Keats Ode Poems Essay

This essay will work in unifying themes of Keats’ poems, Ode to a Nightingale, Ode to Melancholy, Ode to Psyche, Ode to Indolence, and Ode on a Grecian Urn. The paper will analyze these poems and then apply thematic links. In Keats’ poem Ode to a Nightingale, the first stanza begins with the narrator describing heartache. The following emotions each illustrate this main point through the use of words such as ‘drowsy numbness’, and ‘dull opiate’ (Lines 1-3). The first stanza introduces the reader to the natural element of the nightingale, ‘light-winged Dryad of the trees’(Line 7). This nightingale juxtaposes the narrator’s emotion in a contrasting point of happiness, and thus elicits of the narrator a response of envy (Crawford 478). The narrator’s intent on comparing their lot with the happiness of the nightingale is one full of earnest just as much as envy. The narrator wants to have the nightingale’s happiness as is proven with the lines, ‘O for a draught of vintage†¦That I might drink, and leave the world unseen, And with thee fade away into the forest dim’(Lines 11-20). Thus, the desire of escape is an established theme in Keats’ poem Ode to a Nightingale (Crawford 476). This idea of escapism is further established in the third stanza as it reads, ‘Fade far away, dissolve, and quite forget†¦The weariness, the fever, and the fret’ (Lines 21-23). The wish to be a nightingale, of the thins in life the speaker wishes they could own is all tied up in this tiny songstress, and its life is envied all that much more because of the unattainable nature of the speaker to become like the bird (Columbia Encyclopedia 12356). It is a different world that the speaker desires, one in which heartache, loss, and fretful worries of the mundane world are too heavy to bear, and so their escape is not only to leave society, to wander off into the woods, or even to leave the country, but to transmogrify into another creature, a bird, in which the very symbolism of flight alludes to escape, and a fast one. Not only is escape the ideal of the speaker but to be able to forget about the worry enough to create a beautiful song is the other objective in desiring to become a nightingale. These illusions, and ponderings of transformation is the theme which runs throughout Keats’ poems. For, in the speaker’s present state in this poem, because, presumably, of their inability to see the world before them, as is interpreted in the lines, ‘I cannot see what flowers are at my feet, Nor what soft incense hangs upon the boughs’(Lines 41-42). Thus, in becoming a nightingale, the narrator will shed the worries of his present human state in society and be able to engross themselves in the natural world (Stillinger 595). In the same mood of transformation the speaker suggests that perhaps death is a great escape, ‘I have been half in love with easeful Death, Call’d him soft names in many a mused rhyme, To take into the air my quiet breath’(Lines 52-54). Here then is seen the ultimate escapism theme; Death. These two themes, that of escape through nature (nightingale) and through supernatural (Death) run in opposing directions, as Keats points out in the poem, â€Å"Thou wast not born for death, immortal Bird! ’(Line 61). Thus, the bird is proven to be an eternal symbol and thus, the poem’s narrator must find which persuasion; the natural or the supernatural will win them over (Smith 400). In Keats’ poem Ode to Melancholy, the theme of wanting joy is read throughout the poem. The poem seems to be an inspirational change from Ode to a Nightingale as the poem illustrates a sort of derision from death in the lines, ‘For shade to shade will come too drowsily, And drown the wakeful anguish of the soul’ (Lines 9-10). Thus, death’s personification is in the shadows which the narrator portends to be the end of life, where a person should not go (Lethe). The struggle of depression between happiness is a very simple theme in all of Keats’ poems, and one that is no different in this poem, yet its syntax is more intricately woven (Stillinger 596). The poem states that happiness cannot be gotten without melancholy and the greater the depression the greater the happiness. The desire of the narrator in this poem, as in Ode to a Nightingale is to be joyous, although the pathway to this joy is complicated with desperate thoughts, and the dragging of reality. This compare and contrast of melancholy and happiness is best seen in the lines, ‘ She dwells with Beauty-Beauty that must die’ (Line 21). Thus, the transcendence of the ethereal of Beauty, as with the nightingale’s song, is something that is captured once, and then is gone, either changed into a memory, a dream, an illusion, or death. The achievement of beauty, joy, and happiness is the main objective for Keats’ poems. This objective is perfectly illustrated in his poem Ode to Psyche in which the narrator professes the beauty of the goddess. The narrator is questioning the beauty of Psyche, not to test its reality but to wonder whether or not they truly did see her, ‘Even into thine own soft-conched ear: Surely I dream’d to-day, or did I see, The winged Psyche with awaken’d eyes? ’ (Lines 4-6). Thus, Psyche’s beauty is not contested, but the vision of her beauty is by the speaker. The speaker goes on to elaborate on the forest scene as had been done with the escapist route imagined in Ode to a Nightingale. The narrator goes on to discuss the nature of their vision as two nymphs embracing arm in arm, a winged boy and Psyche. Thus, the