Of Mice and Men - Curleys Wife Essay Example for Free

Of Mice and Men Curleys Wife Essay Curleys wife is the only women in the ranch, as we learned from the previous chapters, and is not given a name as she is seen as Curleys property. First destined to be an actress as she recounts to Lennie, Candy and Crooks, her chances were taken away by her mother who thought she was too young and she so ended up at the ranch by marrying Curley, concerned in getting away from her opportunity-breaker mother as soon as possible. From this we can already observe her high self-esteem, thinking it was only because of her mother that she didnt end up in acting, not because of her possible lack of great talent. But marrying Curley wasnt maybe finally the best choice. Confined almost all day in a two-by-four house, she has to listen to her men-hater husbands only conversation about what he is going to do to the fellows he doesnt like, or to support his non-care about her. She doesnt like him, says he is too selfish and proud of himself (we can notice that these are also two of her self-characteristics). These facts lead her to become lonely and hostile to men, regarding them as responsible for her bad situation. The only benefit she uses from her marriage is her superiority against the other men, being the wife of the bosss son and so having the power of having them fired, power from which she abuses, for example by forcing Lennie, Crooks and Candy to speak to her. This shows her manipulative and intelligent character but also her tremendous loneliness. She is mean, bitter and prejudiced against them (she calls them the weak ones, hobos, and discriminates them by treating them respectively of dum-dum, nigger and lousy old sheep), but she has an irrepressible need to talk to them.

You Are What You Eat Essay

You Are What You Eat Essay You are what you eat is a phrase a lot of people use. Im not sure who came up with that phrase but it is very true. Food is a big part of what bring people together here in Yap. Most gathering on island during celebration looks colorful because of all the variety of local food, including fruits and vegetables. The people of Yap are friendly and they have the habit of offering food and drinks to visitor that comes to their place. It is very offending if the visitors do not except the food that was offered to them. Nowadays people would still offer food to visitors but what they have is not healthy food. Most are ashamed of eating to eat healthy food; a can of tuna is better than crabs. This attitude also transfers to all a lot of children, most would rather have luncheon meat, hotdogs, corn beef, or even turkey tail in as their food rather than fish, crab or clam. So, In addition, most of the foods eaten here in Yap are store bought food because it is that is fast and easy to eat. It may taste good and it is easy to make, but is modern food good for us? When ask an individual they would tell you that it is not. When an individual is asked, he or she would say it is not good, but what is said and what is done are two totally different stories. What they say and what they do is two totally different stories. How we eat and what we eat shows people how we were raised and what kind of person we would turn out to be. A person People who watches what they eat and does exercise is are more likely to be healthy. A person eating junk food who sleeps a lot and does no exercise would probably be obese and more likely to be diabetic. In the real world, it is not easy for a child children to stick with a healthy diet because what they see they copy. Parents who mix sugar in their drinks have children that also do the same thing. It is also the same with alcoholic parent their children are more likely to be alcoholic. It is up to the parents or the person taking care of the child to play a big role in not only making healthy choices for children and teaching children to make healthy choices for themselves. Before children likes to swim, play tag with other children or even jump rope but nowadays you hardly see children doing that. Most children spend their time playing games or watching television and eating junk food. The advertisements on television does not help children to eat better. What the children sees on TV to them looks delicious and appetizing, so they would pester their parents to get it for them. If parents or the person taking care of the child is a lenient one, the child would get what they he or sh e wants. The hospital can also help with the support and information the parents and caregivers needs to make healthy choices while instilling healthy eating habits in children that will last a lifetime. Health providers should help the communities to understand the consequence of eating imported food. Long before the foreigner came, people teach by showing examples and explaining things. The old teaches the young what is good to eat and how to go about fixing it. No one worries about gaining weight having cardiac problem or even having high blood pressure. People only eat local food and they live long and stay healthy. Today our way of leaving is declining because of all this easy to get food from the store. We have doctors, nurses and scientists telling us how to manage our lives. They also tell us to