Details In the book Bless Me Ultima - Free Essay Example

Sample details Pages: 6 Words: 1892 Downloads: 6 Date added: 2019/10/30 Category Literature Essay Level High school Tags: Bless Me Ultima Essay Did you like this example? He is one of Antonios friends that does not believe in God or is religious. Even though he is not religious, he still attends catechism just so he can be with his friends, including Antonio. He can be described as young, upset, and cloudy. Don’t waste time! Our writers will create an original "Details In the book Bless Me Ultima" essay for you Create order The feeling of being upset and upset is because both of his parents are dead and his sisters are prostitutes which is the main reason that he started to question the Catholic religion. This can affect a child dramatically because he does not have the love and support he needs from his family members. Florence is a bad influence to Antonio in a way because he starts telling him that religion is not always reliable and can fail. Alsom he tells him that the Catholic religion is not perfect. This was the start of Antonio questioning religion. A key quote about Florence is, Why do you punish Florence? Why doesnt he believe?In this phrase Antonio is asking God why he punished Florence about not believing in religion. Miss Maestas is Antonios first grade teacher that is very nice to her students. She notices that Antonio is very intelligent even though he does not know english. With three words, she can be described as generous, loving, and patient. She is very patient when teaching Antonio in school. By the end of the year, she advances Antonio to third grade because she believes that he is smart and is capable of moving up. Even though she is a minor character, she has a huge impact on Antonio education wise. Setting: The novel takes place in Guadalupe, New Mexico, and the area around it. Also, World War ll in the late 1940s was happening when Antonio was narrating his story. Basically, Antonio and his family were alive during war. This progresses to about two years in the future. Bless Me, Ultima takes place at Agua Negra in New Mexico where Ultima teaches Antonio more about land, freedom, and nature. Then, Ultima lifts a curse from the land by using her curandera powers. This specific setting is symbolic for the overall book because it makes the story authentic and includes the Native and Spanish culture. It also takes place in the Llano which is the Land of the Marez. Including beautiful land of hills, clusters of adobe huts, and dark plains. As said in the book, Antonios father enjoys being free and the Llano is where he prefers to be. This land symbolizes freedom and the spirit of the vaqueros. Diction: The writing of the author for Bless Me, Ultima can be said to be somewhat colloquial. Most phrases are something that we might hear everyday since there is a lot of dialogue between characters. On each page, there is some sort of dialogue amongst the characters. As shown, ?so it is. Be respectful to your teachers, he said to us. ?And you Antonio. he smiled, ?suerte. It made me feel good. Like a man.'(page 54) This is an example of the familiar conversation because it is something out parents would tell us on our first day of school. Ultima came to stay with us the summer I was almost seven. When she came the beauty of the llano unfolded before my eyes, and the gurgling waters of the river sang to the hum of the turning earth. The magical time of childhood stood still, and the pulse of the living earth pressed its mystery into my living blood.(page 1) In this brief passage, a lot of descriptive imagery is given which gives the reader a clear idea of what is happening. The tone of this phrase is calming and Antonios emotions are really clear to understand. Also, it is lyrical because the llano is described in a very beautiful way that brings the reader peace and tranquility. ?But I want to know, there are so many things I want to know, I insisted. A curandera cannot give away her secrets, she said, but if a person really wants to know, then he will listen and see and be patient. Knowledge comes slowlyâ„ ¢(page 33-34) In this phrase, it is a conversation between Ultima and Antonio. This was when Tony wanted to seek knowledge and wanted the answers to all his questions. Ultima refused because she did not think he was ready yet to learn about certain topics. This is formal because in order for individuals to learn certain things, they have to be patient until the time comes. The dialogue between characters is that one is more sophisticated while the other is being more concentrated. God was not always forgiving. He made laws to follow and if you broke them you were punished. The Virgin always forgave.(page 44) The sentences in this phrase are short and it creates it more informative to the reader. Antonio is trying to show how the Virgin Mary forgives while God does not. This is educational in a way for those who are catholics. It contains no imagery because it is not being descriptive about any topic. Also, the phrase has a more serious tone since religion and catholicism was important to Antonios family. Syntax: A variety of different sentence and phrase patterns is used in the novel. This is used to enhance the complexity of the reading and make it more interesting for the reader. The sentences vary from being simple short sentences to long complex sentences that include a lot of information. Also, most of the novel is written in english but some words or phrases are in spanish to bring out the Mexican side of the book. An example is that the names of the characters are mostly traditional mexican names such as Maria and Antonio. Some other words used are vaquero, llano, and curandera. The sentence structure of the book is not that formal because it is basically telling a story about someones childhood; therefore, there is a lot of dialogue. As in diction, God was not always forgiving. He made laws to follow and if you broke them you were punished. The Virgin always forgave.(page 44) This statement can pass as repetitive because it is explaining how God does not forgive but the Virgin Mary d oes. This is an example of the book that does not include any sort of dialogue and is formal since religion is an important thing to all Catholics. Concrete Detail/Imagery: In the book, Bless Me, Ultima, there are a lot of vivid details, such as our five senses, that cleary gives the reader an idea of what the narrator is living. An important section in the novel that gives concrete details is the golden carp passage. Antonio describes what he is seeing so vividly that the reader can clearly imagine the emotions he was feeling and what he was looking at through his own eyes. Also, this is very significant to the overall book because it is the first time that Antonio encountered with something religious without it being related to catholicism. As shown in the passage, ?The orange of the golden carp appeared at the edge of the pond. . . . We watched in silence at the beauty and grandeur of the great fish. Out of the corners of my eyes I saw Cico hold his hand to his breast as the golden carp glided by. Then with a switch of his powerful tail the golden carp disappeared into the shadowy water under the thicket. This phrase is an example of when Antonio des cribed what he was seeing for the first time. Another example of concrete details was towards the beginning of the chapter one when Antonio was describing the appearance of Ultima and what he first thought of her. As shown in the passage, She wrapped the black shawl around her hair and shoulders. Her face was brown and very wrinkled. When she smiled her teeth were brown. I remembered the dream. From this phrase, it is obvious that Ultima is old. Also, previously Antonio had mentioned the dream he had in which Ultima had an appearance in and reminds Tony. Symbolism: Since the novel incorporates religion a lot throughout the chapters, it is clear that there are a lot of different symbols. The most important symbol is Ultimas owl. Wherever she goes, so does the owl. Also, the owl calls out a warning whenever they are in danger. It is said that the owl is actually her spirit and soul.This is shown when Tenorio says, ?It is the owl! Do you hear, little bastard! It is the owl that is the spirit of the old witch. Also, when, the owl is killed, Ultima dies shortly after. They are both buried together. Ultima is thought to be generous and the best person one can imagine but once being compared with owl, the script changes. This is shown when the owl rips out Tenorios eye when Ultima is being intimidated. During this situation, the darker side of Ultima is given to the reader. Since the owl and Ultima are basically the same spirit, the owl enhances the revenge side of Ultima. In other words, a new layer of her personality has been discovered by the reade r. The last names of Tonys parents are Marez and Luna and when translated to english mean the moon and the sea which represents the background story of the lifestyle of each individual. Another symbol is the golden carp which symbolizes a religious topic that it not connected to Catholicism in any way. Instead of believing in Virgin Mary or god, the golden carp is another from to feel guidance, wisdom, and comfort. This religion involves a magical fish in which Antonio relies on when feel abandoned by God. Last, the Virgin Mary is an important symbol thought out the novel because Tonys mom, Maria, is devoted and a firm believer of this saint. This catholic figure represents forgiveness, trust, and moral support when someone is in the need of it. Most Mexicans rely on her and is very important in religion. Antonio finds comfort in the Virgin Mary when he feels left by God and does not feel like he has a forgiving God. Symbols is something important that needs to be added in a book becaus e over the course of the book, the reader finds out about the meaning behind what something symbolizes. Figurative Language: A variety of figurative language is present to develop a more sophisticated mood to the book. An example is personification. Being pretty obvious, Ultimas owl is an example of a human characteristic in a nonhuman object. The owl has human traits such as being able to detect danger and warn Ultima. In reality, animals can detect trouble but are not always able to communicate it to humans, unless it is a trained service dog. As shown in the text, The owl was the protective spirit of Ultima,- The owl was her soul!(page 255) Another example of personification is when the fish represented more than just an animal was was to be good luck. When comparing to real life, it is quite obvious that a fish cannot be magical but can be a good luck sign. In addition, allusion was also present throughout the book. An example of the allusion is how Antonio represents a christ figure.

