Marula Wine Making Process Environmental Sciences Essay

Marula Wine Making Process Environmental Sciences Essay The name chosen for the marula wine produced in this activity is a combination of the first names of both manufacturers. It sounds exotic and thus makes the wine more attractive to potential drinkers. The Chemical Process of Fermentation Fermentation is an enzyme-catalyzed chemical process in cells whereby large organic molecules, such as glucose, are decomposed anaerobically. Simpler molecules are produced and energy is yielded (Fermentation, 2010). In the context of industrial fermentation, suitable microorganisms and specified conditions are necessary to begin reactions that produce products such as alcohol and glycerol. During alcoholic fermentation, enzymes from yeasts added to fruits are used to convert sugars and starches into alcohol. Carbon dioxide and energy are also yielded from the reaction (Fermentation, 2008). At the end of the process, yeast or other microorganisms no longer convert sugars in the solution into alcohol. Dead yeast cells will then remain suspended in the wine, which should be removed. During the manufacture of wine and beer, fermentation is evident in the production of foam, which is the carbon dioxide that is yielded from the reaction. In order to manage the reaction effectively for the best possible outcome, various factors should be carefully controlled. If the temperature of the surroundings is too high or too low, this will kill the yeast. The temperature needs to be approximately between 20 and 25 degrees Celsius for the yeast to thrive (The Fermentation Process, 2007). If too much sugar is added, a stuck fermentation will occur soon after the process starts, due to the inhibition of the yeast (The Fermentation Process, 2007). It will then only be able to tolerate a low concentration of alcohol. The solution should be diluted in order to reduce the sugar concentration and reactivate the yeast. The fermentation may not start if the solution is too acidic, or if there is not sufficient acid. If the fruit solution is too acidic, the wine will taste bitter and should then be neutralized using a potassium carbonate solution. If the wine lacks bouquet and tastes insipid, there is too little acid. Two teaspoons of citric acid should be added per 4, 5 litres of wine (The Fermentation Process, 2007) to improve the taste of the wine. The taste and bouquet of the wine can negatively be affected by certain elements during the wine-making process. A bacterial infection can easily occur if the mixture has not been properly sealed, or if the wine-making equipment has not been adequately sterilized. The wine will easily acetify and form vinegar as a result of bacterial spoilage. The addition of a small amount of sodium metabisulfite in the early stages of fermentation is necessary to kill all bacteria and thus prevent oxidation and the resulting expiration of the wine. However, the mixture may smell like rotten eggs if too much sodium metabisulfite has been added. It will react with the yeast and cause an excess of sulfites to be released (The Fermentation Process, 2007). The clarity of the wine will be reduced if the yeast remains suspended in the solution (The Fermentation Process, 2007). The wine should then be moved to a cooler area and potassium sorbate should be added to stabilize the mixture by killing the yeast. A pectin haze may also often occur due to the remaining cellulose from the fruit (How to make homemade wine step by step, 2009). A very small amount of pectin enzyme should be added in due time to decompose the pectin. The wine will then clear after a few weeks. If it lacks colour, there is not a high enough concentration of fruit. Tannin or acid needs to be added and the wine must then be left to mature further. If the wine is too bitter, there is excess tannin due to the high concentration of fruit in the mixture (The Fermentation Process, 2007). Importantly, carbon dioxide gas should be removed during the fermentation process so that the taste of the wine is not adversely affected by the production of any bacteria. However, if there is too little carbon dioxide, the taste of the wine could also be negatively affected. If the fermentation is still in process when the wine is sealed in a bottle, high levels of carbon dioxide may be dangerous. This may cause the bottle to burst or the cork or seal to be pushed off with great force due to the high pressure created inside the container. It is thus essential to make sure that fermentation has stopped before the wine is bottled. The process should either be allowed to run to completion (no more foam is present), or 1 gram of potassium sorbate should be added to every 4, 5 litres of wine. This inhibits the growth of yeast or other microorganisms that cause fermentation in the solution (The Fermentation Process, 2007). Procedural design Aim To produce 750ml of high quality wine by the controlled fermentation of the fruits of the Marula (Schleracarya birrea) tree. Hypothesis High quality wine will be produced by the controlled fermentation of ripe fruits of the Mpumalanga Marula tree. Abstract It was decided that a combination of recipes would be used in order to maximize efficiency for the purpose of making Marula wine. No specific recipes for Marula wine were found, but most instructions specified that any fruit from a certain category could be used in the recipe. 4 separate batches of marula wine were made. Each batch was tightly sealed in an opaque container. It was sealed in order to prevent more air and bacteria from entering. In this manner, aerobic bacteria would not survive in the container due to the low amount of oxygen available. The stimulation of bacterial growth by sunlight would also be prevented by the opaqueness of the container. A small quantity of sodium metabisulfite (Campden powder) was added to each of the wine mixtures in order to kill bacteria and preserve the wine (How to make homemade wine step by step, 2009). This was necessary in order to prevent acetefication due to bacterial infection of the solutions. A hole was made in the lids of each container so that a flexible plastic pipe could be inserted. The end of the pipe was placed in a container filled with water to allow for carbon dioxide gas to escape from the fermenting solution. No other gases were allowed to enter due to the placement of the pipe in the water. This should have further prevented bacteria from growing in the solutions. The wines were made, sealed and left to ferment on the 31st January 2010. Approximately a month was allowed for the fermentation of each of the wines. The best wine was then selected according to its bouquet, taste, clarity and colour. The very first batch was chosen. A very small quantity of pectic enzyme was added to the chosen batch after a month at the end of the fermentation process in order to decompose the pectin sediments that remained suspended in the solution. This should have improved clarity, taste and bouquet (Callec, C., 2006) Wine 1 (Chosen Batch) Apparatus  ±2kg ripened Marula fruit 4, 5 litres warm water 500ml refined white cane sugar crystals  ± 30ml Lemon juice 2 x ripe bananas, peeled and cut up  ¼ teaspoon sodium metabisulfite (Crushed and powdered Campden tablets) Pectic enzyme Large metal pot Sharp knife Chopping board Digital scale Large airtight, opaque container with small hole for pipe Dropper Flexible plastic pipe Nylon mesh straining bag Cooking oil filter Paper 2 x Jugs Sterilized, transparent wine bottle with lid Stirring spoon Funnel Method Collect ripened (yellow) marula fruit from across the Nelspruit region. Discard rotten marulas. Rinse marulas with skins on. Boil  ± 4, 5l water on stove in large metal pot. Add sugar and stir until solvent dissolves. Allow water and sugar solution to cool whilst peeling marula fruits. Cut cross in marula skins with sharp knife and peel. Discard rotten fruit and skins. Measure mass to obtain approximately 2kg peeled marula fruits. Add peeled marula fruit and warm sugar solution to large, airtight, opaque container. Add chopped bananas, lemon juice and sodium metabisulfite to solution. Stir mixture and make hole in lid. Seal lid on top of mixture. Place pipe into container through small hole in lid. Place the end of pipe into the water container. Place in a moderately warm, dry and dark room. Allow