Editorial

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Editor

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Psychoanalysis and Cultural Theory

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There is a translation issue to be dealt with when we think of culture in these terms the German word Kultur can mean either high culture or civilization generally. Freud scorned the differentiation, but it is worth bearing in mind that the meaning of culture in german is not a straightforward translation into English, and that Freuds use of it at the time would have been loaded by the weight of these two meanings (translations tend to use civilization as a noun, and cultural as the adjective).

In Freuds meta-psychological schema culture is an expression of the struggle to overcome dilemmas, which are either instinctual, or a clash between instinctual drives and civilization. There is usually a conflictual schema being employed to look at warring currents. Freuds methods of looking at dreams, etc. can also be applied to texts and other cultural products a surface with conflicting mental currents (manifest), with censored issues beneath the surface (latent).

Culture or the artwork is a symptom of our attempt to escape nature and natural ties in the form of specific human desires; this clash of nature and culture is an overriding concern in the Freudian narrative of the gradual civilization of our natural impulses. The modern individual is the product of that dialectic, and it is the tension caused by that dialectic that emerge in symptomatic form in dreams, psychological syptoms and various cultural forms.

So there are nineteenth century inheritances in this schemea; for example the Emlightenment idea of the heroic culture controlling nature (see the slogan Where Id was, there shall Ego be). Ego over Id come up clearly on the side of civilization, control, and this is also an Enlightenment inheritance.

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Another important distinction is the paralllel between ontogeny and phylogeny.

Ontogeny is the evolution of the individual consciousness or subject, through childooh to adulthood. Phylogeny describes the evolution of the species. Our individual development fro childhood is seen as recapitulating the development of civilizaiton. (This has roots in Victorian embryology studies) The pre-socialised infant struggles to catch up with society - and this involves the sacrifice of the individuals instinctual payload.

Freud judges psychological symptoms by their relationship to the adult ability to lewave immature childhood behaviour behind. Neuroses have been seen as the failure to mature. Pathological behaviour generally is seen as a failure to mature - what is normal for the child is not normal for the adult. Pathological symptoms can be seen as an exaggeration of normality (see Adorno only exaggerations are true). Art and Literature can be seen as expressions of these exaggerations. Hamlet and Oedipus Rex have classically been seen as the expression of this process.

Another way of interpreting art taken from dream analysis is the theory of wish-fulfillment. This posits the repression of a wish which is then expressed, at least partially, in the drama of the art (again, see Oedipus Rex). The hungry person will dream of food.... but there is a more complex way of looking at this, when the wish is taboo, and has to be censored by the dream and is expressed in a different form. The standard mode of analysis of dreams is to see wishes pushing for a fantasised fulfillment, and then a mental censorship against that expression, which in turn leads to a coding of the dream, in symbolic form. Hence there is a need fo analysis, which decodes.

A frequent form of analysis is to see these expressions as cathartic. Again, the theatre is a good example, but can also be posited as a reason for the consumption of art anyway. In this sense, catharsis is a normative idea art acts as a substitute for behaviour we have to repress. The substitution prevents an explosion caused by this repression. An example would be the libido as repressed sexual energy - which can be channelled into other expressions. Freuds ideas were led by those of Plato, (whose account of passion involvers the idea of sublimation) and by Aristotles ideas of catharsis. The spectacle of the arena, and the role of tragedy and comedy are, for Aristotle, an outlet for repressed instincts.

This theorising has led to a culturally conservative right wing version, which sees a conformist leaning in the theory culture as substitute gratification which mean that we remain within the norms; and a left wing version, based on a Marxist interpretation which holds that art is the opium of the people. The Frankfurt School was influenced by the idea that, far from challenging the world, popular art performed a substitutive role in socity allowing the controlled expression of otherwise repressed desires.

The clinical work on catharsis is based on Freuds early work on hysteria, which uses a hydraulic model of dammed-up energies requiring release. A primary trauma early in life, involving the repression of various instinctual energies, which are still present, eating away at the subject becuase the trauma has not been discharged. Psychoanalytic theory can tap into these energies and allow discharge of trauma. Although Freud moved away from these theories, he hung onto the idea of catharsis.

There are several theories which can be applied to art, and which can also be used in sociology, history, etc

1. Oedipus theory

Incest and murder, involving rebellion against father or authority figure (God/society)

. The struggle to be separate from the mother/nature

Examines original fusion of the foetus and the mother; who are not as object and subject. The foetus experiences no gap between its needs and gratification. Life is downhill from the womb. We need to find ways of meeting needs (this is associated symbolically with the fall from Eden, etc). Depending on their leaning, left or right thinkers see this as either motivational or regressional.

. Wish fulfillment

Play as an activity is a return to the play (and eroticism) of childhood. The drama or the artwork collects together psychological concerns and impulses of the artist which have been repressed as the adult moves away from the childhood permissiveness of play, and can therefore be used in analysis. There is a psychological entity producing artworks, and this can be analysed - but the analysis has to take into account the society/context in which the artwork is produced.

Often in the analysis of the psycho-drama of artworks, particularly in literature, the protagonist is seen as being representative of the ego. An example is the Frankfurt Schools interpretation of Homers Odyssey which sees the narrative as one describning the development of the hero from a nascent primitive state to a civilised one, and therefore as a netaphor for the development of modern man. Odysseus overcomes temptation, deities, natural forces. He controls his pleasure-seeking crew, and overcomes the primitive temptation of erotic encounter with woman (nature/mother figure). Eventually the crew fail to defer gratification and are lost, whereas the hero returns at the end of the journay - an archetype of hero as ego.

Despite its innocence, childhood also has a darker side sibling rivalry, aggression and jealousy towards the parents. Frueds instinctual schema involves the distinction between Eros and Thanatos Love and Death. There is a subtle negative regression towards death and violence, and this is where Freud starts his analysis of the figure of the anti-hero. We identify with the anti-hero because they express aggression and other emotions which we do not allow ourselves to express.

If there is a tendency in adulthood to recapitulate childhood struggles, then there is the phylogenetic version of that; the repetition of the struggles of the human race to emerge from its primate ancestry. This involves a link between Oedipal complex and various dramas in our primevel ancestral groups. This revolves around pseudo-anthropological analysis of group dynamics, related to our primate origins.

It should be remembered that there is also a chronological aspect to psychoanalysis, which deals with past, present and future as it looks at how we progress/mature in phases.

It should also be borne in mind that symbols are not necessarily transpersonal otherwise this lead to a crude, mechanical interpretation based on the assumption of fixed meanings for any given symbol. There is a value in fee association in psychoanalysis the analysis of personal symbols, which has an artistic expression oin the free-association writing of Woolf, and in surrealist art. Prousts madeleine is another example of the action of a personal symbol, which has profound meaning in the context of the narrators psych-drama.

Much analysis of this kind is based on exposing meanings which are deeper than surface level. There are ideas here about surface and depth which have been playfully inverted by postmodern discourse, which has attached significance to the surface, and moved away from an idea that tru menaing is found beneath it. This playful turn, although an inversion, is nonetheless in dialogue with Freud.

Freuds work itself has also been classified as literature he is aproducer of tragedy, in some critical terminology. One view of his work is that we, as a society, should simply continue with the processes of civilization. Others argue that we should look at the tensions in art as a critique of society and civilization, and therefore as reparative of problems. So there is a problem of adjustment. There is some sense in Freud of modifying the tension to move forward, but he is in an uncomfortable position, as he is not interested in proposing the identification of causes of tension as a programme for revolutionary change. Another problem arises from his analysis of primitive and civilised, which was partly based on the anthropology of today. Recent scholarship has revealed the empiricist content of this work,and this has been used to critique Freuds conclusion, although it seem s that Freud would have argued that there is no difference in the tensions between primitive and civilised societies.

According to Freud's The Interpretation of Dreams we all have repressed wishes and desires. One of the most common of these repressed desires is the wish to sexually possess the parent of the opposite sex and eliminate the same sex parent. Freud named this theory the Oedipus Complex (which he discusses in detail in an essay entitled Some Psychical Consequences of the Anatomical Distinction Between the Sexes). This was named after the mythical Oedipus who killed his father and married his mother without knowing that they were his parents. In Oedipus Rex the basic wish-fantasy of the child is brought to light and realised as it is in dreams, in Hamlet it remains repressed, and we learn of its existence only through the effects which proceed from it.

In Hamlet and Oedipus, Ernest Jones (Freud's student and biographer) states that

With his fathers death and his mothers hasty remarriage-[Hamlet] associates the idea of

sexuality with his mother and so this facet of his subconscious enters into the family relationship.

Gertrude's sexuality invades the play and Hamlet's long repressed desire to take his father's place is unconsciously stimulated by the sight of someone else taking this long coveted position. Hamlet is even more disgusted due to the fact that Claudius is his father's brother and to Hamlet this seems to be incestuous, indeed the ghost of Hamlet's father calls Claudius "that incestuous, that adulterate beast." This remark seems to add a spark of jealousy to Hamlet's anger which is manifested in the sniping remarks that he makes to Claudius

KING CLAUDIUS But now, my cousin Hamlet, and my son,--

HAMLET [Aside] A little more than kin, and less than kind.