Different Levels of Civilization in the Odyssey Essay...

If we compare the three different places, Phaeacia, Cyclops island and Ithaca in Homers The Odyssey, we can claim that these islands are quite different from one another both in terms of their nature and the inhabitants way of living. Phaeacians, for many apparent reasons, is the most civilized society and they have best kind of nature and wealth. People of Ithaca follow Phaeacians with slight differences and Cyclops comes last in the sorting because of being completely uncivilized. The garden of Phaeacia is insanely wealthy. The land is so fertile that all kinds of fruits are abundant in the garden....Olives swelling sleek and dark/ And the yield of all these trees will never flag or die/ neither in winter nor in summer, a†¦show more content†¦And you yourself, sitting among the princes, debating points at your council... (Homer, 170) It illustrates that they have meeting place, ruling body to debate issues. Womens role in that society is another verification of their modernity. Women are more self-determining and dynamic in Phaeacian culture. They have their proper share in the way of civilization; they are weaving all the time because there is no other way of getting clothing. And their king, Alcinous, is quite broadminded because he let his daughter go far away to wash clothing with other girls (170) and he says, I am hardly a man for reckless, idle anger. / Balance is best in all things(Homer, 189) when he learns his daughter and Odysseus have met before but theyve decided to come to the city separately lest there may be rumors. Their queen, Arete, is highly honorable and she is the dominant one in ruling. Nausicaa, the daughter of the queen tells Odysseus, If only the queen will take you to her heart, / then there is hope that you will see your loved ones, emreach your own grand house, your native land at last (Homer, 178). Additionally, Phaeacians give importance to cleanliness, which is one of the indispensable requirements of civilization. They wash their clothes and bathe regularly. Moreover, Phaeacians are pious people. Thats to say they know the rules of Gods and obey them respectfully. They make proper sacrifices to Gods to appease their anger andShow MoreRelatedComparative Analysis of the Aeneid, Odyssey, and Iliad Essay962 Words   |  4 PagesComparative Analysis of the Aeneid, Odyssey, and Iliad The Iliad and the Odyssey are two of the best Greek epics written by Homer. Despite their popularity, almost nothing is known about the author beyond the existence of his masterpieces. Surprisingly enough no concrete evidence of his existence is available; not even to confirm the same person created the two works. The authorship of the Iliad and the Odyssey were debated even in the times of the ancient Greeks. Many scholars have arguedRead MoreHomer’S Two Tales, The Iliad And The Odyssey, Are Both1749 Words   |  7 Pagestwo tales, the Iliad and the Odyssey, are both incredibly well known and widely taught across the world and at many different levels of education. Some call Homer the â€Å"greatest poet to ever live† and although this can be disputed his works truly speak for themselves and have braved the test of time quite well. This paper will cover who/whom Homer is as a person, or persons, and the time period of his writings, the truths versus the dramatization s of the Iliad and Odyssey, how the author’s perspectiveRead More Essay on Homers Odyssey: Foreshadowing the Homecoming869 Words   |  4 Pages The Odyssey:nbsp; Foreshadowing the Homecoming nbsp; The majority of the Odyssey is an account of Odysseus’ adventures trying to reach his homeland of Ithaka. Several of these adventures are false homecomings, the most prominent of which is his imprisonment on Kalypso’s island. This false homecoming is strikingly different from what one would expect of Odysseus’ real homecoming, but similar enough for parallels to be drawn between the two. Homer uses this false homecoming to foreshadow Odysseus’Read MoreThe Potential Effects of Developing Technology Essay1282 Words   |  6 Pagesand develop effectively as demonstrated by the society in Aldous Huxley’s novel Brave New World; however technology can be a double edged sword in the sense that it has the power to destroy as demonstrated in Arthur C. Clarke’s novel 2001 A Space Odyssey. When this is coupled with its own unreliability, technology can be a challenge for those who seek to control and master its enigmas. Technology does not have the ab ility to choose right from wrong; it is up to the beholder of this technology toRead MoreEssay about David Katan’s Translating Cultures1038 Words   |  5 Pageshistorians and archeologists reconstruct the ancient societies and civilizations, as well as the story of our forefathers and the history of the entire human race. They allow communication between us and different countries and nations, whose language might be different from ours and this may create difficulties in being able to understand each other. However, translators make this possible as they are the mediators between two different cultures. The need for translations is massive, from both a socialRead MoreThe Odyssey By Homer, Annotated Bibliography Essay1234 Words   |  5 Pageshe Odyssey, as written by Homer, intricately and excitingly weaves Colin Renfrew’s Subsystem Theories throughout the entire play. Many of the five subsystem theories can be seen and support understanding of the novel. Of the fi ve systems, trade/communication, social/ political hierarchy and symbolic subsystems will be the focus of analysis in this paper. All of these subsystems come together in The Odyssey to explain the characters and their lives, and also how they fit into the society which theyRead MoreThe Odyssey and Dantes Inferno1300 Words   |  5 Pages The epic tales of The Odyssey and Inferno, respectively, were seemingly written along a parallel train of thought when describing their characters journey, easily engaging the creative functions of the reader with adventurous tales of hope and adventure. Their characters, Odysseus and Dante himself, reflect upon their like and equal struggles in the quest to return home and the help that they received along the way that helped them make the return possible. The Odyssey begins far ago when OdysseusRead MoreAncient Greek And Roman Empires Essay1643 Words   |  7 Pagesis through these sources that historians are able to gain an in depth, and maybe sometimes biased, view into the lives of the people of the time and what was going on in the period. Despite being two vastly different genres of primary sources, Cicero’s letters and Homer’s epic poem The Odyssey, give some of the best ideas into life for the ancient Greek and Roman empires. Through analysis of these two works, some key similarities and differences of how both empires functioned are brought to lightRead MoreAnalysis Of Le Mepris957 Words   |  4 Pagesâ€Å"Le Mepris† (Jean-Luc Godard, 1963) is extensively layered with cinematic text, and different sociopolitical subliminal melding together artistically within a simple narrative which identifies the French new wave. To valorize an explicable argument, I must analyze the â€Å"Mise en Scene† in relation to another, and must correspond shots to another. The scene begins with a long take, Paul (Michel Picolli) and Camille (Brigitte Bardot) enters their barely furnished apartment. To create a cinematic self-consciousnessRead MoreCharacters in The Odyssey and Ramayana Essay1101 Words   |  5 PagesIn The Odyssey and Ramayana, the authors depict the characters through the eyes of their culture and civilization. In both works, the representation of men and women reflects an ideal that was sought after at the time. Particularly, the texts focus on the relationships between the main characters and the religion, as well as the main character and their familial ties. In The Odyssey, there is Athena and Odysseus while in Ramayana, there is Rama and Sita. Both Athena and Sita represent the idealistic

Marketing Plan on Product Coca-Cola Free Essays