to ferment for 1 week. Remove marula pips and fruit sediment from mixture. Ferment for a further 3 weeks, checking every few days for bacterial infections and to make sure that fermentation is progressing properly. Use dropper to add 1 drop of pectic enzyme to mixture. Fermentation must be complete. Leave mixture for a further 2 days. Filter mixture twice using cooking oil filter paper, nylon staining mesh and jugs. Cover and place wine in fridge to cool. Leave for 1 day. Filter wine once more and use funnel to transfer the wine to sterilized wine bottle. Seal and keep cool in fridge. Presentation: The presentation was carefully planned according to appropriate wine-tasting etiquette. A plain white tablecloth and neutral tones were chosen in order to bring focus to the actual colour and clarity of the wine (Callec, C., 2006). Proper, clear wine glasses were used to present the wine. A single white candle was lit so that the clarity could be properly examined. Salticracks and assorted wine cheeses accompanied the wine as a palette-cleanser for the tasters. Tasteful, but simple cheeses were chosen so that the taste of the wine would not be overpowered. A spitting bucket was provided. Quality Marula Wine Wine batches 2 4 Wine 2 500g peeled marula fruit  ¼ teaspoon sodium metabisulfite Airtight container Wine 3 500g peeled marula fruit 500ml white sugar 2 litres warm water Airtight container  ¼ teaspoon sodium metabisulfite Pipe Medium plastic container Wine 4 1000g unpeeled marula fruit 4 litres water  ¼ teaspoon sodium metabisulfite Airtight container Pipe Analysis of results A large panel of wine-tasters judged Dalroch at a wine-tasting ceremony held at Penryn College on 25 February. The wines were judged according to bouquet, taste, clarity, colour and presentation. Various scientific explanations can be given for the overall results. Dalroch was lightly tinted in colour. The level achieved for this result was 3/7. This can be attributed to the fact that the concentration of fruit in the wine was too low. The solution was too dilute and the fermentation process did not occur efficiently enough to yield a wine with an intense, attractive colour. No wine yeast was added to the mixture, which would most certainly have had a detrimental effect on the fermentation procedure. The reaction would thus have been very slow or even stunted due to the lack of microorganisms to decompose the Marula fruit. Some fermentation may have occurred as a result of decomposition organisms in the Marulas, but not efficiently enough to yield an intensely attractive colour in the wine. Due to the preservation of the solution by sodium metabisulfite, the initial light, white colour that the marulas produced would have been maintained. The result obtained for the clarity of the wine was 5/7. There was no sediment in the wine, as pectic enzyme was added 3 days prior to the wine tasting. But the cloudy colour can be attributed to the fact that the pectic enzyme was added too late for proper decomposition of the pectin sediment to occur. The cloudy wine was also most likely as a result of bacteria spoilage. The equipment used may not have been sterilized properly, resulting in bacterial infections of the wine (The Fermentation Process, 2007). The solution was most probably oxidized because the container was not properly sealed to prevent air from entering. The container was opened too often, allowing bacteria to enter and reproduce in the wine mixture. The cloudy haze of the wine could also be attributed to the fact that fermentation did not occur properly, due to the omission of yeast in the mixture. The fruit would therefore not have reacted sufficiently with microorganisms to produce alcohol, leaving more sediment in the wine (The Fermentation Process, 2007). The slight cloudiness of the wine could not have been caused because the solution was not filtered properly. It was filtered enough times using proper filter paper and a nylon mesh bag. The result received for the bouquet of Dalroch was 4/7. The smell of the wine was slightly unattractive. Bacterial infection of the wine would have caused it to acetify, giving it an unpleasant smell akin to that of vinegar (The Fermentation Process, 2007). The wine tasted slightly like vinegar. Bacterial infections caused by improper sterilization of equipment and oxidation of the wine after exposure to air would have caused the wine to have a slightly sharp, unpleasant taste. The sodium metabisulfite that was added at the beginning of the procedure would have prevented the wine from acetifying further by killing most bacterias. More sodium metabisulfite could later have been added to help preserve the wine and prevent further acetefication (Callec, C., 2006). The sharp taste can also be attributed to the poor fermentation of the fruit. Insufficient microorganisms for reaction with the fruit sediment to produce alcohol would have resulted in insufficient and stunted fermentation. The prevalence of pectin sediment would have given the wine a very astringent taste due to the acidity of the tannin in the cells of Marulas. This problem could have been resolved by neutralizing the acidity with a potassium carbonate solution (The Fermentatio n Process, 2007). Because the presentation was properly planned according to the rules of wine-tasting etiquette, good results were received. However, it may have been improved by using music and a slide-show to create more ambiance. Failed wines: Neither of batches 2-4 was successful. Each had a notably bitter taste and an unattractive smell. Batch 4 was the least attractive. This can easily be attributed to the addition of skins to the mixture and bacterial spoilage. The levels of pectin and tannin were very high and the astringent solution was also very hazy. The heavy bitterness was thus as a result of acetefication and high acidity in the mixture. The clarity could have been improved with the addition of pectic enzyme to decompose the pectin sediment. Potassium sorbate could have been added to stunt fermentation and prevent too much alcohol from forming. No sugar was added to the second or forth batches. It can be deduced that insufficient nutrients were thus available to the microorganisms in these mixtures. Fermentation would not have occurred properly, even though some sugars from the fruits were available for the reaction. The very unpleasant tastes could have also been attributed to bacteria spoilage in the wine (The Fermentation Process, 2007). Evaluation of Process A more successful result could have been obtained if the wine-making process was planned more carefully prior to the making of the wine. The equipment could be sterilized properly in future to prevent initial bacterial infection and acetefication of the wine. A proper airlock could be used to prevent the entering of air into the fermenting solution. Bacteria would thus be prevented from reproducing and oxidation of the wine would not occur. Wine yeast should have been added so that the fermentation process would have been carried through properly, producing enough alcohol at a fast enough rate (The Fermentation Process, 2007). The pectic enzyme should be added a few weeks prior to the completion of the wine so that the pectin sediment could have been decomposed properly. The clarity of the wine would thus improve. Sodium metabisulfite could be added every two to three weeks to kill all bacteria and inhibit acetefication of the wine. Small amounts would be used to prevent the wine fro m smelling too sulfurous. At the end of the procedure, one gram of potassium sorbate would be added to the wine to stunt further fermentation and production of carbon dioxide. By doing this, the bottle would be in no danger of bursting (The Fermentation Process, 2007). Conclusions The quality of the wine produced by fermentation of Marula fruits was average. Fermentation was not controlled properly, resulting in bacteria spoilage and the consequential acetefication of some of the solution. Due to the omission of yeast and inadequate preservation of the solution, a stunted fermentation resulted early in the production process. It can therefore be concluded that the attempted control of fermentation of Marulas fruits was not effective, resulting in a wine of mediocre quality. The fermentation process should be controlled better in future to produce a higher quality