Showing posts with label Literature. Show all posts
Showing posts with label Literature. Show all posts

Reviewing The Gothic Villains In Dracula English Literature Essay

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The gothic villains Dracula and Frankenstein’s monster have inspired generations of movie producers, as “the honor [of being the fictional character who has been played by the largest number of performers in film adaptations] goes to Count Dracula, played to date by 121 actors, followed by […] Frankenstein’s monster at 102” (Film Adaptation & Its Discontents, pg. 207). It was in the early 1930s, when Boris Karloff starred as Frankenstein’s monster in Frankenstein (1931) and Béla Lugosi appeared as the Count in Dracula (1931) that the popularity of the characters they depicted in these movies exploded. Those two particular movies have had such an impact on the film industry and audiences that the “avuncular” and the “campy tone” opinion of today that encompasses the monsters of Lugosi’s Dracula and Karloff’s Frankenstein are a “measure of the extent to which these figures have become icons of popular culture” (Classical Film Violence, pg. 53). These movies are not based solely on their literary predecessors, but rather on live theatre versions that have “already done the hard work of whittling the material down” to the appropriate “size for an evening’s entertainment” (Film Adaptation & Its Discontents, pg. 99). When those faithful adaptations lost their novelty, sequels with new characters and stories, such as Bride of Frankenstein (1935) and multi-monster crossovers like House of Frankenstein (1944) began to exploit the originals' fame and settings. However, as these “classic” gothic movies and their direct successors lost their novelty and appeal to audiences after the horrors of World War II, a great number of independent movie producers and counterparts have made attempts to cater to spectators by having the “old” villains face settings and problems that are contemporary to modern times.

These loose adaptations were instantly distinguishable to audiences by the employment of recognizable gothic villains, but also tend to differ drastically from the original novels and the earlier movies. They have given way to new themes and villains, which have shared similarities with their literary predecessors, but are also different in the way that they conduct evil to reach their goals, and can be described as “adaptations not of an earlier story” but instead of a previous “character, setting, or concept” (Film Adaptation & Its Discontents, pg. 120). An analyzation emphasizing on characteristics and motivations of these particular new, but also familiar villains and themes in non-mainstream Dracula and Frankenstein movies such as Frankenstein 1970, Flesh for Frankenstein, Blacula, and The Legend of the 7 Golden Vampires reveal exactly how much these fictional villains and movies are products of their times.

2. Frankenstein 1970

Despite the title, Frankenstein 1970 was actually filmed in 1958. Contrary to Mary Shelley’s Frankenstein, which is written as a fictional account of past events, Frankenstein 1970 is based on the science fiction craze of the 1950s, which is primarily reflected through the force of nuclear power in the movie. Frankenstein himself needs “an atomic reactor to reproduce rebirth” (F1970 31:35). While the wonders of nuclear power thus replaces the novel’s trust in “electricity and galvanism” (Frankenstein, pg. 39) as the key to creation, the movie is also not silent in showing the dangerous side effects of this power - both Frankenstein and his monster perish in the end due to radioactivity.

The opening scene’s in-film shooting of Frankenstein 1970 is very self aware of the cultural effects of the Frankenstein franchise. This is portrayed by the fictional film crew, which is creating a documentary about the “original” Frankenstein family in order to “celebrate the 230th birthday of Frankenstein” (F1970 00:04:28). In addition, Frankenstein 1970 ignores the literary background of Shelley’s Frankenstein in favor of the pop phenomena that has surrounded the Frankenstein franchise since the 1930s by using the classic movies from that time as a reference point. The director of the documentary emphasizes this by telling Baron Victor von Frankenstein that he “got the whole thing figured out [and that he wants] [coffins], epitaphs, lightning, thunder and [Baron Victor von Frankenstein] down in the vaults, giving us the low down on [his] great-great-grandfather, the first Frankenstein, the one who created the monster” (F1970 00:08:55).

The distance from the original novel is even more apparent when the vault of the Frankensteins is revealed. Not only does the original Frankenstein family not reside in a castle in Germany as members of the national nobility, but the novel’s Frankenstein is not named “Richard, Freiherr von Frankenstein I” either. The abandonment of the novel in favor of the 1930s Frankenstein movies is further manifested, when the actor behind “Baron Victor von Frankenstein” is made clear in the movie credits to be Boris Karloff, the man who played Frankenstein’s monster in Frankenstein (1931) and defined the creature’s modern image.

Baron Victor von Frankenstein is the driving force behind his creature, thus establishing himself as the main villain of the movie. He also mirrors the classic movie image of the “mad scientist,” which is enforced through various points. One of these would be his choice of residency, which is the unsettling family castle that houses the Frankenstein family crypt, and moreover, a hidden laboratory below the vault. Additionally, he is also the “last of the house of Frankenstein” (F1970 00:07:29), thus carrying the burden of his ancestor’s legacy and having to live with the dire prospect of not leaving an heir himself. Lastly, he also suffered evil himself through the Nazis, who physically and psychologically tortured him for his refusal to collaborate with them during World War II. It is needless to say that Baron Victor von Frankenstein is a broken shell of a man.

His evilness is further alluded to when he speaks to the director of the film crew and expresses to them that, “your coming here may be the solution of all my problems” (F1970 00:10:23). Having a double meaning, the solution to his problems does not only encompass solving his financial problems so that he can afford to buy his own atomic reactor(!), but also because the process of finishing his work on the creature in the hidden laboratory relies on this technological device. The creepiness of Baron Victor von Frankenstein is enhanced when he then starts to laugh maniacally, followed by him playing a creepy tune on his organ for the uneasy film crew, and also later on in his laboratory, when it is made clear that he has the ability to spy on the crews’ guest rooms with the help of another piece of modern technology; hidden and remote-controlled microphones.

Even though the monster does not share many characteristics with his literary counterpart, this second villain is also created from various body parts taken from a morgue. The exception is the monster’s brain, which was the former property of Frankenstein’s butler Shuter, and which the Baron “would [rather not] have chosen, but at least [Shuter is] obedient” (F1970 00:52:42). This submissive obedience to Frankenstein is not only what kills Shuter when he agrees to have himself sacrificed for the Baron’s experiments after he stumbles upon Frankenstein’s lab, but also the source of evilness that springs from the monster, as Frankenstein sends it out repeatedly on a mission to fetch a new pair of eyes for the sightless monster, which leaves several of the blindly-chosen film crew members dead. But as in the original novel, it is a woman who turns the monster against its creator. While the absence of a female companion brings down the wrath of the creature upon the novels Frankenstein, it is the main female actor of the Frankenstein documentary who pleads for her life and thus manages to reach what is still left of Shuter’s personality inside of the monster. The retained spark of humanity can be heard when the monster goes on to kill Frankenstein and itself by destroying the nuclear reactor. While dying, the monstrous groans change into human-sounding sighs, reinforcing the notion that there was still a bit of humanity and self-determination left in that monstrous hull. This also offers an interesting counterpoint to the novels creature, which did not have any human memories and developed a complete new personality upon his birth, making him the more complex character.

The ending of the movie is also interesting in that it portrays Frankenstein’s position on the creation of life. While on the one hand Baron Victor von Frankenstein openly criticizes his ancestor’s creation as a “challenge [to] God, the only true creator for whose merciful forgiveness [Richard Frankenstein] prayed” (F1970 00:14:10), he himself aspires to become godlike. This coincides with the goal of the original Victor Frankenstein, who wants to “renew life where death had apparently devoted the body to corruption” (Frankenstein, pg. 52). However, Baron Victor von Frankenstein wants to go further. Just as god created “man in his image,” Frankenstein wants to create the monster “in [his] image, so that the name of Frankenstein [would] survive” (F1970 1:22:20), which is a goal that he could not achieve naturally with a body and mind that have been broken by the Nazis and made him unattractive to members of the opposite sex - such as the main actress.

