the Bible shape the films, which on the contrary attest to the Bibles role in shaping the ways in which westerners tell their stories, mold their heroes, understand their experience, imagine their future, and explain themselves to themselves, no matter how the filmmakers do a film, to copy a biblical story or to borrow a biblical structure or embed Christian values into a film. United States is the best stage to show this story. First, the Bible has exercised a profound influence on the history and values of the United States. The early history of America is a history of the Pilgrims and other early European settlers seeking their new Israel that Gods promised to his newly chosen people. And the values the Americans cherish mostly originate from the Bible, such as the idea of equality, freedom. Second, though two French brothers first invented film, the blooming of this new form of arts and industry is achieved in America. It represents a new popular culture. And its an influential educational tool ever since it was born. In 1930s American society was experiencing the gloomy Depression. Not only economy but also moral standard decayed. The episode of Legion of Decency in American film industry is actually a self-defensive action of a biblical culture preoccupied society towards non-protestant values since they have noticed the power this popular cultural tool has to influence its audience. Through pulling film industry back to its right track, Christianity also consolidates its role in the American society. This is the point that we should pay attention to.

Technical Report on Food Dyes Essay Example

Technical Report on Food Dyes Essay TECHNICAL REPORT ON SYNTHETIC FOOD COLORS TEXTILE LABORATORY APPLIED CHEMISTRY RESEARCH CENTER Pakistan Council of Scientific and Industrial Research Laboratories. Complex Karachi. TECHNICAL REPORT ON SYNTHETIC FOOD COLORS ______________________ _________________ Muhammad Aleem Ahmed Dr. Arfa Yasmeen P. S. O/ACRC HOC/ACRC _______________ __________________ Dr. Khuala Shirin Dr. Tanzil Haider Usmani P. S. O/ACRC D. G/KLC Compiled by: ________________ ___________ Mrs. Munazza Sohail Mansoor Iqbal Scientific Officer Scientific Officer Corresponding e-mail: [emailprotected] com [emailprotected] com [emailprotected] com TEXTILE LABORATORY APPLIED CHEMISTRY RESEARCH CENTER Pakistan Council of Scientific and Industrial Research Laboratories. Complex Karachi. Table of Contents: S. NoContentsPage Nos 1. Title of Project1 2. Affiliated personnel and organization2 3. Table of Contents3 4. Introduction and uses of Food Colors4 5. List of Approved food colors with details5 6. Background and Classification8 7. Advantages and Adverse Effects due to heavy metals in Food colors9 8. Permissible Limits of Heavy Metals10 9. Schematic Diagram for the synthesis of Food colors11 10. Some details for Mono Azo Food Colorants12 11. Details and specification of Acid Red 33 Food Dye12 produced by PCSIR laboratories Complex Karachi. 13 12. Working Group for Pilot Scale production, Analysis and quality Control of Synthesized Product14 13. References15 Introduction: We will write a custom essay sample on Technical Report on Food Dyes specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Technical Report on Food Dyes specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Technical Report on Food Dyes specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Food colors are known as certified colors. A colorant which may either be obtained from natural or synthetic route, permissible for use in food, drugs or cosmetics by FDA. All must satisfy strict regulations as to toxicity. The Natural color extracts, which were used for centuries for coloring food, have been extensively replaced by synthetic dyes. These synthetic dyes are colored organic substances that can be applied in solution or dispersion to the food as substrate, thus giving it a colored appearance. Usually the dyes have an affinity for food stuff and are readily absorbed from solution. The synthetic organic colors are superior to the natural dye extract in tinctorial power, consistency of strength, range and brilliance of shade, stability, ease of application and cost effectiveness. Many of synthetic coloring material thus selected for use in foods however the manner in which it is applied is much important from health point of view. A color additive is any dye, pigment or substance which when added or applied to a food, drug or cosmetic, or to the human body, is capable (alone or through reactions with other substances) of imparting color. FDA is responsible for regulating all color additives to ensure that foods containing color additives are safe to eat contain only approved