wine. Uses of alcohol in our multicultural society Alcohol is a drug that affects the central nervous system. It belongs in a class with the barbiturates, minor tranquilizers, and general anesthetics, and it is commonly classified as a depressant. (Alcohol consumption, 2010). Alcoholic beverages are consumed in our multicultural society largely for their effects on the mind and body. Alcohol is often utilized within certain social contexts and even as a part of some religious practices (Alcohol consumption, 2010), as it is closely associated with enjoyment and as having symbolic value in celebrations. The effects of alcohol on the brain and body may vary greatly. For some, the substance may serve as an excitant. Under other conditions it can act as a sedative. When consumed as a beverage in high concentrations, alcohol becomes a depressant. This most often leads to a stupor and in more severe situations, coma (Alcohol consumption, 2010). As a food, alcohol effectively has very little nutritional value beyond its caloric content. However, people in general society drink alcohol to reduce feelings of tension and anxiety and often to experience exhilaration. Many discover that drinking can help to suppress overwhelming inhibitions and tensions that interfere with the need to function effectively in social or economic situations. The anxiety-suppressing action of alcohol is largely due to a function of muscle relaxation and the removal of social inhibitions. Alcoholic beverages are used to cause a loss of socially expected restraints. The shy become outgoing or bold. Well-behaved people become disorderly and fearful people may become brave. In most modern societies today, the capacity of alcohol to serve as a social aid is valued greatly. (Alcohol consumption, 2010).   Alcohol is important in pharmacology for use as a solvent for some active, more non-polar medicines (Alcohol consumption, 2010). Such medicines are not very soluble in water, which is comprised of polar molecules. These substances would more readily dissolve in alcohols, which are comprised of polar and non-polar parts. Alcohols with larger alkyl groups would be most preferable for non-polar medicines, as these are more non-polar than alcohols with smaller alkyl groups. It has been scientifically proven that alcohol can act as a mild anticoagulant and reduce the risk of strokes and heart attacks, when just 15ml is consumed per day. The substance is also used for the prevention of what is known as delirium tremens (symptoms due to alcohol withdrawal) in alcoholics (Alcohol consumption, 2010). In some cultures, whiskey is used to treat colds and snakebites. Brandy is used to treat faintness. Spirits can be used as a tonic, beer for lactation and any other alcoholic beverage for the treatment of tiredness or overexcitement. However, these uses depend largely upon popular belief and not on sound medical fact. Physicians may prescribe an alcoholic drink to stimulate a sluggish appetite, to act as a vasodilator and to relieve premenstrual stress in women. Alcoholic beverages can be used to relieve aches and pains in elderly people (Alcohol consumption, 2010). However, these effects are once again more psychological than medically effective. Alcoholic beverages most often become central in important personal and social ceremonies. These include rites of passage in most religions and all African cultures, medicine, birth ceremonies, initiations, weddings, feasts, conclaves, crownings, magic rites, worship rituals, hospitality, war declaration, peace declaration and funerals (Alcohol consumption, 2010). In the earliest agriculturally dependant civilizations, alcoholic beverages had many uses. Firstly, they had nutritional value. Secondly, they were the most efficient kind of medication available to treat certain illnesses and particularly for relieving pain. It would have had the capacity to help the shaman or priest and other participants to reach a desired state of ecstasy or frenzy to be able to communicate with supernatural spirits or gods. The substances powers were attributed to the supernatural. Alcohol is still used in magic ceremonies in African cultures today due to the continuation of such beliefs. As in modern society, alcohol was used in keystone ceremonies and allowed for more enjoyable festivities. Ancient uses of alcohol have influenced its role in society today. A drink is still used symbolically to announce friendship, peace, agreement and used in business of political relations. In Judaism, consumption of alcohol is important in the celebration of circumcision of 8-year-old boys to celebrating weddings, toasting to the departed in funerals and on every Sabbath day. In these kinds of ceremonies, alcohol became synonymous with a strict attitude of respect for the importance of such occasions. Drinking too much is consequentially inappropriate. Becoming drunk in any social situation has thus become a rejected and negative practice (Alcohol consumption, 2010). In many other religions, red wine is used religiously to symbolize the blood of life and, in Christianity, to symbolize the blood of Jesus Christ (Alcohol consumption, 2010). In Islam, the Koran condemns the drinking of wine. Consequentially, devout followers of Mohammed all over the world have strictly prohibited the use of any kind of alcoholic beverage at all. Similarly, some Christian denominations have also attested to the prohibition of alcohol consumption due to the detrimental effects it can have on behavior and the body. It is believed that loss of inhibition caused by drinking is disrespectful to the body and to the God in question (Alcohol consumption, 2010). In South Africa and on the rest of the continent, maize, sorghum, bananas, honey, certain tree saps and many fruits have been fermented to produce a variety of exotic beers and wines. In the Zulu culture, for example, beer is made by the female and used to celebrate successful hunting trips or won battles by the males. It is also used by the Shaman and its consumption is not strictly controlled in these cultures (Alcohol consumption, 2010).   The South African government has shown recognition of the potential of newer, science-orientated approaches to alcohol use. Research, education and therapeutic activities are supported, often through special institutions. This is done to maximize control of alcohol use in our society today. (Alcohol consumption, 2010). Conclusively, the reasons for alcohol use can be summarized by its function as a facilitator of mood change in any desired direction. Abuses of alcohol in society Alcohol is commonly discussed in terms of its detrimental effects. The most serious and negative effect of alcohol on humans is alcoholism. The next most serious problems that may be caused are alcoholic diseases. Physical and mental problems arise directly or indirectly as a result of alcoholism or heavy drinking. Due to the negative effects that alcohol can have on the body and because of how it influences behavior when consumed in copious amounts, governments regulate its use by enforcing laws (Alcohol consumption, 2010). In South Africa and the rest of the world, there has been a steady increase in the amount of alcohol consumed over the last century. This has resulted from an increased availability and accessibility of commercial alcohols. Advertising has played a large role in the higher consumption and consequential abuse of alcohol in our society today (Parry, C.D.H.; Pluddemann, A., 1998). In modern society, social pressure can often cause people to abuse alcohol in order to fit in and become socially acceptable to their peers. This is considered highly problematic due to the severe and varying consequences that alcohol has on the mind and body, particularly when it is consumed in large quantities. The most common problems that arise are hangover effects, which include headaches, nausea, dizziness, gastritis and dehydration. Physical and mental incompetence may last as long as 24 hours after the alcohol consumed has been metabolized. Frequent or heavy intoxication of the body by alcohol can caus e severe disturbances to ones health. These disturbances may include cardiac arrhythmias, acute hepatitis, loss of memory, fainting, cancer of the esophagus, stomach and other organs, and other mental impairments which arise in the long-term due to the eventual