string(58) " they have been able to hold on to most of its customers\." Assignment Marketing Plan On (Product Coca-Cola) Prepared by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- Leo Marketing Management Sec-1 Submitted to Mr. Rumman Hassan Lecturer School of Business Independent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. We will write a custom essay sample on Marketing Plan on Product Coca-Cola or any similar topic only for you Order Now Rumman Hassan Course Instructor Marketing Management School of business IUB, Dhaka-1212 Sub: Letter of transmittal Dear Sir, It’s our great pleasure to submit you this report on Market plan of Coca-cola. We have got a great experience while working on this report. We would like to leave this report to your kind consideration for any unintentional mistake that may accuser while doing this report. We are always at your service if you want to ask us any thing about this report and it will be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- Leo Table of Contents Page number Acknowledgement ——————————————————————— 5 Executive Summary ——————————————————————-6 Introduction —————————————————————————-7 Beginning of the project ——————————————————–7 Preface ————————————————————————â⠂¬â€7 Company Overview ——————————————————————- 7-8 History —————————————————————————7 Coca-Cola Company in Bangladesh —————————————–8 Mission Statement ———————————————————————8 Motto of Coca-Cola: ——————————————————————–9 Strategic Goals —à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-9 Short term ————————————————————————9 Long term ————————————————————————9 Situational Analysis ——————————————————————– 10-14 Product Definition —————————————————————10 Brand Name of Coca-Cola ——————————————————-10 External Factors —————————————————————– 11-12 Demographic ————————————————————–11 Social Factors ————————————————————11 Political Influence ———————————————————12 Competitors —————————†”———————————12 Government —————————————————————12 Internal Factor ——————————————————————- 13-14 Human Resource Management ———————————————13 Technology —————————————————————-13 Management Levels ——————————————————–13 Financing Capaci ty ——————————————————–14 Marketing Department —————————————————–14 Brand Building Efforts ————————————————————— 14-15 Relationship Building Effort ————————————————– 14 Building Values ——————————————————————-14 Target Market ———————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€15 Consumption Rate ———————————————————————-15 Strategic Group Map of competitors in the beverage industry —————16 SWOT Analysis ————————————————————————-17 Critical Success Factors ————————————————————— 17-21 Strength ————————————————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ 7-18 Patent ———————————————————————17 Own production plant —————————————————– 17-18 Research Development ————————————————-18 High market share ——————————————————–18 Brand image ————————————————————– 18 Weakness ————————â €”———————————————- 18-19 Don’t sell on account ——————————————————18 Less motivation down stream ———————————————-19 Insufficient advertisement ————————————————-19 Not skillful village distributor ———————————————19 Overconfidence in their product ——————————————-19 Opportunity ———————â₠¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€-20 High growth rate ———————————————————-20 Huge local market ——————————————————–20 Acceptance of Pet bottles ————————————————–20 Good relationship with the distribution channel —————————20 Good relation with the Government —————————————20 Threats ——————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€21 Other existing company —————————————————21 Good taste of competitors ————————————————-21 Political instability ——————————————————–21 Better professional promotion of competitor ——————————-21 Maslow’s Hierarchy of Needs ——————————————————–22 Marketing Mix ————————————————————————– 22-26 Product ————————————————————————–22 Price ——————————————————————————23 Distribution Channel —â €”——————————————————24 Promotion ———————————————————————– 24-26 Promotional activities of Coca-Cola —————————————24 Sales Promotion ———————————————————–25 Advertising —————————————————————-25 Public Relation ——————————————à ¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€26 Strategy Alternatives ——————————————————————26 Strategy Recommendations ———————————————————-26 Brand Element Choice Criteria —————————————————– 27-28 Exorability ———————————————————————–27 Meaningfulness ————————————————————â €”—27 Transferability ———————————————————————28 Adaptability ———————————————————————–28 Protect ability ———————————————————————28 Marketing research ——————————————————————-29 General objective ——————————————————†”———29 Specific research ——————————————————————-29 Data collection ——————————————————————29 Bibliography: ————————————————————————-29 Acknowledgement First of all, we would like to thank our lecturer Mr. Rumman Hassan; we are grateful to him for his cooperation in preparing this report. His proper guidance helpful attitude help us to make this report. We like to thank Mr. M. A. Majed manager (statistics) of Tabani Beverage Company limited from whom we collected all the information. We offer s pecial thanks to Mr. Shah Suja of Abdul Monem Ltd who really helped us by giving some information, which is required for our project. We also like to thanks Mr. Mustafir rahman who is a student of IUB at the same time he is a distributor of coca-cola in Maymanshig districts who helps us to provide information. Executive Summary More than a billion times everyday, thirsty people around the world reach for beverages for refreshment. All around the world, drinking beverage is like an entertainment for people. Soft drinks are considered as consumer products. All round the world we can see a different marketing phase used by the beverage producing companies but in Bangladesh it is a little different. The companies do not directly sell their products to the end consumers. Companies such as Soft Drinks (Coca-Cola, Pepsi, RC-Cola, Uro-Cola, Virgin, etc), Mineral waters (Fresh, Mum, ACME and etc), Juices (Pran, Danish, Sezan, etc) are dependents on the distribution channels for making their products reach the final consumers. As the companies are not making the people aware about their beverage through directly selling it to them, they use other media and means to make its customers know about their products. They use the advertisements as one of the most important promotional tools. Along with advertisement they also use other promotional tools. We have done a study on Coca-Cola Company with the aim to learn about the different marketing prospects in Bangladesh and our selected product is Coca- Cola. Like always the company is doing quite well although at the current moment RC-Cola is dominating the market a little more than Coca-Cola. Still Coca-Cola has more market share than its competitors. Coca-Cola has an effective marketing and advertising campaign. As the company does not have that skillful village distributor they cannot reach out to a lot of people. There are lots of recommendations which are provided for the improvement of the functionality in the marketing sector The company’s investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, purchase of local goods and services and most importantly the local business partnership. Introduction Beginning of the project We are students of MKT-302 â€Å"Marketing Management†. Our faculty Mr. Rumman Hassan, Lecturer, School of Business, Independent University, Bangladesh has assigned to us this report writing as a part of our course study. We are sincerely thankful to him for assigning or group such type of a project work in a group of four members. Preface In the past we had only two foreign companies in the production of beverages. One is Coca-Cola Company and the other Pepsi. In the recent years there is a change that we all can see. Some newer companies have entered into this market. Still Coca-Cola is holding on to its position in terms of its market share and market position. Like always it has got the same tremendous response from the people in Bangladesh. Previously it used to dominate a little more than what it does today. After the introduction of RC-Cola, a sister concern of Partex group they have seen a little down fall in their market share. As people are getting more choice many of Coca-Cola’s customers have diverted to RC-Cola beverages. Still with the company’s ever attracting advertise they have