Tuesday, August 20, 2019
Hide and Seek by Vernon Scannell and Half Past Two by U.A. Fanthorpe Es
"Hide and Seek" by Vernon Scannell and "Half Past Two" by U.A. Fanthorpe Task: Compare two poems of the same theme in detail. In this essay I will be looking at two poems, which are similar in theme and discussing their similarities. I will be using the poems "Hide and Seek" by Vernon Scannell and "Half Past Two" by U A Fanthorpe. These poems are similar to each other because their main theme is growing up, as the poems are set in the mind of a child. The first poem called "Hide and Seek" by Vernon Scannell is an unusual poem as it takes a lot of imagination to fully understand the poem. The title of the poem suggests that the story is about a childish game but this is from an adult's point of view as this poem is set in a child's mind and so this simple game is a terrifying experience to the child. The opening to the poem starts with the frantic, short words "Call out. Call loud: 'I am ready! Come and find me!'" This sentence is short and sharp to show the tension and excitement of the hide and seek game, as there are three sentences (although not full sentences) to one line. This technique is used to build tension within the poem as making the sentences short and sharp increases the pace of the poem to make the reader more excited and anxious as to what is going to happen. The poet uses this to build an atmosphere of anxiety at the beginning of the poem so that the poem is rushed straight to an exciting sentence without the build up. This alerts the readers and makes them want to read on. The next sentence uses a lot of alliteration within the sentence. The sentence states "The sacks in the tool shed smell like the seaside". This sentence, when said aloud, gives a lot of sounds which sound lik... ...ader imagine this weird place which the poet is trying to describe and makes the reader imagine that he or she is in this place. In comparison of the two poems, I can clearly say that both poems are very alike. They are both targeted to an older audience so that they can be the modern child as most people of an older age are curious as to what it is like and would like to step in the child's shoes. Both the poems are also told from the child's view so that the reader gets to know more about the child. The poems also both use personification because at such a young age many simple objects can come alive really easily as the modern child has a wide imagination and can, if he or she wants to, make simple things come alive. Therefore, in conclusion, I can say that these poems both have the same theme, which is growing up and coping with growing up. Hide and Seek by Vernon Scannell and Half Past Two by U.A. Fanthorpe Es "Hide and Seek" by Vernon Scannell and "Half Past Two" by U.A. Fanthorpe Task: Compare two poems of the same theme in detail. In this essay I will be looking at two poems, which are similar in theme and discussing their similarities. I will be using the poems "Hide and Seek" by Vernon Scannell and "Half Past Two" by U A Fanthorpe. These poems are similar to each other because their main theme is growing up, as the poems are set in the mind of a child. The first poem called "Hide and Seek" by Vernon Scannell is an unusual poem as it takes a lot of imagination to fully understand the poem. The title of the poem suggests that the story is about a childish game but this is from an adult's point of view as this poem is set in a child's mind and so this simple game is a terrifying experience to the child. The opening to the poem starts with the frantic, short words "Call out. Call loud: 'I am ready! Come and find me!'" This sentence is short and sharp to show the tension and excitement of the hide and seek game, as there are three sentences (although not full sentences) to one line. This technique is used to build tension within the poem as making the sentences short and sharp increases the pace of the poem to make the reader more excited and anxious as to what is going to happen. The poet uses this to build an atmosphere of anxiety at the beginning of the poem so that the poem is rushed straight to an exciting sentence without the build up. This alerts the readers and makes them want to read on. The next sentence uses a lot of alliteration within the sentence. The sentence states "The sacks in the tool shed smell like the seaside". This sentence, when said aloud, gives a lot of sounds which sound lik... ...ader imagine this weird place which the poet is trying to describe and makes the reader imagine that he or she is in this place. In comparison of the two poems, I can clearly say that both poems are very alike. They are both targeted to an older audience so that they can be the modern child as most people of an older age are curious as to what it is like and would like to step in the child's shoes. Both the poems are also told from the child's view so that the reader gets to know more about the child. The poems also both use personification because at such a young age many simple objects can come alive really easily as the modern child has a wide imagination and can, if he or she wants to, make simple things come alive. Therefore, in conclusion, I can say that these poems both have the same theme, which is growing up and coping with growing up.