ingredients and are accurately labeled. Uses of Food Colors: Color additives are used in foods for many reasons: 1) To offset color loss due to exposure to light, air, temperature extremes, moisture and storage conditions; 2) To correct natural variations in color; 3) To enhance colors that occur naturally; and 4) To provide color to colorless and fun foods. Without color additives, colas wouldnt be brown, margarine wouldnt be yellow and mint ice cream wouldnt be green. Color additives are now recognized as an important part of practically all processed foods we eat. List of dyes which are called certified Food Dyes: †¢FD C Blue No. 1 – Brilliant Blue FCF, E133 (blue shade) †¢FD Blue No. 2 – Indigo tine, E132 (indigo shade) †¢FD Green No. 3 – Fast Green FCF, E143 (turquoise shade) †¢FD Red No. 40 – Allura Red AC, E129 (red shade) †¢FD Red No. 3 – Erythrosine, E127 (pink shade, commonly used in glace cherries) †¢FD Yellow No. 5 – Tartrazine, E102 (yellow shade) †¢FD Yellow No. – Sunset Yellow FCF, E110(orange shade) List of Approved Natural and Synthetic colors for Food items by their E-Numbers: 100–199 Colors 100–109Yellows 110–119Orange 120–129Reds 130–139Blues Violets 140–149Greens 150–159Browns Blacks 160–199Gold and others Some Mono Azo dyes used in Food with their EN Numbers and Structures: : E102 : Tartr azine E107 : Yellow 2G E110 : Sunset Yellow E122 : Azorubine E123 : Amaranth E124 : Ponceau 4R E129 : Allura Red E151 : Brilliant Black E155 : Brown HT Background Information for Synthetic Food Colors: Artificial food colorings were first introduced after World War II when the chemical industry met with the food industry regarding using chemical-based colors since they were lower in cost than natural colors and had a longer shelf life. The safety of the colors was determined primarily from using LD-50 tests, and the amount was then extrapolated to humans. At the time of approval, behavioral toxicology testing was not required by the Food and Drug Administration (FDA) and therefore was not done on the artificial food colors. Classification of Synthetic Food Colors: Synthetic Food colors have been grouped into following classes. Mono azo †¢Diazo †¢Triazo †¢Triarylmethane †¢Xanthene †¢Quinoline †¢Indigoid Azo Food colors: In azo group of colors the chromopheric system consists of essentially of the azo group on association with one or more aromatic system. Azo Group There may be one or more than one azo group are present in color molecule therefore the mo no azo, diazo, triazo, tetra azo or poly azo dyes are being synthesized. Also the position of azo groups may differentiate their characteristics. The range of the shades covered by the azo group in food colors is very wide and including Red, Orange, Yellow, blue, Violet, Brown and Black. In most of the countries of world the coloration of food is regulated by FDA and government status. This is usually achieved by the publication of permitted lists and purity specification for each colorant and sometimes by the limitation of permitted colorant level in certain food colors. Advantages of synthetic Food colors: 1. Safe 2. Uniform Quality 3. Readily available in adequate quantity 4. Good Stability 5. High tinctorial power makes them economically advantages 6. good stability in water and alcohol 7. tasteless and odor less 8. Available in several forms 9. Freedom from bacteriological problem 10. Compatible in all food and beverages 11. Help to hold down the cost of food since the normal appearance of wholesome colorful tool can be retained or can be restored if color is lost during processing. 12. promote good health by making nutritious food attractive to the consumer. The Adverse effects of Lead, Mercury, and Arsenic: Lead: Lead is associated with lower IQ and it could also responsible for some cavities in teeth. Lead exposure has been linked to developmental delays, peripheral neuropathy, alters thyroid hormones and reduces fertility. In elderly adults level over 4 mcg can have neuro behavioral effects. Mercury: Mercury has been implicated in autism, ADHD, learning disabilities, endocrine problems, allergies, asthma, rheumatoid arthritis, and a host of other disorders. According to the FDA, The toxicity of mercury compounds is extensively documented in scientific literature. It is well-known that mercury compounds are readily absorbed through unbroken skin as well as through the lungs by inhalation and by intestinal absorption after ingestion. Mercury is absorbed from topical application and is accumulated in the body, giving rise to numerous adverse effects. Arsenic: Arsenic poisoning has been associated with respiratory, neurological, developmental, and cardiovascular issues. It has also been