In the opening scenes of Hamlet the family unit has been altered to include Claudius as the father which places Hamlet in the rather difficult position of having to choose between two father figures. In order to assume a masculine identity Hamlet must take on the characteristics of his father and, due to the fact that he is confronted by two father figures, Hamlet must kill the false father ( a situation that Shakespeare had previously used to effect in Henry IV). Hamlet has clearly idolised his father for years (comparing him to Hyperion, the Sun-King) a fact borne out by the impassioned speech which he delivers to his mother when he compares his father to Claudius.

Therefore when Hamlet's father is murdered and Gertrude remarries rather too swiftly for Hamlet's liking, he feels that he must avenge his father's death in his role as a dutiful son. In doing so Hamlet can gain the respect of his father and act out the role of main authority figure which his father had done . That is to say that Hamlet could take on the characteristics of the father he had idolised whereby mentally fulfilling the wishes of the Oedipus complex. Wish fulfilment is the desire, unconsciously motivated, to attain those things that provide us with pleasure. This pleasure may or may not be the best thing for our psyche but this does not stop the id (the natural matrix of basic and potentially conflicting instincts or drives) from desiring it and the ego from trying to keep the id happy.

In her work Suffocating Mothers Janet Adelman states that Hamlet is a play that centres on the crisis of the masculine subject and its radical confrontation with the sexualised maternal body, foregrounds male anxiety about mothers, female sexuality, and hence, sexuality itself. Hamlet's relationship with his mother is obviously the most important aspect of this play but while this is the case, we know very little about Gertrude herself. She is not a powerful character and the play shows very little of her true persona. She is not a wicked woman and she is not a bad mother to Hamlet, vowing to help him and using her last breath to address her son rather than her husband. Gertrude is a woman who knows exactly what is going and never says anything. She knows how her husband was killed and by who but realises that it is a good idea to remain silent on this matter.

It is Gertrude's passivity in this situation which strikes Hamlet and leads him into thinking of her as a wicked mother. To readers Gertrude does not promote ideas of maternal wickedness but she does to Hamlet and this idea serves only to reiterate his childhood desires. What clearly binds Gertrude and Claudius together, to Hamlet's horror, is intense sexual attraction. You cannot call it love, he declares, sickened by the very thought of his mothers sexuality. Gertrude's blatant sexuality is wicked in Hamlet's eyes as she is allowing herself to be easily possessed. Hamlet's frustrated Oedipus complex cannot let him support Gertrude's sexual maternal body and he begins to feel corrupted by her actions

Hamlet feels that his own body has been sullied by his mother's actions and he wishes that death could save him from the contamination. The world has become "weary, stale, flat, and unprofitable" like a garden which has gone to seed due to that which he cannot bring himself to utter Gertrude's sexuality. Gertrude's body has become a garden of vile plants and weeds, a thing "rank and gross in nature", that is to say that Hamlet believes her middle-aged sexuality to be unnatural and thinks that she has contaminated her son with her deeds.

In this paper, I am going to make a research about the figure of Sigmund Freud, the best well-known author of psychoanalysis. First, I am going to sum up the main principles of Freud's theory of psychoanalysis that are essential to understand its application to the literary theory that I will explain later. I will also talk about Lacan who made a reading of Freud's theory. And finally, I will talk about some Freud's books and books that Freud has commented from the point of view of psychoanalysis.

Beginning with Freud's theory of psychoanalysis, Freud talks about the three forces of the psychical apparatus the id, the ego and the superego. The id has the quality of being unconscious and contains everything that is inherited, everything that is present at birth, and the instincts. The ego has the quality of being conscious and is responsible for controlling the demands of the id and of the instincts, becoming aware of stimuli, and serving as a link between the id and the external world. In addition, the ego responds to stimulation by either adaption or flight, regulates activity, and strives to achieve pleasure and avoid unpleasure. Finally, the superego, whose demands are managed by the id, is responsible for the limitation of satisfactions and represents the influence of others, such as parents, teachers, and role models, as well as the impact of racial, social and cultural traditions.

Freud states that the instincts are the ultimate cause of all behaviour. The two basic instincts are Eros ( love ) and the destructive or death instinct. The purpose of Eros is to establish and preserve unity through relationships. On the other hand, the purpose of death instinct is to undo connections and unity via destruction. The two instincts can either operate against each other through repulsion or combine with each other through attraction.

Freud contends that sexual life begins with manifestations that present themselves soon after birth. The four main phases in sexual development are the oral phase, the sadistic-anal phase, the phallic phase and the genital phase, and each phase is characterized by specific occurrences.

Freud defines the qualities of the psychical process as being either conscious, preconscious, or unconscious. The unconscious is the psychical quality that one has no direct access to. The properties that originate in the unconscious are usually repressed. One can only access the unconscious through indirect interpretations, such as dreams. The preconscious is the psychical quality that one does have access to. While the elements in the preconscious are not present in one's immediate consciousness, these elements can easily be recovered if necessary. The conscious is the psychical quality that deals with a person's immediate state of mind. It is composed of what one is thinking and acting right at that moment.

Freud spent many years hypothesizing about the role of dreams and their interpretation. Dreams are undoubtedly caused by conflict and are characterized by their power to bring up memories that the dreamer has forgotten, their strong use of symbolism and their ability to reproduce repressed impressions of the dreamer's childhood. Dreams are, in addition, capable of bringing up impressions that cannot have originated from the dreamer's life.

According to Freud, the basic objective of psychoanalysis is to remove neurosis and thereby cure patients by returning the damaged ego to its normal state.

These are the main elements of Freud's theory of psychoanalysis; once we have understood these basic principles, I am going to focus on the literary aspects of this theory.

The ego is trying to keep a balance between the id and the superego, but this balance is practically impossible. The ego's contact with the external reality, is not a simple contact. The relationship between the ego and the external reality is controversial, threatening, dangerous, and that is the reason why Freud says that the task of the ego is constructive.

As far as the ego modifies reality and instincts, its place of work should be the fiction ( in terms of literature ). If the ego did not build the fictions of balance, if the ego approached completely to reality, this reality would become intolerable. If the ego did the same with its instincts, it would occur the same. So, in this way, the fictionality is an existential obligation.

As I have said in the previous paper, the individual is obliged to alienate himself from reality and shelter himself in an own construction. This shelter's construction is known as fiction of balance.

The ego tries to keep a balance between the id and the superego. According to Freud, in the unconscious occurs the substitution of the external reality for the psychic one. And this substitution can only be another act of creation and, therefore, of fiction. From these things that I have already said, we can deduce that the ego is not the only one that create, the id and another third person can create too. The ego is a plurality not always present, or a plurality of fictions.

The conscious part of the ego works with the id and the superego, but the unconscious works too, it also creates its fictions, for example, in the dreams. Later, I will talk about The interpretation of dreams of Freud.

Bearing in mind this concept of dreams, we can understand the importance, that in the psychoanalytic literature has, the concept of fantasy or ghost. The creativity of the ego is possible by means of the fantasy. This concept of fantasy is related to the concept of romanticism. The theory of fantasy or imagination is in the service of a literary theory that broke with the classical conception of mímesis.

Without the substitution, creation, fiction or fantasy, the ego could not hold up in the middle of the forces that compose it.

According to Freud, children repeat in their games anything that in their lives have caused a great impression on them and, in this way, they take over the situation. Only by this point of view, you can understand the pleasure of the literary piece. By means of literature, you do the same as children, you write about something that have caused a great impression on you and, in this way, you take over the situation.

I have tried to explain the literary side of psychoanalysis and now I am going to talk about Lacan, another important author of psychoanalysis, who made a reading of Freud's assumptions. I think that it is important to know another point of view of psychoanalysis, and Lacan can bring us another different vision.

Lacan thinks that it is not only important that the individual recycles the external and internal influences, but that the individual should also lose the contact with anything that did not be the significant or the symbolic order. If the individual is individual, it will be because it has been confined in the fiction of the significant.

Lacan, in his reading of Freud, direct, into its highest consequences, the Freud's analysis of paranoia and the significant's transformation. Lacan thinks that when an individual looks for something, this search is determined previously by the significant and it meets with the language's obstacle ( what it is called by Lacan as the significant's treasure ), this suppose a deviation from the place where the message is produced, to sanction it and turn it to the code. So, the circuit of signification does not close in the message's production but it should also wait for the code's sanction. To assume these premises, suppose changing the notion of unconscious as Freud had formulated it. The unconscious will be now ordered and the fiction will identify with the fiction of the significant.

According to Lacan, psychoanalysis want to put all together and explain any sort of discourse both philosophic and literary.

The real things are outside the individual. The significant circulate freely, creating, as a result, the individual and the reality. Trying to stop the significant is almost impossible. Lacan thinks that the literature permits the significant to circulate freely.

The relationship between philosophy and literature is based on dualities such as true-falsehood, real-fictitious, verifiable-fantastic.

These are more or less the general assumptions of Lacan's theory. I have mentioned them because they are related to Freud and because I think that it is important to know a different point of view from the Freud's one, in order to contrast different ideas.

The next part of this paper will consist of an analysis of several books of Freud. Books regarding psychoanalysis whose main ideas I will try to explain.

The first book I want to talk about is La interpretación de los sueños ( I am going to name these books in Spanish because I do not know exactly the translation and I am afraid of changing its signification ). Freud thinks that during the dream, the strength of the conscious decreases but not until the moment that the unconscious could flow as it is. The material flow by means of symbols, masks. So, the unconscious material create another fiction, the fiction of dreams. In this book, Freud observe that the mechanisms used to obtain the fiction are the condensation and displacement, that Lacan will identify with the rhetorical mechanisms of metaphor and metonymy. The dream gives its own interpretation of reality that, in fact, do not coincide with reality, because the unconscious origins, reveal us a substitution of the external reality for the psychic one.