Monday, August 19, 2019
The Red Shoes :: English Literature Essays
The Red Shoes ‘The Red Shoes’ is an imaginary and unreal story related by Hans Christian Anderson. Anderson makes effective use of fantasy to teach a moral lesson. He builds up the story in such a way that the reader does not care for the validity of the incidents. The moral lesson is that the proud and the disobedient must suffer. Disobedience is a sin, and according to the Christian belief it is what started the demise in the heavens above, so anybody who commits it must suffer. Whatever sins man commits in his lifetime he is punished for them. If only he repents for his sins can he be forgiven and at least he can die in peace. God forgives them only when they repent for their sins. The story also presents another facts of the Christian belief about sin and punishment, which is based on the strict principles of repentance and forgiveness. In the story Karen is a poor but beautiful girl. At the death of her mother, a rich old lady takes her to her home and brings her up. The widow of the cobbler gave Karen a pair of red shoes, which she wore for the first time on her mother’s funeral. The old lady who adopted Karen disliked, the red shoes greatly because of Karen’s obsession for them and so she burnt them. Then once Karen saw the princess wearing beautiful red shoes. Her love for these shoes got re-ignited; she liked them a lot indeed. Karen grew up to be a beautiful damsel. She was to be made the member of the church. Her foster mother, the rich old lady bought her a lovely pair of shoes incidentally those shoes were also red in color. This fact has escaped the old lady’s notice, but Karen found them to be exactly what she yearned for. She went to church in those red shoes. She thought that everyone in the church was looking at her shoes. She wore them at the time of confirmation, which was not the proper occasion to wear them. Karen felt very proud of them. She even forgot to pray in the church when the old lady came to know about it she told Karen not to wear those shoes in future but once again she went to the church wearing those shoes. This accounted for the sin of disobedience she committed.
Sunday, August 18, 2019
The Deductive Problem of Evil Essays -- Philosophy essays
The Deductive Problem of Evil    One of the major philosophical debates concerning God's existence involves the problem of evil. The problem has two basic formulations, one is deductive, the other inductive. The deductive form of the problem asks the following: Is the existence of evil logically compatible with a necessarily benevolent and necessarily omnipotent being? One of the philosophers who discusses the problem is Richard Gale. I will begin this essay by outlining the deductive problem of evil according to Gale. I will then try to refute the deductive argument and prove that the existence of evil is indeed logically compatible with a benevolent and omnipotent being. A conclusion will then follow. The deductive argument has been around since the time of Epicurus.1  In its simplest form, the problem is stated as follows: 1. God is omnipotent 2. God is wholly good 3. Evil exists Proponents of the argument believe the set of propositions is logically inconsistent, i.e. that at least one proposition must be false. This basic formulation is problematic. It presupposes two important things: First, that God and evil are logically incompatible; and second, that God's omnipotence is unlimited. It is obvious, then, that some additional premises are needed if the argument is to succeed. W.L. Mackie was one of the first philosophers to provide these additional premises.2 He adds the following premises to the set: 4. A wholly good (omni-benevolent) being eliminates and prevents every evil he can.3 5. There are no limits to what an omnipotent being can do. With the insertion of these revised principles, Mackie hopes to deduce a contradiction, namely that evil does not exist (from 1,... ...Ibid. P. 103 8 Some philosophers have referred to this idea as the Condition of Reasonable Epistemic Access (COREA) Works Consulted: Christlieb, Terry. "Which Theisms Face an Evidential Problem of Evil?" Faith and Philosophy 9 (January 1992): 45-64. Griffin, David. Evil Revisited: Responses and Reconsiderations. Albany: SUNY Press, 1991. -        - -. God, Power and Evil: A Process Theodicy. Philadelphia: Westminster Press, 1976. Plantinga, Alvin. "Epistemic Probability and Evil." Archivio di Filosophia 56 (1988). - - -. "The Probabilistic Argument from Evil." Philosophical Studies 35 (January 1979): 1-53. Reichenbach, Bruce. "Natural Evils and Natural Laws: A Theodicy for Natural Evils." International Philosophical Quarterly 16 (June, 1976): 179-88. Rowe, William L. "Ruminations About Evil," Philosophical Perspectives 5 (1991). The Deductive Problem of Evil Essays -- Philosophy essays The Deductive Problem of Evil    One of the major philosophical debates concerning God's existence involves the problem of evil. The problem has two basic formulations, one is deductive, the other inductive. The deductive form of the problem asks the following: Is the existence of evil logically compatible with a necessarily benevolent and necessarily omnipotent being? One of the philosophers who discusses the problem is Richard Gale. I will begin this essay by outlining the deductive problem of evil according to Gale. I will then try to refute the deductive argument and prove that the existence of evil is indeed logically compatible with a benevolent and omnipotent being. A conclusion will then follow. The deductive argument has been around since the time of Epicurus.1  In its simplest form, the problem is stated as follows: 1. God is omnipotent 2. God is wholly good 3. Evil exists Proponents of the argument believe the set of propositions is logically inconsistent, i.e. that at least one proposition must be false. This basic formulation is problematic. It presupposes two important things: First, that God and evil are logically incompatible; and second, that God's omnipotence is unlimited. It is obvious, then, that some additional premises are needed if the argument is to succeed. W.L. Mackie was one of the first philosophers to provide these additional premises.2 He adds the following premises to the set: 4. A wholly good (omni-benevolent) being eliminates and prevents every evil he can.3 5. There are no limits to what an omnipotent being can do. With the insertion of these revised principles, Mackie hopes to deduce a contradiction, namely that evil does not exist (from 1,... ...Ibid. P. 103 8 Some philosophers have referred to this idea as the Condition of Reasonable Epistemic Access (COREA) Works Consulted: Christlieb, Terry. "Which Theisms Face an Evidential Problem of Evil?" Faith and Philosophy 9 (January 1992): 45-64. Griffin, David. Evil Revisited: Responses and Reconsiderations. Albany: SUNY Press, 1991. -        - -. God, Power and Evil: A Process Theodicy. Philadelphia: Westminster Press, 1976. Plantinga, Alvin. "Epistemic Probability and Evil." Archivio di Filosophia 56 (1988). - - -. "The Probabilistic Argument from Evil." Philosophical Studies 35 (January 1979): 1-53. Reichenbach, Bruce. "Natural Evils and Natural Laws: A Theodicy for Natural Evils." International Philosophical Quarterly 16 (June, 1976): 179-88. Rowe, William L. "Ruminations About Evil," Philosophical Perspectives 5 (1991).