shrinking of the brain (Alcohol consumption, 2010). Living in our society today comes with the heavy, unavoidable burdens of stress that are brought about by fast-paced, busy and unhealthy lifestyles. It has been scientifically proven that the rate of depression across the globe has increased very significantly as a result (Alcohol consumption, 2010). Many people choose to consume alcohol in order to escape from the reality of their social pressures. This often leads to abuse of the substance. Some drinkers who feel more socially acceptable when drinking are willing to suffer mild and even the severe aftereffects of drunkenness for the sake of temporary euphoria and loss of inhibition. Frequent intoxication, even of a moderate degree, has a severe and burdening effect on the drinker. It can cause severe liver damage and atrophy of the cerebral cortex in more vulnerable people (Alcohol consumption, 2010). It is often seen that the alcoholic experiences more social problems than the expected relief for which they drink. Due to the mental and physical impairment that alcohol causes when consumed in heavy amounts, alcoholics cannot function properly in the simplest of daily activities. For this reason, many alcoholics experience job loss and social rejection. The abuse of alcohol can cause serious aggression and result in verbal, physical and sexual abuse of others. The alcoholic will consequentially alienate even the people that matter most to them. Alcohol may be seen as the single greatest cause of the breakdown of family life (Alcohol consumption, 2010). If the problem is not attended to, poverty and even eventual death may result. The social and economic costs of alcoholism and heavy drinking are heavy in societies all over the world. The annual costs of serviced provided due to these problems are measured in billions of dollars (Alcohol consumption, 2010). A large fraction of the work of police departments and the cost of local courts and jails is attributed to arrests and prosecutions for public intoxication and other incidents in which alcohol is involved. It has become very necessary for governments to intervene in order to maintain some control over the use of alcohol in society today (Alcohol consumption, 2010). The drinking age in South Africa is 18 years by law, and it is illegal for any establishment to sell or provide alcohol to a minor. The government regulates this law due to the higher abuse of alcohol by more irresponsible adolescents and because of how studies show that alcohol consumption and abuse is skewed towards younger populations. Alcohol intoxication is closely associated with mortality and morbidity that are caused mainly by accidents and violence. According to Mr Jacob Zuma, alcohol has been associated with unsafe sexual practices and an increased risk of contracting HIV (Parry, C.D.H.; Pluddemann, A., 1998). In developing countries all over Africa, infectious diseases remain very viable causes of alcohol misuse. Studies associate this with poor nutrition and it can therefore be deferred that the consequential weakening of the immune system by such practices further increase susceptibility to opportunistic diseases (Parry, C.D.H.; Pluddemann, A., 1998). One of the most serious abuses of alcohol is drunk driving. It is illegal in South Africa to drive whilst the concentration of alcohol in any sample of blood taken from the driver is more than 0, 05 grams per 100 millilitres (Alcohol and Legal Implications of Drunk Driving, 2007). Alcohol mentally and physically affects the driver by causing their reactions to become sluggish and judgment of other vehicles and objects on the road to become impaired. Due to high speeds and the much higher chances of causing a collision on the road, it is a very serious offense to drive drunk. The lives of the driver many innocent people on the roads are endangered due to drunken driving and negligence that is so common amongst people in society today. The Arrive Alive campaign on roads is one of the many examples of attempts by the South African government to reduce and effectively end the abuse of alcohol and the consequential increasing death toll on our roads (Alcohol and Legal Implications of Drun k Driving, 2007). There is evidence that an expectant mother can endanger the development of the fetus by drinking even the smallest quantities of alcohol. Fetal alcohol syndrome may result from a variety of birth defects that arise as a result. The problem arises when people do not take medical advice seriously. Some negligent mothers are abusive to the lives of their children by consuming alcohol during pregnancy. The defects include disorders of the central nervous system, slower development, mental impairment and abnormal physical features. Some babies are so severely affected that they may die soon after birth. No amount of alcohol consumption should thus be considered safe during pregnancy (Alcohol consumption, 2010). It can be concluded that the abuse of alcohol in our multicultural society today should be avoided due to the many serious and negative implications that are associated with its intoxication of the body. It is essential for the governments of all countries to strictly regulate consumption for a safer, more efficient and productive society.

Companion Animal Behavior and Training Module

In the case study, a young adult male cat, neutered and aged between four and five years old, undergoes extreme modifications in behavior in response to the birth of a newborn child to the owner-couple. The domestic short-hair lives in a single-cat household and prior to the birth of the first baby and the baby’s subsequently learning to crawl, the cat made appropriate use of 24-hour outside access, toileting outside in an acceptable fashion.Since the baby in the household learnt to crawl, the cat has started unrinating in the upstairs area of the house and squatting in various different locations.The cat also began grooming excessively. Based on this case study information, several determinations can be made about the causal factors relating to the behavioral issues displayed by the cat. For obvious reasons relating to the general health of the household, the cat’s behavior poses several hazards. One principle explanation for the behavior change, however, is the presen ce of the first child and the cat’s perception of the child, now mobile and a perceived presence from the cat’s perspective, as a treat to the cat’s perceived territory in the house.The explanation for the behavioral issues rests upon the fact that cats sometimes undertake urine spraying or urine marking because of territorial disputes, during aggressive conflicts, and even during sexual encounters. The spray produced is pungent and designed to ward off potential predators or competitors. In the case study, the cat clearly fields that the child, crawling and thereby presenting what must be a visible threat to the cat, is a predator or a threat of some general kind to the cat’s domination of the household, his territory.The objective of marking the territory is to establish its boundaries and ward off the child. It is classic cat behavior to advertise their presence in a territory by spraying visually conspicuous sites. Since cats naturally look to â€Å" time share† territories, marks enable the cats to space themselves out and prevent unwanted encounters. Cats can identify the urine marks so track can be kept of their neighbours (Hart, 1980a). Spraying serves to bring the male and female together during the breeding season. It is often done at a height convenient for sniffing (Beaver, 1992).Cats that spray urine inside their homes are classically prevented from doing so by neutering. Since the cat in the case study is already neutered, other measures must be undertake to curb the behavior. Most often, spraying is undertaken by reproductively intact males. Females spray as well, but less rarely. In one study conducted by the ASPCA, 77 percent of cats stopped or significantly reduced spraying within six months. Ten percent of male cats neutered before 10 months of age will still spray as adults. In households with numerous cats, at least one cat will likely spray, even if all the cats are neutered (ASPCA, 2007).Cats can become jealous upon the arrival of a new baby and this is particularly since the presence of a new child leaves the parents, the