been able to hold on to most of its customers. You read "Marketing Plan on Product Coca-Cola" in category "Papers" They also serve to their customers the best quality beverage. Company Overview History The first company that conducted its operation in the soft drink industry was Coca-Cola. They brought a new revolution in the history of the world. Coca-Cola was established in May 1886 when a pharmacist Dr. John Styth PEMBERTON first produced syrup in a three-legged brass pot in Atlanta, Georgia backyard. Coca-Cola first bottled in 1894. Large scale bottling was only possible in 1899. They marketed and distributed the product in specific territories. Coca-Cola Company in Bangladesh Even before our independence of Bangladesh the Coca-Cola Company has started its operation in Bangladesh. Coca-Cola started its operation under a franchise agreement. In Bangladesh there are two franchisees conducting operation on behalf of Coca-Cola Company. One is Tabani Beverages Company Ltd and the other Abul Monem Ltd. Tabani Beverage was established in 1963 at 257, Tejgaon, Dhaka. It had a rated capacity of 50 BPM on and acre land area. After independence, in 1972, the plant was handed over to Bangladesh. Freedom fighter welfare trust under the ministry of industry with the increase of gradual market demand in 1985 transferred and newly installed the plant with an increased capacity of 250 BPM at Mirpur on seven acre land area. In 1993 a new plant with 500 BPM capacities was established just beside the previous plant. Now the total production line capacity of the company is app. 830 BPM. Tabani beverage produces 175 ml, 250 ml, 50 ml and 1000 ml glass bottle. They supply Coca-Cola drinks to Dhaka and Rajshahi divisions. Other than Tabani beverage the other franchisee of Coca-Cola Company is Abul Monem company ltd. In 1982 Abul Monem started their operation after they acquired the plant of K. Rahman Company. In 1987 the company made an aggressive move to expand their market. They installed new H K bottling line along with and installed capacity of 450 BPM at Comilla. Furthermore they company established another plant Chittagong. The state of the art bottling plant with an installed capacity 600 BPM is the most modern plant in the country and is equipped with the straight-line-technology from KHS German. Abul Monem produces the PET Bottles, CANS and GLASS Bottles of a newly introduced product. Mission Statement Respect for labor and a human right is the fundamental to Coca-Cola Company’s principles for conducting business around the world. We treat our employees in more that 200 countries in which we do business in fairness, dignity with respect. Or bottling partners and we operate in accordance with local laws and contribute to the communities. Ultimately, a company’s identity is measured by how it connects with people and with the world around it. That is why The Coca-Cola Company’s mission is articulated as a promise. The Coca-Cola Company exists to Benefit and refresh everyone it touches. All of our success, both past and future, is a product of this promise. Our growth hinges upon our ability to build and nature relationship-with consumers, customers, bottling partners, suppliers, government agencies, communities, employees and share holders. Further, as we help to build thriving communities all around the world, we seek to ensure a healthy and sustainable marketplace for our beverages-today, and far into the future. Motto of Coca-Cola: Through out the history of the world’s most popular soft drink, advertising for Coca-Cola has followed the trends of time. Coca-Cola’s advertising slogans are memorable and create lasting impressions. Since the first slogan was introduced in 1886 ‘Delicious and refreshing’. The overall theme has been refreshment- one of the pleasant things in life, distinctive and available nearly everywhere. Motto followed the lead to make Coca-Cola the best known soft drink in the world. Today, motto for Coca-Cola and the company’s other products are carefully aimed towards individual tastes while understanding the universal appeal of refreshment. And very appropriately, the company has globally launched its new motto Theme –â€Å"Enjoy Coca-Cola†. ‘Coca-Cola motto’, the world’s best-known consumer product demands the talents of professionals in many different areas. The mottos that has used till now are: â€Å"Dil thanda to duniya thanda† Strategic Goals Short term To create Quality, Service, Cleanliness and Value in their current product† Long term To acquire the position as a market leader of the beverage industry in Bangladesh by producing serving high-quality and high value-added soft drink. Situational Analysis Product Definition Coca-Cola is consumer product because final consumer for personal consumption buys it. It also falls under the category of Convenience product, which requires very little planning, Little Comparison, low customer involvement, low price. It widespread distribution at convenient place makes it easier for the consumer to purchase the product. Coca-Cola has different sizes. They have 1 liter glass bottle as well pet bottle. Coca-Cola also has 175 ml and 250ml glass bottles. In addition, they also have 1. 5 liter of pet bottle and in the recent past they introduced into the market 2 liter pet bottle coke. It has also 250ml of can coke. Brand Name of Coca-Cola Coca-Cola Has become one of the most popular and widely known Brand roduct in the world It has high brand equity, and because of its high brand loyalty, name awareness, Perceived quality, strong brand association and other assets such as patent trademark and channel relationship. The Coca-Cola brand is value at $ 70 billion. Here we are dealing with tow most important situational factors- External Internal factors. Some important determinants for this situation analysis are as follows: |EXTERNAL FACTORS |INTERNAL FACTORS | |1. Demographics |1. Human Resource Management | |2. Social Factors |2. Financial Capacity | |3. Political Influence |3. Technology | |4. Competitors |4. Management Level | |5. Government |5. Marketing Department | Table 1: situational factors External Factors Demographic Demographic is the study of people’s vital statistics such as their age, race, ethnicity and location. It is an uncontrollable factor in the external environment. Demographic is very important for marketing managers. After survey we find that teenagers are the prime consumer of Coca-Cola products, rather than the people at the age group of 60. Coca-Cola does not have an effective and fast distribution channel in the villages of Bangladesh. Their competitors have an upper hand in this zone. From the demographic point of view we have done a survey on the population who consume more Coca-Cola. |Age Limit |Percentage of Consumer | |Below 10 |10 | |11-15 |20 | |16-20 |23 |21-25 |18 | |26-35 |14 | |36-45 |11 | |45 and above |04 | |TOTAL |100 | Table 2: Source [Tabani beverage Ltd] Social Factors The most difficult external factors for marketing managers to forecast control or incorporate into marketing plans is the social factor. Social factors include our attitudes, values and lifestyle. According to the company’s mission statement or other statements it is clear that they do not use any such ingredients (e. g. Alcohol), which, contradict to our perception, values of Islamic religion or any other norms, and believes. Political Influence In Bangladesh hartal is a part of our life. Like all other third world counties we have political problems too. The marketing manager of Coca-Cola Company generally sells Coca-Cola 8,000 cases (1 case = 24 bottles) per day but during hartal time the company faces a great loss as they cannot transport their products to the market. Other than hartals they seem to have lesser problems regarding the political condition of Bangladesh. Competitors Pepsi is a very powerful brand name and is one of the biggest competitors of Coca-Cola. They compete with Coca-Cola throughout the world and it is no different in Bangladesh. At the current moment RC- Cola is a very big brand name in Bangladesh and is the greatest rival for Coca-Cola in Bangladesh. Mountain Dew is a new brand and is a threat for Coca-Cola. RC beverages with the brand image that Partex holds in this country RC beverage easily