3. Flesh for Frankenstein

Flesh for Frankenstein (1973) is a child of the early 1970s, which followed the era of the socially progressive late 1960s, when open depictions of sex and violence became acceptable to be used in artistic (and less artistic) ways, found their way into movie theaters and finally became mass-compatible. The word “Flesh” in the movie’s title does not only refer to the various body parts Frankenstein needs for his creation, but also hints at the sexual themes of this movie. However, Flesh for Frankenstein is more than just a typical exploitation film of that time. Within the movie, themes such as class struggle, eugenics and racial superiority play an important role.

To be the father of a “creation that will replace the worn out trash that now populates and repopulates [Earth]” (FF 00:32:50) is the motivation behind the antagonist Baron Frankenstein. However, it cannot be just any random human-like creation. The body parts for this purpose have to be chosen in such a way that they “represent the finest feature of the Serbian ideals,” (FF 00:05:15) because “the Serbian race comes in direct descent of the glory from the ancient Greeks,” who are often considered to be the “root” of Western Civilization (FF 00:05:30). Continuously creating members of the Serbian race by himself in his lab is not quite enough though, since Baron Frankenstein wants to finish the male “Adam” for his already finished female “Eve,” so that she “will bear [him] the children [that he wants] [as they are] going to be a true start of a new race, which is entirely created by [him], responding only to [his] bidding” (FF 00:20:30). Thus, Baron Frankenstein’s goal and motives have an uncanny resemblance to a similar obsession of the Nazis, who wanted to foster the racial superiority of a “white race” while claiming to be descendants of an “Aryan race” themselves, and also the views of Adolf Hitler, who demanded total obedience from “his” people. This idea of racial superiority is parodied in spite of the Nazis being obsessed with light skin and blue eyes, and the main ideal of Baron Frankenstein’s Serbian race is denoted by his search for the perfect “nasum,” or nose, for the male creature’s head.  

The struggle between the social classes is shown with the Frankensteins representing the upper classes through their nobility, while the members of the working class are depicted by the villagers and servants of the Frankensteins. Baron Frankenstein and his wife Katrin treat the lower classes with contempt, going so far as to calling them “creatures” (FF 00:05:50). However, the Frankensteins are not flimsy in recognizing the value of the villagers when it comes to exploiting these people for their own means and schemes. For example, Katrin Frankenstein hires a villager as a servant, just so she can use him to fulfil her sexual and emotional needs as her “husband does not love her [since] it’s a marriage in name only [and] for the children, for the property” (FF 00:37:00). Furthermore, Baron Frankenstein uses various body parts from the townspeople whom he resents so much in order to build his own perfect beings. Otto, the Baron’s assistant, also holds contempt for his master’s higher social rank, as “each day the Baron worked in the laboratory, [Otto] worked two,” (FF 01:23:33) and he also looks down upon Frankenstein for never having “finished medical school” (FF 01:23:40) while still claiming superiority over his assistant.

That said, being a popular subject of movies after the sexual revolution of the late 1960s, Flesh for Frankenstein uses sex in a mixture of graphic depictions and peculiar subjects. Besides the already mentioned sexual exploitation of the underclass, the movie also touches on the subject of incest. It expands thus on the original novel, where Elizabeth was adopted by the Frankenstein family and grew up as Victor’s sister and cousin before becoming his wife. However, while there is a clear ancestral distinction between Victor and Elizabeth, it seems to be far less clear in the movie, as Katrin tells her children that the townspeople “tell awful tales about [Baron and Katrin Frankenstein]” and that “some of the things they say are true” (FF 00:08:50). Conversely, incest is not the only “shocking” topic taken up to draw in audiences. Baron Frankenstein takes advantage of his yet unfinished female creature, after which he remarks to his assistant Otto that “to know death […] you have to fuck life in the gall bladder” (FF 00:45:35). Katrin also uses the resurrected male creation for her pleasure after falling out with the villager Nicholas. Both acts can be considered as necrophilia.

These themes culminate in the end, as the sexual exploitation of the male creature leads to the death of Katrin, who is crushed and choked to death, while the Baron has his hand—symbolizing his tool of creation—cut off by his male creature in defiance, before being finally impaled by him. With his last breath, Baron Frankenstein utters that he is “not going to die in vain” and that his “work has not been finished” (FF 01:29:59). And while it first seems as if the Baron’s prophecy is fallacious, for his male creature disembowels and thus destroys himself, the Baron’s evilness seems to carry on by the means of his own real offspring. Influenced and twisted by their fathers taste for experimenting, they can be seen using puppets as “guinea pigs” in a warped version of a children’s game of “doctor” during the opening scenes of the movie. In the closing scenes, they are shown as moving towards and lifting up the captured protagonist of the movie, while carrying scalpels, as if to prepare him for a dissection, serving both as a fulfilment of the Baron’s vision as well as warning against child neglect.

4. Blacula

The title of the movie Blacula (1972) is a mixture of the words “black” and “Dracula,” and it expanded the “blaxploitation” genre, which was created in the late 1960s, into the realm of horror movies. In blaxploitation movies, “black characters [are] installed in roles that in the past had been reserved for white performers […] [and which in turn] either rendered white characters as villains or marginalized them” (Historical Dictionary of Horror Cinema, pg. 37). With its heritage in the blaxploitation genre, Blacula thus deals heavily with racism and the emancipation of African Americans since the Civil Rights Movement.

Unlike the remainder of the movie that is meant to depict the early 1970s, the opening scenes of the movie take place in Transylvania in 1780, which is more than a hundred years before the setting of Bram Stoker’s Dracula. It also sets the stage for defining the antagonists. For instance, while Blacula is seen as a force of evil for the remainder of the movie, we learn that it was the original Dracula’s action that resulted in the vampiric state of Mamuwalde, which was the real name of Blacula before Dracula “baptized” him into vampirism and gave him this mock-name. This, and the live entombment of Mamuwalde and his wife Luva establish the movie’s Dracula as the ultimate, albeit only shortly present, white(!) antagonist, while Blacula is a victim whose successive acts of evilness are cause of the condition forcefully imposed upon him. Before his transformation, Mamuwalde seemed to be a refined gentleman with modern 20th century views on the value of human life. His travel to Castle Dracula was organized by his tribe in the Nigerian Delta, who wanted the Count to help put a stop to the international slave trade  and bring his “ancient culture into the community of nations” (B 00:01:36). Dracula is also initially portrayed as a gentleman by offering Mamuwalde’s wife a seat and conversing with the African couple in a sophisticated manner. However, his manners are tainted by representing the European ideas of the late 18th century, as he labels Africa the “Dark Continent” (B 00:01:04)—which was seen in contrast to the “enlightened civilization” in Europe—and he believes that “slavery has merit” (B 00:02:19), a position that would also fit Bram Stoker’s Dracula and his willingness to control and influence “lesser” beings and creatures.

“Movies with an ethnic slant usually dramatize the tensions between the dominant culture and the beleaguered values of a minority community,” and the beginning of this movie, which focuses on the late 18th century, points these out by showing the dominance of “white” societies of that time through the mistreatment of non-white societies (Understanding Movies, pg. 394). Furthermore, there are hints during the movie sections that take place in the early 1970s that the progressive ideas against racial discrimination of the 1960s Civil Rights Movement have not fully penetrated into the society by then. Segregation still seems to linger, as an embalmer notes that he does not “get many whites [at his funeral home]” (B 00:21:57). It is also of interest to note that a blaxploitation film cannot have a black antagonist without having a black protagonist. The title of the protagonist goes to an African American named Dr. Gordon Thomas, who seems to be a merger of the multitude of personalities of protagonists of Bram Stoker’s novel, and who also saves the lives of inapt Caucasian police officers multiple times.