Another book is El chiste y su relación con el inconsciente. In this book, Freud will recognize the condensation and displacement as the most characteristic procedures of the joke's structure. We have to point out that the joke is an small fiction. The creation of the fiction swamps the Freud's theory of the individual it creates the ego between the impulses of the id and the superego, it creates the collectivity when it tells jokes, according to Freud, to get a commitment between an impulse discharge and a repetition.

In the book titled Paranoia y neurosis obsesiva, Freud interprets the story of Schreber. Freud only bases himself in the memories written by Schreber. These memories talk about the transformation of doctor Schreber in a woman or in a soul given to God, with whom he maintains an stormy relationship. The analysis that Freud made is interesting because Schreber is a man normal and abnormal at the same time. Schreber suffered a paranoia, but his conduct do not differentiate a lot from the conduct of a poet, novelist or playwright because all of them need to recycle, to create and to substitute, in order to be able to subsist.

In the book called El creador literario y la fantasía, Freud puts in relation the origin of fantasy, the mechanisms of thematic symbolism and the fact that children's games are poetic creations. These are creations of an own world.

Freud wrote a text La cultura como represión. In this text Freud says that the culture is achieved by repressing the instincts. This repression leads to individual and collective neurosis. In this text, Freud also talks about totemic sacrifice, but I am not going to mention it because I think that it is not important in this paper.

Freud wrote also a text in 108, titled La creación literaria y el sueño despertado, in this text Freud approaches the poet's work to the game of a child and to the fantasies and ghosts of our dreams.

Finally, I am going to talk about El malestar en la cultura, wrote in the year 10 by Freud. In this book, Freud establishes different points and I am going to sum up the main ideas. The first point is known as La arqueología de los estados previos, it refers to what the child has lived until the age of six. The second point, talks about that the pleasure principle ( principio de placer ) is the most important one because it rules our lives. In another point, Freud establishes that the culture is a sum of institutions that separate us from the animal instinct. In another point, Freud talks about the essential phases in the constitution of the culture. Freud also says that the superego is sadistic and that the ego experiments a necessity of punishment because its conscience dictates it.

To conclude this paper, I am going to talk about some opinions that Freud gave related to literature, seen from the point of view of psychoanalysis, and comments that Freud made regarding some books.

At the end of his life, Freud considered the art and literature with the eyes of a Goethe or a Schopenhauer. The terms condensation, displacement, censorship, etc. result important mechanisms to analyse texts.

The interpretation that an analyst offers of a text, can give us a more cautious and more flexible reading of that text. This reading allows us to know the secret movements of a text, these movements respond to dark affective movements and these made that the analyst gave a rational expression by means of an open interpretation.

With regard to the play of Hamlet, wrote by Shakespeare, Freud thinks that this play is a masterpiece, he thinks that the only one that has solved our trouble about the emotion that this play creates on us is the psychoanalysis. The Oedipus complex has helped to analyse some works, not only Hamlet, but Edipo Rey or El Cid. We can be supported by the Oedipus complex to understand the games of relationships, given in these works, and try to know why the spectator has that emotion when seeing the play. This can corroborate us the seduction of the text.

Freud also made an analysis of the novel of Jensen, titled Gradiva. You can easily see how the psychological content of the novel could seduce Freud. In this novel you will find elements as images, ghosts, figures, dreams, movements, words...These elements enrich a love story, advance and organize themselves according to an axis that correspond to a development of an analytic cure. Freud recognizes that the novelist has a psychiatric capacity. Freud shows that poets and novelists are with regard to the knowledge of the soul, masters of all of us. The interest that this novel has, according to Freud, is that this novel, because of its psychological contents, can be investigated psychoanalyticly.

Another play that Freud analysed was The King Lear of Shakespeare. In this play, the figure of the youngest daughter of the king, Cordelia, has a feature named dumbness. The psychoanalysis of dream shows us that the dumbness is a usual representation of death. So, the figures of dramas and mythological figures are representations of death, according to Freud.

In conclusion, in my opinion, Freud was very intelligent and he was interested not only in psychoanalysis as a therapy but in many other fields where psychoanalysis could be applied. He is a very interesting figure to study. The most misrepresented Freudian term of all is not really a Freudian term to begin with PHALLUS. Before its possible to understand what Freud originally meant by any of his other theories, an important distinction must be made between a phallus or a phallic object and a penis. Many people think that when Freud discussed the phallus, he was speaking of the penis, and when he discussed the penis he was speaking of the phallus, because the two were the same. Instead, Freud took the word phallus, which means penis or representation of the penis (according to the American Heritage Dictionary, rd ed. 14, Dell) and redefined the term to mean a symbol of power. Freud believed that small children were very caught up in trying to understand why girls dont have penises and boys do, and the penis becomes a first symbol for power and also for lack. Aside from this first phallic object, an actual penis, Freud used the term phallus to mean any symbol or representation of power, in physical reality or in the mind. Though there may have been and may still be men who believe that their penis is a phallus in the sense Freud used the word, they are fundamentally wrong. Freud believed the phallus -- or power structure -- was an imaginary object that no one ever really had except fleetingly. Freud did not believe, in general, that women were worse off because they had no penis (he refers to the vagina as an equally worthy, though much more difficult to see, genital structure) or that they spent their time desiring one. Women were after the symbolic PHALLUS, or power, the same as men, and none of them ever suceeding in acquiring it.

The question of why no one ever has complete power leads nicely into Freuds concept and use of CASTRATION. Freud himself uses the term to mean two seperate things that are related. When speaking of children learning about gender differences, Freud theorizes that when a young boy sees a young girl or even an adult woman and finds no penis on her, it occurs to him that perhaps she used to have one and it was cut off. Even if someone sits the child down and rationally explains to him that girls and boys are different, and he doesnt need to be afraid that his mother or sister had her penis cut off, the explanation occurs after the fear, which occurs immediately upon noticing the lack of the object. Although a young girl does not have the same immediate fear of losing something she has when she notices the existence of the penis, she also recognizes the possibility that since she does not have one and a male does, he could lose it. She proceeds to extrapolate that she could lose other extensions of her body, or perhaps even wonders if she did once have one and has lost it. In his discussions of childrens reflections on gender difference, Freud writes of them considering the concept of actual, physical castration.

Freud held that normal development out of childhood involved this period of considering physical castration and differences between people in general. He believed that in order to recognize differences between oneself and others, starting with ones own gender and the opposite gender, a person had to accept the possibility of difference created by a lack of an object on someones part. After dealing with the physical concept of castration as such, Freud appropriates the term to mean something more symbolic. When children learn about gender difference and accept castration, they accept that they are different than everything else in the world and not in control of it. Adults continually recognize, forget, and rerecognize that they are different than the world and cannot control it. This lack of control, or power, is a lack of the PHALLUS and the reality of CASTRATION. Often, when Freud speaks of someone feeling castrated, he means that they have realized that they are without the symbolic phallus, and without power in their lives. Few people, aside from small children, actually spend their time worrying about real physical castration.

The concept of the acceptance of CASTRATION leading to the recognition of difference between genders, and self and other, leads us to the question What happens to a child who never accepts the possibility of castration (loss)? The answer is that the person gets stuck at an earlier phase of psychosexual development (generally anal or oral) and their lack of belief in castration and gender difference manifests through perversions. Some of the most commonly thrown around terms are sadomasochism and fetishism (Freud also considered homosexuality a perversion, but for slightly different reasons that tie in to his complex analysis of what causes mysogyny) which are often misunderstood and misdefined by the communities that have grown up around them.

The LIBIDO leads into the last Freudian term covered here the OEDIPAL COMPLEX. Even if you havent heard of the Oedipal Complex, youve heard that little boys like their mothers better than their fathers and little girls like their fathers better than their mothers, and sometime just before puberty, it switches and boys like their fathers and girls like their mothers. Anyone looking for this sort of behavior can find a million and one examples of it, whether or not it is actually true, and whether or not Freuds Oedipal Complex really explains it. Freud constructed a model of psychosexual development beginning with the birth of a boy and his attatchment to his mother, or mother-substitute. While he is a newborn, the mothers attention to it is nearly unbroken by any interruption her identity and role in life consists of taking care of the infant and nothing else. She, after a fashion, lives for the child. As time progresses and he is less fragile, and the mother more used to his prescence, so she begins to spend more time with others, including and typically mostly, the father, or a father substitute. Once she is gone, her son understands what it means not to have her complete attention and immediately wants it back. He wants to be everything to her, and seeing what his father is to her -- her lover -- he wants to assume that role in addition to his previous role. Hence the condensation of the Oedipal complex that you will hear all the time He wants to kill his father and marry his mother. Freud outlined a similar process for little girls, involving the father as the figure they desired to marry, but even he admitted the shortcoming of that theory, and later Freudian analysts considering the possibility that all children, male and female, want their mothers sole attention, and want to be their father, at least initially.