became a big competitor for Coca-Cola. RC’s market share is increasing which in not a good sign for Coca-Cola. Mineral water such as Mum, Fresh, ACME also a competitor of Coca-Cola. Different kinds of Juice also compete with soft drinks. Government Coca-Cola has been in business in Bangladesh for a long time but still today there is no record of the company being in any conflict with the government. Coca-Cola always tries to follow the government rules and regulation and they always pays the government the taxes and tariffs while bringing in their raw materials from their Parent Company. Internal Factor Human Resource Management Human resource management refers to the system that influences employee’s behavior, attitudes and performance. The roles of the Human Resource in Coca-Cola Company are as follows: †¢ Change Agents †¢ Choose a Strategic Partner †¢ Expert Administration Body †¢ Recruit Skilled and Efficient Employees Technology Like all other companies, for Coca-Cola, technology is the most important factor. Coca-Cola uses very high-tech machines for its production. In 1993 a new plant with 500 BPM capacities was established just beside the previous plant. Now the total production line capacity of the company is app. 830 BPM. In 1987 the Abul Monem Company installed new H K bottling line along with and installed capacity of 450 BPM. The state of the art bottling plant with an installed capacity 600 BPM is the most modern plant in the country and is equipped with the straight-line-technology from KHS German. Management Levels Coca-Cola Company has three management levels: †¢ Strategic level: The Production Procedure, HRM, Store, Finance, Quality Control is all under his control. Technical Level: They are responsible for the administration, production, sales distribution of Coca-Cola products. Under production department they have quality managers; under brand manager they have brand officer and marketing officer. †¢ Operational manager: They are responsible for the distributio n of the products and are responsible for al operational activities. Financing Capacity From the financial report of 2002 and 2003 we can conclude that the company has a very good and sound financial capacity. Coca-Cola has a very high level of income. Moreover they are successfully conducting their business all over the world. Marketing Department All their distribution sales promotion falls under this department. Coca-Cola Company has the marketing intelligence. They do a survey in all over the market situation and then they decide what step they should take. During the off seasons the marketing managers takes some promotional activities and uses few strategies to maintain their economic growth rate. The promotional strategies they use are like giving gifts, coupons, scratch cards etc. Brand Building Efforts Relationship Building Effort As the world’s largest bottler of liquid, nonalcoholic refreshment, we operate in markets with dramatically different consumer preferences, product delivery systems, economic conditions, and marketplace opportunities. Despite these variables, Coca-Cola Enterprises meets the needs of local customers and communities throughout its diverse territories with a strong commitment to local, community-based marketing and superior marketplace execution. These concepts, combined with our firm belief in a decentralized operating structure that places responsibility and accountability as close as possible to the customer, clearly distinguishes Coca-Cola Enterprises from other bottlers. Building Values The people of Coca-Cola Enterprises are the heart and soul of our business, building relationships with our customers and our consumers in the communities we serve. By putting people first, we hope to create value for everyone touched by our Company. We strive for an atmosphere in which all employees are comfortable being themselves – offering ideas, making suggestions, expressing views, and appreciating our shared and unshared differences – regardless of their age, race, gender, nationality, ethnicity, religion or sexual orientation. Target Market From the above table we can see that Coca-Cola Company’s main target audience is the teenage people (16-20). They aim their advertisement mostly at them. Then they target the age group of 11-15. They are also quite a significant consumer of Coca-Cola products. They hardly target the aged people. Their target is between the ranges of 11-35 years old population. Consumption Rate Figure 1: Consumption rate of Coca-Cola other brands No matter how hot or â€Å"cool† the flavor feud becomes this summer; Coke won’t be sweating it too much. Coca-Cola up 30 Tk to 40 Tk, the world’s largest beverage maker, is still comfortably perched in its slot as the local market leader, according to Beverage Digest. Currently market share of product Coca-Cola is 23%. Comparing to other beverages Coca-Cola is the market leader product brand. Strategic Group Map of competitors in the beverage industry Figure 2: Strategic Group Map of competitors in the beverage industry Products in adversely affected strategic groups may try to shift to a more favorably situated group. Here in beverage industry entry barrier is low that’s why too much product are available. Currently Coca-Cola, Pepsi, RC-cola, Virgin cola stands in same strategic group. Here Coca-Cola is the leading product of the beverage market industry in both market share and revenue generation. Pepsi has 2nd largest market share but its revenue generation is less than RC-cola. RC-cola has low market share comparing Coca-Cola and Pepsi but revenue generation is high. In Beverage industry upper 10, RC orange are the worst revenue generation product. Mum mineral water has demand but that’s market share is also low comparing to Coca-Cola. In this figure u see strategic gap. No company wants of reached their product in that position because it is not possible low market share with high volume of revenue. On the other hand no company wants for a product with high market share but low revenue generation. SWOT Analysis Strengths |Weaknesses | |Patent |Do not sell on account | |Own production plant |Less motivation down stream | |Research Development |Insufficient advertisement | |High market share |Not skillful distributor | |Brand image |Over confidence on their product | |Opportunities |Threats | |High growth rate |Other existing company | |Huge local market |Good taste of competitor | |Acceptance of pet bottles is higher than |Political stability | |bottles |Better professional promotion of other | |Good relation with distribution channel |competitor | |Good relation Govt. | Table 3: SWOT Analysis Critical Success Factors Strength Patent Patent is most important and powerful strength of Coca-Cola Company. It’s an intangible asset for the company. Coca-Cola Company is a very well established group not only in Bangladesh but also all through out the world. They have a strong brand image all over the world and the same follows in Bangladesh. First half of the Coca-Cola Company is trade marked as â€Å"Coca†, so nobody can use this name. Patent is their powerful strength because its carries their image as one of the most reputed producers of beverage in the whole world. Own production plant: Coca-Cola Company has their own production plant in Bangladesh-Tabani Beverage established their own production plant with the capacity of 250 BPM, and beside that they newly installed higher capacity of 500 BPM. So they don’t need to depend on others. They only import the Syrup from the patent company produce it for production. Another franchisee, Abdul Monem Company Ltd. started bottling line with the capacity of 450 BPM. Furthermore, they installed the most modern bottling plant capacity of 600 BPM from KHS German. Research Development: They have well-established research development department where they research over their existing product concentration try to develop it. They also do researching on different taste of their products. They have highly qualified employees for their research development dept. High market share: They are the most prominent manufacturers among all the beverage company in Bangladesh. They have higher market share than their competitors. Coca-Cola captures a market share of 26% where as the