Unlike the two previously discussed Frankenstein characters, the antagonist Blacula seems to be rather close to his literary model. He uses superficial powers like Dracula does, but also shares the Count’s weaknesses. Blacula is immune to bullets, possesses superior strength, is able to turn himself into a bat, seems to have telepathic powers (see B 01:19:00), and can turn others into vampires with only a bite. The people that Blacula has turned to vampires seem to be rather mindless and show more zombie-like behaviors than Dracula’s victims. On the other hand, he also needs to rest in his coffin during the day, as sunlight kills him just as well as fire or a stake through the heart, and he holds an aversion against Christian crosses. He is also one of the few movie Draculas in adaptations who, while not possessing the age or ethnicity of Dracula, spots a moustache just like the Bram Stoker’s Dracula  . Still, Blacula seems to be not utterly evil. Not only was the vampiric behavior forced upon him, but his only motivation for being alive steems from his feeling of love towards Tina, in whom he sees his reborn wife.

Another interesting point is that just like Frankenstein 1970, Blacula is self-aware of the popularity of “Dracula,” as his movies are seen as the “absolute creme de la creme of camp” (B 00:10:47), thus establishing also a kind of critical meta-awareness about the quality of Blacula as a movie.

5. The Legend of the 7 Golden Vampires

The Legend of the 7 Golden Vampires (1974) is similar to Blacula, in that its main theme is a mash-up of different genres. In this case, it follows the raising popularity of Eastern martial arts movies among Western audiences, which was kicked-off by the popularity of actor and martial arts fighter Bruce Lee in the early 1970s. The Legend of the 7 Golden Vampires is a movie that not only exploits this popularity, but also tries at the same time to minimize cultural alienation between western and eastern audiences by mixing the popular western story of Bram Stoker’s Dracula with a Chinese setting, and additionally featuring a multiethnic cast of antagonists and protagonists, while also claiming to be a direct successor to the original Dracula.

The questioning of traditional gender roles and the depiction of interracial relationships are used as another way to draw in female and ethnic audiences. “Feminism—also known as the Women’s Liberation Movement, or simply the Women’s Movement—was one of several militant ideologies that emerged during” in the 1960s, and with its emergence came along the change of traditional gender roles in movies (Understanding Movies, pg. 397). Examples such as Faster, Pussycat! Kill! Kill! (1966) depict women who were just as cunning and able to fight as men  , and The Legend of the 7 Golden Vampires caters to this newly socially accepted role of women in society through two examples. Firstly, the seven Chinese protagonists have a sister who is a martial arts fighter. Secondly, the Swedish Vanessa Buren, who insists on accompanying the two Van Helsings on their journey to the interior of China and thinks “that a vampire hunt would be exiting” (L7GV 00:34:17) does not hold back either when it comes to fighting the undead. Both women thus offer a counterpoint to the two female characters in Bram Stoker’s novel, Lucy Westenra and Mina Harker, who represent the Victorian ideal of women (when not under the influence of Dracula). Furthermore, interracial relationships, which were not publicly displayed until the 1960s  , can also be found between the leader of the seven brothers, His Ching, and Vanessa Buren as one couple and His Ching’s sister and Van Helsing’s son as the second one.

Dracula appears in his original form as the Count only at the beginning and end of the movie, since he forcibly takes over the physical appearance of the Chinese priest Kah. Being “the arch-vampire” (L7GV 00:21:14), he leads the “7 Golden Vampires” for the remainder of the movie. The motive for this take-over of Kah is the same wanderlust that brings him to London in the original novel, as he calls his Transylvanian castle a “miserable place” (7GV 05:34) and his urge to want to take “vengeance on mankind” (7GV 06:33). According to the book, a further motive for his travels is to leave “his own barren land - barren of peoples - and [to come] to a new land where life of man teems” (Dracula, pg. 266) so as to “satiate his lust for blood, and [to] create a new and ever-widening circle of semi-demons to batten on the helpless” (Dracula, pg. 45). The seven Chinese vampires seem to fit the job perfectly, as they lay dormant and await someone to wake them again. Their fictional existence is even supported by Bram Stoker’s novel, which states that “[the vampire] is known everywhere that men have been...and in China, so far from us in all ways, there even is he, and the peoples fear him at this day” (Dracula, pg. 198). However, there is a flaw in the movie’s logic, as it does not bother to describe how it was possible for Dracula to lead the Chinese vampires while at the same time being defeated by Van Helsing in the late 19th century, or why he still continues to exist in China in 1904 after being defeated in the novel.

The seven golden Chinese vampires mentioned in the title of The Legend of the 7 Golden Vampires take on the role of the antagonists for the remainder of the movie, and differ from Dracula in some interesting ways. First of all, unlike Dracula they do not feel the need to spread their reach of terror but instead focus their efforts on one single village in the Chinese province of Szechwan, which is pillaged every year “at the time of the seventh moon” (L7GV 00:10:51) and where they abduct seven young women, who are not just simply bitten, but sacrificed together in an unexplained ritual. Furthermore, they are “not constricted to Christian evil” (L7GV 00:45:40) like Dracula, but instead they cannot touch items or images that are sacred to the “Lord Buddha” or blessed, or else they burn to death (see L7GV 00:19:07). Thirdly, they all need to carry a golden “life medallion” in form of a bat, which is a symbol of their undead life force. If taken away, they slowly lose power and are defeated and cannot be restored unless the medallion is retrieved by one of their undead brethren. They also rely on horsemanship and use swords to fight, while the novel’s Dracula relies on much more subtle methods. They also hide their faces behind masks, since their bodies do not seem to be able to put on a non-undead appearance like Dracula does. Finally, they do not just work alone, but are able to summon other kinds of undeads, such as zombies.

The Legend of the 7 Golden Vampires was a pioneer in the collaboration between Euro-American and Asian cinema, and would be closely followed by titles such as the Western The Stranger and the Gunfighter (1974) and the blaxploitation movie Cleopatra Jones and the Casino of Gold (1975). Their genre-bending heritage can still be felt in contemporary times through famous box office hits like Shanghai Noon (2000) and Rush Hour (1998).

6. Conclusion

Whether it is the science-fictionesque Frankenstein 1970 with its themes of nuclear power, self-awareness of the Frankenstein pop phenomena, and the shadow of Nazi Germany still fresh in memory in the 1950s; the artsy and exploitative Flesh for Frankenstein and its depiction of class struggle, eugenics, and full-blown sex and gore; the blaxploitation movie Blacula addressing racial problems of the past and (then) present, or the Eastern The Legend of the 7 Golden Vampires fighting for and with feminist power and interracial relationships; the themes in those non-mainstream movies differ widely from their literary predecessors, and these differences are highly influenced by the times and circumstances, but also the recognition and diversification of possible target audiences these movies were created for. And as for the physical and psychological changes in the cinematic offspring of the original characters Dracula, Frankenstein, and Frankenstein’s monster, it can be said that, “how and why what frightens us is in some respects historically conditioned and may indeed change over time,” which is exactly the reason why these seemingly “timeless” villains are dragged out of their retirement every now and then and presented to us with a fresh make-up, so that they can live up to their fearsome reputation and the movie-producing companies’ financial goals (Horror Film and Psychoanalysis, pg. 44).



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Studying The Heart Of Mothers And Children English Literature Essay

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The mother is the heart of the family. The one person that children can turn to when life has taken them for a ride that they were not prepared to take. Even when she doesn’t agree with their decisions, she will help them up, dust off their knees, and tell them that she loves you. After she gives them a hug and a kiss on the cheek she will try to steer them in the right direction as they go back out and try to survive the game. This is a real mother. The power of the relationship between a mother and her children can make absolute effective differences. Mothers play big roles in the two short stories “Mother Tongue” written by Amy Tan and “Because My Father Always Said He Was the Only Indian Who Saw Jimi Hendrix Play “The Star-Spangled Banner” at Woodstock” by Sherman Alexie. Mothers inspire their children in a way that it enriches their lives with the passion for learning and their devotion for life.