element of the supernatural is combined with that of the natural, which was clearly defined in Ode to a Nightingale with the bird and death; in this poem they collaborate with the goddess being seduced in a forest glen. Thus, these elements, natural and supernatural, work together to form a collaborating image for the reader. This poem dwells more on the illustration of a scene of Psyche being made love to, and the extreme beauty of her, while the previous poems were mainly focused on the narrator’s interpretation of their world in terms of escape and melancholy. The escapist route taken in this poem may best be described as escapism through beauty. The divine is predominately seen in this poem that its presence in comparison to the melancholy wishes found in the previous poems points the decisive reader towards the viewpoint that in beauty, especially of mythological proportions, is found a different form of escape. The belief in the ethereal realm, the realm found beyond the mundane, banal, and real, and into the heavens. The desperation found in the previous cited Keats’ poems is found in Ode to Psyche in the element of wanting Psyche, of desiring her in this (the narrator’s) modern day, ‘Too, too late for the fond believing lyre, When holy were the haunted forest boughs, Holy the air, the water, and the fire’ (Lines 37-39). The dedication to this mythological realm is fully witnessed with the narrator in the final stanza, ‘Yes, I will be thy priest, and build a fane’ (Line 50). Thus, the narrator professes to want to be in servitude to the goddess and makes many vows, and paints a pretty picture of what such a life of servitude would be like. This picture involves a lot of natural settings of the forest with trees, bees, birds, streams, stars, flowers, etc. Thus, the image of the real, the natural, is given to support the claim of making the supernatural as real as possible; the theme of the natural and supernatural are seen once again. It does not seem as though Keats is writing with personification; that is, making a woman into the image of the goddess Psyche, but he is using the actual image of the goddess to fulfill a desire. Ode to Indolence deals with temptation and innocence. The poem begins, again, with a very Keats’ hallucination involving robed figures, with urns. The connotations of death, and of mythology are seen in this imagery. This poem has the narrator ask the three figures why did not leave the speaker alone; this means that the speaker wishes to remain in their state of indolence as Keats writes, ‘my pulse grew less and less’. When the speaker is done questioning the figures, and they leave the narrator, the poem takes a different turn, as the speaker state, ‘Then faded, and to follow them I burn’d And ached for wings, because I knew the three: The first was a fair maid, and Love her name; The second was Ambition, pale of cheek, And ever watchful with fatigued eye; The last, whom I love more, the more of blame Is heap’d upon her, maiden most unmeek, – I knew to be my demon Poesy’ (Lines 22-31). The speaker then is preoccupied with wanting something of the supernatural world, as is seen in the previous poems discussed, ‘They faded, and, forsooth! I wanted wings’ (Line 32). The desiring of a different world, the world with the shadows is felt just as strongly in this poem as was analyzed in the previous poems. The dream world also survives in this poem as a theme for Keats. It is in the dream that the soul exists more fully than in the actual world, that is the fact that the soul is the conduit through which joy is realized, and so it is in a dream, or a dreamlike world that the speaker is able to find happiness. The longing for the shadows in this poem is the final image which Keats leaves the reader with, ‘Fade softly from my eyes, and be once more In masque-like figures on the dreary urn’ (Lines 57-58). With the image of the urn in this poem, the obvious allusions to death cannot be misinterpreted, and so, death as a supernaturally desired figure as with Ode to a Nightingale is seen by the reader (Mauro 290). The theme of escapism, although quite obvious in the other poems analyzed in this paper is undoubtedly seen in the poem Ode on a Grecian Urn. The idea of negative capability is also read in this poem, or uncertainties. The reader is not given the identities of the figures on the urn, although their impact on the speaker is obvious. The figures are representational of Keats’ own uncertainty (Negative Capability). The poem serves to focus the use of the imagination as a gateway into the supernatural realm which in itself, and its mysterious are not always known in the corporeal realm. The relationship of art to real life is the inspiration for this poem. The same idea of negative capability, or mystery as was seen in Ode to Indolence with the hazy three figures, and the reader’s own ignorance on their identity is once again seen in Ode to a Grecian Urn. This ‘mystery’ or ignorance is most importantly read in the last three lines of the poem, ‘Than ours, a friend to man, to whom thou say’st, ‘Beauty is truth, truth beauty,–that is all Ye know on earth, and all ye need to know’ is said by the urn or is the poet’s, Keats own view. Each poem analyzed and compared and contrasted in this paper has had an underlying theme of truth; that is, the speakers attempt to find out their own soul, their own personal truth in the realm of the supernatural while at times either forsaking the natural, or dwelling more in the natural in order to make the supernatural seem that much more tangible as is seen in Ode to Psyche. The theme of escape was very strong in Keats’ poems, it was not all together the main focus of the poet’s viewpoint; instead the focus may also be the singular point of desiring a change. The idea of transformation is what truly captures the reader’s imagination with Keats, and it is with transformation that a true concurrent theme is found. Works Cited Crawford, A. W. Keats’s Ode to a Nightingale. Modern Language Notes. Vol. 37, No. 8. (Dec. , 1922). pp. 476-481. John Keats Selected Poetry. 