go back to the way we used to eat, which is good but hard because most of us grow up with modern food or imported food. When people attend a celebration or even a small gathering, food is one of the things people like to share but instead of eating local food, they would eat imported food (Needs Assessment for Micronesian Health Care in Hawaii 13). Today with people coming back from school with all this idea in their head on how to better help the people of Yap States. They go aroun d saying people should not do this or do that because of too much sugar, instead of showing and saying that they can eat this kind of food, but not all the time. Even in the hospital, nurses sometimes give wrong information to inpatients, especially to diabetic once. Some nurses would tell the patient not to eat certain local food because it contains sugar. In reality the patient can eat the food because it is local, but not all the time. One of the things that help people in Yap long time ago to stay healthy is exercise. Everything Yapese people do is a certain kind of exercise. Even going from places to places people either walk or go by canoe. Getting firewood is also not an easy task but the women also do this kind of work. They cut and gather two to three baskets of firewood for their own house. The women go to taro patches clean and harvest the taro which is not an easy job. Sometimes harvesting taro for the family a women would do that two to three times a week with one to two basket of taro. Sometimes they would climb up or look under the coconut tree for leaves to cut and weave it into basket for the taro. They also do gardening and most of the time the males do not help. They cut small trees, vines pull up grass or weeds and they even burn down big trees so that they can plant seeds underneath. They would carry the taro home and also cook it. They take care of cooking for the whole family, cleaning the house , and taking care of the children with the help of the young girls if the family has any. The ladies do not have that much free time to hang out with their neighbors because almost everything around the house they are responsible for. Girls have the responsibilities to help their mothers with the chores around the house. This paragraph needs to be written in the past tense as it is a discussion of the past As for the men fishing is one of the things they do for their families and relatives. They would either go spear fishing, netting, using lines or trolling by boat. Trolling and line fishing is more relaxing then netting and spear fishing. Netting and spear fishing is one kind of fishing that deals with swimming or diving around in the water. For the women only few of them goes fishing for their families but the rest do not. The men also have the responsibility to build houses for his family or help his extended families with their houses. Sometimes, the men would help with preparing the garden. If the men are not fishing they are building canoe or teaching young boys how to build things. Most of the time, the men are the once who climb coconut tree to get coconut for the family and they also climb and harvest betel nut to chew. The boys help with the climbing and sometimes the girls if the family does not have boys. Past experience also The pacific island countries are in a state of transition. Pacific island people are changing very fast from a lifestyle which is very healthy, with farming, fishing, walking and gardening, to a less healthy lifestyle where food and goods are purchased and not produced locally, people use cars, and generally there is less physical exercise. The increased migration from villages areas to towns and cities has also meant a big change to the pacific way of life. Today people do not have enough exercise they spend most of their time watching television and when they want to go somewhere they go by car. Climbing coconut is another way of exercising which few people are still doing it. The taro patches is over grown with weeds because people are too lazy or do not care to clean them. People have the tendency eat and lay down to rest or sleep claiming that the food they just eat need to digest. Other people would jag around the lagoon and comes back and eat whatever they want. The only exerc ise most people do is to walk from the house to their car. Parents have the tendency to over feed their children and by doing this they create a problem. First they start introducing food to the baby when they are a few months old because to them the baby is not having enough food with breastfeeding. Second is when the baby is a toddler, the parents would spoon feed the toddler to the point that the toddler with start to refuse the food and the parents would force the child to eat all the food in the plate. Right at that minute the parents create a problem, forcing the child to eat more than the childs body needs. Too Yapese a fat child is considered healthy and a slime or skinny child is considering sickly and needs to fatten up. Health worker should encourage and explain to the parents that babies should only stick to breastfeeding for the next six months. After the six months, when feeding the baby they should not over feed them. When the baby is full the parents should stop feeding. By doing this the