cat’s owners, exhausted and turmoil of a new baby, the cat is often neglected. This creates and exacerbates resentment about the presence of the child. Of course, it should not be ruled out that medical problems could be the cause of the cat’s unusual behavior. At the very least, this must be investigated as a potential cause. Medical problems such as diarrhea, urinary bladder inflammation, and the condition polydipsia or polyuria may promote unusual behavior from the cat.The signs of these problems include soft to watery diarrhea, which may indicate a problem in the small intestine, or mucus visible in the stool, along with blood, which suggests an inflamed colon or colitis. Urinary bladder infections may include FUS, bacterial infection, calculi or bladder stones, and tumors. Diabetes insipidus, diabetes mellitus, kidney disease, liver disease, ad renal gland disease, pyometra, and hypercalcemia are all possible medical causes for spraying and urinating in the house (ASPCA, 2007).If the baby were not present in the house it would be viable to note that females in heat, male spraying, other cats outdoors, over-crowding indoors, and the possible presence of testicular tissue remaining and producing low level hormones. Overcrowding, unchained litter, interrupted access to liter boxes, a change in litter type, and the presence of objectionable chemicals may be causing the problem. Psychological stress factors such as moving to a new environment or undergoing a change in routine can leave cats of any age bewildered and under considerable psychological stress.Overall, cats are loners and avoid interactions with other cats, except when with a mate, with young, or if several cats belong to the one household. The area traveled during normal activities is known the home range (Beaver, 1992; Bradshaw, 1992; Thorne, 1992). It is much lar ger for males than for females (Bradshaw, 1992) and the range may overlap other animals’ ranges (Thorne, 1992). Studies on free-ranging cats (Fox, 1975), showed that cats have a home territory and a home range that consists of places for resting, sunbathing and watching. A network of paths connects places and people may visit them regularly.Cats have an order of dominance in a neighborhood, which depends on time and place. If a low-ranking cat has already entered a narrow passageway and a high-ranking cat enters, the less dominant animal will sit and wait until the way is clear. Cats go to great lengths to avoid meeting another cat on a pathway, and chance face-to-face encounters lead to fighting and chasing and the development of a dominant–subordinate relationship. Subordinate males are pushed around in a dominant male’s home range. They essentially become nomads (Liberg, 1981, cited in Thorne, 1992).If a group of cats is maintained in colony pens, they need t o be provided with shelves so they can ‘own’ one and retreat there from other cats (Hart, 1980). The cats work out an arrangement where certain ones use the floor at different times to others. Rubbing may help reinforce social positions, with subordinate individuals generally rubbing more dominant conspecifics (Macdonald, Apps, Carr and Kerby, 1987). The socialization period is the time when all primary social bonds are formed and is the most important period during the cat’s life (Beaver, 1992).Active social con tact with more than one adult cat at some crucial development stage is necessary for an adult cat to adapt later to social living conditions (Bradshaw, 1992). Given this, the lack of socialization with a new infant introduced to a household is going to cause problems and, after official confirmation that there are no medical explanations for the cat’s unusual behavior, the likely best response will involve heavy bonding efforts to help the cat ove rcome feelings of displacement, in addition to efforts to help the cat to perceive the baby as a non-threat to its territory.SECTION B: To modify the behavior of the cat in the case study, several steps need to be undertaken to ensure that the cause of the problem is properly assessed and to assure that the problem does become resolved as quickly and as efficiently as possible. The first step in the behavioral modification process will be to identify the reasons that they cat is spraying. Presumably, the new baby is the issue, however, it is necessary as a precautionary measure at least to have the cat subjected to a physical examination by a qualified vet.Physical problems can lead to inappropriate urination and spraying and should at least be ruled out before any psychological issues are investigated. To assess the psychological state of the cats it is quite important to begin by discouraging other cats from hanging around outside the home, if there are any signs that cats are doi ng this. Ideally, one of the various types of commercially available motion-activated devices, such as the Critter Gitterâ„ ¢, the Scarecrowâ„ ¢, or the Scraminalâ„ ¢, serve the function to frighten outdoor cats away.The Scat Matâ„ ¢ and the Sofa Saverâ„ ¢ can be used to keep outdoor cats away from doors and windows if there is evidence that other cats are coming this close to the house (ASPCA, 2007). Although it is not likely that this type of territorial issue is in play in the case study, the cat’s owners would to well to investigate and rule out the possibility. Multiple factors could easily be in play since the cat’s behavior is altered so drastically and since there is evidence that it is only since the new baby began crawling that the cat’s urination and spraying have been a problem.If the cat is spraying in several locations, areas should be made less appealing. Commercially available are such deterrent systems as Ssscatâ„ ¢ may be used and the cat’s owners might also try establishing a different behavioral pattern in the sprayed locations by placing items that stimulate behaviors incompatible with spraying, such as the food dish or toys in the appropriate locations. A litter box may also be placed in each location to try to establish the same change in behavioral pattern. The ultimate treatment objective is to revolve the cat’s sense of insecurity in their home environment.Any form of direct punishment is to be avoided. Punishment simply makes the cat feel more insecure. If the cat has singled out one new person to be the target of marking, as in this case, the baby, it is helpful to have the child present and seeming to participate in the feeding of the cat as a means of establishing trust for the cat. In general cases, it can also be helpful to have family members use the same soaps, shampoos so as to homogenise the group in terms of smells. This stops the cat from singling out one human being for attention.A behavioral modification campaign along these lines can be supported with the use of anxiolytics, tranquilisers, and pheromonatherapy if little or no progress is seen over time. However, these drugs should be given only in combination with behaviour modification and essentially as a last resort, on advisement of a vet. In the case study example, it is highly likely not only that the threat is correctly identified as the new baby and that extra attention given to the cat combined with certain modified methods of feeding, for example, involving the young child, the issues surrounding the urination and spraying should quickly be resolved.REFERENCES. American Society for Prevention of Cruelty to Animals [ASPCA]. 2007. Animal Behavior Center: Cat Behavior. http://www. aspca. org/site/PageServer. Beaver, B. V. 1992. Feline Behavior: A Guide for Veterinarians. W. B. Saunders Company, Sydney. Bradshaw, J. W. S. 1992. The Behavior of the Domestic Cat. C. A. B International UK. Fo x, M. W. 1974. Understanding Your Cat. N. Y. : Coward McCann (London). Fox, M. W. 1975. The behaviour of cats. In: The Behaviour of Domestic Animals.Ed. E. S. E. Hafez. Bailliere Tindall. Hart, B. L. 1980a. Feline behaviour: A practitioner monograph. Vet. Practice Publishing Co. , California. Liberg, O. 1981. Predation and social behaviour in a population of domestic cats: an evolutionary perspective. Ph. D thesis, University of Lund, Sweden. Macdonald, P. W. , Apps, P. J. , Carr, G. M. and Kerby, C. , 1987. Social dynamics, nursing coalitions and infanticide among farm cats, Felis catus Advances in Ethology 24, 1–66Thorne, 1992

Should Cars Be Banned from City Centers?