3 April 2009. < http://englishhistory. net/keats/poetry. html> Mauro, Jason. The Shape of Despair: Structure and Vision in Keats’s ‘Ode on a Grecian Urn’. Nineteenth-Century Literature. Vol. 53, No. 3. (Dec. , 1997). pp. 289-301. Smith, Hillas. John Keats: Poet, Patient, Physician. Reviews of Infectious Diseases, Vol. 6, No. 3. (May-June 1984). pp. 390-404. Stillinger, Jack. Keats and Romance. Studies in English Literature, 1500-1900. Vol. 8, No. 4. (Autumn 1968). pp. 593-605. The Columbia Encyclopedia. Criticism. 6th Edition. 2007.

Compulsion of Parents to Join Professional Courses Curb the Talents of their Children

‘’ You cannot live your life to please others. The choice must be yours. ’’ – Alice in Wonderland. It is a common thinking that parents should encourage and design a lifestyle for their kids as to take them on the straight path and to make a picture- perfect future so that they become successful. But they are too busy to glance up, look and understand, what goes on in the minds of youngsters. Making high school, years to study, and be with your books most hours of the day, limiting their sources, and keeping them treasured will not make them successful, because to become successful you don’t need to learn or memorize.Moreover, these external indicators can pressure children, sending the message that academic success is important, not for personal reasons, but to please others. An individual is good at something only if they do it with passion. A person does his work wholly and completely only when one has an interest in it. Designing their fut ures might make them successful but unhappy at the same time. It is a dream of every parent to see their children become doctors and engineers one day. It curbs their talent and narrows their chance of fulfilling their dreams to zero.Talent is not learnt or taught, it comes naturally by birth. We should do something we are good, which comes from within us, rather doing something we are forced to. If you want to achieve anything with all your heart, no one can stop you from achieving it. To curb the talent of your kids might make them succeed in achieving the dream you see, but it will crush their dreams which they have been building forever. It is a common perception that parents design a Parents who are driven by the desire for publicity curb the natural talent of the child.He/she may develop a stage fear for rest of his life if he is put into a place where he feels out of place. (Meritnation). If one's taught in the best possible way, he could precisely target what he wanted with the aid of knowing his true potentials and later on, achieve his wish-list effectively bloom into the person he's meant to be. (TED Conversations) Emphasis on external standards may have its advantages, such as encouraging students to demonstrate high performance in school because it can lead to good grades and test scores, future college admission, and eventually employment in a prominent career.However, these external indicators can pressure children, sending the message that academic success is important, not for personal reasons, but to please others. An individual can successfully exceed in his academics when there is enjoyment of attaining personal goals, working toward one's potential, being curious and inquisitive, and trying one's best. By emphasizing both types of standards, parents convey to their children that outstanding performance is important to success, but personal satisfaction and trying one's best are also important, a balance that should help to alleviate feelin gs of pressure.Because of high parental standards and criticism, these children are likely to experience feelings of pressure. Parents should focus on understanding of material and personal improvement in performance. Such a balance, especially when accompanied with support and guidance, is unlikely to foster feelings of pressure. (John Hopkins, Centre of talented Youth). â€Å"The job of a parent is not to make your child's way smooth, but rather to help her develop inner resources so she can cope. † ? Ellyn Satter ï » ¿Compulsion of Parents to Join Professional Courses Curb the Talents of their Children ‘’ You cannot live your life to please others. The choice must be yours.’’ – Alice in Wonderland.It is a common thinking that parents should encourage and design a lifestyle for their kids as to take them on the straight path and to make a picture- perfect future so that they become successful. But they are too busy to glance up, look and understand, what goes on in the minds of youngsters. Making high school, years to study, and be with your books most hours of the day, limiting their sources, and keeping them treasured will not make them successful, because to become successful you don’t need to learn or memorize. Moreover, these external indicators can pressure children, sending the message that academic success is important, not for personal reasons, but to please others. An individual is good at something only if they do it with passion.A person does his work wholly and completely only when one has an interest in it. Designing their futur es might make them successful but unhappy at the same time. It is a dream of every parent to see their children become doctors and engineers one day. It curbs their talent and narrows their chance of fulfilling their dreams to zero. Talent is not learnt or taught, it comes naturally by birth. We should do something we are good, which comes from within us, rather doing something we are forced to. If you want to achieve anything with all your heart, no one can stop you from achieving it. To curb the talent of your kids might make them succeed in achieving the dream you see, but it will crush their dreams which they have been building forever.It is a common perception that parents design aParents who are driven by the desire for publicity curb the natural talent of the child. He/she may develop a stage fear for rest of his life if he is put into a place where he feels out of place. (Meritnation). If one's taught in the best possible way, he could precisely target what he wanted with th e aid of knowing his true potentials and later on, achieve his wish-list  effectively bloom into the person he's meant to be. (TED Conversations) Emphasis on external standards may have its advantages, such as encouraging students to demonstrate high performance in school because it can lead to good grades and test scores, future college admission, and eventually employment in a prominent career.However, these external indicators can pressure children, sending the message that academic success is important, not for personal reasons, but to please others. An individual can successfully exceed in his academics when there is enjoyment of attaining personal goals, working toward one's potential, being curious and inquisitive, and trying one's best. By emphasizing both types of standards, parents convey to their children that outstanding performance is important to success, but personal satisfaction and trying one's best are also important, a balance that should help to alleviate feeli ngs of pressure.Because of high parental standards and criticism, these children are likely to experience feelings of pressure. Parents should focus on understanding of material and personal improvement in performance. Such a balance, especially when accompanied with support and guidance, is unlikely to foster feelings of pressure. (John Hopkins, Centre of talented Youth).â€Å"The job of a parent is not to make your child's way smooth, but rather to help her develop inner resources so she can cope.† ― Ellyn Satter

Discuss Hurricane Katrina Impact on Bermuda and International Research Proposal

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Nursing Literature Essay Example | Topics and Well Written Essays - 750 words

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Analyze and interpret the piece answering the appropriate questions Essay

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Social Networking Essay Example | Topics and Well Written Essays - 1750 words

Social Networking - Essay Example Not everyone in this kind of social community would be a good member and follow the ethical rules of the online community. And as the interaction is not physical in nature but virtual, people start making negative use of this fact and break the moral and ethical values and boundaries of the social networking community and society as a general. Brief Definition and Description of Social Networking Social interaction taking place over the internet is called social networking and the platforms that support this activity are the social networking websites. These websites’ main purpose is to create an online community consisting of internet users who are free from the issues of distance, time and cultural differences and interact with each other and share all kinds of information from personal experiences to general opinions. Through these websites, users usually establish an online connection with known persons like their family members, friends, office colleagues and many more. B ut they may also get connected to unknown persons who may be different from them in terms of race, religion, nationality and the like but became friends due to common interest. (Reynolds, 2009, p. 304). Currently there are many websites catering the purpose of social networking. One such website is called Facebook.com and it is the website which has been ranked first as the total minutes per month spent by users on this website exceeds 14 billion. There are other popular websites also such as: MySpace.com, LinkedIn.com and Twitter, each one catering the interests of users in their own particular ways. (Reynolds, 2009, p. 305). General Ethical Issues Social networking gives rise to the following ethical issues: 1. Cyberbullying: Social networking websites allow cyberbullying to occur in the easiest manner. This kind of activity is usually done by females who are students in their mid- teens. Cyberbullying is an harassment in which a person or a group mentally tortures other persons o r groups, and humiliates them or threatens them by putting online any private or embarrassing or threatening information that may harm them. Statistics show that the major negative effect of cyberbullying is that the victim may commit suicide as it may give him severe mental torture. 