parents help the child to eat only wh at their body needs not what they think their body needs. It is also good to start giving local food to your child and not store bought baby food. Also, the parents or caretaker should stay away from giving coconut milk to new born it is full of fats. The doctors, nurses, and health worker should advice this people to stay away from coconut milk. Even though Yapese people believe that giving coconut milk to babies is very healthy and also feeding them that young is good for the mother and babies. Healthy people long ago only drink plain water and coconuts. Those are the two kinds of drink that they drink and it is good for them. Plain water or coconut without ice and it is not cold. Today people bought soft drink from the store and other things to mix with their water including sugar. They even bought alcohol like beer and other beverages to also drink. People do not have time to look for coconut and if they do they harvest them to sell not to drink at the house. Coconuts are turning into copra because only few people would drink them. For those that they want to drink they spend money looking for them and buying them. Coconuts are getting very expansive to buy nowadays. So, parents mix their childrens drink or by them juice from the store and send them to school. Some even buy soft drink for their kids because to them it is cheaper than buying coconut. According to Maria Laaken, one of my colleagues at the hospital children nowadays wont drink plain water because it does not taste good and they dont want to be different from the other kids. At the same time the parents dont want to deal with all complains early in the morning before going to school. Yap is well known for having many good healthy local foods. It is the people who made bad choices when it comes to food. All ever the island you will see variety of local food including vegetables and at the same time some of the stores also sell local food and vegetables. It is easy and possible to grow them because Yapese people also own land. It should be foreign people or people from other places who should have problem with their diet not Yapese. Instead foreign people go around looking for all the local food and the Yapese goes look for all the imported food. Most taro patches here in Yap are overgrown with grass or weeds because people like to eat white rice. Inside most ice-box of people here in Yap is full of turkey tails and chicken, it is hard to find fish. Overweight in the Pacific Professor Susan Cassels claim that all of the foods that the people in the Federal States of Micronesia like to eat are foods that are easy to get or easy to make and it is affordable or a lot cheaper. One of those foods is turkey tails and turkey tail to the people in the United States is not food because to them it is fertilizer. To the Yapese it is one of the cheapest and tasty foods because of all the grease and fats. Increase availability of money and people is expose to imported foods have result in people not eating the right kind of food, and increase consumption, with diets high in sugar and fats and often low in fiber, vitamins and minerals. A reduction in physical activity, fishing, walking, gardening has led to an increase in obesity in both adults and children. The exercise researcher at the Pennington Biomedical Research Center in Baton Rouge, La. Dr. Timothy S. Church, the reason the population is getting obese and overweight is because of lack of physical activities at work, and those jobs that makes people to do physical labor are all gone. A high rate of smoking and increasing consumption of alcohol makes the situation worse. The eating habit of people here in Yap contributes to most of the diseases that the people of Yap encounter. Because of foreign influence and people wanting to be Americanize or modernize they would go to a lot of trouble to eat imported food. Before people hard ly get sick and when they do it is not life threatening. People do not have problem with their sugar level or have high blood pressure. Consumption of imported food contributes to a lot of people dying in Yap. All the non-communicable disease in Yap can be stop or prevented by going back to the way we leave. We eat only local food either from these or from the land and this sickness will leave our people and also our island (Jackson 88). There are many non-communicable diseases here in Yap. One of them is diabetic, also known as having problem with your sugar level. Diabetes develops when the body does not make enough insulin or is not able to use insulin effectively, or both. There are two types of diabetic, I and II. Diabetic type I it is believe that a person is born with that type of non-communicable diseases or it is passed from mother to child. As for the other type, type II diabetic a person gets it latter in life. In 2006 to 2007 there was a survey done on Yap Proper and it shows that in general 23% of the people are diabetic and 35% are hypertension (Ichiho, Yurow, and Lifang 16). People with diabetes can lead a normal healthy life. Diabetes is manageable by eating the right food, exercise and sometimes medication. Medication that the patient is taking does not cure the patient but only help to prolong the patients life. All people