H: today we need to discuss an interesting topic is â€Å"do you thginks cars should be banned from city centers. Do you agree or disagree? In my opinion, I think cars should not be banned because people might not be able to get to work. Its unfair that we can not use our cars in the city centre. People might not like going on buses to the city centre because teenagers might cause trouble. Or you might not be able to get a seat. Some people might not like going on buses because there sometimes dirty and they do not have seatbelts so you don’t feel safe on them. Where if you are in your car you feel safer. H . true, I afraid†¦Ã¢â‚¬ ¦.. because I think that cars should be banned from the city centre because if they were the world would be a safer place and I would be able to go there with my family without having to panic about people attacking us. I feel that if there wasn’t any cars in the city centre it would become a more child friendly area making kids like me welcome there. It would make me happy and no doubt safe. I think they are more then a good idea because of their help to stop pollution helping to cure our world. For a better chance in life P :yes†¦. But sometimes u can be late because use public transport and spent a lot of time for wait H : I †¦Ã¢â‚¬ ¦there is clearly an urgent need to cut pollution, this could be achieved by developing cleaner fuels and electrically powered cars, and encouraging people to use public transport where possible. P: yes,you win. easing our reliance on cars is a great idea

USS Tennessee (BB-43) in World War II

The lead ship of the Tennessee-class of battleship, USS Tennessee (BB-43) was laid down shortly after the United States entry into World War I (1914-1918). The first class to take advantage of the lessons learned in the conflict, the battleship was not completed until two years after the fighting had ended. Entering the peacetime US Navy, Tennessee spent almost the entirety of its career in the Pacific. The battleship was moored at Pearl Harbor on December 7, 1941, when the  Japanese attacked. Though struck by two bombs, it was not severely damaged and soon joined in operations against the Japanese. Withdrawn in August 1942, Tennessee underwent an eight-month modernization which radically changed the appearance of the battleship and left it better equipped to deal with the challenges presented by World War II (1939-1945) naval warfare. Rejoining the fleet in mid-1943, it took part in the Allies island-hopping campaign across the Pacific and played a role in the Battle of the Surigao Strait. Despite sustaining a kamikaze hit in April 1945, Tennessee remained an active participant in operations through the end of the conflict in August. Design The ninth  class  of dreadnought battleship  (South Carolina, Delaware, Florida,  Wyoming,  New York, Nevada, Pennsylvania,  and  New Mexico) designed for the US Navy, the  Tennessee-class was intended to be an improved version of the preceding  New Mexico-class. The fourth class  to follow the Standard-type concept, which called for ships  that possessed similar operational and tactical characteristics,  the  Tennessee-class was powered by  oil-fired boilers instead of coal and employed an  Ã¢â‚¬Å"all or nothing† armor scheme. This armor approach  called for key  areas of the vessel, such as magazines and engineering, to be heavily protected while less important spaces were left unarmored. Also, Standard-type battleships were required to have  a  minimum top speed of 21 knots and have a tactical turn radius of 700 yards or less.  Ã‚  Ã‚   Designed following the Battle of Jutland, the  Tennessee-class class was the first to take advantage of the lessons learned in the fighting. These included enhanced protection below the waterline as well as fire control systems for both the main and secondary batteries. These were mounted atop two large cage masts. As with the  New Mexicos, the new ships carried twelve 14 guns in four triple turrets and fourteen 5 guns. Unlike its predecessors, the main battery on the  Tennessee-class could elevate its guns to 30 degrees which increased the weapons range by 10,000 yards. Ordered on December 28, 1915, the new class consisted of two ships: USS  Tennessee  (BB-43) and USS  California  (BB-44). Construction Laid down at the New York Naval Shipyard on May 14, 1917, work on  Tennessee  moved forward while the US was engaged in World War I. On April 30, 1919, the new battleship slid down the ways with Helen Roberts, daughter of Tennessee Governor Albert H.Roberts, serving as sponsor. Pressing forward, the yard completed the ship and it entered commission on June 3, 1920 with Captain Richard H. Leigh in command. Finishing fitting out, the battleship ran trials in Long Island Sound that October. As part of this process, one of the ships electrical turbines exploded, injuring two members of the crew.    USS Tennessee  (BB-43) - Overview Nation:  United StatesType:  BattleshipShipyard:  New York Navy YardLaid Down:  May 14, 1917Launched:  April 30, 1919Commissioned:  June 3, 1920Fate:  Sold for scrap Specifications (as built) Displacement:  33,190  tonsLength:  624  ft.Beam:  97.3  ft.Draft:  31  ft.Propulsion:  Turbo-electric transmission  turning 4 propellersSpeed:  21  knotsComplement:  1,083  men Armament (as built) 12  Ãƒâ€" 14 in. gun (4  Ãƒâ€" 3)14 Ãâ€" 5 in. guns2 Ãâ€" 21 in. torpedo tubes Interwar Years   Following standardization trials at Guantanamo Bay in early 1921,  Tennessee  received orders to join the Pacific Fleet. Passing through the Panama Canal, the battleship arrived at San Pedro, CA on June 17. Operating from the West Coast, the battleship moved through annual cycles of peacetime training, maneuvers, and war games. In 1925,  Tennessee  and other battleships from the Pacific Fleet conducted a goodwill cruise to Australia and New Zealand. Four years later, the battleships anti-aircraft armament was enhanced. Following Fleet Problem XXI off Hawaii in 1940,  Tennessee and the Pacific Fleet received orders to shift their base to Pearl Harbor due to increasing tensions with Japan.    World War II Begins On the morning of December 7, 1941,  Tennessee  was moored inside of USS  West Virginia  (BB-48)  along Battleship Row. When the Japanese attacked, Tennessees crew manned the ships anti-aircraft guns but were unable to prevent two bombs from hitting the ship. Additional damage was sustained by flying debris when USS  Arizona  (BB-39) exploded. Trapped by the sunken  West Virginia  for ten days after the attack,  Tennessee  finally moved free and was sent to the West Coast for repairs. Entering Puget Sound Navy Yard, the battleship received needed repairs, additions to its anti-aircraft battery, and new search and fire control radars. Return to Action Departing the yard on February 26, 1942,  Tennessee  conducted training exercises along the West Coast and then patrolled the Pacific. Though it was initially slated to support the landings on  Guadalcanal in early August, its slow speed and high fuel consumption prevented it from joining the invasion force. Instead, Tennessee  returned to Puget Sound for a major modernization program. This saw the battleships superstructure razed and rebuilt, enhancements to its power plant, the trunking of its two funnels into one, additions to the anti-aircraft armament, and incorporation of anti-torpedo protection into the hull. Emerging on May 7, 1943,  Tennessees  appearance was radically changed. Ordered to the Aleutians later that month, the battleship provided gunfire support for landings there. Island Hopping Steaming south that fall, Tennessees guns aided US Marines during the invasion of Tarawa in late November. Following training off California, the battleship returned to action on January 31, 1944, when it opened fired on Kwajalein and then remained offshore to support the landings. With the capture of the island,  Tennessee  rendezvoused USS  New Mexico  (BB-40), USS  Mississippi  (BB-41), and USS  Idaho  (BB-42)  in March to attack targets in the Bismarck Islands. After rehearsals in Hawaiian waters,  Tennessee  joined the invasion force for the Marianas in June. Arriving off Saipan, it struck targets ashore and later covered the landings. In the course of the fighting, the battleship took three hits from Japanese shore batteries which killed 8 and wounded 26. Withdrawing for repairs on June 22, it quickly returned to the area to aid in the invasion of Guam the next month. On September 12,  Tennessee aided Allied operations against Peleliu by attacking the island of Angaur to the south. The following month, the battleship fired in support of General Douglas MacArthurs landings on Leyte in the Philippines. Five days later, on October 25, Tennessee  formed part of Rear Admiral  Jesse Oldendorfs line at the Battle of Surigao Strait. In the fighting, the American battleships inflicted a severe defeat on the enemy as part of the larger Battle of Leyte Gulf. In the wake of the fighting,  Tennessee  returned to Puget Sound for a routine refit. Final Actions Re-entering  the fighting in early 1945,  Tennessee joined Rear Admiral W.H.P. Blandys Iwo Jima bombardment force. Reaching the island, it opened fire on February 16 in an effort to weaken the Japanese defenses. Supporting the landings  three days later, the battleship remained offshore until March 7 when it sailed for Ulithi. There briefly, Tennessee  then moved to take part in the Battle of Okinawa. Tasked with striking targets ashore, the battleship also was routinely threatened by kamikaze attacks. On April 12,  Tennessee  was hit by a kamikaze that killed 23 and wounded 107. Making emergency repairs, the battleship remained off the island until May 1. Steaming to Ulithi, it received permanent repairs.    Arriving back at Okinawa on June 9,  Tennessee  supported the final drives to eliminate Japanese resistance ashore. On June 23, the battleship became Oldendorfs flagship and commenced patrols in the Ryukyus and East China Sea. Raiding the Chinese coast, Tennessee  was operating off Shanghai when the war ended in August.   After covering the landing of occupation forces at Wakayama, Japan, the battleship touched at Yokosuka before returning to the United States via Singapore and the Cape of Good Hope. Arriving at Philadelphia, it began the process of moving into reserve status. Decommissioned on February 14, 1947, Tennessee  remained in reserve for twelve years until being sold for scrap on March 1, 1959.