Saturday, August 17, 2019
Behavioral Risk Factors and Oral Health
It has been found that as socioeconomic status increases, the incidence of disease, illness, and their impacts decrease (Reisine, 1009). Specifically, large disparities exist for differences in oral health. Socioeconomic status is usually measured by â€Å"income, education, or occupational prestige that offer advantages to individuals and families†(Reisine, 1009). Some base it on the neighborhood that one lives.The frequency of tooth-brushing, dental check-ups, and the consumption of sweets and soft drinks affect dental health ( Ylà ¶stalo, 195).  It is recommended by dentists to brush teeth with a toothpaste containing fluoride daily to prevent tooth decay. Dental check-ups are encouraged every six months. In some households, baking soda is used for tooth-brushing. Although it is inexpensive, it does not contain fluoride.Oral infections and cardiovascular diseases have common biological and behavioral risk factors such as poor diet, smoking, and excessive alcohol use. The health of one’s mouth affects the health of the rest of the body. The process of digestion begins in the mouth.â€Å"Psychosocial determinants could act as a link between general health behavior and dental health behavior†(Ylà ¶stalo, 194). Consistency, control, self-worth, life satisfaction, and optimism have been linked to several health outcomes (Ylà ¶stalo, 194). For example, people that are optimistic tend to recover better from illnesses.In conclusion, the connections between oral and general diseases are because of unhealthy habits; they can result from a person’s socioeconomic status and lifestyle. These unhealthy behaviors are risk factors for overall health.ReferencesReinsine, Susan T. and Walter Psoter. (2001, October). Socioeconomic Status and Selected           Behavioral Determinants as Risk actors for Dental Caries. Journal of Dental Education, 1009-1015.Ylà ¶stalo. P .V., Ek, E., Laitinen, J., and M.L. Knuuttila. (2003). Optimism and Life Satisfaction as Determinants for Dental and General Health Behavior-Oral Health Habits Linked to Cardiovascular Risk Factors. Journal of Dental Research, 82(3): 194-199.
Friday, August 16, 2019
Revolutionary War vs. 9/11 Essay
The Revolutionary War and 9/11 were both events that are still very talked about today.. They impacted America so much, and shook our history forever. Despite the differences in era, cause, and effects, they were also were alike in many ways. The Revolutionary War and 9/11 differ in many ways. First, the obvious fact that they took place in very different time periods. The Revolutionary War, which took place from 1775-1783 was an era before modern technology. Therefore, it took days, maybe even weeks before the media could inform the people of the events of the war. In the events on 9/11, which took place on September 11, 2001, people all across the globe knew what was going on by the second. News channels were buzzing, and the world was able to mourn along with the ones in the event. Technology also caused a major rift in between the two events due to the differences in weaponry. The Revolutionary War’s best weapons were early versions of muskets, rifles, cannons, pistols, and bayonets. In 9/11, they used box cutters, bombs, cellular communication, and airplanes. Finally, the Revolutionary War was a collection of multiple events and battles which took over a long period of time. Years, in fact. 9/11 simply took on e day. Despite their many differences, the two events are quite similar. Both the Revolutionary War and 9/11 caused fear and sadness in America. After 9/11, people were afraid of flying airplanes, leaving their homes, and some even grew paranoid of all Muslims. During the Revolutionary War, there was fear of both British and Native American terrorism. Another similarity is that both resulted in thousands of people dead or wounded. There were approximately 25,000 wounded, and another 25,000 people found dead during the Revolutionary War. In 9/11, 6,291 people were wounded, while 2,998 died. One similarity that is still very strong today is that both drastically divided the nation. During the Revolutionary War, the people were turned into either Loyalists or Patriots. Patriots were those who supported independence, whilst the Loyalists were those who remained loyal to the British king. After the devastation of 9/11, Americans who had probably referred to themselves as somewhat neutral, were all suddenly either Liberal or Conservative. The two categories had been dominant before, the the turn events caused people to be more outspoken about their beliefs. Conservatives believed in patriotism, and that we needed to punish those who had damaged our country, while liberals believed in more peaceful ways to solve the dilemma. However, regardless of any similarities, everyone can agree that both were events that shocked people, created a stronger government, and greatly impacted American history. Both events shook up our country drastically. People were left feeling unsafe and vulnerable, and thousands were left without lives. Although up until today people still debate on topics regarding both events, the truth is, no matter how much it damaged the survivors, it all resulted in a stronger America, and proved that we are a force to be reckoned with.