other products of Coca-Cola Company has very little share compared to it. Their greatest rival in Bangladesh is RC-Cola, which has a market share of only 19%. This shows that Coca-Cola Company has a high market share. Brand image: They have the most dominant brand name all over the world; they made their image for their brand name â€Å"Coca-Cola†. Whenever people think about soft drinks, the first name that comes into their mind is Coke. This shows how popular they are and how strong is their brand image. Weakness Don’t sell on account: Coca-Cola Company doesn’t sell on account, whereas other companies like selling on account to their dealers. For not selling on account their profit margin tends to go down. Also, they are loosing their dealers and distributors. Other companies are attracting those distributors and as distribution channel is the only way that the company can use to reach its final consumers they are facing serious problems. Less motivation down stream: They are very steady flow motivators for their product. They motivate but not so strictly, mean not maintaining the time period†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ [Need more] Insufficient advertisement: In our country, Coca-Cola does not have enough advertisement promotion. Thus their competitors are professionally more advanced than them. Their customers are not properly informed. They think that their brand name would always do the trick for them. Due to less advertisement promotion they are behind their competitor. We hardly can find any advertisement of Coca-Cola in villages. So, many of the customers of that parts of Bangladesh are not having Coca-Cola. Not skillful village distributor: Coca-Cola does not have a good and skillful village distributor. Coca-Cola products can hardly be seen in village areas. Their advertisements are also hardly seen in those areas. The distributors are not promoting Coca-Cola products in villages, which their competitors are. Their distributors do not have outlets or any other such facilities, which could be promotional for the company’s products. Overconfidence in their product: Just from the point mentioned above we can know that the company has overconfidence over their product. As they are the first beverage producers in the world and has a very strong brand image and patent, the company thinks that they will be able to sell their products without too any promotional activities. Coca-Cola does not have too much advertisement and are also not willing to sell their products on account to their dealers. As such they do not have that good distribution channel outside Dhaka city. They think people would buy their products because of its brand name. Opportunity High growth rate: From its very inception in Bangladesh, Coca-Cola has a very potential market in our country because of its international reputation, quality and high acceptance among people of all ages. Coca-Cola does not have that good distribution channel outside Dhaka but now they are trying to get hold of better distributors and thus the village people can have access to their products. So it can be seen that in the near future they can have even a greater market share than today. Huge local market: The selling activities of Coca-Cola are very high in the local market than other existing company. They capture the whole market by giving the best quality to their customer and dealing professionally. Acceptance of Pet bottles: Coca-Cola launched attractive pet bottles, which is accepted by the entire customer, as it is portable and people are willing to buy these pet bottles rather than the bottles. So their effort to launch pet bottles is successful. Good relationship with the distribution channel: Coca-Cola Company and its distributor have a very good relationship with each other. They supply their product according to their needs. They promote their distribution channel through discount allowances. They serve their dealers on time. Good relation with the Government: Good relationship with the Govt. is very important for any company to run its business. Threats Other existing company: The other rising companies are becoming threat for Coca-Cola. Opening of one company decreases 1% market share each year. Today RC Cola is a very reputed beverage producer and with their attractive advertisements and distribution channels they are at this moment in a better position then Coca-Cola and it is a big threat to them. Not only RC Cola but Pepsi, Virgin and euro lemon are also in this business. This means that consumers have more options to choose. Good taste of competitors: The other beverage company’s product is also coming up with the different taste like; mountain dew, URO cola with lemon, Fizz- UP, Pepsi has but Coca-Cola Company does not have any product like that in our country. So that it’s been a great threat for Coca-Cola. Political instability: Like all other companies Coca-Cola also faces a lot of problems regarding the political situation of our country. The political instability creates a lot of problems in the production of goods. Due to hartals, the transportation of their products is affected a lot. Better professional promotion of competitor: Competitors are becoming very professional with their advertising. RC Cola has designed a very attractive advertisement. They are using all well-known models like Nobel and Reshmi, who is an Indian model, for heir advertisements. Not only RC-Cola but also other beverage producers are using models and jingles for their advertisements. Coca-Cola on the other hand does not have that many advertisements an as such is being threatened by its competitors. There is a possibility that their competitors would capture greater market share through advertisements. Maslow’s Hierarchy of Needs In 1943, Abraham Maslow first published his famous â€Å"Hierarchy of Needs† to explain what energizes and directs human behavior. It is no accident that very successful brands, such as Coke, appeal too many of Maslow’s deficiency and growth needs and that these needs are linked to powerful emotions: †¢ Physiological Needs (Coca-Cola quenches thirst and hunger. It is† delicious† â€Å"refreshing. †) †¢ Safety/Security Needs (Coca-Cola is safe to drink worldwide. It is unchanging: â€Å"Classic Coca-Cola. †) †¢ Belongingness Needs (You are part of a large group of people who love Coca-Cola. ) †¢ Esteem Needs (Coca-Cola is recognized as a premium soft drink worldwide. It also call to mind memories of â€Å"special times and places. †) †¢ Aesthetic Needs (All Coke ads and designs have a sense of order and beauty. †¢ Self-actualization Needs (On the Coca-Cola web site, there are many stories on how Coca-Cola has deeply affected people’s lives) Marketing Mix Product Our selected product is Coca-Cola. Coca-Cola has different sizes. They have 1 liter glass bottle as well pet bottle. Coca-Cola also has 175 ml and 250ml glass bottles. In addition, they also have 1. 5 liter of pet bottle and in the recent past they introduced into the market 2 liter pet bottle Coca-Cola. It has also 250ml of can Coca-Cola. What’s in a Coca-cola †¢ Carbonated Water †¢ High Fructose Corn Syrup †¢ Caramel Color †¢ Phosphoric Acid †¢ Natural Flavors †¢ Caffeine Price The retail price of the beverage products are given below: Product Item |Quantity per pack |Price | | | 250 ml. |12. 00 Tk | |Coca-Cola |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | | | 250 ml. |12. 0 Tk | |Sprite |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Fanta | 250 ml. |12. 00 Tk | |RC- cola | 250 ml. | | |500 ml |10. 00 Tk | | |1000 ml. (Pet) |18. 00 Tk | | |1500 ml |35. 00 Tk | | | |45. 00 Tk | |Pepsi | 250 ml. |12. 00 Tk | | |500 ml |20. 0 Tk | | |1000 ml. (Pet) |40. 00 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |7 up | 250 ml. |12. 00 Tk | | |500 ml |20. 00 Tk | | |1000 ml. (Pet) |40. 0 Tk | | |1500 ml |50. 00 Tk | | |2250 ml |65. 00 Tk | |Mum |500 ml |10. 00 Tk | | |1000 ml |20. 00 Tk | |Sezan juice |250 ml |15. 00 Tk | |Pran juice |250 ml |12. 