Amy faces couple of challenges that drives her toward her choice of education. In the beginning of her life she was ashamed and embarrassed because of her mother. And as an attempt to get away from this side of her heritage, Amy, once she becomes a writer, writes with great English and diction, and she uses a plethora of vocabulary. However she soon realizes that she is being someone she is not. She eventually fully realizes her true relationship with her mother, and subsequently allows that newfound knowledge to affect her writing. The first challenge Amy’s going through is the difficulty of being raised by a parent who speaks limited English. This can result in Amy and her mother being judged poorly by others. Being raised by her mother makes her perception of the world heavily based upon the language spoken at home. Alternately, people’s perceptions of one another are based largely on the language used. So, thinking differently than people is one advantage beside thinking of what her mother is trying to say. For example, when her mother says “until that man big like become a mafia” (28), others don’t completely comprehend the real meaning. However, what she really means is that the man becomes big, as in known like a mafia. She uses mafia to metaphorically describe the word “big”, but her accent makes a disapproving sound. In addition, Amy has to help her mother doing her daily essential communications. She says “she used to have me call people on the phone to pretend I was she. In this guise, I was forced to ask for information or even to complain and yell at people who had been rude to her” (29). That means Amy learns a lot just because she has to do this. Amy has more knowledge about communication with people in a very early age. Amy builds that knowledge until she became able to write professionally. The second challenge is the absence of the father. Amy grew up with her mother, so that her broken language sounds complete for her. And even though, Amy is embarrassed of her mother’s broken language, she has to live with it which gives her the chance of developing ways to distinguish what her mother means. Amy has all of her concerns toward her mother and she starts building up her enthusiasm for learning more about the English language.

Amy Tan uses her mother’s language to satisfy her craving of education. She feels that she needs to fill that missing part, which is the language, by studying and going deep into it. The relationship between Amy and her mother is one of wonderful love and comfort, one where they can speak broken English and have it mean something special. Essentially, Amy becomes authentic and true to her roots. She is looking at her mother in an incredible way that she is ignoring the worse part of not being able to be understood by people, and she thinks more about how to develop that situation into something useful. She never looks at the dark side of the situation. She starts thinking in that and she starts answering some questions like “Why are there few Asian Americans enrolled in creative writing programs?” (30). And she estimates that “And that makes me think that there are other Asian-American students whose English spoken in the home might also be described as “broken” or “limited”.” (30). This way she is developing her abilities of thinking using some available source, her mother’s broken language, to improve her own concepts of choosing her schooling. Amy thinks that words are more than just words; sometimes she has to look behind them and read in between to understand the true meaning. Amy thinks that points and ideas are more important than the structure of a sentence or the words used in that sentence. And since learning is not only by studying but it needs to have some kind of a view of the world real needs, she is able to improve her ideas especially after she made comparisons between what is precise and what is opinion-based answer. When she said that standard test can’t determine a person’s intelligence, she is trying to say how people have different ways of thinking and different types of intelligence. Yet these standard tests can only measure a certain type of intelligence, so it is kind of unfair for everybody. And this guides Amy toward writing as she feels that it can offset her mother’s broken language and the unjust of the different tests. Inspired by her mother, she begins to write so that the common man can understand her.

Furthermore, Alexie shows how good the mother is to illustrate that pattern. Good mothers are really sensitive for whatever happens to the family and they care more than any other member in the family for building a successful and harmonious family. Alexie declares that using the position of the mother when a horrible accident happened to her husband. First when the husband tells his son Victor “I remember your mother when she was the best traditional dancer in the world” (400), it gives a reasonable point inside the son’s mind to look at his mother. Alexie commands “After he began to recover, my mother stopped visiting as often. She helped him through the worst, though.” (400). Looking at his mother, Victor realizes that his mother usually gives him a different story than what he hears from his father. At one point, Victor’s father tells him that Victor’s generation does not know anything about music or romance. However, when his mother describes her husband’s failed attempts at playing the guitar, she demonstrates that he is also bad at music or romance. This becomes evident when Victor discusses the separation from his father. He describes the event from three different points of view which are his father’s memory, his own memory, and his mother’s memory. He is confused as to which version really happened, which makes him think more of why this happened to figure out the real event. Victor starts thinking differently as he starts asking questions like “Was it because of Jimi Hendrix?” (400) and he starts making up optimistic imaginations about his father’s return. Victor’s mother is patient and she really cares about helping him as when he goes outside and waits for his father to come back, his mother gives him a quilt to feel warm but she doesn’t force him to go inside. She wants him to dive in his dreams. Victor says “It was so quiet, a reservation kind of quiet, where you can hear somebody drinking whiskey on the rocks three miles away” (401). All that is left over is the negative effect of assimilation, which is represented by the sound of a person drinking alone in the dark. That indicates how Victors gets rid of bad aspects and thoughts about the relationship between his mother and father and how he changes it while he and his mother were waiting for his father’s return. Victor’s mind expands to the wide world. His mother teaches him how he can search for an answer by himself using her own techniques of working out problems using patience. He learned how he can win by losing something he likes and he breaks down the difficulty of being more physical than fanciful when he left his dreams to drive him. He learned a lesson of how he should always rejoice even if the situation does not allow him to do that. All that happen because of the simple conversation he has with his mother and the way he looks at his mother while she is helping his father.

To conclude, the two authors propose great ideas of how mothers take control of the way their children think. Mothers think that those changes can make huge differences in their children’s future. A good mother should grant her own concepts and abilities and shares her knowledge and skills to help her children grow up mentally. Good children care about their mothers and listen and learn from them which build up their own concepts. And this is how people are different from one to another.



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Studying The Greek Goddess Aphrodite English Literature Essay

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In the time when everyone believed that there was no other way but worshiping the Greek gods and goddesses, there were the Olympians. They were Zeus, Poseidon, Hades, Hestia, Hera, Ares, Athena, Apollo, Hermes, Artemis, Hephaestus, and Aphrodite. Aphrodite was the most beautiful goddess of all Olympia, and the goddess of erotic and sexual love (also beauty and fertility). Her name in translation stands for “foam-risen”. She went by other names too, such as Venus, Dionaea (after her mom Dionne), and Cyprian after the island she emerged onto after being formed out of the sea foam.

There are two stories for the creation of Aphrodite. One makes more sense with the translation of her name. It is said that the Titan Uranus had a son named Cronus who cut off his (Uranus’) genitals and threw them into the sea. The immortal flesh in the sea caused foam and thus Aphrodite formed out of a shell among the foam. She then emerged onto the island of Cypress where the sea nymphs showered her with wonderful gifts. Then in other history she is known as the daughter of Zeus and Dionne.

Since Aphrodite is known to be related to Zeus then her siblings would be Zeus’ children. Some of the more important siblings are Ares, Hephaestus, Athena, Apollo, Hercules, Persephone, Dionysius, The Muses, and The Fates.

When Aphrodite was brought up to Mt. Olympus Zeus decided he should marry her, so he picked his son Hephaestus, the ugly and deformed god of fire. Hephaestus believed it was because he was very hard-working, but it’s said that Zeus thought it would be less chaotic if she was unattainable. (It’s also been said to put an end to his own temptations.) Aphrodite had no choice in this union, but it did not stop her from having her side adventures with other men, both gods and mortals. Hephaestus felt so lucky to have the most beautiful woman as his wife that he lavished her with the most beautiful jewelry and clothes that had ever been seen (which he made himself). One of which was her famous magic girdle that made her irresistible to gods and mortals. But the gifts were not enough for the irresistible Aphrodite, so she had many affairs that resulted in many children.

One of her most famous affairs was with Ares, the god of war. She had quite a few children with him. Some of which were Deimos, Phobos, Harmonia, Anteros, and Eros. When Hephaestus found out about Aphrodite and Ares’ affair, he decided to catch them in the act. So he had a net that was impenetrable set over the bed. Then he told his wife that he was going away on a trip and the two lovers fell for the trap. They were caught in bed together and Hephaestus showed the Olympians of their affair, Hephaestus was going to demand all of his gifts back, but Poseidon felt pity for Aphrodite and convinced Hephaestus to forgive her. Aphrodite at one point insisted on an open marriage. She later married Ares anyway.