with diabetes and hypertension that need advice about diabetes and hypertensi on management can ask help from a doctor or nurse. The population of Yap Island has significant burdens of obesity and overweight, hypertension, and diabetes. Obesity and overweight appear in children as young as two years of age and skyrocket between ages 15 and 25 years in both males and females. Following the development of obesity, both males and females begin to experience hypertension and diabetes within 10 years. (Durand 163) It is suspected that this non-communicable disease happens because of all the imported food the people eat and drink. To prevent people from having diabetic people needs to go back to the way they live. Go back to eating local food from the sea and food from the land. Compare to the United States the Federal States of Micronesia has 20% more diabetic people (Needs Assessment for Micronesian Health Care in Hawaii 28). The other non-communicable disease is hypertension. There are two types of hypertension. One is Primary Hypertension and that is the most common form, accounting for majority of cases in Yap. Second is Secondary Hypertension and it occurs as a result of many factors one example is kidney disease. No one knows the cause of hypertension the only thing they know is the contributing factor and they are ageing, smoking, eating food with to much salt in it, being overweight or obese, drinking a lot of alcohol, not enough exercise, stress to name a few. To prevent people from having hypertension they should maintain a healthy weight because being over weight contributes to have high blood pressure. The other thing is people should get regular exercise because being physically active makes the person less likely to have high blood pressure. It those not mean you have to ran around the track or being in a marathon. It just means that people needs to move a bit like wash dishes, cooking local food, gardeningà ¢Ã¢â€š ¬Ã‚ ¦etc. Many people in Yap are dying because of what they put in their mouth. Most dead is because of the amount of food people eat and also what kind of food they eat. The lifestyle of the people in Yap contributes to a lot of problem that people are facing getting fat and obese are two other health problem that the people of Yap encounter. Some end up with amputate limb because of uncontrolled eating ways others noncompliant once are dying each day. According to Jackson, the bad news about these diseases is that they are now killing Micronesians fastà ¢Ã¢â€š ¬Ã‚ ¦ at least one person dies every second day from cardiovascular diseases in other words one person every other day eats themselves to death! Diabetes and hypertension has increase in proportion in our islands. In 2010 alone there are 847 diabetes and hypertension patients total that comes in for visits (Yap State Statistical Yearbook 148). This means that people in our island can and has suffer from complications from diabetes an d hypertension such as blindness, amputations and kidney failure. After having one of these conditions the individual will pass away eventually. There are a lot of things the hospital can do to help the people of Yap States to eat healthy and live long but that is up to the people to be willing to except the advice given to them. The doctors, nurses and health workers can only do so much but it is all depend on each individual. The doctors, nurses, and health worker can show people what would happen if they will not listen to their advice but if the individual is close minded than this really nothing the hospital can do. One solution is to keep to the traditional ways of living, eating and exercising including dancing. The people must also keep in mind that not only eating healthy food would save them but also exercises help. They also need to teach and encourage the public that eating healthy starts when people are young. They should not wait until it is too late. Because having a heart attack is not a laughing matter once a person gets it there gone. Unlike strokes and heart failure they will still see tomorrow but still th ey can also go anytime. Even kidney failure, having that is a drain on the families of the patient. The people should go back and start planting their garden again that is if they want to live long. They should also start cleaning their taro patches and planting taro. Be aware of diabetes and hypertension and what is going on about these diseases. People have to have protective measures to prevent the incidence of having hypertension and diabetes. Every year in Yap women and mens week are held to help doctors to detect any diseases and sickness that the people of Yap might have. It is held every year but it is really up to the people of Yap State to want to do it. Announcement goes out by radio, television and even flyer to encourage people to join. One should change ones lifestyle, so that one is more active and is able to either prevent hypertension and diabetes or, if suffering, learn to cope up with it. Having these kind of diseases is hard because there is no turning back once a person has it they have it for life. So, it is really up to the individual to decide what is better for them and their kids. Too either gets sick and dies young or lives long and have a healthy life.