00 Tk | Table 4: Source [Tabani beverage Ltd] Distribution Channel Figure 3: Distribution Channel The company will establish an extensive distribution channel for all brand of coca-cola company to make it available throughout the country. It will build six distribution centers (Agent) in the six divisions of Bangladesh: Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, and Barishal. From these distribution centers, they will supply the coca-cola other brands to different districts dealers. From dealers, the sales representatives will supply retail shops (small and mega) on the basis of their demand. The small traders will purchase Coca-Cola directly from the dealers. Promotion Promotional activities of Coca-Cola Promotion means activities that communicate the merits of the product and persuade target customers to buy it. According to Coca-Cola promotion is one of the major tools of marketing. A good way of promoting a product not only helps to influence and motivate people to buy it but also give a good impression about a company and it products. Sales Promotion Sales promotion includes marketing activities-other than personal selling, advertising, and public relations- that stimulates consumers, trade and dealer effectiveness. Sales promotion can be aimed at end consumers, trade customers, or company’s employees. Coca-Cola offers all of these sales promotions every year for various purposes. Coca-Cola s sales promotion tools include free samples. Sales promotion is generally a short run tool used to stimulate immediate increase in demand. Frequently Coca-Cola uses sales promotion to improve the effectiveness of their promotion mix ingredients, especially advertising. Research shows that sales promotion complements advertising by yielding faster sales responses. Advertising Advertising is a form of impersonal, one-way mass communication paid for the sponsor. Many different media may transmit it. Examples include television, radio, newspapers, magazines, books, billboards etc. Coca-Cola does advertise by these media as well. The Coca-Cola advertising usually follows a campaign process that consists of five phases: †¢ Determining the advertising objectives †¢ Setting the campaign budget †¢ Determining the message to be transmitted to the target market †¢ Selecting the message vehicle and †¢ Evaluating the campaign Advertising is one of the most important promotional tools among the promotion mix of a company, which is used in order to convey their message along with visual effect. Coca-Cola is number one global brand in soft drinks items. So it also uses media advertising in order to capture full market coverage through out the world. In case of any sort of advertising campaign or slogan i. e. he central theme of ad is the most important part advertisement along with its storyboard. In fact, ad campaign communicates the product message to its target customers. Public Relation Concerned about the public images, Coca-Cola often spend large sum of money to build a positive consumer i mage. Public relations are the marketing function that:- †¢ Evaluates public attitudes †¢ Identifies the policies and procedures of the company and †¢ Executes a program of action to earn public understanding and acceptance. A solid public relations program can generate favorable publicity also. Thus Coca-Cola now spends huge money in the game field such as football and cricket, Sponsoring for charity shows etc. Organizing the ‘Asian Test Cricket Championship’, Coca-Cola Companies of Bangladesh paid Tk4, 000,000 approximate only for the final match of this tournament. Strategy Alternatives †¢ Maintain existing strategies †¢ Consolidate resources to focus on the soft drink market and divest of other businesses such as fruit drinks †¢ Leverage brand equity and financial resources to accelerate global market penetration with a view toward long-term profits Strategy Recommendations †¢ Focus on global market expansion †¢ Leverage brand equity and financial resources to dominate the global market †¢ Consider divesting of fruit drink lines and then reallocating resources to dominate the global soft drink market Brand Element Choice Criteria Exorability Brand Element |Criterion | |Brand Name |Coca-Cola can be easily recalled and recognized | |Slogans |â€Å"Coca-Cola Enjoy† â€Å"Always Coca-Cola† â€Å"Pio Saar Uthake† â€Å"Thanda M atlab Coca-Cola† â€Å"Dil Thanda to | | |Dunia Thanda† â€Å"Thandar naam Coca-Cola† can be chosen to enhance brand recall and recognition | |Jingles |Jingle can be also memorable | |Package |Attractive color with different packaging which contain all the information to make the package | | |memorable one | |Logos Symbol |Unique logo and style of it by using red and white color that creates attraction to it’s | | |consumers mind | Table 5: Source [Tabani beverage Ltd] Meaningfulness Brand Element |Criterion | |Brand Name | Name of Coca-Cola has come from coco leaves and cola nut. | |Slogan |Its slogan has excellent meaning which can convey a message to build association | |Jingle |Its jingle carries distinctive message to its customer | |Package |Its packaging color convey the meaning of joy and pleasure | |Logo Symbol |Its logo symbol is unique and different from its competitor | Table 6: Source [Tabani beverage Ltd] Transferability Brand Element |Cr iterion | |Brand Name |Coca-Cola is globally accepted Brand | |Slogan |Its Slogan is easily acceptable through out the world | |Jingle |Jingle is transferable according to the culture of the host country | |Package |Packaging color and style is attractive through out the world | |Logo Symbol How to cite Marketing Plan on Product Coca-Cola, Papers

Treatments for Depression Psychotherapy

Question: Describe about the Treatments for Depression for Psychotherapy? Answer: Depression is a mental disorder which is characterized by persistent low mood along with low self-esteem and loss of interest in the normal activities which were earlier enjoyed as well. It is disables the patient and adversely affects the patients family, work, sleeping and eating habits and general health. It is common in people between ages of 20 and 30 with peak at 30 40 years. The depressed person perceives the world and the people completely differently. They begin to believe that their family and friends do not need them. To them, nothing seems comforting and pleasurable. They feel terrible and ashamed of themselves for snapping at people and not being able to accomplish anything, which leads to a low self-esteem. Society does not understand their state and think that these people have lost control over themselves and are maniac. They do not consider it to be a real illness and do not take it seriously. Mild depression has symptoms that can be detected and affects the daily life activities. Interest in doing things which were previously enjoyed reduces, there is unusual irritability, the motivation to do work activities, household work and social activities decreases. Though the person will continue to function but it is not as a normal healthy person would do because of which mild depression is often remains undiagnosed. The symptoms are seen as to be too bad so people do not think they might be suffering from depression. The treatment for mild depression comprises mainly of lifestyle changes like regular exercise, relaxation, sufficient and regular sleep are often sufficient. Natural therapies like St. Johns Wart may also be effective if the condition is diagnosed early. The treatment modalities for more severe form of depression are Physical treatment It comprises of drug treatment and electroconvulsive therapy (ECT) and other Brain stimulation therapies. Drugs used are Tricyclic antidepressant (TCAs) e.g. amitriptyline, clomipramine, doxepin, nortriptyline and desipramine. Monoamine oxidase inhibitor (MOIs) e.g. phenelzine, tranylcypromine. Selective serotonin reuptake inhibitors (SSRIs) It is the first line of treatment. e.g. fluoxetine, citalopram, fluvoxamine, paroxetine, sertraline. Atypical antidepressants e.g. nefazodeone, bupropion, venlafaxine. Psychological treatments It includes Cognitive behaviour therapy It is based on the theory that the thoughts, behaviour and feelings are connected. Directly attempting to change the feeling is difficult, it aims at changing the thoughts and behaviours. The therapist and the patient establish a working relationship and work towards adding, removing and changing certain thoughts and behaviour to achieve a set goal. CBT is superior to placebos and not receiving any treatment