Though the Oedipal Complex is represented straightforwardly in pop culture, it has been taken out of its context of normalcy. Freud believed everyone went through the Oedipal Complex, and needed to, in order to resolve many childhood psychosexual issues and grow up at all. Freud did not think that a child who experienced a desire to murder his father and marry his mother was anything except exceptionally ordinary, and any child who avoided the Oedipal phase was doomed never to grow up. In addition to the initial complex, the Oedipal gives rise to a struggle which must be resolved within a family. A little boy, for example, expresses a desire to kill his father and take his fathers place with his mother, and the father responds by saying, No, shes mine, find your own. Eventually, the child associates himself with his father, and rather than attempting to take the mother-substitute his father has found, he goes out to find his own mother-substitute.

Hopefully, these definitions will give a little more insight into the complex philosophy and theory of Freud which has been abandoned by academics and reduced to misconstruction in pop culture. If youre curious and interested in further reading about these terms, here are some recommended texts actually written by Freud.

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Angela davis

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After listening to Angela Davis, a Civil Rights activist and author, speak to us in Shiley Theater, I heard a lot of things that I learned, but I also heard a lot of things that surprised me. Angela Davis was on the FBI's Ten Most Wanted list. In her earlier years, she was part of a campaign to help free Nelson Mandela. She was charged with kidnapping and conspiracy, and she could have gotten the death penalty for conspiracy. Currently, she teaches at the University of California Santa Cruz. Angela Davis also just spoke at a rally in New York City on 1st Avenue, where the police prevented people from marching. She grew up in Birmingham, Alabama, which is considered to be the most segregated city in the United States. When she was young, her family, the men, worked in the mines in Alabama.

In Iraq, there are already one million children dead. There is a rising homophobia population that seems to keep growing and growing. President Bush was not elected by the people, but instead he was selected by the Supreme Court. Slavery had a profound impact on the punishment system and democracy, with the penitentiary being the major form of punishment. There was a plantation in Louisiana where the owner leased black convicts to work on the plantation. He later sold the plantation and now it is a penitentiary. A black man is five times more likely to be found in a prison cell than in a classroom. An increasing number of women are going to prison in this day and age. Currently, there are demonstrations in six hundred cities that are all against the idea of war. After September 11, there was a mobilization of undocumented immigrants, particularly of Arab and Muslim descent. During the time of World War I, women entered the labor force as either domestic/service workers or agricultural workers. The 180s was the beginning of capitalism, where both Reagan and Bush were the presidents of that decade. Capital is going into the military and prisons rather than into schools and education for young children, who are the future of this world.

Angela Davis spoke about so many different things and so many different topics. To sum everything up, she is desperately crying out for peace. She is a very intelligent woman with a strong voice, and really made me want to hear more and more interesting and thought-provoking information. I learned a lot from what she said, and it really made me open my eyes to see what is really going on in the world today.

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Macbeth

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The focus text Macbeth by Shakespeare and the related text, Scarface by Brian De Palma are the texts I would recommend to the Board of Studies for senior students studying the concept of power. Power can be defined in many ways; it basically means to have control over others. This can be seen in both Macbeth and Scarface when they use their physical power an individual power to have control over others. Power is also portrayed in Macbeth with personal relationships.

Macbeth portrays his physical power in many ways throughout the play. At the start of the play he is talked about very highly because of his great physical power that he has shown during the war where he was like a fearless warrior on the battle field, the Sergent says "Brave Macbeth- well he deserves that name," (act 1 scene 7 line 16) Macbeth then uses violence to further his quest for absolute power. He first uses violence when he kills King Duncan in order to become King. This is similar in Scarface when Tony Montana kills his Boss Frank Lopez to become boss of his empire just like Macbeth killed King Duncan to become King, they both wanted absolute power and in order to get this they felt that physical power was necessary. Although to get them both to the top where they had absolute power, in the end they both died due to being too caught up in absolute power and being corrupt. Just like Lord Ucton said "absolute power corrupts absolutely." Macbeth's physical power is also displayed when he thinks that his position at the throne is in jeopardy by Banquo, Fleance and Macduff. He uses violent means to maintain his power as King. We see that both texts use power in a negative way- not to improve society or others but for their own purposes. However we see that in the long run both Macbeth and Tony Montana pay the ultimate sacrifice as they both lose their lives in the pursuit of power.

Macbeth shows great Individual power which is expressed through his ambition. The definition of ambition is "the actions used to achieve a goal." Marcus Aurellius wrote in the book of meditations "in the midst of it all, you must take your stand, good temporarily and without disdain, yet always aware that a mans worth is no greater than the worth of his ambition." In the case of Macbeth we are faced with a man whose ambitions change for the worse and his fate is left regretful. This is similar also in Scarface as Tony Montana had a great amount of ambition which was at first good but in the end it was the downfall of both Macbeth and Tony Montana as their vaulting ambition for the absolute power lead to their death. Macbeth has betrayed his loyal master to obtain the status that he feels he deserves so much, and his ambitions became his fate. Macbeth starts the play as a hard fighting, loyal soldier but through allowing his ambitions to suppress his good qualities he becomes "this tyrant,"(act 5 scene ) and this "hellhound."(Act 5 scene 6) Ambition is Macbeth's

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Night by elie wiesel

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Night - Elie Wiesel

The novel Night, by Elie Wiesel is a clear representation of loss of faith from beginning to end. Elie begins the story as a child who cries when he prays and begs to learn more of his religion. I wept because-because of something inside me that felt the need for tears (Wiesel, Night, ...The Decline of Elie Wiesels Fatih as Illustrated in his narrative NIGHT

... ? Why? These are the questions that every person has asked of God at some devastating point in their life. They are the same questions that young Elie Wiesel asked throughout his months in concentration camps. His narration of his life during the holocaust, in Night, depicts a young boy, condemned by ...Night by Elie Wiesel

Night By Elie Wiesel The short novel Night by Elie Wiesel was a first hand account of what happened to many Jewish people during the Holocaust. Elie is the main character and the narrator of this book. The story takes place in many concentration camps around Europe. This book shows us how his innocence ...Summary Night by Elie Wiesel

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Summary Night by Elie Wiesel Wiesels Night is about what the Holocaust did, not just to the Jews, but by extension, to humanity. People all over the world were devastated by this atrocious act, and there are still people today who havent overcome the effects. One of the many horrible acts that stands

Night by Elie Wiesel

Title Night By Elie Wiesel Word Count 77 Grade 5 The book Night by Elie Wiesel brings unto a true tale of horrendous events that occurred during the Holocaust. It is told through the eyes of, Eliezer, a young Jewish boy. At his young age he began learning and studying the revelations and ...

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A Smile is a Frown Turned Upside Down

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A Smile is a Frown Turned Upside Down

They say a smile is a frown turned upside down. You can make a choice to be sad or be happy. As for me, I have lots of things that make me smile, and sometimes even laugh out loud.

Something that never fails to make me smile is seeing people fall. Don't think I mean that in a mean way, and don't deny that you haven't laughed at this too. I'm not talking about people falling down stairs or off buildings or anything scary like that. I mean little trips and stumbles that cause no harm. The expression on their face as they fall down is priceless. Or even better, the look when they get up and look around to see if anyone noticed. I saw a kid fly, and yes, I mean fly, off his skateboard the other day right in front of me. I was laughing hysterically.

I look around my trophy room, and it makes me smile. Trophies for basketball, soccer, dance, cheer, reading, and writing. These are awards that I know when I get older, I can look at and say, "I remember when."

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Cookies make me smile. Nothing is better than a fresh baked batch of chocolate chip cookies right out of the oven. So moist, so warm. They just melt in your mouth.

A friend of mine brought her baby to drill team yesterday. She was so precious. She sat in my lap, with her eyes wide open, just happy to be there, being held, being loved. She would look up at me with her big blue eyes and that made me feel so warm. It made me smile.

Life in general makes me smile, but these are a few of the things that help turn my frown upside down.

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Title

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The Salvation Army Markle Evangeline Residence

The Markle Residence is an intergenerational residence operated by The Salvation Army for professional business, graduate, and undergraduate college women as well as senior citizen women. The residence also houses senior citizen men over 60 years. Young women must be employed full time or be attending college in New York or a combination of the two.

LOCATION The Markle Residence is situated in Greenwich Village, one of the safest area in New York City. The Residence is within walking distance of banks, churches, libraries, universities, parks, subways and buses. Our exact location is 1 West 1th Street between sixth and seventh avenues.

RATES Rent is paid on a weekly basis (Monday to Sunday) after a 4 weeks security deposit is paid. Room and board is the only

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plan available at the Markle Residence. Room rates vary as follows (see other side for initial payment info.)

For LONG TERM RESIDENTS (Guest staying 1 or more days)

Single------------ $5.00 Weekly

Large Doubles----- $185.00 Weekly each person

Small Doubles----- $164.00 Weekly each person

Triples----------- $158.00 Weekly each person

Quads------------- $14.00 Weekly each person

For SHORT TERM RESIDENTS (Guest staying under 1 days)

Singles ------------ $ 80.00 Nightly if under one week or

$46.00 Weekly and up.

Doubles ----------- $105.00 Nightly if under one week or

$64.00 Weekly and up.

(NOTE All room rates includes two meals of choice, daily.)

MISCELLANEOUS The Markle Residence offers 4 hours security surveillance seven days a week, it provides housekeeping services when applicable once a week, it has laundry facilities, roof and a beauty shop (opened every Tuesday.) The rooms are all furnished with beds, desks, closets, and dressers. Each room has a private bath and telephone.