Technology Has Changed Our Lives Essay - 1440 Words

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As this continues, our culture will regress even further from human contact. This regression can be detrimental to our relationships with others. Voice activated technology allows us to turn off our brains and let the technology do the work. Our community finds this technology a convenience and decides to depend on voice activated technology to text, change the channel, and even tu rn off the lights in the room. This will further diminish our ability to rely on our own human intellect. The speed of access toShow MoreRelatedTechnology Has Changed Our Lives1413 Words   |  6 Pages Technology affects our lives in a major way. It is hard to go anywhere and not see the changes technology has bought to people now in year 2015. It is hard to even imagine life without technology. It is hard to imagine life without technology because whether it has been in its simplest form technological advances have been being introduced to humanity since the invention of the wheel. 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Literacy Is The Most Important Skill We Teach - 1286 Words

According to CMS Superintendent Ann Clark regarding literacy as our North Star, it â€Å"is the most important skill we teach. Literacy is the foundation for academic success from pre-kindergarten through high school.† Literacy is key to achieving academic success and the responsibility of literacy encompasses every educator and discipline. Many media coordinators have been trained in Common Core State Standards (CCSS) and district adopted reading initiatives, such as Balanced Literacy and Reading Apprenticeship. However, most struggle with linking our programs with literacy initiatives. According to the 2015 Nation’s Report Card percentages of fourth graders and eighth graders reading on grade level continues to decline, especially among urban†¦show more content†¦A skill of a library media coordinator is that of matching students with texts which support their individual reading levels and interests. A need among media coordinators is connecting literacy to t he library by developing research instruction which is directly tied to what is occurring in classrooms and teaching it at the point of need. When students have additional opportunities to practice and use skills and strategies from the classroom, they reinforce their learning. In order for students to be confident and successful readers they need time to develop and use strategies so whenever they are reading alone they can pull from their vast supply to effectively maneuver within the text. Students need time to acquire the cognitive strategies which good readers use and transfer skills and strategies from the classroom to real-world situations. 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Marketing Communications Strategy Essay free essay sample

Executive Summary Branding has become one of the most classiest of all activities for marketers as a result of the globalized nature of economies and countries. The best target group for effective branding has been the teenage segment of the population i.e. people belonging to the 13-20 age group. This segment of the population is highly brand conscious and when it comes to clothes, there is a high degree of particularity that has to be taken care of.As a result, classy, trendy and fresh branded outfits are the norm for this age bracket of which the importance can be judged by a statement from Branded- a book written by Quart, Alissa (2003) where she writes â€Å"Inspired by the commercialization of youth and also by the signs of resistance to it, I decided to write Branded. The term brand suggests both the ubiquity of logos in today’s teen dreams and the extreme way these names now define teen identities. We will write a custom essay sample on Marketing Communications Strategy Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page (Margarella, 2003)† Thus, the focus of this paper will be to develop effective marketing communications campaigns for this target market for a medium sized firm keeping into view that the first impression in the market is the last impression. Thus it is very necessary to design the marketing communications program for designer clothes that would be appealing and attractive to the youth segment of the population. Introduction One of the most noticeable apparel that a person displays is his or her dressing. This is, in fact, one of the primary concerns for most of the population especially for females in the ever more fashion and appearance oriented societies that we now live in (Gombeski, 2008). Moreover, there has been a tremendous leap towards the disposition of branded clothing during the past couple of years which means that companies nowadays are investing more resources towards developing, grooming and maintaining their branded clothes collection which ultimately find preference over the traditional unbranded attires. It is extremely important that companies undertake a well planned and thorough marketing activity to initiate their clothing line in order to be able to compete effectively in the market against other local and international clothing collections. Branding for the youth One of the most important ingredients of marketing that either make or break the designer line’s name and his success is branding. The first step in any marketing activity is to identify the target markets which in our case are the youngsters’ between the ages of 13-20. It is this age bracket in which the adolescents seem to be standing at an awkward age where neither they are too young to play with the toys nor have they groomed into adults. â€Å"Understanding the target market, their way of thinking, their activities and the reasons for the true desire to embrace designer outfits with a knowledge of what the teens really want to wear and show off is tremendously important for framing the entire marketing plan and consequently developing the right brand name and image and positioning it in the way youngsters really want it (Lee 2007, p15)†. What is needed is basically to know exactly what the youth want and delivering according to it. The entire process of bran ding should focus on the youth and their needs and desires. Understanding the target market For the youth who are lingering somewhere between childhood and adulthood, the craving for dressing and clothing is more than the desire to eat. It is the very desire to dress distinctively and wear brands that would leave upon others a positive perception that fuels purchases for the teenager segment. Once identified with the overall target market, the company now needs to segment this age group on the basis of tastes, preferences and activities. Within the youth age bracket of 13-20, there are the party goers who settle in for the trendiest, fashionable and expensive outfits there are on the rack. Then there may be the gloomy ones adopting a gothic outlook and hence wanting anything in dark shades and styles (Margarella, 2003). School and college goers would want comfortable yet trendy and informal tops and pants within an affordable range as they would make large purchases for their everyday college wear. Personal activities such as a love for sports mean incorporating such designs or labels on shirts. In United States, it has been reported that drinking has also affected teens clothing to a great extent with many boys we aring shirts showcasing drinking labels such as Budweiser or with related pictures or logos. Similarly, a desire for celebrities outfits, cartoon characters, specific looks such as military or army, the medium sized company should have all on offer from the latest looks of rock concerts, movie magazines and gossip tabloids that will attract the youth on all levels with all sorts of tastes and desires. â€Å"Fashion conscious teens tend to go wild over shirts, caps and jackets emblazoned with their celebrities’ initials, their favorite team’s logo, rock star’s name or appealing graphics (Lee 2007, p13)†. Developing the strategy When the target market of adolescents under study of the age bracket 13 to 20 has been fully analyzed with their needs, wants and desires, it is now time to frame an organized brand strategy that incorporates all of the findings and caters entirely to the wishes of the target consumers. The beginning step is to set down how to gain the appeal and fondness of this target market. 4 Brand names do not necessarily have to mean anything but they should be catchy enough to be easily restored in people’s minds. Short and memorable brand names make the most appeal. However, it would not just be the name; it will be the entire aura around it that will add to the appeal of the youngsters’ brand. The aura has to be created with the use of appropriate marketing techniques that give off the required image that the medium-sized company really wants its target market to perceive the brand as.