Depression and Suicide in Native American Adolescents Essay
Depression and Suicide in Native American Adolescents Introduction            The United States records the highest number of both successful suicides as well as attempted suicides on an annual basis. According to studies, 80 people commit suicide on a daily basis whereas emergency departments receive thousands of visits with cases of self-inflicted injuries (Ginsburg et al., 2008). Teenagers aged 15-24 report the highest cases of successful suicide and suicide attempts. Native American teenagers make the largest percentage of these suicides. According to Gary (2005), stress is the main reason why suicide related cases are ever on the rise in the US. This stress normally results from depression, which comes in different forms such as self-doubt, uncertainty about the future as well as strains of being successful. Apart from providing an analysis on the high rate of depression and suicide among Native American adolescents, the study talks about necessary measures that ought to be taken in a move to curb these suicide cases. Depression            According to studies, depression is the act of feeling sad, this occurs when one is not satisfied with a certain outcome (Walls et al., 2007). Depressions could be disastrous if not handled in the right manner. For instance, a person experiencing depression is likely to commit a heinous act if appropriate measures are not taken to curb the situation. Lack of proper attention is the reason why most Native American youths are committing suicide in the United States. According to studies, many Native American teenagers become depressed due to a number of reasons, for instance, frequent family disputes as well as poor performance in schools (CDC, 2010). Native Americans have incurred a number of problems throughout their lives. For instance, apart from exploitation, Native Americans have lived in adverse poverty for decades. This level of poverty has made it difficult for most parents to offer their children quality education since most of the m live in poor and unhealthy lifestyles (Listug-Lunde, Vogeltanz-Holm & Collins, 2013).            High rate of poverty is the main reason why many Native American adolescents end up becoming depressed. Due to poverty, youths are forced out of school, hence; they spend most of the time working for the family in addition to seeking low paying jobs in major cities. Since these youths spend most of the time outside the classroom, this result to poor performance, hence, low self-esteem (Gary, 2005). Dropping out of school is more devastating for girls compared to boys. This is because, these girls are likely to become pregnant and this makes life even more difficult for them, hence, this is the reason why girls are the most affected with depression compared to boys (NAMI, 2014). Due to the unhealthy lifestyles, Native American parents have higher chances of divorce compared to other races. Conflicts and separations among Native American parents also play a major role when it comes to depression among youths. When a family files for a divorc e, life becomes even more difficult compared to how it was before the separation. It is through these challenges that most adolescents gradually develop the feeling of depression, making them commit inhumane atrocities such as suicide. Suicide            According to studies conducted by Balis and Postolache (2008), suicide comes third among the leading causes of deaths in adolescents residing in the United States. The reason why most American Native adolescents contemplate suicide is because they tend to believe it is the only solution to the challenges they incur. There are different methods in which suicide attempts are made. For instance, apart from suffocation by hanging, other common forms of suicide include the use of poison as well as firearms (CDC, 2010). According to studies, most boys tend to use firearms when committing suicide whereas girls opt for poison or the suffocation method. According to Gilder and Ehlers (2012), most teenagers contemplate suicide after undergoing major disappointments. Apart from strained interpersonal relationships, other factors that have contributed to high incidences of suicide cases among Native American teenagers include high level of stress. Acc ording to studies, Native American adolescents are likely to undergo high levels of stress that come as a result of divorce by parents. Girls opt to commit suicide after being victims of sexual or physical abuse (Listug-Lunde, Vogeltanz-Holm & Collins, 2013).            The reason why Native Americans have the highest reports of suicide incidences is due to the lack of good relations, which are of great importance especially during emotional changes (Gary, 2005). A good support network is essential since it acts as an outlet that helps them deal with the inner feeling. It is evident that people that are depressed commit most suicide attempts. According to studies, depression is usually considered a mental health disorder since it causes chemical imbalances within one’s brain. These imbalances result to lethargy, despondency as well as general apathy towards one’s life, hence, causing one to contemplate suicide (NAMI, 2014). Substance abuse is another main cause of suicide among Native American adolescents. Most youths start using illegal substances due to numerous challenges they undergo. Through peer pressure, youths are made to believe that drug abuse and consumption of alcohol will reliev e them of their problems (Faye, 2005). Risk factors            Suicidal incidences never occur out of blues, these victims display a number of signs. The reason why most of the suicides are