Personal Narrative: A Christmas night concert :: essays research papers

â€Å"Rudolf the red nosed reindeer †¦,† he sang, slightly off key. His voice echoed through our home above the Boys â… ¡, Men Christmas track which played triumphly through the hall upstairs. In only a pink cotton robe, a pair of whit satin Isotoner slippers, and a head full of three inch rollers I made my way from the bathroom down the cluttered hallway of tree tinsel and holiday ornaments to the oak balcony which overlooked the front entrance to our home. Directly below me he stood at the bottom of the solid dark oak spiral staircase singing as though he was a celebrity on stage performing a solo for a sold out crowd. His scrawny four feet five inch long body seemed remarkably clean and his attire was in perfect order for the most part. Dressed in a heavy wool-like navy jacket, a white button down dress shirt, and a horribly matched royal blue bow tie, he hardly seemed to be the same menance who always found his way into the hands of trouble. Suddenly the singing st opped. His big baby blue eyes peers up to me from the floor below. â€Å"Why aren’t you ready, Tawny? We need to go. We are going to be late!† he cried impatiently with his little stick-like arms crossed firmly against his chest. â€Å"Calm down, Joey! It’s only five O’ clock,† I screamed, â€Å"The concert does not even start for another full hour! Finish practicing your solo and before you have time to realize it, it will be time for us to leave.† On my back down the hall towards the bathroom to finish getting ready, Joey’s high pitched voice rang through the hall upstairs once again. Forty five minutes and twenty Rudolph recitations later it was little late to leave for the concert. â€Å"Joey! Joey! Where are you?† I called. â€Å"I’m out here. C’mon les go! We are already late!† I walked down the staircase, across the white tile floor, and glanced through the rose stained glass window on our front door. I saw a blur of movement on the driveway. When I opened one of the two refinished oak door, I found Joey sitting in my light blue little sedan. â€Å"C’mon already,† he cried hanging half of his body out of the sunroof. He sat back down in the car and started honking the horn. â€Å"I’m coming, you little brat! Stop honking my horn!† I called

Marsupial Reproduction :: Marsupials Reproduction Mammals Biolgoy Essays

Marsupial Reproduction Knowledge can be obtained and conveyed in a variety of ways. One can spend hours upon hours hidden away in the corner of a library, reading the thoughts and discoveries of other researchers and writers. Or, one can allow himself to make his own discoveries through experiments and observations that he makes himself. Both methods are necessary in order to come to a complete understanding of a topic. An experimenter cannot fully appreciate the things that she observes without having a background in that area. In the same way, a man does not truly use the knowledge he has gained from book research without applying it to the real world in some way. Knowledge of marsupial reproduction is this way. There is much to be learned from the writings of scientists of the past, while at the same time there are many new discoveries to be made as researchers of the present apply this knowledge to answering new questions. The purpose of this paper is to compile knowledge that has already been written on marsupial reproduction, including the topics of: marsupial characteristics, reproductive anatomy, sexual behavior, development of young, hormonal control, and ecological implications of reproductive patterns, so that it can be used as a basis for new insights and discoveries. What is a marsupial? Many biologists of the past and present have been intrigued by a group of animals known as marsupials. Marsupials are a subdivision of mammals with several defining characteristics. First, marsupials generally have more incisor teeth than eutherian (placental) mammals. In most marsupials, as in most primates, the first toe of the hind foot is opposable to the other four, and it always lacks a claw. Interestingly, most terrestrial marsupials have lost this toe altogether. Marsupials also tend to have a smaller brain than eutherians of equivalent size and their body temperature and rate of metabolism are slightly lower than eutherians. (Gould, 52) Other important characteristics of marsupials come from their unique reproductive patterns and reproductive system. Externally, differences include à ¬such interesting anatomical features as a prepenal scrotum and biparte penes and vaginae in most groups and typically, but not always, a pouch over the teats.à ® (Bronson, 187) The major difference is the dramatically abbreviated period of gestation marsupials have adopted and the function of this phenomenon. Few marsupials have a gestation period longer than their oestrous cycle. This means that all marsupials give birth to highly altrical

Native Son Essay: Bigger as a Reflection of Society -- Native Son Essa

Bigger as a Reflection of Society in Native Son    In Native Son, Wright employs Naturalistic ideology and imagery, creating the character of Bigger Thomas, who seems to be composed of a mass of disruptive emotions rather than a rational mind joined by a soul. This concept introduces the possibility that racism is not the only message of the novel, that perhaps every person would feel as isolated and alone as Bigger does were he trapped in such a vicious cycle of violence and oppression. Bigger strives to find a place for himself, but the blindness he encounters in those around him and the bleak harshness of the Naturalistic society that Wright presents the reader with close him out as effectively as if they had shut a door in his face. In the first book, Wright tells the reader "these were the rhythms of his life: indifference and violence; periods of abstract brooding and periods of intense desire; moments of silence and moments of anger -- like water ebbing and flowing from the tug of a far-away, invisible force" (p.31). Bigg er is controlled by forces that he cannot tangibly understand. The society seems to bear down upon him like a weight, and only by being nonconformist to all philosophies does Bigger feel that he can throw off that weight of oppression and misunderstanding.    