2. Cyberstalking: This activity is the adult version of cyberbullying in which similar activities of sending threatening emails, stalking each others information and then misusing it online. Research reveals that there are 50 to 500 requests per day for help from victims of cyberstalking. 3. Uploading of Inappropriate Material: Videos and images that depict violence or vulgarity are not permitted by many social networking websites through their policies. The terms and policies of the website also state that any user violating the policies and terms would get his account deleted or deactivated by the website owner. But still these policies are not enough to stop people from uploading such content as webs ites do not have enough resources to monitor the millions of activities of millions of users. Uploading of such content harm the persons who are subject of the content. (Reynolds, 2009, p. 310-313). Business and Social Networking Apart from social interaction and playing games, social networking is also one of the cheapest ways to advertise oneself and his business and all the services and products it offers at a very low cost or totally free. When companies saw the widespread use of social networking websites, it attracted them and they thought of improving their productivity and communication among workers through the use of social net

Cultural Differences as an Issue of the Past Essay Example for Free

Cultural Differences as an Issue of the Past Essay In the daily lives of individuals cultural challenges is often experienced. It is known that due to migration various ethnicities have already been present in the American Society. For such reason, more and more foreigners are able to work, live and be naturalized as American citizens. Although these migrants are able adapt to the lifestyle of Americans, their ethnic culture still remain within their norms, values and culture. Therefore in this situation the American cultures as well as the native culture of the immigrants are mixed. Although such situation is believed not post any concerns, it had been proven by many analysts, authors and other individuals that cultural challenges are very much present in the society. Culture is known to be the way of life of a person. Therefore, culture defines a person. However, what if a person has a variety of culture surrounding him or her? How does he or she deal with such given situation? Diversity, as said by Thomas Sowell is a concept wherein used by many individuals. But still, the authors believe that no person truly has a grasp of the real meaning of diversity. He utilized the example of the American people acknowledging the 4th of July as their day of independence yet no one truly sees the importance of such day. Moreover, it leads to an extensive criticism to the United States of America. In short, more and more people recognize that there is diversity but a few only know the significance of such word. (Sowell 2008) From my personal perspective, people are currently in the mode of shifting beliefs due to the fact that diversity is still a new concept being learned by many. In the United States, there had been many immigrants accepting their green cards therefore acquiring all the rights and legitimacy as an American citizen. Most of such immigrants already have their whole family with them. Yet, the concept of having to life with other cultural norms except the American culture is still not fully accepted by many Americans. For most Americans the United States is for natural born Americans only but due to the concept of globalization and diversity such situation cannot be hindered. Therefore, diversity and cultural challenges should be accepted and resolved. Similar to what the article of Carole Parker, differences should be managed in order to crate a peaceful society. (Parker 2008) In addition to the concepts of diversity, concerns regarding the combination of cultures are an issue raised. Given that there are Asian, Hispanics, African-Americans, white Americans and other ethnicities present in the United States, cultures of all these ethnic backgrounds will naturally collide with each other due to its variations. However organizations and individuals must learn that differences as only challenges that are needed to be faced in order for them to fully integrate the society into a peaceful and diverse state. In conclusion, the cultural challenges are truly present in the society due to the diverse norms and traditions which is currently present. Through proper knowledge and information regarding matters of culture, the concept of managing differences and colliding of ideas must be done by different organization as a solution to the problems. If cultural challenges are retained only as a challenge, a range of problems will arise such as, discomfort, annoyance, irritation, and etc as an escalating process of conflict. Before such development arise it is better than solutions are present therefore, wider array of conflicts may be hindered. Through the mitigation processes and proper information provided, cultural challenges will remain as a thing of the past. Therefore, the challenges that were faced will remain and it shall be converted as a norm, a value or a tradition for the whole American society. References Sowell, T. (2008). Understanding and Managing Diversity (4th Edition) In C. Harvey M. J. Allard (Eds) pp. 69-74. United States of America: Prentice Hall. Parker, C. (2008). Understanding and Managing Diversity (4th Edition) In C. Harvey M. J. Allard (Eds) pp. 28-30. United States of America: Prentice Hall.