Another one of her many love affairs were with the mortal Adonis, son of Myrrha and Cyprus. When he was born, Aphrodite gave him to Persephone to take care of until he was grown up. But Persephone fell in love with him and refused to give him up, so, the two stubborn goddesses had to go to Zeus to settle the problem. So Zeus ruled that Adonis would spend 1/3 of the year with Persephone, 1/3 of the year with Aphrodite, and the final 1/3 of the year with whomever he wanted (which he ended up spending it with Aphrodite). He especially loved to hunt so Aphrodite took up the hobby so as she could spend more time with him. But after a while she pleaded with Adonis to give up the game because it was dangerous and she couldn’t bear to lose him. But he refused, and one day on the hunt he was killed by a wild boar and when she fled to him, she turned his blood drops into wind flowers (Anemone Oregana) as a symbol of their love. It is also said that Ares had heard of Aphrodite and Adonis’ love affair and in a fit of jealousy, he turned himself into a bull and ran Adonis to death.

Adonis was not the only important mortal lover or Aphrodite. In Greek stories, Zeus decided to get revenge on Aphrodite. She caused so many gods to fall in love with her that he made her fall in love with the mortal Anchises. The two stories of their love was that she first disguised herself as a mortal and revealed herself to him after they had their son Aeneas (they also had a daughter, Beroe). Then another story is that she first pursued him as herself and he refused her, then she disguised herself as a mortal and did not reveal her deity to him until after she was pregnant. Then it was said that Zeus murdered him when he revealed the affair he had with Aphrodite to other mortals. A few more of her lovers were Dionysius, Hermes, and Poseidon.

Not only was this goddess famous for her various sexual activities, but also for starting the Trojan War. A wedding took place among the gods and goddesses for the union of King Peleus and Thetis. Eris the goddess of Chaos was not invited and in anger she tried to crash the wedding, when not let in she threw a golden apple in the middle of the floor for “the fairest”. Hera, Athena, and Aphrodite all believed themselves to be the fairest and began fighting over the apple. Zeus could not decide who was, so he left his son Paris (Prince of Troy) to decide. In the end he chose Aphrodite because she had the best bribe for Paris, this was Helen of Troy who was abducted from the Greek King Menelaus. To get her back, the King declared war, and it was the Trojan War. During this war, her son Aeneas fought. Athena, who liked to meddle in lives just as Aphrodite did, gave Diomedes the power to see the immortals on the battlefield. She told him he should stay away from all the gods and goddesses but he could stab Aphrodite. When Aphrodite helped Aeneas by shielding him from all of Diomedes attacks, Diomede lunged at Aphrodite and cut her hand. She fled to Mt. Olympus where Zeus told her to stay away from warfare and only worry herself with matters or marriage and love and so on.

The goddess had many affairs, but she never felt guilty, she liked being able to get whoever and whatever she wanted, but she was always ready to help deities and mortals get the love that they wanted. She was even said to be very generous and always very friendly. Aphrodite was one of the very well-known out of all Greek gods and goddesses, and even though she slept around a lot, she gave everyone something to talk about and made lots of babies. Which I think many gods, goddesses, and mortals appreciated.



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Reviewing The Issues Of Love English Literature Essay

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The floorboards creaked as he trod anxiously along the narrow passage leading up to the rickety old door. A key turned to reveal a drowsy room. Canopy of webs hung on the four sides of the wall. A single bed stood on the corner and a hardwood dressing table in the other. He walked over to the table and carefully seized the letter between his fingertips.

“When you receive this letter, I will no longer be here. I loved you... brother. Ever since I was a child you were always affectionate towards me brother. I used the perfume you liked, put on the dresses you like. I even let my hair grow long; you liked it that way. You watched me like an enchanted man. You always said I was beautiful and gave me kisses.

When I was 13, I received my first lipstick. It was a present from you brother. And for my prom you gave me a beautiful lace dress. It was my favourite.

I was trying to escape from your accursed charm. That’s why I chose that man. And ever since that day, I saw that maybe if I had stayed with him, I might have been happy. He carries the aroma of a summer’s day. This is why I chose him- he was your perfect opposite. No matter how I looked for it, there was nothing in him to remind me of you.

But that time I saw it brother, your true face behind your mask. I know you. You heart is black as coal. When I’m gone you’ll probably pretend that you’re searching for me with all your heart and soul. You want everyone to say ‘Ah, he cares so deeply for his sister! He must be in so much pain now...’ But we already said our farewells.

I am always out of luck when times become tough. I’m sure nobody would realise the truth. Yes, when it comes to you, I’m sure luck will always be on your side. “

His cold eyes swept over to the lifeless body spread across the bed. White as snow, she laid there with crimson blood painted in her hand and a pair of rusty scissors wrapped around her lifeless fingers.

“The truth about your face below the mask, you keep hidden from the world- your greatest secret. In the basement, secretly and silently, you feigned the disappearance of your own little sister. You imprisoned me in the basement of our own room. You put shackles on my wrist, you confined me. You drove me to suicide.

“How can you ever think of an engagement with that man? You are only mine... ever since we were children. I don’t want to be apart from you. I want you to stay with me and only me. You’ll never smile like that for anyone else. Or how else can I stop myself tearing off those eyes and that neck! Don’t look at anyone else with those eyes. I won’t let anyone else hear that voice. Even if you don’t speak to me, even if you detest me, I don’t mind. I just want you to be by my side.” you’d say with those mad eyes. I was so scared of you.

You are self-righteous. And I am entwined in your words of love and madness. But this time I’ll escape from you. I will never make the same mistake twice; I’ve arranged everything. In one week’s time from the moment I go missing, he and the authorities will receive letters from me. That’s right, brother. Thing will not go your way this time.”

Momentarily, footsteps closed in through the door.

Bang!

The door started knocking violently as he looked towards the girl, lost in his world.

“This will be the end of our secret affair. Of course, they will search this basement. Somewhere deep inside me, I thought that if you loved me, even this was fine with me. But this is my revenge, brother.”

As he tried to grab the girl in his hands, the figure stared back with beady liquid eyes. The girl reached his face as he gawked in wide eyed horror. He leaned in to her, smelling the scent of her skin- rose, yet a tinge of festering flesh. Unable to read on, he dropped the note on the ground but the words still echoed in his head.

“Hey brother, did you know that you saw me in your own reflection...that you loved me because I had the same blood as you? Was that really me? Was ‘I’ the one wearing that black dress? Was ‘my’ long hair trailing behind? Was ‘I’ the one who put on my lipstick and danced in the moonlight? Who was the one you were watching with those enchanted eyes? Whom did you call ‘so beautiful’ and whom did you kiss? Who was the one bound in chains that you made love to? That wasn’t me at all, was it?”

He reached up to tangle his hands in her hair, losing himself in the pleasure of his kiss. Intoxicating as he had remembered. He felt a spark of coldness that radiated from her lips that suffused his body, with intense passionate need.

“Hey brother, did you know you were one corrupt, perfectly narcissistic flower yearning for its own reflection in the calm waters?”

Suddenly, a crowd of policemen gathered into the room as the door was bolted open. Lipstick smears his face as he pulled slowly away from her, plastering on to her a quirky smile.



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Literature Suggests Effective Mission Statement Includes Various Features Marketing Essay

Marketing » Literature Suggests Effective Mission Statement Includes Various Features Marketing Essay

Literature suggests effective mission statement includes various features (1).

Our mission at Health-Hab is to enhance the overall quality of life and the health of the community. The variety of fitness programs and sports facilities help our members realise their goals both mentally and physically, improving their health and instilling in them the sense of self-worth. We provide a trained staff and personalised attention to the members with our state of art equipments inspiring life changing experiences. We strive to become synonymous to fitness and good health at London, the hub of fitness conscious people.

Health-Hab is targeting Westminster market which has a substantial residential population, consisting of working class people. Targeted segment are potential customers earning above £20000, almost 55.51% of total households. This segment has few top health clubs as competitors.

Organisation’s current situation needs to be analysed for the planning through environmental scanning, systematic collection and interpretation of data.