options. Mindfulness meditation Interpersonal therapy It a short, highly structured, manual based form of psychotherapy. The focus of IPT is to address the deficit in patients social sphere and help him to communicate better and raise his self-esteem to improve interpersonal relationships. IPT is as effective as CBT in general but in severe depression IPT is seen to be more effective. Psychotherapy Also known as talk therapy is sometimes used in severe depression patients along with CBT. It may only include the patients but it can include other people like family or the couple therapy. Group therapy involves people with similar condition. Counselling Self-help and alternative therapies include Meditation Relaxation and meditation techniques Healthy nutrition Avoidance of alcohol and drugs Light therapy Regular exercise Bibliotherapy Yoga Acupuncture The different types of psychotherapy are Psychoanalysis and psychodynamic therapies It involves working to change the problematic behaviour, feelings and thoughts by looking into the unconscious meaning and motivation for them. In psychoanalytical therapies, a close working relationship is established between the therapist and the patient aimed to make the patient more aware about themselves. Behaviour therapy It involves conditioning the behaviour of the patient, both normal and abnormal. E.g. Ivan Pavlovs classical conditioning aimed at associated learning, Desensitizing used for phobias by repeated exposure, E.N. Thorndikes operant conditioning that relies on reward and punishment for appropriate behaviour. Cognitive therapy It focuses on the thoughts of the patient rather than on their actions. It is based on the theory that by changing the thoughts, one can change how a person feels and acts. Humanistic therapy It relies on peoples capability to make rational choices and to grow to their maximum potential. There are three types of humanistic therapy which are influential - 1. Client centered therapy 2. Gestalt therapy 3. Existential therapy Integrative or holistic therapy It blends elements from different therapies and tailor it to meet the needs of the client. Cognitive behaviour therapy is based on the idea that a person can make a permanent change in his behaviour by changing the way he thinks from negative thinking to positive thinking. It is a short term therapy and is goal-oriented. The therapist and the client identify the changes that have to be made and come up with the plan to do it. Cognitive psychotherapy is used for patients suffering from mild, moderate and sometimes in major depression as well. It is also used to treat anti-social behaviour, general stress, phobias, eating disorders, schizophrenia, sexual disorders, sleep disorders, substance abuse and attention deficit hyperactivity disorder. Interpersonal psychotherapy is a time bound, psychodynamically informed psychotherapy, focused on interpersonal relationships with the goal of relieving the symptoms of the patient and improving interpersonal functioning. In interpersonal psychotherapy, the focus is on interpersonal relationship as the way to bring change in the patient. The aim of interpersonal psychotherapy is to help the patient improve the personal relationships they have with their friends, family and colleagues and also aims to change their expectations about them. It also aims to help the patient to improve their support system so that they can handle their current interpersonal problems in a better way (Stuart Robertson, 2003). Interpersonal psychotherapy is a strength based and not deficit based model of psychotherapy. The problem that is selected should always be focused on patients existing capacities and natural inclination and not explore any area with complicated interpersonal dilemma. The interpersonal psychotherapy avoids any highly contentious disputes that will threaten and destabilize the patients whole social support network. The interpersonal deficit category is generally avoided. The type of drug used in the first line of physical treatment in depression are Antidepressants Antidepressant are used in many types of depression. Selective serotonin reuptake inhibitors (SSRIs), Tricyclics (TCAs) and Irreversible Monoamine Oxidase inhibitors (MAOIs) are the three main types of antidepressants. Tranquillizers Tranquillizers are of two main types minor and major. Minor tranquillizers mainly benzodiazepines are addictive and are not used in depression. Major tranquillizers are used in patients with psychotic depression and melancholic depression when other medication do not work. Mood stabilizers These drugs are used in bipolar disorder. They are used to reduce the severity and frequency of mood swings. Lithium is used to treat bipolar disorder for both acute mania and long term mood stabilization and prophylaxis. It is also useful in combating treatment resistant depression. Lithium has the unique properties of acting as both anti-suicidal and neuro-protective drug. It is relatively well tolerated by the body. Lithium has a favorable efficacy-tolerability balance. But despite all this, the use of lithium as mood stabilizer in practice is limited because there are concerns about its tolerability and long-term risks. There is a perception that with the use of lithium, the regular and reliable monitoring of plasma concentration is difficult. A tranquillizer is a drug that acts on the central nervous system and is used to reduce anxiety, make the person calm and helps him to sleep. Tranquillizers are also called sleeping pills, sedatives, downers and depressants. Drugs which can be classified as tranquillizers are benzodiazepine, barbiturates, anti-depressant and anti-psychotic drugs. They are used in medical field for psychiatry and anesthesiology. But tranquillizers are highly addictive and have high potential for abuse. Tranquillizers can be divided into three types Major tranquillizers They are known as anti-psychotic drugs and are used to treat mental illness. They are often used in treatment of schizophrenia, delusional disorder, mania or some other condition in which psychosis is present. It is also used for mood disorders in absence of psychosis. It is a non-addictive drug and has very little potential for abuse. E.g. Phenothiazines, thioxanthenes, Butyrophenones, Piperazine compounds, piperidine compounds Minor tranquillizers They are classified as benzodiazepines. They are used in the treatment of anxiety, insomnia, seizures, muscle spasms and alcohol withdrawal. It has high potential for drug abuse and are highly addictive. They are known to produce euphoria when abused. People who get addictive to it have painful withdrawal symptoms. E. g Alprazolam, Diazepam, Lorazepam. Others It mainly includes barbiturates. They are used for their hypnotic and anti-anxiety effect. Recently benzodiazepines have replaced them because of less potential for drug abuse, less likeliness of lethal overdose and less severe drug side effects. E.g. amobarbital, phenobarbital and secobarbital. References: Treatments for depression, Black dog institute, reviewed from https://www.blackdoginstitute.org.au/docs/Treatmentsfordepression.pdf Types of depression, reviewed from https://depressionet.org.au/what-is-depression/types/ Different approaches to psychotherapy, America psychological association, reviewed from https://www.apa.org/topics/therapy/psychotherapy-approaches.aspx Robertson,M Rushton,P C 2008, Interpersonal psychotherapy: An overview, Psychotherapy in Australia, Vol 14 No 3 Pg 46 54 Schwartz,H , Overview of IBPT, International society for interpersonal psychotherapy, reviewed from https://interpersonalpsychotherapy.org/ipt-brief-treatment/ Malhi,G Tanious,M Bargh,D Das,P Berk,M, 2013, Safe and effective use of lithium, Australian presciber: an independent review, Vol 36, No 1 Tranquillizers, reviewed from https://www.treatment4addiction.com/drugs/barbiturates/tranquilizers/ What is depression, reviewed from https://www.allaboutdepression.com/gen_01.html Lubow,C 2013, What its like inside a depressed persons head, https://www.goodtherapy.org/blog/inside-head-depressed-person-0110134 Valdivia, I Rossie, N, 2004, Brief treatment strategies for major depressive disorder: advice for the primary care clinician, Topics in advanced practice nursing eJournal