â€Å"The brand image and brand identity that a company needs to develop in order to successfully target and appeal to its consumer segment has to be achieved with the use of effective marketing strategy (Temporal 2002, p1)†. The marketing department needs to focus on the desires of the youth or tap into those unexplored areas of interests that will suddenly emerge in the youngsters once they become exposed to the marketing practices of the company. Advertisements can play a crucial role here by taking up TV celebrities, young movie stars like twilight heroines or classy sports figures like Ronaldo and Rooney can cause a special attachment in the youngsters for the brand. The advertising can be done on TV primarily on channels such as on cartoon channels to target youngsters within 13 -17 maybe and for the older segment which tends to be more mature Star World or other drama channels can be more relevant.Apart from TV advertising, there are numerous teenage magazines where cloths branding will be the most effective. â€Å"Also, in the daily newspaper a segment that is devoted to youngsters can be used to occupy an ad from this designer company (Etzel, Walker, Walker Stanton 2000, p12)†. It is important to consider the Gestalt Theory when framing advertisement: which tells marketers to use the correct image, color and graphics for remembrance of a brand in the minds of the consumers. Flyers being given out inside shopping malls can also be a good way of promoting the company’s brand. Also, the company needs to sponsor or create its own program that truly gives off the right impression of the brand and hence creates the brand identity.In the entire process of identifying and developing a branding strategy, focus groups comprising of a handful of 15 teenagers can be extremely helpful in shaping the minds of marketers and taking them towards the right direction. Polls can also be held online on the company’s website comprising of the entire catalogs of outfits that are available. Online advertising on websites related to the youth can also prove to be a very successful idea Moreover, the atmosphere and ambiance of the outlet needs to be very appealing to the youth. Funky songs can be played in the background, with fresh and lively pictures all around with a few activities for the youngsters. The youth likes to mix and match different styles of shorts with different pants or skirts and hence it should be left entirely on them to choose an outfit for themselves (Trout 2009, p1). However, in case kids want help there should certainly be some fashion advisors in the outlet and customer service should be superb.Without the right ambiance, marketing strategies or the right products in place, the market for the designer clothes may shrink or may never grow. The medium sized company should then find the inefficiencies or deficiencies in the existing brand strategy that it pursues and identify those elements that are not in line with the youths’ target market needs and wishes. It should alter its current strategy to become consistent with the new branding strategy to target the youth (Temporal 2002, p1). Only if the company is able to deliver to its customers in the way they want it will it receive the brand loyalty and brand commitment that they deserve otherwise the you ngsters have an array of choices out there and they can easily switch their purchases from one brand to another. Integrated efforts of all involved ?reating or altering a brand strategy and developing the brand image and then delivering it to the target audience with the promise of living up to the corporate brand expectations by the youth involves an integrated, concerted and unified effort from all those involved in the entire process of branding. The entire series of people or groups who are either working in the process of branding or are being affected by it in any way by it need to be taken into consideration throughout the process. This will involve different sets of people which we will now look at. Firstly, it is the customers which in our case are the youngsters in the age group of 13 to 20 who need to be taken into account. â€Å"The company needs to be customer-centric and focus all its activities in a way that caters to each and every expectation and desires of the target market. Focus groups, surveys, mall interviews, samples through a pilot survey for the clothing and brand name testing and questionnaires can all help towards gaining knowledge on what exactly the youth wants (Etzel, Walker, Walker Stanton 2000, p113)†. Customers play a vital role because they need to be involved, directly or indirectly in every phase of the branding strategy. Customers need to be treated as the kings and then their partic ipation and views are the most important for the organization. Managers or personnel who are directly involved in the branding process are the ones that are responsible for framing into perspective the needs and desires of those customers, developing a blue print and realistically setting the goals of the entire branding process. They are the ones who develop the branding strategy, the brand names and the entire brand image associated with the product. The major chunk of this responsibility lies with the Branding Department with a great deal of continuous communication with the Marketing Department who will then put the whole plan into action. Also, the Finance Department plays a vital role here by allocating resources and budgets and making other numerical judgments such as the prospective revenues or profits to be made and the amount of risk involved (Lee 2004, p2).Suppliers are also an extremely important figure in the entire branding process. They are the ones delivering the necessary supplies of fabrics, embellishments, designs and other ac cessories. Their deliveries in the required amounts need to be received for further manufacturing. The prestated standards and quality measures need to be met in order to ensure that the products or outfits developed meet the expectations of the target market. â€Å"On-time deliveries is another important aspect of it in to avoid any late manufacturing and hence late delivery of final products to the market leading to lost sales and harming the image of the company (Temporal 2002, p13)†.Company’s other product line managers also need to be aware that this new brand is coming up. This is especially necessary to make up for any back up that may be required in case the brand does not do well initially. It is hence a means of balancing the revenues or profits of the company using different product lines in order to assure that if the new brand incurs initial losses, the other brands or product lines of the same company can be made more profitable. In fact all these brand managers and product managers along with marketing managers need to work in a collaborative manner i n order to be alarmed beforehand of any unwanted situation.Competitors are also a major consideration when a new brand is to be launched or an existing brand needs to be altered to target a new market niche. Having a look at the competitor’s strategies that are already in the business and analyzing them critically will open up new insights for the medium sized company which can then be used as opportunities to take advantage of. Insights about location of the outlet, the new styles of clothing, the ambiance of the outlet and different product offers and promotional efforts can all be taken from a thorough market research and competitor analysis.Other business may also be a part of this brand creation and brand promotion. This is especially true of those businesses that can help the business in some way or another. There can be creative designer companies or market research companies that will help the firm in developing and establishing the brand strategy by providing it with the necessary research data it requires about customers and competitors. There are also promotional companies such as advertising firms that the firm can get in touch with if it thinks that its internal mark eting department may be insufficient. Conclusion The elements of an effective marketing communication strategy mentioned above can be the major differences between success and failure, most of the times. It is very necessary to â€Å"know† your target market and understand their behavior. Marketers in the clothing industry fail to see through the lines and often fail in the advertising portion. Building the brand is the most important activity that needs to be undertaken with great care and vigil. Thus, it would be highly advisable for firms to rely on their creative human resource assets to take the company ahead in a highly competitive market and achieving for them a sizeable pie of the consumer market through effective branding and positioning and developing an integrated marketing communication program. Conclusion Etzel, M. J., Walker, B. J., Walker, S., Stanton, W. J. (2000). Marketing. New York: McGrawHill Education. Gombeski Jr., W. R. (Summer 2008). Marketers are likely to get smarter. Marketing Health Services , 3.Lee, J. C. (2007). Rave Marketers. Orange County Business Journal , 2-32. Margarella, F. J. (Aug. 2003). Relationship Marketing (AN 10756377). Club Industry , 20.Temporal, P. (2002, June). Retrieved December 5, 2009, from BrandingAsia.com: http://www. brandingasia.com/columns/temporal10.htmTrout, J. (2009, May 9). Brand Positioning Basics. Retrieved December 7, 2009 from: http://www.brandingstrategyinsider.com/2009/02/brand-positioning-basics.html