successful is that most people notice these signs but they never take any precautionary measures. Studies show that firearms are the most used weapons among teenagers that commit suicide (CDC, 2010). The reason why guns are the most used weapons is due to their easy accessibility. Apart from firearms, adolescents have access to other items such as alcohol and motor vehicles. Some of the signs shown by people contemplating suicide include sudden withdrawal from peers or family members as well as the loss of interest in activities that were pleasurable in the past. According to studies, people contemplating suicide tend to be more aggressive than usual (Gilder &Ehlers, 2012). Hence, it is the responsibility of family members and close peers to monitor people displaying such behavioral changes. These behaviors are rar ely considered among the Native Americans and it is the reason why this tribe records the highest rate casualties.            When it comes to risk factors associated with suicide attempts, one’s genetic factor also plays a major role. According to Theodora and Teodor (2008), some suicidal thoughts are usually genetic. Hence, the suicidal history of one’s family also needs to be put into consideration. Apart from behavioral changes, other factors that need consideration when focusing on risk factors includes gender, ethnicity one’s and socioeconomic status. For instance, in the case of gender and ethnicity, boys are five times likely to commit suicide compared to their female counterparts. As for age, teenagers above 20 years are more likely to commit suicide compared to those aged 12 and below. Geographically, most cases of teenage suicide and usually experienced in the western states such as Alaska (Theodora & Teodor, 2008). Intervention/Treatment            In order to reduce the rate of suicide incidences among adolescents, appropriate intervention measures ought to be considered. For instance, families and peers need to monitor each other in a move to identify any behavioral changes that might arise. Early identification of behavioral changes is quite beneficial since it minimizes chances of successful suicidal attempts. Apart from monitoring behavioral changes, identification and minimization of risk factors is also of great importance. For instance, limiting the access of firearms as well as alcohol and drugs will result to a reduction in suicidal attempts (Theodora & Teodor, 2008). Youths need to be encouraged to participate in physical activities since it tends to reduce one’s thoughts of contemplating suicide. Youths under the influence of drugs require proper attention since they are likely to commit heinous acts such as committing suicide. Such people ought to be placed under psychological or clinical care where they are to undergo rehabilitation programs (NAMI, 2014).            Family support plays a major role when it comes to minimizing the rate of youth suicidal attempts. Through family support, youths feel wanted and this results to minimal suicidal thoughts. Lack of family support increases the chances of suicidal attempts since these youths tend to believe that they are not wanted; this is because they do not feel the parental love (Gilder & Ehlers, 2012). Another intervention measure is by educating youths about religious believes. Teaching teenagers about the Bible and God’s teaching will minimize suicidal attempts (Theodora & Teodor, 2008). This is because adolescents will realize that they are the children of God who loves them and will not be happy when they commit suicide since he has good plans for them. Though the Bible, teenagers will also learn how to pray to God and ask for strengths in times of temptations. Similarly, urgent medical attention needs to be sought on youths that are undergoi ng depression (NAMI, 2014). Conclusion            Cases of teenage suicide in the US are ever on the rise. According to studies, 80 people commit suicide on a daily basis, most of them Native American teenagers. Stress is one main factor that causes most youths to contemplate suicide. Most American Native youths become stressed after they drop out of school due to poverty, physical and sexual abuse as well as family wrangles such as divorce. Apart from suffocation by hanging, other common forms of suicide include poisoning and the use of firearms. In order to minimize the rate of youth suicide, a number of risk factors ought to be put into consideration. For instance, apart from behavioral changes, family members need to look out for other traits such sudden withdrawal from family members and peers in addition to the sudden loss of interest in activities that were pleasurable in the past. Some of the intervention measures required in a move to curb youth suicide include the monitoring of behavioral changes, limiting the access of firearms and alcohol and seeking medical attention of youths experiencing depression. Finally, educating youths about the Bible and how to pray whenever they are faced with temptations will also reduce youth’s suicidal attempts. References Balis, T. & Postolache, T. (2008). â€Å"Ethnic Differences in Adolescent Suicide in the United States.†NCBI. 1(3): 281–296. Retrieved on 9 December 2014 from http://www.healthandwelfare.idaho.gov/Portals/0/Families/Suicide%20Prevention/Native%20American%20Males/Reports/Suicide_in_Native_American_males_FINAL.pdf Gary, F. A. (2005). Perspectives on Suicide Prevention among American Indian and Alaska Native Children and Adolescents: A Call for Help. Online Journal of Issues In Nursing, 10(2), 170-211. Retrieved on 9 December 2014 from http://web.a.ebscohost.com/ehost/detail/detail?sid=daf42f13-b168-42b7-b4388b238c57fed4%40sessionmgr4005&vid=37&hid=4104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=17356288 Gilder, D.