Please mail application The Salvation Army Markle Residence C/O Registration Director

1 West 1th Street New York, New York

Telephone (1) 4-400 Fax (1) -801

THE SALVATION ARMY

The Salvation Army Markle Evangeline Residence is situated in Greenwich Village, one of the safest neighborhoods in New York City. The Residence is within walking distance of banks, churches, libraries, universities, parks, subways, and buses. Our exact locations is 1 West 1th Street, between sixth and seventh avenues.

Rates are reasonable and include two meals daily, for more information, please see the reversed side.

Meals are served cafeteria style in a gracious atmosphere.

Roof top garden affords a beautiful view of New Yorks skyline.

4 hour security surveillance is provided.

All rooms are equipped with private bathroom and telephones. Bedroom linens are provided.

Initial payment by Cash, Bank or Postal Money Order, Travelers Checks. Visa/MasterCard accepted.

The Residence accepts bank wire transfers.

A Deposit of $100.00 is required to hold the room when confirmed.

Room reservations will not be held for more than 48 hours, beyond stated arrival date, and you will be charged for those days from the deposit.

Send inquires to

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Resignation

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Date

Dear Mr. ,

As required by my contract of employment, I hereby give you one weeks notice of my intention to leave my position as Platform Assistant.

I would like to express my thanks to this great company and my fellow co-workers. The success I have had here has opened new doors for me, it would be foolish for me not to seize these new opportunities.

Please be assured that I will do all I can to assist in the smooth transfer of my responsibilities before leaving.

I wish both you and company every good fortune and I would like to thank you for having me as part of your team.

Sincerely,

Dear Mr.

As required by my contract of employment, I hereby give you one weeks notice of my intention to leave my position as Platform Assistant.

I have decided that it is time to move on and I have accepted a position elsewhere. This was not an easy decision and took a lot of consideration. However, I am confident that my new role will help me to move towards some of the goals I have for my career.

Please be assured that I will do all I can to assist in the smooth transfer of my responsibilities before leaving.

I wish both you and comopany every good fortune and I would like to thank you for having me as part of your team.

Yours sincerely,

Date

Dear Mr. ,

As required by my contract of employment, I hereby give you one weeks notice of my intention to leave my position as Platform Assistant.

I would like to express my thanks to this great company and my fellow co-workers. The success I have had here has opened new doors for me, it would be foolish for me not to seize these new opportunities.

Please be assured that I will do all I can to assist in the smooth transfer of my responsibilities before leaving.

I wish both you and company every good fortune and I would like to thank you for having me as part of your team.

Sincerely,

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Marico

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Income Statement

As on( Months ) 1-Mar-0(1) 1-Mar-0(1) 1-Mar-01(1)

Profit / Loss A/C Rs mn %OI Rs mn %OI Rs mn %OI

Net Sales 77.76 8.51 6658.5 .4 651.87 .46

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Operating Income (OI) 7408.7 100.00 66.4 100.00 6548.0 100.00

OPBDIT 817.75 11.04 747.8 11.18 64.88 .54

OPBDT 7. 10.7 701.81 10.4 580.00 8.86

OPBT 58.0 7.86 560.4 8.7 41.1 7.50

Non-Operating Income 8. 0.11 5.50 0.08 8.00 0.1

Extraordinary/Prior Period -0.00 -0.00 -8.8 -0.4 0.00 0.00

Tax 5.50 0.80 4.50 0.65 4.00 0.66

Profit after tax(PAT) 50.81 7.17 4.5 7.7 456.1 6.7

Cash Profit 748.80 10.11 64.81 10.8 545.01 8.

Dividend-Equity 17.75 1.86 0.00 .0 145.00 .1

Balance Sheet

As on 1-Mar-0 1-Mar-0 1-Mar-01

Assets Rs mn %BT Rs mn %BT Rs mn %BT

Gross Block 144.7 47.5 1.46 5.41 65.88 46.1

Net Block 84.70 .71 84.70 5.81 66.08 .00

Capital WIP 11.7 4. 54.6 .4 80.5 .85

Investments 64.01 .5 8.6 0.7 8.6 0.41

Inventory 888.64 1. 81.0 4.81 67.55 .6

Receivables 5.5 8.8 1.64 1. 4.01 0.

Other Current Assets 671.45 .64 6.5 14. 1.06 10.14

Balance Sheet Total(BT) 840.10 100.00 5.4 100.00 00. 100.00

Liabilities Rs mn %BT Rs mn %BT Rs mn %BT

Equity Share Capital 0.00 10.1 145.00 6.16 145.00 6.

Reserves 110.85 46.16 105.77 55.48 104.87 4.

Total Debt .6 1.85 50.47 .14 6.8 1.74

Creditors and Acceptances 60.65 1.5 58.4 5.04 66.5 .0

Other current liab/prov. 4.4 8.5 6.01 11.18 16.0 .8

Balance Sheet Total(BT) 840.10 100.00 5.4 100.00 00. 100.00Latest Quarterly/Halfyearly Detailed Quarterly

As On(Months) 0-Jun-00() 0-Jun-00() % Change

Sales of Products/Services 01.60 1755.70 15.71

Other Income 5.70 5.00 14.00

Total Income 07.0 1760.70 15.71

Total Expenses 180.70 1560.10 17.5

Stock Adjustments 0.00 0.00 --

OPBDIT 06.60 00.6 .

interest 4.0 4.60 -6.5

Depreciation 6.80 6.0 -6.17

Extraordinary Items 0.00 0.00 --

Prior Period Adjustments 0.00 0.00 --

Provision for Tax 7.0 .70 -8.08

After Tax Profit 148.0 10.00 14.00

Equity Capital 0.00 145.00 100.00

Reserves 0.00 0.00 --

Notes to Accounts Click here Click here

Ratio Analysis

As on 1-Mar-0 1-Mar-0 1-Mar-01

OPBIT/Prod.cap.empl.(%) 7.6 4.4 47.8

PBIT/Cap. Employed (%) .48 40.0 47.54

PAT/Networth (%) .16 4.00 8.8

Tax/PBT (%) 10.08 8.10 8.61

Total Debt/Networth (x) 0.5 0.0 0.0

Long Term Debt/Networth (x) 0.00 0.0 0.0

PBDIT/Finance Charges (x) 44.61 15.7 14.10

Current Ratio (x) .14 1.70 1.54

RM Inventory (days consumption) 5. 48.8 46.07

FG inventory (days cost of sales) 15.5 1.15 14.88

Receivables (days gross sales) 1.5 15. .65

Creditors (days cost of sales) .4 6.18 41.6

Op. curr. assets (days OI) 77.00 7.00 74.00

Share Statistics

As on 1-Mar-0 1-Mar-0 1-Mar-01

EPS (Rs.) 18.0 4.0 1.47

CFPS (Rs.) 5.8 47. 7.5

Book Value (Rs.) 55.0 100.05 81.

DPS (Rs.) 4.75 14.00 10.00

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· The Hindu · Business Line · The Sportstar · Frontline · The Hindu eBooks Investment World - StocksMarkets - RecommendationMarico Industries Hold Aarati Krishnan A COMBINATION of events has made the March 00 quarter a taxing period for Marico Industries. After managing a 17 per cent growth in its net profits and a 1 per cent growth in net sales in the first nine months of 00-0, Maricos growth numbers have slowed appreciably in the final quarter of 00-0, to a 5.6 per cent growth in sales. Net profits for the quarter fell from Rs 15.4 crore to Rs 15.1 crore. But this is not a bad showing from Marico, considering a couple of points. Net profits would have actually registered growth and not a decline, but for a sharp hike in Maricos advertising and promotional (A&P) expenses from Rs .7 crore to Rs 14.8 crore for the quarter. Though raw material costs continued to head upwards during the quarter, operating profit margins remained at previous years levels, excluding the A&P spend. Full year Low realisations The insipid last quarter has weighed on Maricos financials for the fiscal 00-0. For the full year, Marico posted a growth of 11. per cent in net sales to Rs 78. crore. Net profits for the year grew 7.7 per cent, from Rs 4. crore to Rs 5.1 crore. The double-digit sales growth, in a tough year, is explained by two factors. One, categories such as hair oils (0 per cent volume growth), exports (4 per cent growth) registered robust volume growth. Second, even in categories (such as refined sunflower and safflower oil), where volumes have actually shrunk, selling prices have moved up sharply on the back of firmer commodity prices. Gains in hair oils, losses in edible oils During the year, Marico managed to make market share gains in the coconut and hair oil businesses, with the help of existing brand extensions such as Parachute Jasmine and Shanti Amla, and new launches such as Mediker anti-lice oil. The prices of the key raw materials such as copra were up by 0-40 per cent in relation to last year. But a foray into value-added oils and price hikes appear to have helped Marico pass on these increases to consumers in the hair oils business without ceding market share. But the edible oil business has been a tougher proposition. As the prices of key inputs spiralled upwards, Marico has been forced to hike prices of its key brands. But, here, price-sensitive consumers have switched to cheaper substitutes. As a result, through 00-0, Maricos market share in the refined oil business, slid from 11.7 per cent to .5 per cent. The shortage of inputs for the safflower oil business further shrunk volumes. Going forward, prospects for the refined oil business could continue to be sedate, especially after the recent decision to impose excise duty on refined oil marketed in consumer packs. But for Marico, this could be compensated by a higher contribution from its recent product launches (Shanti Thanda Tel, Parachute Jasmine, Saffola Nutri-Blend and Saffola Tasty Blend) and its new business forays. In the recent times, Marico has added substantially to its portfolio of businesses by venturing into skin care clinics (Kaya Aesthetics), high-end cosmetics (Sundari Llc) and soya-based foods (Mealmaker). Indeed, product launches is one area where Marico has made steady progress. Revenue from new products rose from around 4 per cent of revenues in 001 to 17 per cent in 00. Giveaways In the three years to 001-0, Marico rewarded shareholders in a slowing market, by stepping up distributions. Dividends rose to Rs.14 per share in 001-0, but have fallen to Rs.4.75 per share in 00-0. The per share dividends appear to have declined mainly due to a 11 bonus on equity shares, and bonus preference shares in the ratio of 11 issued earlier in 00-0. Given the sedate near-term prospects, there appears to be scope for some downside in the stock price over the next one year. Investors can however use a 5-10 per cent decline from current levels to add the stock to their portfolio for the long term. The trades at a price earnings multiple of nine times its 00-0 earnings.