Distribution Channel And Parle Essay Example for Free

Distribution Channel And Parle Essay Introduction The bread and biscuits constitutes the largest segments of consumer foods in India. Both Biscuits and Bread are items of mass consumption in our Country. Almost 2 million tons of biscuits are produced in India each year and consumption is growing at 10-12 per cent annually. The per capita  consumption of biscuits in the country is about 1.52 kg annually. Contrary to popular belief that biscuits are consumed by the middle and high income groups, it is actually the only nutritious and hygienic food product for children, lower income groups and the rural population. Nearly 50 per cent of biscuits produced are consumed in rural areas and 30 per cent by income groups earning below Rs 750 per month. Every 100 gm of glucose biscuits roughly provides 20 per cent of energy, protein and calcium required by an average adult. So as to explore the opportunities in these sectors, a large no. of companies is trying to increase their consumer base in these areas. For this they are offering various promotional schemes in order to make their brand familiar to consumers and to have a Competitive edge. Parle G Industries has made a rapid progress in the variety, quality and quantity of biscuits and baked foods and has become India’s biggest brands and the preeminent food brand of the country. It is equally recognized for its innovative approach to products and marketing. The company’s offerings are spread across the spectrum with products ranging from the healthy and economical. About the company In 1929 a small company by the name of Parle products emerged in British dominated India.The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. The company knew that it wouldn’t be an easy task, but they decided to take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and Thums Up soft drink. The original Parle Company was split into three separate companies: Parle Products Parle Agro Parle Bisleri Today, the great strength of Parle Products is the extremely widespread distribution network. Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create this  extensive network. Parle’s sales force started with one salesman in Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon sweets and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities. As production increased, distribution was amplified. Full time salesmen were appointed in different areas. Currently, Parle Products has over 33, 00,000 distribution outlets. Distribution Channel Network of Parle-G Intensive Distribution- Parle uses, Intensive Distribution for Parle G. This is the ideal strategy for the market leader as intensive distribution has the following advantages; Increases coverage and sales. Increases product availability. Encourages retailers to compete aggressive. Higher competition leads to narrower margins for the retails hence, increases the ultimate margin for the manufacturer. Channel members of the distribution network: The Parle distribution network for biscuits has essentially four levels as enlisted below: Parle Depots Wholesalers and Distributers Carry Forward Agents (if required) Retailers Channel members and logistics: Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers and retailers. Additionally, there are 31 depots and Carry and Forward agents supplying goods to the wide distribution network. Parle has level 1, level 2, level 3 distribution channels levels. Level1- Availability at all departmental stores across the length and breadth of the country. Level2- Channel exists for customers scattered throughout the country. Level3-Mass consumption and suitable for National and International coverage. Channel Dynamics: Parle has a multi-channel marketing system since it uses more than two marketing channels to reach all its customer segments. Parle Distribution Network Logistics Selection of Channel Members: Parle takes into consideration a host of factors while selecting the channel members. This is because it believes that selection of channel members is a long run decision and the rest of the decision regarding the supply chain depends upon the efficiency and coverage by the channel members. The following are the host of factors considered by the company in selecting the channel members: Authentication is required by the regarding the identity of the channel members, which includes the name and address, photograph of the location. Proof of solvency which requires name and address of the channel member’s bankers Safety of the inventory, which means that the distributor/ dealer should get the stock of the company insured. Inventory or the perishable goods kept by the distributor/ dealer should be in good condition which means a detail of storage space and Refrigeration facility is to be provided. Details of the delivery vehicle, which includes the fo llowing. 1. Light Commercial Vehicles: 2. Matador 3. 