& Ehlers, C. (2012). â€Å"Depression Symptoms Associated with Cannabis Dependence in an Adolescent American Indian Community Sample.†NCBI.21(6): 536–543. Retrieved on 9 December 2014 from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3498983/ Ginsburg, G. S., Baker, E. V., Mullany, B. C., Barlow, A., Goklish, N., Hastings, R., &Walkup, J. (2008). Depressive Symptoms Among Reservation-based Pregnant American Indian Adolescents. Maternal & Child Health Journal, 12110-118. doi:10.1007/s10995-008-0352-2 Listug-Lunde, L., Vogeltanz-Holm, N., & Collins, J. (2013). A Cognitive-Behavioral Treatment For Depression In Rural American Indian Middle School Students. American Indian &Alaska Native Mental Health Research: The Journal Of The National Center, 20(1), 16-34 NAMI. (2014). Mental Illness. Retrieved on 9 December 2014 from http://www.nami.org/Template.cfm?Section=By_Illness Walls, M. L., Chapple, C. L., & Johnson, K. D. (2007). Strain, Emotion, and Suicide among American Indian Youth. Deviant Behavior, 28(3), 219-246. doi:10.1080/01639620701233100 Source document
Thursday, August 15, 2019
Beano?S Cafe
OMPANyCaSe Beano's Cale: n Egyptian Flavor COMPANY ~car†lO'S BACKGROUND Cafe, one of the most successful and popular cafe chains in =~ypt. has branches throughout the country, including locations in ::†ro. Alexandria, and Giza. At Beano's, customers can enjoy excele- quality coffees, soft drinks, shakes, and infusion drinks, as †as a wide variety of sandwiches, hot meals, and desserts. Beano's Cafes aim is to offer its customers a convenient, relax-9 place where they can purchase food and beverages of a high :uality at an affordable price.The cates have a distinctive layout ,,†‘d style which is achieved through a combination of contempo? ry design and warm colors that give them a pleasant atmosphere. –e cafes environment is characterized by simplicity, elegance, : eanliness, and a modern design. It is known as a place where ung people can gather and where people can enjoy an afford::0 e outing, listen to the latest musie, and use wireless Intern et. Cafe, and from other smali, local cafes. Despite these concerns in 2000, Beano's opened its first cafe in Egypt, introducing new coffee products such as cappuccino and espresso to the Arabie market.Beano's wanted to increase its market share and target a new segment-senior citizens-along wit h maintaining and/or increasing its appeal to the youth segment, which represents the majority of its customers. The senior citizens represented the higher socio-economic class; however, Beano's discovered that young clients represented up to 70 percent of their daily clients. Beano's Cafes higher management wanted to retain its satisfied clients while also increasing its share of the customer base. They therefore put together a new marketing strategy.REVISING THE MARKETING STRATEGY EY MARKET –e creators of the Beano's Cafe Group had wanted to open a -ew coffee shop in Egypt for a long time but they saw problems .. ,entering the Egyptian market. They believed that the Egyptian oopulat ion would not be keen on coffee made from unfamiliar, -ew ingredients. The Egyptian market was locally driven toward ::Jr ental cates, Turkish coffee, and shisha (water pipe); thus, 3eano's' marketing strategy was to introduce the Egyptian consurner to a new cafe experience.There was also fierce competi: on from other coffee shops, including Cilantro Cafe and Costa Beano's Cafe's management team knew through customer surveys carried out in their chains that 60 percent of their customers keep coming back because of staff friendliness, 20 percent because of the quality of the service, and 20 percent because of the overall atmosphere at Beano's Cafe. The cafs's new marketing strategy was divided into three parts: The first was 13 percent value (offering more for the same price). he second part was 17 percent quality (offering an affordable, quality cate experience, and improving the taste of the coffee), and the final part was 67 percent service (improving the face-to-face interaction with customers inside the cafe). Beano's placed the greatest emphasis on improving the level of customer service in its cafes. The company did this in a number of ways. First, management decided to speed up the serving process by allocating one minute for taking orders, seven minutes to make the order, and a final one minute 244 Part Three IDesigning a Customer-Driven Strategy and Mix modern cates were established in the Egyptian market; the focus was more on the local â€Å"kahwa†(Turkish/Arabic coffee), tea, and shisha. Beano's Cafe positioned itself as an affordable, modern cafe with a lively, entertaining environment. Beano's Cafe's targeting approach became youth oriented. The cafe was representing a new approach to coffee, selling cappuccino and java solo drinks like espresso. Thus, the segmentation approach started to focus more on the youth differentiated segmentation market approach.As mentioned, the use of a kitchen provided the company with differentiation over th e competition, however, Beano's also has a new advantage: It offers a creative art foam that is placed on top of the cappuccino. The consumer's name or birth date can be written on a cappuccino cup or any picture can be drawn with the because the mafoam. Consumers can even do it themselves chines are manually operated. This level of personalization, allowed Beano's to differentiate itself from its competitors by offering its customers what they want and exceeding their expectations.By satisfying customers' desires, Beano's sawa growth of the company and an increase in sales of its coffee products. III to