Internal audit

This is used to analyse the situation inside the organisation, its Strengths and Weaknesses.

The analysis is based upon Michael Porter’s 5 force model (2).

Women: One third overweight; a fourth are obese. (3)

Men: 41% overweight; 24% are obese.

The incidence of obesity using BMI is steadily rising.(3)

Many consumers are unaware of how much exercise they should be doing. (4)

Childhood obesity on the rise. (5)

Participation in sports increasing.(6)

Owning some type of keep fit equipment, such as an exercise bike or rowing machine, is growing in popularity, especially during the past two years.

The Nintendo Wii games console was launched recently has found in 5.5 million UK households (20.5% of the total).

Traditional Sports club model on decline. Upward trends in activities.

External audit

This is concerned with the uncontrollable variables such as business and economic variables. The analysis is based on Pestle model (7).

UK government has pursued a strategy of public health promotion policies to persuade adults to increase physical activity they do.

Overheads rising inexorably: legislation concerning the National Minimum Wage cost of electricity, rents.

Public awareness of the benefits of regular exercise is an important factor in helping persuade people to sign up to health and fitness club membership. The Fitness Industry Association (FIA) runs a number of national promotions to encourage consumers to become more active.

Falling levels of Personal Disposable Income.(8)

The core target 25-34 age bracket is set to grow between 2009 and 2014, something which augurs well for the industry.

Upward projected trend in retired population.(9)

UK household sizes show a negative trend.

Recession: consumers deal-hungry and they are always on the lookout for special offers, importance of customer service.

Focus on Staying Healthy remains major despite recession. (Just under quarter consumers have cut back on visiting a private health and fitness club)

SWOT Analysis: (10)

A SWOT analysis has been carried out through an external audit of the business environment using the PESTLE model and through an internal audit using Porter’s 5 forces model:

S-O strategies: Pursue opportunities that are fit to company’s strengths.

Increased packages for children, senior citizens.

Introduce budget deals.

Introduction of sports club membership with fitness membership.

W-O strategies: Overcome weakness to pursue opportunities

Follow mix strategies to develop new products for upcoming markets combined with penetration of existing markets.

S-T strategies: Strength to reduce vulnerability to threats

Encourage people to exercise regularly in a social environment.

W-T strategies: Defensive plan against weakness making organisation susceptible to threats

Do not follow a competitive strategy against the leading market players.

Market Structure

UK health and fitness clubs market approaching £3 billion.

Past 6 years show the market growth by quarter in terms of memberships and new openings.

Members

Index

£m

Index

Average revenue

m

per member

2004

4.2

100

2044

100

487

2005

4.35

104

2110

103

485

2006

4.69

112

2268

111

484

2007

5.18

123

2500

122

483

2008

5.24

125

2520

123

481

2009

5.26

125

2525

124

480

2010

5.27

125

2536

124

481

Membership increased by 25% and market size by 23% from 2004 till date.

Market Trends

Records show that past 18 months have seen the emergence of budget health clubs following the ‘no frills’ model. Culture of fitness centres with facilities like 24X7 grocery shop is on rise. This has dramatically increased market penetration.

Lesser market penetration because of cost barrier.

Digital media, social networking sites, member referrals are gaining importance as promotional media.

Majority revenues from joining and membership fees which is increasing as competition eases. (11)

Overweight and obese women are found mainly among the poorest households.

David Lloyd and Fitness First are still the market leaders in terms of fitness business.

Factors such as increase in obesity, per-capita income because of phasing out of the recession shows a positive future for health industry.

The overall market penetration has been constant at 10.5% adults and market value could be approximated to be stable at £2.5 billion since past 2 years.

The product life cycle analysis of the health and fitness clubs in UK would establish the stage of the industry in context to the current market.(12) Health-Hab has been into the market as a significant player for quite some time, being introduced into the market 3 years hence, currently it could be categorised as transiting from “Introduction” to the “Growth” stage which therefore would require more market penetration, product range extension and the market development strategies to be included as product/ market strategy.

The theory of “Diffusion of Innovation” takes into account Rogers (13) classification of adopters which when plotted with time gives an “S” shaped curve and the approximate market share as per the adopter category, time which can be captured or forecasted.

The current market share as in the transiting Introduction- Growth stage targeting the “Early adopters” and “Early majority” could be in range of 10-20% of target market share.

Market Segmentation (14)

It is the means by which company seeks to gain differential advantage over its competitors.

Various criteria for effective segmentation are:

It is distinct from the others.

It exhibits common needs and hence is homogeneous.

It can be divided over Gender, Price or Interests.

The customer segmentation goes as:

Fitness Freaks: These are particular about equipment. As long as appropriate equipments are available, these lock into long term commitments.

Weekend Visitors: These do not lock into long term gym commitment, instead like freedom to visit gym if opportunity exists. They look for special, periodic offers.

Gym dwellers: These love to be in gym for reasonable price and better atmosphere.

Families: A very small percentage of gym market, they look for “something for everyone” packages.

Senior Citizens: Fastest growing membership in last 10 years, due to increased focus on physical activity.

Business Travellers

Tourists

Forecasting:

Market forecast predicts numbers, trends and characteristics in future for the target market.

Based upon the assumptions, the current consumer expenditure and the population trends the market forecast for the fitness clubs is:

The average revenue per member shows an approximate constant value, with an increasing membership which means increasing profits.

Portfolio Summary

The portfolio summary combines information from SWOT and the overall competitive position indicating the relative importance of each customer/ market segment for the business. The idea of a portfolio is to meet company’s objectives by balancing growth, sales and risks. The nature of portfolio would depend upon market size and individual product growth/ decline. ‘Experience effect’, ‘economies of scale’, market growth etc. Hold profound implications for the firm.

Portfolio performance for Health-Hab as analysed using various models is summarised as follows:

BCG matrix (15)

Health-Hab could be currently placed as a “Question mark” as it is categorised with high business growth and a relatively not a dominant market share. The strategies need to be implemented such that it gains a position of ‘Star’ and eventually a ‘cash cow’. The current position is reasoned to be a result of recession hit market which shows bright signs of improvements and thus immediate growth prospects. Also Health-Hab is a relatively new market player, still performing reasonably well as compared to established market leaders. The usage of cash has been high because of the marketing requirements to establish a brand name as its transition from ‘Introduction’ to ‘Growth’ stage.

Directional Policy Matrix (16)

Direction of future growth in terms of ‘Grow’, ‘Invest’, ‘Harvest’, ‘Divest’ could be analysed using a DPM.

A decision could be based upon the following mentioned criteria:

The horizontal axis represents scores in strength and weaknesses.

Vertical axis quantifies attractiveness to the organisation of each important segment.

The circle sizes are relative to current turnover in each year.

The darker circles indicates forecast in next three years.

The above attractiveness has been calculated for Year0, the same has been calculated for Year3 as well to plot the forecast in the DPM.

The key objectives in this stage are to ‘Create value proposition’ by understanding customers’ needs and attractiveness of relative segments. Strategies are then formulated at corporate level to achieve profit objectives.

Gap analysis

The GAP analysis helps to compare actual performance with the potential performance.

It could be categorised into following:

Product Gap: Positioning or segment gap from which the organisation is excluded.

Competitive Gap: Results from competitive performance of the organisation.

The operations gap needs to be filled by increasing market share and improving sales mix.

The strategy gap can be filled by entering new segments, expansion and product developments.

As can be inferred from the above sections and the Directional policy matrix, following gaps exist that needs to be filled using efficient product/marketing mix.

Strategies need to be implemented to improve internal strengths to attract more senior citizens as it is one of the promising markets in near future.

A focus on socialising opportunity to attract Families and other socially inclined gym members may increase the revenue.

The growing need for the personal trainers and personalised training programs including dietician/ health advice need to be tapped.

Special seasonal offers and package deals are required to attract ‘weekend visitors’ segment of the customers.

Health and beauty treatments inclusive of spas, saunas need continuous investment and innovations to keep the competitive edge.