Bigger's many acts of violence are, in effect, a quest for a soul. He desires an identity that is his alone. Both the white and the black communities have robbed him of dignity, identity, and individuality. The human side of the city is closed to him, and for the most part Bigger relates more to the faceless mass of the buildings and the mute body of the city than to another human being. He constantly sums up his feelings of frustration as wan... ...ght's Art of Tragedy. Iowa City: U of Iowa Press, 1986. Kinnamon, Keneth and Michel Fabre, eds. Conversations with Richard Wright. Jackson: University Press of Mississippi, 1993. Kinnamon, Keneth. The Emergence of Richard Wright: A Study Literature and Society. Urbana: U of Illinois P, 1973. Kinnamon, Keneth, ed. New Essays on Native Son. New York: Cambridge UP, 1990. Macksey, Richard and Frank E. Moorer, eds. Richard Wright: A Collection of Critical Essays. Englewood Cliffs, NJ: Prentice-Hall, 1984. Margolies, Edward. The Art of Richard Wright. Carbondale: Southern Illinois UP, 1969. Miller, Eugene E. Voice of a Native Son: The Poetics of Richard Wright. Jackson: University Press of Mississippi, 1990. Rampersad, Arnold, ed. Richard Wright: A Collection of Critical Essays. Englewood Cliffs, NJ: Prentice Hall, 1995.         

Astro Monopoly Essay

Watching television has become a basic necessity among the people from all walks of life in today’s affluent society. In globalize era by today, the amount of satellite television provider has increase vigorously in the world. But Astro is still the one and only satellite television provider available in our country, Malaysia. (Wikipedia)The definition of Astro is an acronym for All-Asian Satellite Television and Radio Operator. Astro is Malaysia’s leading integrated cross-media group with operations in 4 key businesses: Pay TV, Radio, Content and Digital. It also transmits digital satellite television and radio to household in Malaysia and Brunei. (Astro)They launched in 1996, and today they have 50% penetration of TV homes in Malaysia, making it a key pay TV operator in Southeast Asia. Astro has also appreciated customer input and feedback and they can continuously strive to provide quality service and products to customers. (Astro)The People’s Choice, Astro was also awarded the â€Å"Brand of the Year† award at Malaysia’s Putra Brand Awards 2012. This award is in recognition of Astro’s efforts to exemplify innovation, quality, and strong corporate social responsibilities. Now Astro has nearly increased in a base of 3.1 million. Therefore, it is fairly obvious that viewer in our country has no chance to choose the other satellite television provider. (Lim)What is the reason that makes Astro able to monopolize Malaysian’s satellite television industry? This is due to the reason that they are the only company that get the permission and license to broadcast by the government of Malaysia. To further illustrate this point, they have the ability to set the price of their service because they are the price maker in the industry. As they are the price maker, sometimes the customers are not satisfied about the high price they set with the limited choice of package to choose from. In some package that subscribers purchased, there are always some channels that they are not interested in but are made to pay for it. (Times)According to the recent article published in ‘New Straits Times’ in 2011 in George Town, The Consumers Association of Penang has questioned the monopoly enjoyed by Astro and wants the government to explain why the pay television operator had been given an exclusive licence for 20 years. (Times)CAP president S.M. Mohamed Idris said the monopoly enjoyed by Astro had snuffed out the chances of other satellite channel operators from entering the market and providing better service to consumers. He said in other countries, viewers had several operators offering programmes at lower rates than Astro. He also said the combination of channels in the family package offered by Astro was too rigid and few channels were likely to be of interest to any particular demography of society. He said the government should encourage new pay-TV operators and allow TV accessories to be sold in the free market like in other countries. Meanwhile, in an immediate response, an Astro public relations department spokesperson said the company would refer CAP’s concern to its management for further deliberation. (Lim) (Astro)Another point that related to Astro’s monopoly is the barriers to entry. It is very hard to stop Astro’s monopoly in the satellite television industry. Many new firms fail to enter the industry as the investment is too high for them. The new firm would need to pay for their own satellite which costly for them. Even if there is a firm that has sufficient capital for their investment, they still failed to enter the industry due to the directive of government. As a conclusion, Astro is still remaining customer’s top choice nowadays. It is because no other satellite television provider can substitute Astro. The people around the country have also accepted Astro as part and parcel in their lives. For my experience with Astro, my family have subscribed to Astro since I am six. Astro brought many advantage that as I can watch many variety of show and it also help to reduce my boredom. But now, we are using Astro B.yond PVR. It is convenient as it is a personal video recorder. We can record the videos that we want to watch while we are away. However, Astro have satisfied customer’s needs and wants to prolong the lifespan of the company. It is very difficult to stop Astro’s monopoly in the satellite television industry as it is the only satellite television in our country and no other firms can substitute it so far.