give the table the bill. Therefore, the whole process took a very fast nine minutes. Beano's also improved its communication with customers by greeting them and paying attention to their needs. Beano's has an ultimate advantage that none of its competitors have-the kitchen. Having a kitchen allows Beano's to offer a larger menu selection. Customers can also ask for items not include d in the menu or can modify their chosen item.These options are not available in most cates in the region and impress consumers. Having the advantage of a kitchen allowed Beano's to discontinue using ready-made food and instead making every meal to order, thereby differentiating itself from its closest competitor, Cilantro Cafe. This enabled customers to modify their orders. It also permitted customers to create new, customized products. Beano's is now able to forecast real quantities and therefore store essential, everyday ingredients, getting rid of unnecessary stock of less in demand products. This method turned out to be very efficient in their storage management.Becausecustomer service is such a high priority in the company's new marketing strategy, the marketing department conducted a new survey designed to improve customer service. It was executed through the cafes' branch managers and administrated by a smali team from the research department. One of the most effective quest ions concerned what customers liked and disliked about Beano's Cafe. The survey revealed that customers liked the cafe's service, atmosphere, and quick response; they did not like the company allowing some private celebrations to be held, nor did they always like the type of musie played in the cafes or the furniture.Beano's bega n to consider how to react to ali of these reported dislikes from its consumers, especially as the competition was rising with both Cilantro Cate and Costa Cafe, In addition, other new cates, such as On The Run Cafe in the Mobil Petroi Station, were improving their quality and pricing to an affordable level. Despite making these advances, Beano's had weaknesses to overcome. The cafes were not located in the main, central business streets in Egypt. These untapped areas of business opportunities prevented the company from increasing its market share.Cilantro, a competing cafe, employed successful promotional tools to spread its brand image in Egypt, including high-profile commercials. Beano's could not match the level of advertising in terms of budget and instead focused more on customer relationship management (CRM) and relationship marketing (RM) To this end, Beano's introduced a customer loyalty and smart card program that enabled customers to collect points for each separate order. The customer could then redeem the points and receive free products. Beano's also targeted ali customer segments by introducing a promotional Beano's points card.Customers pay for the cards, starting at 50 to 200 LE and use them whenever they wish. The cards turned out to be very effective for customers who are entertaining friends and for family outings. Another area that Beano's needs to improve upon involves making the cate more family friendly-an area where Cilantro is excelling. Cilantro Cafe provides coloring books and crayons for children, encouraging families to spend more time in the cafes and thus increasing business from this particular market segment. OELlVERING ON CUSTOMER SERVICE As customer service featured 50 prominantly in their marketing strategy,Beano's had to ensure that once a high level of service was achieved it was also maintained. One strategy put in place aimed at achieving this was mystery shoppers, who visited different branches to monitor and evaluate the service they receive ano the quality of the cafe's products. Among other things, they note how fast and responsive the staff members are and whether the deliver on time. The mystery shopper, a regular customer chose by the branch manager, also evaluates the quality of the coffee served, the food, the environment, the speed and care of sta and the cleanliness of the facility, including the bathrooms.RESPONOING TO THE CUSTOMER As previously mentioned, market research carried out by the company indicated that customers did not like waiting in some of the Beano's Cafe chains and did not like its prices. Its response to the problems was to put more tables in the crowded location: and to reduce prices for some popular, existing products, wh E increasing prices for newly introduced products. Customers ais disliked the musie, which did not change over the course o~ the day, and at the various locations, some said the cafcs playec the â€Å"same musie for each branch in every vi sit. Manaqemec: responded by introducing new musie every couple of hours in Ci chains. To improve the brand image of Beano's, the company also OEcided to redesign the cafe's logo, making it more attractive to c 5tomers. More money is also being spent on advertising for ne and existing products. Most of the advertising appears in prin ec materials to be displayed in cate branches to motivate COnSUrT'E' purchase of the newly launched products. BEANO'S CAFE'S MARKETING MIX SEGMENTATION In the beginning, Beano's Cafe focused on appealing to the whole Egyptian market, especially young people.The first focus for the company was to create brand awareness, as people did n ot understand the word †Beano's. †So,the cafe owners added the word cafealittle modification that solved the issue. At that time, not a lot of Beano's Cafe's marketing mix begins by developing new produ _ by studying consumers' needs, and then developing and crea ~~ a strong brand. Beano's Cafe's distinctive design and pleasan c-mosphere are the first components in its unique dining experien ~ Market research indicates that the brand's most distinguishing E::ture is the company's use of the vibrant orange color for all ad E'tising.The company also stands out because it is the only local cc== Chapter 7 I Customer-Driven Marketing Strategy: Creating Value for Target Customers Smart pricing, reviewed from a consumer perspective . Updated produet lists wit h new menu offerings. 