Business Profile

Marico Industries (MIL), a closely held company of the Mariwala family, commenced operations by taking over the consumer products division of Bombay Oil Industries Ltd in 10. Marico `s brand portfolio comprises Parachute, Saffola, Sweekar, Hair & care, Revive,Sil Jam, Oil of Malabar, Shanti and Mediker. Parachute, a leader in the coconut hair oil market with over 50 per cent market share, brings in 8% of the company`s revenues. Effective June 18, MIL receives a fee from Indo-Nissan based on sales of Top Ramen. In 18-, the company was re-organised into businesses as profit centers nature care (Parachute, Hair & Care and Revive), health care (Saffola, Sweekar, Top Ramen and Sil) and international business.

Recent Developments

Shareholders of Marico Industries Ltd today took on record the results of the Postal Ballot conducted by the company.

The resolutions on the following items were declared carried with the requisite majority

1. Amendments to objects clause of Memorandum of Association

. Amendments to Articles of Association

. Reorganisation of Reserves for adjusting written down value of intangible assets.

Marico Industries Ltd has fixed August 1, 00 as the record date for the purpose of issue of bonus shares and payment of first interim dividend. The company proposes to issue one bonus share for every one existing equity share held. Transactions in Marico shares, therefore, will be on cum-bonus basis up to August 1, 00 and ex-bonus basis from August 14, 00. Export contributed .78% to the total turnover during the FY 001-0. Nature care division contributed 55.6% to the total turnover, health care 7.% and balance from others. The share of new products (Parachute Jasmine, Shanti Amla, Saffola Kardi- Corn Blend and Saffola Olive Oil) in the total turnover went up to around 1% of total sales in FY 001-0 as against 6% in FY 000-01.

Marico Industries Ltd has fixed August 1, 00 as the record date for the purpose of issue of bonus shares and payment of first interim dividend. The company proposes to issue one bonus share for every one existing equity share held.

Transactions in Marico shares, therefore, will be on cum-bonus basis up to August 1, 00 and ex-bonus basis from August 14, 00.

Marico in figures

0 October 1

Address - Marico Industries Ltd., Rang Sharda, K.C.Marg, Bandra Reclamation, Bandra (West), Mumbai 400 050.

Unaudited figures

Particulars(figures in Rs crore) Quarter ended 0 June 1 Quarter ended 0 June 18 Year ended 1 March 1

Sales & services 15.06 10. 551.1

Other income 0.7 0. 1.86

Total revenue 15. 10.7 55.08

Total expenditure 16.46 8.17 500.14

Finance charges 0.4 0.75 .71

Gross profit after finance charges but before depreciation and taxation 8.51 10.80 4.

Depreciation 1.4 1.8 5.0

Profit before tax 7.0 .4 44.0

Provision for tax 0.8 1.41 6.5

Profit after tax 6.04 8.01 7.51

Paid up equity share capital 14.50 14.50 14.50

Reserves (there is no revaluation reserve) 106.4

Shareholding in Marico

Category Shares Held % of Total

I. Foreign holdingsII. Govt./govt.-sponsored financial institutionsIII. Bodies corporate (not covered under I & II)IV. Directors and their relativesV. Top 50 shareholders (not covered under I,II,III & IV)VI. Others TOTAL 75001650010888001168015117488586640014500000 15.41.147.518.068.105.76100

companies M A | B | C | D | E | F | G | H | I | J | K | L | M N | O | P | Q | R | S | T | U | V | W | X | Y | Z

Marico acquires Oil of MalabarK A Anantharam0 October 1Marico Industries Ltd. which already has a stranglehold on the branded coconut oil market, moved a step closer to increasing this grip when it entered into an understanding with West Coast India Ltd to acquire its brand 'Oil of Malabar'. Oil of Malabar, a coconut oil brand, with an all India market share of . per cent, clocked a turnover of over Rs 1 crore for the year ended 1 March 1. It has a national presence and a significant franchise in south India with an 8 per cent market share. The brand has a reach of about 1.6 lakh outlets, of which about 1 lakh are in rural areas.The understanding with West Coast gives Marico rights to all associated business and commercial rights. 'Oil of Malabar' will continue to be distributed, on mutually acceptable terms and conditions, through West Coast's sales and distribution network, which has a strong rural bias.This acquisition comes in the wake of a challenge posed to its leadership by multinational giant Hindustan Lever Ltd, which recently strengthened its presence in this category with its acquisition of the 'Coco Care' brand from Recon Oil Industries. While analysts believe that HLL is not likely to prove an immediate threat to Marico's supremacy, thanks to the huge brand loyalty that its premier brand Parachute enjoys, the organisation and distribution muscle of HLL may just prove dangerous for Marico.Marico currently leads the branded coconut oil market with a share of over 50 per cent through its flagship brand 'Parachute'. This acquisition helps Marico in further consolidating its clout in the coconut oil market.With the sale of these brands, West Coast intends to focus on its other businesses.Ambit Corporate Finance Pte Ltd. acted as advisor for the transaction.

Marico salt rides piggy-back on Saffola

S. Lakshmi Narasimhan

1 January 1

Marico Industries has extended its up-market Saffola brand -- well known in the refined oil segment -- to salt. Saffola salt was launched in November 18 and is priced at Rs.0 for a 1-kilo pack available in a re-usable jar. The product is being launched in select towns of Mumbai, Delhi, Chandigarh, Calcutta and Pune at an introductory price of Rs.0.

The companys pricing is interesting. Compared to this, the price of a 1-kilo plastic pack of Tata salt, the market leader, is Rs. 6. Hindustan Levers Annapurna salt is priced at Rs 6, and DCWs Captain Cook at Rs.7. Will this strategy pay off for Marico? Why should people pay Rs 0 a kilo for a simple thing like salt when other reputed companies are selling the commodity for just a third of that price?

Marico Industries Ltd chief executive officer (health care) Pranab Datta says that the company wants to capitalise on the brand popularity of Saffola oil as a health product and extend it to salt, which doctors advise patients suffering from hypertension or a heart ailment, to cut down.

Maricos reasoning is that since Saffola oil commands a premium of 10 to 15 per cent over other edible oil brands, the company should be able to pull off a similar feat with salt. The rest of the mark-up is supposed to cover the cost of the jar. The company wants to leverage the Saffola brand equity through brand extension to expand its product portfolio, just as it has done with hair oil.

In 17, the company extended its Parachute brand to the value-added hair oil market. In a years time, the product is estimated to have notched up a 10 per cent share in a highly competitive market dominated by heavyweights such as Dabur (Vatika) and Hindustan Lever (Clinic Plus), who command a share of 40 per cent each. Marico seems to have a similar game plan for its salt.

The 5-million tonne Indian salt industry is mainly an unorganised business, and branded salt accounts for only a fifth of the market. The branded salt segment, valued at Rs.500 crore, is growing at around 0 per cent annually. The market leader is Tata Salt, with a share of 0 per cent. Hindustan Levers Annapurna salt and DCWs Captain Cook account for around 15 per cent each.

Marico acquires key brands

Alok Agarwal

5 May 001

Mr Harsh Mariwala, the ebullient chairman and managing director of FMCG major, Marico Industries has finally silenced his critics. His company has completed the process of acquiring brands, which it began a couple of years back, by acquiring two key brands, Parachute and Saffola, from Bombay Oil Industries.

Company sources placed the market value of these two brands at anywhere between Rs. 400-600 crore, given the fact that the two together contribute anything between Rs 65 per cent to 70 per cent to sales. With this acquisition, for which the company has paid Rs 0 crore to Bombay Oil Industries, Marico is now the proud owner of all nine prominent brands and their extensions, which are used by it to sell its products. These are Parachute, Saffola, Sweekar, Hair & Care, Revive, Sil, Oil of Malabar, Mediker and Shanti Amala.

The company will now save Rs crore annually on royalty payments it was making to Bombay Oil, the original owner of the brands and the promoter of Marico Industries. Obviously, this was frowned upon by the analysts who felt that the company was losing value by not owning the brands. Good brands, over a period of time, become an integral part of the consumers' lives and this goes a long way in adding to the brand equity of the product. Though intangible, this equity carries a lot of importance in any valuation process.