Special weight loss packages with beauty treatments may appeal to the women who are more obese in number than men.

The budget offers for long term commitments need to be introduced to utilise the boom in ‘no frills’ budget gyms.

Price, product, promotion mix should be analysed for the two main competitors.

Increasing trend in sports can be tapped in by introducing sports membership and the concept of sports club.

Packages to attract and fight child obesity would be a Corporate Social Responsibility effort as well.

Any cash invested in promoting plans for tourists, business travellers, may be withdrawn as the market holds extremely less business/ market share.

Health and beauty treatments for ladies including sauna, steam rooms and studio classes need more focus.

Healthy snacks with meal ideas could be implemented in near future; intermediate drinks with calorific focus are found to be the best sellers in the health club research.

An idea of clubbing a super store to facilitate the idea of shopping basic necessities in an idea to be explored in future.

Strategic focus

The objectives could be set for each product/ segment of the Fitness club which would further result into working out the core-strategy.

Ansoff Matrix (17) could be used to identify the courses of actions for Health-Hab:

Realising the strengths of Health-Hab, the forecast as per the DPM and the Ansoff matrix, the marketing strategy for the organisation is to focus on ‘Market Penetration’ for the already lead segment to continue the profit margin and ‘Product Development’ to tap the opportunities in the promising and upcoming market segments.

Product deletion is not required as Health-Hab is not investing separately for any customised packages for low profit segments i.e. tourists, business travellers.

Competitive analysis/Strategies

Michael Porter has suggested the below four competitive positioning strategies:

Overall cost leadership

Differentiation

Focus

Product Leadership

There could be four competitive strategies based on the market positioning:

The current Health-Hab’s position is ‘Market challengers’ hence the strategies it focuses on is increasing its market share not attacking the market leaders. Instead the strategy is to focus on the same size competitors which are locally present. We would focus on weaknesses or gaps in competitor’s market coverage to build upon the strengths and increase endurance before we may set an objective to become a market leader.

Marketing mix generally comprise of the 4 Ps namely: Product, Price, Promotion, Place.

Product Strategies:

The unique features/ packages offered by Health-Hab to its customers are:

For prospective clients:

A free advisory introductory session by a trainer who can give the tour of the club, teach the exercise regimen.

A free 3 sittings pass to the guests to be claimed at any location.

For standard clients:

A standard membership of 3 months duration at a monthly charge of £40, valid only at a single location.

A premium package at £45 monthly can be utilised at any location.

Personal training sessions at £15 per session. A dietician, gym trainer sessions are inclusive.

Family package, i.e. 4 enrolments from a family at £35 monthly at any location.

Sports club membership inclusive of activities like hiking, rock climbing, volleyball, football, swimming etc. In addition to gym membership available at £65 monthly.

We provide crèche facilities for ladies gym members at an additional charge of £5/session.

Budget yearly contracts at £35/yearly.

Customised packages for women with weight loss requirement of 10 kgs or above.

Discount packages for members with 4 or more referrals, seasonal packages introduced frequently to let the people have an ultimate gym experience.

Special packages for obese children also stressing upon the need of physical activities such as sports at £30/monthly.

Discount packages for senior citizens with a free pick and drop facility for members aged 70 years or above. Dedicated attention with personalised exercise regime and trainers aged 45 years or above, priced at £35/monthly.

Frequent social events for all the members with increased frequency for all the members aged 45 years or above.

Online bookings available to book studio classes or personal training sessions.

Telephonic/ Online enquiries available.

Recreational facilities:

Availability of sauna, spa experience.

Other beauty treatments also available.

Healthy and hygienic food available with specialised dietary meals as well.

Packaged diet as advised by dietician also available if ordered an hour in advance.

All above facilities are charged extra as per usage.

The above product strategies are based on the market growth characteristics as depicted in the product/market life cycle model below. It focuses on the mix of characteristics from ‘Unique’, ‘Product Differentiation’ stages.

Pricing Strategies:

Pricing is the key part of marketing strategy and needs to be managed intelligently.

The possible competitive price spectrum is:

Pricing can also influence the position of product in the market e.g. high price may convey an image of exclusivity, better quality or design.

A better positioning provides a competitive edge.

A Price Sensitivity Meter (18) approach has been utilised to find the best perceived price for the standard membership package.

The optimal price as perceived from the PSM turned out to be £35. The prices for Health-Hab have been set at value 14% higher than the OPP i.e. £40 to convey an image and quality message. The strategy followed is ‘Captive’, charging higher products in the product line as high. ‘Special event’, ‘Discount pricing’ are offered as per the existing market conditions. Still, the price could be affordable and is in line with the competitors’ clubbed with higher quality and better deals to the customers. The company follows some level of ‘Penetration pricing’ strategy for few of the newly introduced packages, by a method of discounting the rates to near OPP for a limited period of time, to boost the sales and familiarise customers with the product. Thereafter, the prices are raised gradually once the package has been established.

Prices are reasonable for its offerings and it targets customers from middle and upper middle class residents, with deals for lowers income groups (high duration contracts) as well.

Promotion Strategies:

Following aids would be included in Health-Hab’s promotional strategies:

Print/ Television advertisements

Website

Flyers

Social networking sites e.g. Facebook

Text adverts online, Google click ads

Word of mouth

Brochure in downloadable format (Initiative towards environment conservation)

An online tour of the gym and facilities

Sports magazine

Sports team sponsorship (local, small scale events)

Referrals

Referrals would be used to increase the membership as well as providing attractive discounts to existing customers.

The existing customers would get reimbursed of the registration fees if their referred customer enrols with Health-Hab and continues for 3 months.

If a customer makes more than 4 successful referrals, he would be entitled to premium package at the rates of standard one.

Ten customers would get free one year membership for making maximum successful referrals.

Health Campaigns

Health-Hab will hold regular health campaigns with The Fitness Industry Association (FIA) that runs a number of national promotions to encourage consumers to become more active.

Senior people, children will also be covered under these campaigns.

Corporate Promotions

As the Westmister’s population contain a significant ratio of working population, promotional campaigns would be held at the corporate offices, with a focus on pursuing the importance of good health for improved productivity and increased focus at work. Health-Hab would look for corporate tie-ups.

Customer Care

Known for its superior quality, we would entertain all the suggestions or information about faulty equipments online as well as at front desk.

Place/ Distribution Strategies:

The above strategies hold validity for goods or products in existence not for the service industry.

In addition to above strategies, we assure quality staff including gym instructors, personal experts, dieticians etc. Ongoing training sessions would be held every three months to ensure well motivated and oriented staff including membership consultants and maintenance staff.

The complete marketing plan is based on Malcolm McDonald’s model with different stages supported with related theories and concepts.

The Ashridge Mission Model from Andrew Campbell is a method that can be used to create or analyze a Mission, Sense of Mission and Mission Statement. It contains the following four elements which should be linked tightly together, resonating and reinforcing each other to create a strong Mission:

Purpose

For the benefit of the shareholders

For the benefit of all its stakeholders

For the benefit of a higher ideal, going beyond merely satisfying the needs of its stakeholders.

Strategy

The commercial logic for the company. Strategy links purpose to behavior in a commercial, rational way.

Values

The beliefs and moral principles that lie behind a company's culture.

Values give meaning to the norms and behavioral standards in the company.

Policies and Behavioral Standards

Guidelines to help people to decide what to do on a day-to-day basis.

Michael Porter’s 5 Force Model

Porter's five forces is a framework for the industry analysis and business strategy development. Three of Porter's five forces refer to competition from external sources while the remaining three are the internal threats. It is generally known as Micro environment analysis.