MAC Brand Analysis Essay

1.0 Introduction The cosmetic industry is very competitive industry where product benefits and brand image are keys to success. The purpose of this report is to present an analysis of the brand M.A.C and its product lipstick with focus on T-C-B and I-D-U analysis, a clear positioning statement and target audience (s) including brand loyalty categories. The purpose at the end of this assignment is to have an understanding of what objective M.A.C needs to focus on for a creative strategy in the second part of this assignment. 2.0 Brand & Product Description The type of product selected for the positioning exercise is lipstick; the specific brand selected is M.A.C cosmetics owned by Estlee Lauder Corporation. It is noted that â€Å"lipstick† is a product description and is not owed but the company thus demonstrating M.A.C is one brand corporation. To determine if M.A.C has a strong market positioning within the women’s cosmetic industry particularly with their lipstick product both secondary research (trade publications) and individual â€Å"depth† interviews were conduct (see Appendix A ), and will be used for evaluation and conclusion. 3.0 Analysis The tools/models used for determining M.A.C’s market position were T.C.B & IDU models. The T-C-B model was used as a baseline for a serious of questions to guide a particular set of respondents that M.A.C caters for and is aiming to achieve a strong market position in this select category. 3.1 T-C-B 3.1.1 The Target Customer (T) Positioning The primary target demographic for any brand of lipstick is female. The types of consumers that are interested in bold colour selection, wanting to feel sexy and fashionable and want a lipstick that fit into their own personal style are M.A.C’s target audience. Thus the respondents used for this analysis are young fashionable conscious individual who seeking a look without compromising on the fashion trends. 3.1.2 The Category need (C) Positioning There are many needs that the product lipstick needs to satisfy to the consumer. The general needs that all lipstick must fill are coverage or â€Å"staying power† and hydration (lips not drying out) this was concluded form appendix A. The needs that M.A.C lipstick specifically fills can be divided into physical needs and the emotional needs. The most important physical needs as identify by â€Å"in-depth interviews† were a good range of colours and appealing packaging. The most important emotional needs stated through in depth interviews were the social and individual needs. 3.1.3 Benefits (B) Positioning To conclude that the following Key benefits were important to M.A.C target audience and the company and fill the category needs were drawn from the various responses from the in-depth interviews. These benefits are a â€Å"way in† to increase and maintain the target market (T). M.A.C fills the physical need being the large range of colours of lipstick by having the largest range of lipstick colours with 136 shades in their permanent collection not including the releases of new limited every few week. Compare to Bobbi Brown have only 36 shades in their permanent collection and Chanel which has 67 shades this was discovered through secondary research and by confirming this with in-depth interviews.When comparing the pictures of various packaging of different brands of lipstick in the in-depth interviews stimuli used to help identify benefits of the lipstick category to understand the various competing it was concluded that M.A.C packaging as describe by the respondents as simple , plastic/glass, eye-catching, chic, stylish and high product. Social needs is satisfied by belonging to a group. M.A.C associates itself with fashion, prestige beauty and youth culture and markets their product through testimonials and word of mouth via fashion shows and celebrities. Consumers who use M.A.C lipstick are â€Å"automatically† introduced to the M.A.C culture and their social need is satisfied. The need of individual is the biggest focus of M.A.C lipstick. An individual may have a need for self-expression and this is expressed by fashion and style. M.A.C realised that it could satisfy this need by simple product packaging made of plastic or glass; products have straight forward names and trend setting colours. 3.2 I-D-U Analysis 3.2.1 Central versus differentiated benefit positioning M.A.C lipstick adopts differentiated positioning on at least one important benefit. For instance M.A.C is functionally different bright range of colours and its target user is â€Å"individualists who express through fashion†. Rather than central positioning as the women’s industry is so competitive and to be successful M.A.C lipstick positioning will deliver better results for the corporation. As M.A.C lipstick is not seen as the consumer as â€Å"best of its kind† through in-depth interviews. 