Stung by crititcism, the company decided to reverse the situation and began the process of acquiring all its main brands some years ago. This process has now been completed in fiscal 001.

Speaking to domain-b Mr B Ramakrishna, corporate finance manager Marico Industries Ltd. said, The situation was considered bad corporate governance, which has now been corrected.

Marico's brands have, by and large, done well in fiscal 001 managing to hold on to their market share. The company continues to work hard on its brand building exercise through higher advertisement and sales promotion (ASP) spends. In fiscal 001 ASP to sales and services was 1.1 per cent as compared to .1 per cent in fiscal 000. Out of this one-third of spending was on new products/markets. The year saw a 14 per cent volume growth in branded coconut oil business (Parachute and Oil of Malabar) and 7 per cent volume growth in branded refined oil business (Saffola). Its other brand building efforts included few but focussed product launches, product relaunches, product campaigns and innovative packaging propositions with a view to provide greater value to consumers, informed company sources.

During the year the company entered the Rs 70 crore Amla market, with the launch of its ninth brand, Shanti Amla. The product has been launched in the traditional markets of UP, Punjab and Madhya Pradesh to begin with before being rolled out to other states.

Overall fiscal 001 was a good year for Marico, termed as recessionary for FMCG companies. Despite a 1.4 per cent rise in sales & service income at Rs 657. crore, net profit grew 7.71 per cent to Rs 45.6 crore. This was despite a stagnant fourth quarter, which saw the company reporting a 5.08 per cent growth in sales at Rs 178.66 crore and net profit rising by only 6.7 per cent at Rs 10.6 crore.

However the company points out that the growth in turnover value is marginal because of two reasons. One, retail prices of most Marico products were on an average lower than in the previous fiscal and two sales figures excluded those of Marico Bangladesh Ltd., a wholly owned subsidiary, unlike in the previous year. In the previous year sales effected in Bangladesh was recorded in Marico Industries Ltd right uptill December 1. According to the company if sales volumes for fiscal 001 are taken at fiscal 000 value and the Bangladesh turnover included, Marico turnover would show a growth of 15 per cent.

Marico Industries is planning to open a chain of skincare and spa saloons called Kaya Skin Clinic in the major metropolises of India.

These clinics will offer a wide range of effective skin treatment customised for Indian skin types in the ambience of a spa. The first Kaya Skin Clinic will open in Mumbai by the end of 00.

Says Marico Industries chairman and managing director Harsh Mariwala "The new venture is an extension based on our strengths in the personal care business. Kaya is an attempt on the part of the company to fill the existing gap in the beauty services business in India."

Every Kaya Skin clinic will offer scientific US Food and Drug Administration-approved unisex dermatological procedures. The target audience for Kaya Skin Clinics would be men and women in the SEC A/B category. With this market segment in mind, Marico aims to exploit the potential of moving up the value chain in the personal care business.

The first Kaya skin clinic will open in Bandra, a posh suburb of Mumbai, and will next move to Delhi and to other parts of the country. Initially, Marico plans to take the ownership route and not the franchisee route for these clinics.

Company officials, while not revealing the amount of investment involved in the venture, say the company will evaluate and crystallise expansion plans based on the experience gathered through the first clinic.

Marico manufactures and markets brands such as Parachute coconut oil, Hair & Care, Shanti Amla, Saffola and Sweekar edible oils, Revive Instant starch and Sil. Marico's latest experiment with skincare saloons may have been inspired by Hindustan Lever's (HLL) activities in beauty salons.

HLL's cosmetic brand Lakme is the market leader in the colour cosmetic market with about 50 per cent share in the Rs 70-crore market. Some time back HLL extended the Lakme brand to beauty salons and is now planning to broaden the range of specialised beauty treatments to consumers. The company also plans to expand the number of Lakme salons to 15 by 00-end from the current 40 plus salons in India.

Lakme Beauty Salons are present in Delhi, Chandigarh, Jullundhar, Ludhiana, Amritsar, Mumbai, Nashik, Goa, Aurangabad, Bangalore, Chennai, Mysore, Managalore and Coimbatore. HLL has also entered into an alliance with the Taj group of hotels and has set up unisex Lakme salons at some of the Taj's key properties in the country.

Procter & Gamble terminates distribution alliance with Marico

Mohini Bhatnagar

0 November 00

Valsad Procter & Gamble Hygiene and Health Care Ltd (PGHH) has terminated its three-year distribution alliance with Marico Industries for its Old Spice, shaving cream, lotion and talcum powder, Pampers diapers and Ariel detergent cake.

At the same time, PGHH announced its decision to license the Old Spice trademark and business to the Goa-based Menezes Cosmetics Pvt Ltd for an undisclosed fee with effect from December 1, 00. Pampers will be distributed by P&GHH and Ariel by P&G Home Products.

The agreement with Menezes Cosmetics covers a period of ten years and is limited to the Old Spice business in India covering after shave lotion, shaving cream and talcum powders under the Old Spice brand, according to the company.

Menezes Cosmetics is part of the year-old CMM Group of Companies, which introduced Old Spice in India in 16 and marketed it till 1.

At present Menezes Cosmetics markets body sprays, aftershave lotions and shaving creams under the XM brand in India. Old Spice is viewed as a strategic fit for the company due to its business focus on the fragrances category.

This move will impact PGHHs sales to the tune of per cent (Rs 16 crore annually) but will not impact its profitability since the estimated license fee revenues are expected to be higher than the profits currently generated by PGHH on the Old Spice business, according to the company.

PGHH intends to focus on its core categories in India, feminine and health care. Old Spice does not fit into the above categories and MCPL will be able to realise the full potential of Old Spice, said Bharat Patel, chairman of PGHH.

P&G has already handed over the marketing and manufacturing licence for an undisclosed fee to Nirma. P&G is not too keen on pumping in the money needed in a competitive market for brands like Camay or Old Spice.

Marico extends its top brands into categories like skincare

Our Corporate Bureau

1 December 00

Mumbai After launching the specialist Kaya skincare clinics in Mumbai recently, Marico Industries is now planning to extend its top brands into categories like skincare, possibly with the intention of pushing the new products at the clinics.

The company has chosen Parachute, Mediker and Shanti Amla brands to extend to other product categories like skincare. According to officials these brands were chosen because they are market leaders with strong brand equity.

For instance, Parachute is the leader in the coconut hair oil market and Shanti Amla has a 1-per cent share of the amla category by volume and enjoys the second-place position to Dabur Amla hair oil. Mediker has a monopoly hold in the anti-lice segment.

Recently Marico extended its anti-lice hair shampoo brand Mediker into anti-lice oil as it felt shampoo was used primarily by those who want a quick and convenient solution to the lice problem. There are others who perceive shampoos to be harsh and don't want to wash their hair too often; for them oil is more appealing. Also, in India, hair oil is seen as an effective solution to hair problems, while shampoo is seen as being harmful.

Mediker is being positioned as a problem-solving brand and may be extended into areas like acne and scar treatment at the Kaya Clinics, say officials. The brand is expected to double its growth rate to 0 per cent by next fiscal.

Marico acquired the Rs 11-crore Mediker brand from Procter &Gamble a few years ago. The company has earmarked an investment of Rs crore till March 004 for the franchise of Mediker brand. Says a company official "Mediker oil will become as big a brand as the shampoo within the first year itself, considering oil is a much bigger market than shampoo."

Parachute, the Rs 00-crore brand, has also been extended to other product categories. The recently launched variant Parachute Jasmine has been a success and has already registered a turnover of Rs crore, according to the company.

Simultaneously, Marico plans to withdraw product variants that do not generate volumes. For instance, it recently withdrew the anti-dandruff oil from Parachute since it did not generate the expected volumes. Marico is also pushing Oil of Malabar, a low-volume brand, acquired from its sister concern Bombay Oil Industries, as a price warrior in the largely unbranded oil market.

Marico's strategy has been on increasing its presence across the entire hair oil and edible oil segments through launching value-added products and through brand and product extensions. At the same time the company has been tackling the unorganised segment through low-cost and small-unit packs.

While the coconut oil market size is estimated at Rs 750 crore, the unorganised segment is estimated at double its size. The company over the past one year has made a lot of progress in the value-added hair oil and problem-solving hair oil segments through Parachute Jasmine and Mediker (for anti-dandruff treatment) mainly because these offer greater margins compared to other segments.

Marico Industries presents Kaya Skin Clinic, the best in skincare

Deepa Thomas

6 February 00

Mumbai The Kaya Skin Clinic at Juhu which offers advanced skincare services, was inaugurated recently by renowned model Mrs World 000 Aditi Govitrikar and Harsh Mariwala, chairman and managing director, Marico Industries. At the launch, the unique product range of Kaya skin solutions was also unveiled. The launch marked the opening of the Kaya Skin Clinics at Bandra and Juhu, boroughs of Mumbai.

Kaya Skin Clinic is a new venture from the Marico Industries stable makers of Parachute, Saffola and Revive. It presents a solution for all skincare needs through a series of unique and personalised treatments that visibly improve the way your skin looks, acts and feels. These advanced skincare services use US Food and Drug Administration-approved, best-in-class technology that are most suited for Indian skin (type IV and V). The skin treatments are offered by highly trained skin practitioners under the supervision of an in-clinic dermatologist in a professional, serene, Zen-like environment.