Trends in BMI of adults in England

Trends in body mass index (BMI) of adults in England, 2001-07

Under 25

25-30

Over 30

Men:

2001

32.4

46.6

21

2002

34.5

43.4

22.1

2003

34.6

43.2

22.2

2004

33.5

43.9

22.7

2005

35.3

42.6

22.1

2006

32.9

43.4

23.7

2007

35

41.4

23.6

Women:

2001

43.6

32.9

23.5

2002

43.5

33.7

22.8

2003

44.5

32.6

23

2004

45

33.9

23.2

2005

43.5

32.1

24.3

2006

43.9

31.9

24.2

2007

43.6

32

24.4

Source: Health Survey for England 2007/Mintel

Consumers’ knowledge of how much exercise they should do, compared to government recommendation, 2007

Men

Women

Proportion who thought adults should do:

Equivalent to current minimum recommendation

6

9

More than current minimum recommendation

25

23

Less than current minimum recommendation or did not know

69

68

Source: Health Survey for England 2007/Mintel

Childhood obesity on rise.

Trends in incidence of overweight or obesity among children aged 2-15, 1997-2007

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

% point change

1997-2007

Overweight

13

14.1

14

12.5

15.1

13.8

14.6

15.2

14.3

13.7

14

+1.

Obese

12.6

13.4

15.1

14.3

15

17

16.6

18.8

18.3

16

16.5

+3.9

Overweight and obesity prevalence, by household income and gender, 2007

Highest income group

2nd highest income group

3rd highest income group

4th highest income group

Lowest income group

Men:

Overweight

44

40

39

36

42

Obese

24

22

23

27

17

Women:

Overweight

29

31

33

34

36

Obese

19

23

26

25

24

Source: Health Survey for England 2007/Mintel

Pestle’s Model

PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. Further Legal and Environmental factors rearrange the mnemonic to PESTLE.

Falling levels of personal disposable income

Trends in personal disposable income and consumer expenditure, 2004-14

PDI at 2004 prices

Index

Consumer expenditure at 2004 prices

Index

£bn

£bn

2004

808.8

100

776.3

100

2005

833

103

791.8

102

2006

842.9

104

808.2

104

2007

850.9

105

834.1

107

2008

853.5

106

845.8

109

2009

853.5

106

827.2

107

2010

859.4

106

829.7

107

2011

874.9

108

843

109

2012

892.4

110

859.8

111

2013 (proj)

909.4

112

869.3

112

2014 (proj)

925.7

114

884.1

114

Upward trend in retired population

Forecast adult population trends, by lifestage, 2004-14

2004

2009 (proj)

2014 (proj)

% change

% change

2004-09

2009-14

Pre-/no family

13531

14080

14357

+4.1

+2.

Families

13476

13766

13762

+2.2

0

Third age

12442

13170

13446

+5.9

+2.1

Retired

9531

10065

11357

+5.6

+12.8

Total

48980

51081

52922

+4.3

+3.6

SWOT Analysis

Strengths:

Extensive experience of the owners in the fitness industry.

Well renowned and established in various parts of UK.

Qualified staff and personal attention to the members.

State of art modern equipments.

Thorough safety measures approved by the UK sports council.

Customised packages for all major market segments.

Weaknesses:

Less packages for upcoming market segments.

Less focus on Senior citizens.

Relatively newer player in the market.

More cash requirements to penetrate the existing markets and diversify further.

Opportunities

Child obesity on rise.

Health’s focus increasing amongst senior citizens.

Increasing inclination towards sports.

Consumers unaware of exact exercising needs.

Large population of men/ women are obese.

Core target 25-34 age bracket is set to grow between 2009 and 2014.

Upcoming trend of budget ‘no frills’ model.

Threats

Potential economic downturn.

Growing trend of keeping household exercising equipments.

Presence of well established competitors.

Nintendo Wii games may appeal to those in need to lose a bit of weight.

Revenues from joining fees/registration

2004 (£m)

2006 (£m)

2008 (£m)

% change

Membership/joining fees

1615

79

1769

78

1966

78

21.7

Other revenue (e.g. beauty, sun beds, bar, food, shop, etc)

429

21

499

22

554

22

29.1

Total

2044

100

2268

100

2520

100

23.3

Product Life Cycle (PLC)

Product life cycle (PLC) deals with the life of a product in the market in terms of commercial / sales measures. Products require a mix of financial, marketing, human resource, manufacturing strategies as per the stage in which it falls. The concept could be extended to intangible products/ industries as well.

Diffusion of Innovation

Diffusion of Innovations states how, why, and at what rate new ideas and technology spread through cultures.

Various elements of diffusion of innovations are:

Innovation

Communication channels

Time

Social system

The adoption process involves 5 stages: knowledge, persuasion, decision, implementation, confirmation. The adopters could be categorised into Innovators, early adopters, early majority, late majority and laggards.

Market Segmentation

Identification of a proper market segment is essential as unless a company succeed in identifying a viable market segment for the product it would fail to achieve differential advantage and would just become a company selling ‘me too’ products. It falls into natural groups or segments which contain customers exhibiting the same broad requirements.

Target Market

Multi segment /Differentiated

BCG Matrix (Boston Consulting Group)

The theory is used to determine the priorities to be given in the product portfolio to ensure long term value creation. The company should have a portfolio of products which may generate and use cash. The two dimensions described are the ‘market share’, as it is an indicator of products ability to generate cash and ‘market growth’, as an indicator of product’s cash requirement.

Market share: Relative ratio of the market share as compared to the competitors’. A ratio of one or greater is supposed to be high else otherwise.

Four quadrants of the matrix could be explained as:

Cash cows:  High market share in a slow-growing industry, generate cash in excess of the amount of cash needed to maintain the business, require minimal investment.

Dogs: Low market share in a mature, slow-growing industry, units typically "break even", generating barely enough cash to maintain the business's market share, thought that should be sold off.

Question marks:  Low market shares they do not generate much cash, result is large net cash consumption, has the potential to gain market share and become a star, and eventually a cash cow when the market growth slows else dog in other scenario.

Stars: High market share in a fast-growing industry, sustaining the business unit's market leadership may require extra cash.

The balanced portfolio has:

‘stars’ whose high share and high growth assure the future;

‘cash cows’ that supply funds for that future growth; and

‘question marks’ to be converted into stars with the added funds.

Directional Policy Matrix (DPM)

The model measures the market health and the strength to pursue the further stand in the market. Various criteria to place the enterprise on appropriate positions in the matrix are:

Value of the product

Quality of the product

Market share

Experience

Threats of substitutes

Bargaining power of supplier, buyer

Experience

Customer loyalty

Reputation

Staying power

Competition

Ansoff Matrix

It is a tool to assist business in deciding their product/market growth strategy and set a direction. Four main courses of actions could be identified:

Market penetration: Selling existing products to existing markets

Market extensions: Extending existing products to new markets

Product development: Developing new products for existing markets

Diversification: Developing new products for new markets

Van Westendorp's Price Sensitivity Meter

The Price Sensitivity Meter (PSM) is a market technique for determining consumer price preferences. The traditional PSM approach asks four price-related questions:

At what price would you consider the product to be so expensive that you would not consider buying it? (Too expensive)

At what price would you consider the product to be priced so low that you would feel the quality couldn’t be very good? (Too cheap)

At what price would you consider the product starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it? (Expensive/High Side)

At what price would you consider the product to be a bargain—a great buy for the money? (Cheap/Good Value)

"Point of marginal cheapness" or PMC : intersections is that the crossing of "too cheap" and "expensive" can be the lower bound of an acceptable price range.

"Point of marginal expensiveness" or PME: intersection of the "too expensive" and "cheap" lines can be viewed as the upper bound of an acceptable price range.

 "Optimal price point" or OPP: intersection of the "too cheap" and "too expensive".

McDonald, Malcolm. Marketing Plans. 5th ed. Butterworth-Heinemann, MA, 2002, Chapters 1-7.

http://academic.mintel.com/sinatra/oxygen_academic

http://www.quickmba.com/strategy/swot/

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http://en.wikipedia.org/wiki/Product_life_cycle_management_(marketing)

http://en.wikipedia.org/wiki/Diffusion_of_innovations

http://en.wikipedia.org/wiki/Growth-share_matrix

http://en.wikipedia.org/wiki/Van_Westendorp's_Price_Sensitivity_Meter

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