associated with cancer. In fact, an increased risk of skin cancer in humans is associated with chronic exposure to inorganic arsenic in medication, contaminated water, and the workplace. Permissible Limits for Some Heavy metal content in Food Colors: In the US, FDA specification for food, drug and cosmetics colorants are supported by published methods, many of which are acknowledge as official methods and reported as such by the association of official analytical chemist. FDA color additive specifications tend to differ from their European counterparts by placing lower limit on a smaller number of heavy metals usually including (Lead, Mercury and Arsenic) and by limiting a smaller number of organic contaminants . Moisture and diluents limit are usually included and minimum pure color content is required. So the General limits of heavy metals in ppm regulated by FDA on which bases a dye can be accepted as certified food color are as follows: S . NoName of MetalLimit in ppm 1. Lead? 10 2. Arsenic? 3 3. Mercury? 1 4. Cadmium? 1 5. Chromium? 50 6. Manganese? 100 7. Total heavy Metals? 40 Some Mono Azo Food Colors with their Numbers and Intermediates: S. NoColor NameC. I NoC. I Food NoEEC NoFD C NoIntermediates 1- Amaranth 16185 Red 9 E123 Red No 2 Naphthionic Acid, 2- Naphthol-6- Sulphonic acid, 2- Naphthol-3,6- diSulphonic acid, 2- Naphthol-6,8- diSulphonic acid, 2- Naphthol-3,6,8- diSulphonic acid 2-Allura Red16035Red 17E129Red No 405-Amino-4-Methyoxytoulene-2-Sulphonic acid, 2- Naphthol-6-Sulphonic acid, 6,6-Oxybis (naphthalene-2-sulphonic acid), 2,2- Di methoxy-5,5-dimethyl-diazo amino-benzene-4,4- di sulphonic acid. -Sun Set Yellow FCF15985Yellow 3E110Yellow No 6Sulphanilic acid,2-Naphthol-6-Sulphonic acid, 6,6-oxybis(Naphthalene-2-sulphonic acid),4,4-Diazoaminodi(benzene Sulphonic acid), 2-Naphthol-3,6-disulphonic acid. 4-Tartrazine19140Yellow 4E102Yellow No 5Sulphanilic acid,4 Hydrazino benzene sulphonic acid,3 Carboxy-1-(4-Sulphophenyl)-5-pyrazone,4,4-Diazoaminodi (Benzene Sulphonic acid) Details and Specification of Acid Red 33 Food Dye12 produced by PCSIR laboratories Complex Karachi, C. I No. 17200 †¢CAS Number:3567-66-6 †¢Name:2,7-Naphthalenedisulfonicacid, 5-amino-4-hydroxy-3-(2-phenyldiazenyl)-, sodium salt (1:2) †¢Synonyms: ,7-Naphthalenedisulfonicacid, 5-amino-4-hydroxy-3-(phenylazo)-, disodium salt (9CI); C. I. Acid Red 33(6CI,7CI); C. I. Acid Red 33, disodium salt (8CI); 11427 Red; 1424 Red; Acetyl Red B; Acid Fuchsin Fast B; Acid Fuchsine 38013; Acid Fuchsine 90120; Acid Fuchsine D; Acid Red 2A; Acid Red 33; Acid Red B; Amacid Fuchsine 4B; AzoFuchsine; Azo Grenadine; Azo Magenta G; Azo fuchsin; Azofuchsin (biologicalstain); Brasilan Fuchsine D; C. I. 17200; C. I. Food Red 12; Certicol Red B;Colacid Red 2A; Cosmetic Red 17000; D C Red 33; D and C Red No. 33;DC Red No. 33; DC Red No. 33-307002; DC Red No. 33-38013;DC Red No. 3-90120; Disodium1-hydroxy-2-phenylazo-8-aminonaphthalene-3,6-disulfonate; Edicol Supra Red 10B;Edicol Supra Red 10BS; Eniacid Fuchsine BN; Fabracid Fuchsine S-B; Fast AcidMagenta; Fast Acid Magenta B; Food Red 12; Hexacol Red 10B; Hexalan Red B;Hispacid Fuchsin B; Japan Red 227; Japan Red No. 227; Naphthalene Red B;Puricolor Red ARE 33; Red 10B; Red 10B307042; Red 33; Red No. 227; Romexal Red2A †¢Molecular Formula: C16H13 N3 O7 S2 . 2 Na †¢Molecular Weight:469. 42 †¢Density:g/cm3 †¢Melting Point: decomposes below the melting point †¢Boiling Point: °Cat760mmHg †¢Flash Point:  °C Lab Report of Our Synthesized product (Food Red 12 or Acid Red 33): S. NoName of Metal Limits in ppm 1. LeadBelow detection limit 2. Arsenic Below detection limit 3. Mercury 0. 011ppm 4. CadmiumBelow detection limit 5. BariumBelow detection limit 6. CopperBelow detection limit 7. BariumBelow detection limit 8. SeleniumBelow detection limit 9. CopperBelow detection limit 10. ChromiumBelow detection limit Working Group for Pilot Scale Production, Analysis and Quality Control of Synthesized Food Color: 1. Members for Production: †¢Muhammad Aleem Ahmed (P. S. O)/ACRC †¢Munazza Sohail (S. O) /ACRC †¢Mansoor Iqbal (S. O) /ACRC †¢Kamran Ahmed (S. O) /ACRC 2-Members for Analytical and QC Services: †¢Dr. Khaula Shirin P. S. O/ACRC †¢Dr. Sofia. K. Alvi S. S. O/ACRC †¢Sheeraz Shafiq S. O/ACRC †¢Mehroz Khan S. O/ACRC References: 1. Color Index, International, Society of dyes and Colorist Bradford England (Page 4105). 2. Development in Food Color by , Eb John Walford ,Elsevier applied Science Publishers London and New York . 3. Color in Food, Improving quality by Douglas b Dougall, CRC Press Boca Raton Boston New York Washington DC, Cambridge England. 4. Food Colorant, chemical and functional Properties by Carmen Socaciu, CRC press, Tailor and Francis Group.