245 â€Å"†¦ :~ers desserts, which are prepared by La Poire. According to 3†³e's market research, 21 percent of customers indicated that =-:e-: was the most prominent feature of the cafe. ‘:==110'5is putting great efforts in establishing new branches : :cpping newareas, bot h local and international.The new 10=†Eas are Sharm El Sheikh, Hurghada El Gouna Resorts, and, =~ationally, Paris, France. –e company advertises its existing products, but in only a few =:=5: FM radio, on the October Industria I City bridge, and in 2;azines. For the Cafe's new products, it relies only on banners nt of the chain. The focus of Beano's Cafe's advertising and _+otion is primarily on the youth segment (ages 18 to 25). The -:-::>any is collaborating with the advertising agency Adhoc, – ::n is spearheading the marketing campaign. The agency has 3~ed out market esearch and has also designed and imple-=-~ed promotions. The company also collaborates with White ::_0 o, a full-service design studio that offers creative, profes_-al graphic designs and development services in order to deliver –= oest image of the brand to customers. White Studio designed -= com pany's brochures, logos, ads, and flyers. -or its principal advertising campaign, Beano's used Nugoom – , 104. 2 FM), and Nile FM (100. 6 FM), presenting creative ads –a: would catch listeners' attention because of their humor, :-unds, and clever use of musie.The company made extensive use ::-= orint media resources, including magazines (Teen Stuff, Sayyedaty, – =oer alnugum, Laha) and newspapers (Alahram, Alahbar, Almasr :: oum, Almussauar). Ali were very effective media in building . set and usage imagery. Beano's created its advertising in a simple . ay by featuring its logo and photos of its cafes to build brand s. vareness and invite ali potential customers in for a visit. The -::'Uthful, non-intrusive ads generated a positive response from the :c'get audience and collectively helped to expand the cafe's brand age in the market.The ads also give customers an opportunity :0 receive unique offers, making them memorable and meaningz: . II. Each month, the cafe introduces a new special offer; for example, in December 2009, it offered a special on American coffee  ·. th chocolate fudge, and at the beginning of 2010, caramel â€Å"‘1acchiato with a muffin. Those offers are the unique invention of 3eano's Cafe and are not offered in other cafes in Egypt. The of†er of the month is always supported with printed brochures, oosters. nd other ads that allow customers to get familiar with tne latest promotions. .z; Better hiring and training programs to ensure a capable staff who deliver more than what is expected. Better quality coffee: People are happy to go to Beano's but respond negatively to the quality of coffee. By offering better coffee, the company will be able to compete wit h the 10cal, classie Arabicffurkish coffee shops. By offering new, modern European flavors, Beano's will also be able to compete with the international chains (such as Starbucks) entering the market.According to Beano's Cafe's previously mentioned mark et research, the main source of the information about the brand was Beano's itself, and then the information obtained from its customers. Research indicates that there is still a performance gap in advertising activities that the company should explore and take advantage of in the future. Its future marketing approaches should also concentrate on e-marketing via YouTube, Twitter, Facebook, MSN, Google, online radio, digital radio, e-mail marketing, mobile phone advertising, Yahoo online display banners, satellite TV channels, PRand sponsorship of cultural events and musical concerts. Questions for Oiscussion 1. Based on the segmentation variabies, how is Beano's Cafe now segmenting and targeting the coffee market? 2. Discuss how Beano's positioned itself in the Egyptian local market. Also explain how Beano's differentiated itself from the competition. 3. What changed first, the Beano's customer or the Beano's Cafe experience? Explain your response by discussing principles of market targeting. 4. Briefly outline a marketing campaign targeting a new segment for Beano's Cafe.Sources: Adapted fram Haddad, The Marketing Excellence Handbook, BUE British University Egypt, Dar El Fekr El Arabi Publications (2008); Kotler, P. , & Armstrong, G. (2010), Ptlnciples of Marketing, 13th edition, Pearson/Prentice Hall; Grewal & Levy (2010), Marketing, 2nd Edition, McGraw Hill; William Pride, & O. C. Ferrell (2010), Marketing, Cengage Learning; Adcock, D. , Halborg, A. , & Ross, c. (2000), Marketing Princip/es and Practice, 4th edition, FT/Prentice Hall; Blythe, J. (2005) Essentia/s of Marketing, 3rd edition, Prentice Hall/FT; Brassington, F. & Pettit, 5. (2005), Princip/es of Marketing, Prentice Hall/FT; Dibb, 5, Simkin. L. , Pride, W. and Ferrell, O. C. (2001), Marketing: Concepts and Strategies, 4th edition, Houghton Mifflin. FUTURE STRATEGIES As Beano's develops and looks to the future, it has identified areas where it needs to improve to continue and build upon its succes s: o Continued development in terms of the cafes atmosphere, pricing, produet, and staff. Increased investment in the branches and the equipment to enhance the atmosphere.
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