3 Wheeler Van 4. Tricycle Van and Hand/Push cart. 5. The number and model of each of the vehicle needs to be furnished to the company. Company acknowledges the fact that it needs to be sensitive to the market demands. For this it requires that a number of salesmen needs to be present on the field. The salesmen too are divided into various categories like 1. The Field salesmen 2. Counter salesmen The details of Clerical Staff and labour are to be provided. The technical competence of the salesmen needs to be mentioned. Details of the various products of other companies that the channel member keeps have to be  provided. The following also need to be furnished with the above: 1. The annual sales of these products have to be mentioned. 2. Details of complementary products and product lines need to be mentioned. Dealers of the company must carry a good reputation. This is due to the fact that Parle believes that the reputation of the dealer affects the clientele in the long run. Market coverage by the distributors needs to be defined which includes details of Geographic coverage and Outlets per market area. The company also requires the dealers to furnish any Advertising and Sales initiative undertaken by them on behalf of the company. Channel Members of the Parle Distribution Network a) Distributors: One of the main factors, which keep the distributors motivated, is the margin. Usually the margins offered by Parle are 8%. Now-a-days it has been raised to 8.5%. Volume wise this comes out to be a big figure since Parle’s product has a good demand in the market. However compared to the other companies the margins are still lower since the new players in the market offer a much higher margin. But the very fact that Parle’s products have good demand in the market motivates the distributors to stock it. Parle Products being a cooperative cannot afford to give heavy monetary incentives. Parles products are considered to be value for money since the company does not believe in charging high margins. In fact all monetary incentives are just the short run means to promote the company’s product. b) The Retailers: Trade schemes: these are undertaken by the company only for the hard selling items. Glow boards: the company puts up glow boards at the retailer and pays the major portion of the cost. Schedule of the salesmen: they provide the retails with this schedule so the retailers can pre -estimate the quantities of the various products needed. Infrastructure facilitation: the company facilitates the retailers to buy beautiful stalls by formulating an easy payment program and a commitment to buy back the equipment at a reasonable price when the value of the equipment has depreciated. Distribution Channel and Parle The company’s strength is in the procurement of raw materials and essentially not the distribution of its product. Even though Parle is the market leader in biscuits. But, distribution logistics is the industry’s main problem. While the other companies fail to replenish demand due to lack in procurement of rawmaterial, Parle’s inventory management is sound. Parle has loyal cooperatives that provide products only to them, over time the relationship of trust has built up with these people that Parle leverages now. The transport channel is another strong point for Parle. As these transporters have grown with the company overtime; the bonding with them enables the company to give least margins when it comes to the distributors in the industry, lowering the costs. Parle believes that there is an ongoing demand in the market and therefore no promotions are needed to increase the sales, also the fact this would affect the cost of the product the company doesn’tundertake many promotion schemes. Parle is able to provide products at the least price in the industry, and is able to give least channel margins as the channel members earn through volumes and not through high margins. The company has been able to push its new products into the market by hooking them onto the fast moving products like Parle butter bite. Because of the strong relationship that Parle shares with the constituent channel members, it forces the channel members to carry all its new products. Suggestions for Distribution Channel The following are the suggestions that Parle can implement to better its distribution channels: Increase the margins: In order to motivate the channel members it is also very essential for the company to increase the margins for the hard selling items. Pushcarts: These should be increased in number in order to increase the market reach (especially the rural market). This can provide with a very effective channel. Parle should also go in for ‘Parle’ Zones: It is primarily for big city retail outlets. Here all the Parle products can be stalked. This can be an effective mode of umbrella marketing. This strategy can be implemented in regions where the footfalls are large in number. The advantages of this alternative channel would be as follows: 1. Full range display. 2. Easier to promote new products. 3. Easy to push impulse purchase products. 4. The Parle Brand building exercise will be enhanced.