3.2.2 Emphasized benefit: Instinctual, archetypal, emotional or rational The benefit to be emphasized as the key benefit of M.A.C lipstick is the large range of colours to select from. This is emphasized as an both a functional benefit and emotional benefit proposition and uses type 2 of emotion. As M.A.C lipstick uses the strong appeal of being fashionable and sexy with a large range of colours to choose from as a transformational positive ending motivating emotion as evidence by the in-depth interviews. 3.2.3 Entry-tickets benefits The benefits what the consumer expects for M.A.C is to have a large range of colour for being a lipstick product category. However the consumers of M.A.C lipstick are told that M.A.C lipstick have the biggest range of colours through the professional make-up artist as employees through the M.A.C social network (twitter, Facebook) It was concluded that M.A.C lip colour range is the key benefit that make M.A.C should focus on promoting to the target consumer as it is the closes to the â€Å"ideal brand in that benefit when comparing 5 other brands. M.A.C clear delivery of the range of lip colours and their uniqueness set them apart from other brand. 4.0 Positioning Statement & Target audience 4.1 Positioning statement Determine the positioning statement for M.A.C from the TCB and IDU analysis the findings from the brand analysis are the following; The competitors of M.A.C are not just the leaders in women’s cosmetics lipstick but range from all companies that have a stake in the cosmetics industry. A perceptual map was devised from the in-depth interviews for an easy diagram showed all the competitors. (Appendix) These are all the competitors that must be taken into consideration when developing the positioning statement. Using the Rossiter-Percy-Bellman Grid it is establish that the product is acceptable in the low involvement, transformational sector this was further confirmed with the in-depth interviews. The attribute that were important to the consumers when evaluating the product of women’s lipstick these were discovered as; fashionable, sexy, range of colours, smoothness, staying power and hydration these where then rank or delivery and uniqueness by the top 5 main competitors and no-brand as all the other competitors see appendix B and C. Based on the IDU analysis and consumer research see appendix A, B &C it was determined how each competitor is positioned in the vision of the consumer. The top two main competitors of M.A.C were to be considered as Chanel and Bobbi Brown based on both higher end pricing and a large colour option pallet and are to be consider the leaders in the women’s cosmetics:- lipstick industry. So M.A.C needs to offer the consumer something very unique in the positioning statement to have brand differentiation to increase and maintain the target market. The various factors that distinguish the M.A.C consumer and their lifestyle, their purchase motivations and their different attributes that are important to them were concluded from the research (Appendix A). The positioning statement:- M.A.C is the women’s cosmetic brand that provides consumers lipstick to women who are 18-30 and belongs to the socioeconomic class of middle-high (T), M.A.C lipstick satisfies the need of self-expression in every women to be fashion forward and be accepted in the M.A.C culture (C) M.A.C’s benefit intention is to have the largest selection of lip colours, the most fashion forward of its kind in the industry and be artistic and creative for all women. (B) M.A.C needs to constantly work on their positioning statement to increase their brand market share via T-C-B & I-D-U brand analysis by doing this the company can always increase the perceived delivery of the M.A.C lipstick. 4.2 Target audience The target audience should be broadly described as 18-35 female in the middle-high social economic class. These are the follow segments that M.A.C is enter in with their differentiation marketing. M.A.C divides the market of their lipstick product into demographic segmentation being female and a specific age group because over 90% of their users belong in this specific category. However the product is not limited to this demographic segmentation. M.A.C furthermore divides the market on the basis of personality being fashion forward, artistic and creative which is a form of psychographic segmentation. The buying situations in which target market purchase M.A.C lipstick (that were discovered form in-depth interviews) where; outlets both direct through online shopping and in-store department store (David Jones), benefits sought as in the large colour range M.A.C product provides.. The consumers of M.A.C lipstick are brand loyals, however they can be routinized favourable brand switchers as well this is due to the positioning of M.A.C lipstick in the Rossiter-Percy-Bellman grid.