Each of the unisex procedures is a carefully balanced combination of science and aesthetics designed to substantially improve the skin's overall performance. The services that Kaya offers include laser hair removal, skin polishing and brightening, glycolic and salicilic peels, acne and acne scar reduction, photorejuvenation, microcurrent facial toning, deep wrinkle removal (Botox), fillers (Restylane) etc. Kaya Skin Clinic is the lunchtime, no downtime, hassle-free, friendly way to take care of your skin.

Dr Malavika Kohli, an eminent consulting dermatologist, is a member of the medical advisory board that is guiding this venture. Housed in the Zen-like environment of a spa, the unisex clinic's relaxing beige tones are designed under the artistic guidance of Archana Mariwala and Geeta Raheja to calm and soothe customers. The pampering at Kaya Skin Clinic starts from the moment you walk through the door and begin your journey of discovery. You are greeted by trained skin-practioners dressed in chic uniforms designed by Bhairavi Jaikishen. Sip a refreshing welcome Kaya drink concocted by noted foodie Karen Anand.

Says Harsh Mariwala "The skin treatments offered are highly advanced. Safe cosmetic dermatology treatments that are customised for Indian skin are offered under the guidance of eminent dermatologists. Kaya Skin Clinic is Marico's unique offering for the Indian consumer to provide them with the skin they want."

Source IRIS ( August 00)

Harsh Mariwala, chairman and managing director of Marico Industries (Q, N,C,F) and one of the promoters, has acquired 1,6,000 shares of the personal care player on August 8.

Following the purchase, Mariwala`s total shareholding in Marico Industries stands at ,17,600 shares or .164 per cent of the total share capital.

At the end of the first quarter of current fiscal, Harsh Mariwala`s holding in Marico stood at 4,10,000 shares or 1.41 per cent of the paid-up share capital.

At the BSE at 155 pm, Marico shares were trading higher at Rs 15.00, up Rs 8.40 or 4.07 per cent against its previous close of Rs 06.60.

Source IRIS (1 August 00)

Marico Industries (Q, N,C,F) Ltd expects the new products or businesses to boost the turn-over in the short run, but net profit growth would be slow, revealed the company annual report for the fiscal year 00-0. Marico`s quarterly numbers could face fluctuations arising out of mismatches in the timings of the investment in new products and businesses and earnings of the traditional businesses or products, says the report.

As per the report, `While new products / categories / businesses are expected to shore up top-line in the short run, the positive impact on the bottom line could be felt only with a lag. Marico recognizes that at this crucial juncture in its move up the value chain, excessive focus on short-term financial targets is likely to distract it from the long-term strategic objectives of establishing itself on a firm footing in new businesses.`

In fiscal year 00-04, Marico will be making substantial investments in new businesses such as Kaya and Sundari.

In Q FY0, Marico opened its first `Kaya Skin Clinic` in Mumbai. Marico`s equity contribution in subsidiary, Kaya Aesthetics Limited (KAL) is 76 per cent. The Kaya business is expected to consolidate on the prototype phase learnings from the three clinics that were operational by the end of fiscal year 00-0 and to put up a significantly larger number of clinics all through fiscal 004, within and outside India. The report says,`This gradient of outlet expansion in a nascent business will take up a commensurate share of strategic funding. It is expected that the investment phase will continue for the next few quarters, at least into early fiscal 005.`

In Q4 FY0, Marico (6%) and its affiliate Adil & Associates (7.5%) acquired a 70.5 per cent equity stake in Sundari LLC, the newly formed joint venture between Marico and Shantih LLC. Shantih LLC, which is owned by the founders of SUNDÃRI and a group of private investors, own the remaining .5 per cent. Sundari LLC is a US company owning the SUNDÃRI line of luxury ayurvedic skin care products (00 turnover ~$1 million).

The report says, `Although we expect that the investment phase will continue for the near future, the key imperative during fiscal 004 will be to turn around the business and establish it on a sound basis, which is capable of delivering profits in the years to come.`

Source IRIS (18 July 00)

During the first quarter ended June 0, 00, (Q1FY04), the consumer products business of FMCG major Marico continued to grow at a healthy pace. The business (comprising Marico Industries (Q, N,C,F) and Marico Bangladesh) posted a 14 per cent growth in turnover at Rs 08 crore over Q1FY0. Driven by an 8 per cent volume growth in its high margin portfolio, profit before tax (PBT) grew 1 per cent at Rs 18.0 crore and profit after tax (PAT) was up 18 per cent at Rs 15.0 crore.

New products in the consumer products portfolio continued to grow. On a moving annual basis, they now contribute Rs 145 crore, or 18 per cent of total turnover as against 16 per cent for Q1FY0.

ROCE of the consumer products business was 6 per cent (Q1FY0 per cent). Annualised return on net worth (RONW) during Q1FY0 was at per cent (Q1FY0 6 per cent).

Speaking on the results, Harsh Mariwala, chairman and managing director, said, `We are in an important phase of transformation. The first quarter built upon the achievements of FY0, which was a significant year in Marico`s continuous and proactive journey towards becoming an even higher value-adding company. We will continue to make substantial investments in new products, businesses and territories, while consolidating our flagships. This will help create an enduring business to continuously deliver value to our shareholders.`

Parachute consolidated its domestic market leadership, in both the urban and rural markets. Hair oil volumes grew 18 per cent, strengthening Marico`s second rank. In the anti-lice category, Mediker volumes grew per cent, as the success of Mediker anti-lice oil helped expand the market.

Marico`s refined oils franchise shrunk marginally, as it consciously withdrew focus from low margin oils like soya and safflower, shortages in which continued for most of the quarter. Saffola blends, however, maintained volumes. Sweekar Sunflower Oil volumes grew marginally, despite Marico focusing on protecting margins.

Over the recent past, the number of consumer packs sold every month by Marico in India has grown from .50 crore to 4.60 crore, signaling an increasing consumer reach.

The quarter saw the nurturing of two new businesses Aesthetics Services and Global Ayurvedics carried on in subsidiaries Kaya Aesthetics (Kaya Skin Clinics) and Sundari LLC (Ayurvedic skin care products in the US). The new businesses met the action standards during the quarter. The opening of more clinics expanded the Kaya business. The Sundari business grew in the desired direction, with the implementation of a revised business plan and introduction of new channels like Spa and QVC. Marico`s stake in the combined turnover of the new businesses was Rs 1.0 crore.

As Marico`s successful consumer products business can afford to support the above nascent businesses, significant initiatives for brand building were put in place, which led to a negative bottom-line of Rs 1.70 crore for the new businesses.

As a result, PAT grew 1.1 per cent at Rs 14.81 crore, compared to Rs 1 crore.

In the international consumer products business, turnover rose 4 per cent, led by a growth of nearly 50 per cent in the coconut oil franchise in Bangladesh and hair creams in the Gulf. The coconut oil and premium hair oil offerings improved their market standing in, both, the Gulf and Bangladesh.

Particulars Q1FY04 Q1FY0

Net Sales and Services 0.16 175.57

Other Income 0.57 0.50

Total Revenue 0.7 176.08

Total Expenditure

(Increase)/Decrease in Stock-in-trade 11.7 .7

Consumption of Raw Materials 100.7 70.46

Packing Material Consumed 18.57 16.5

Sub-Total 10. 10.6

Staff Cost .5 8.78

Advertisement & Sales Promotion 14. 14.15

Other Expenditure 7. .40

Total Expenditure 18.08 156.0

Interest 0.4 0.46

Gross Profit after interest but before depreciation & taxation 0. 1.60

Depreciation .68 .6

Profit before Tax 17.54 15.7

Provision for Taxation (Current) .1 1.5

Profit after Tax (Current) 15.5 14.45

Provision for Taxation (Deferred Taxation) net of write back 0.54 1.45

Profit after Tax 14.81 1.00

Earnings Per Share ( EPS) Not Annualised 4.1 4.48

Particulars Q1FY04 Q1FY0

Segment Revenue

Consumer Products 0.16 175.57

Others 0.00 0.00

0.16 175.57

Less Inter Segment revenue 0.00 0.00

Net Sales/Income from operations 0.16 175.57

Segment Result (Profit before Interest and Tax)

Consumer Products 17.8 16.4

Others 0.00 0.00

17.8 16.4

Less Interest 0.4 0.46

Less Other un-allocable expenditure (net of un-allocable income)

Total Profit Before Tax 17.55 15.7

Capital Employed (Segment Assets - Segment Liabilities)

Consumer Products 1.1 .1

Others 1.1 0.00

Add Unallocated Capital Employed 0.00 0.00

1.5 .1

Wipro, Marico set for legal battle over Chandrika

Source IRIS News Digest (0 June 00)

The stage seems set for a legal battle between diversified conglomerate Wipro (Q, N,C,F) and FMCG major Marico over the Chandrika soap brand, reports the Economic Times. Wipro announced that it had reached an agreement with the owners of Chandrika, to market the brand in select states of India. Wipro is excited to be associated with a leading brand like Chandrika and hope that this will lead to a long-term relationship. Acquiring the brand will align with our current strengths in markets like AP, where our Santoor soap is already the market leader with a market share of 17 per cent. Informed sources feel that Wipro may have made the acquisition at Rs 40-45 crore.

Wipro may soon find itself embroiled in a confrontation with Marico, which claims to have signed an MoU (described as a termsheet by the Chandrika family), with the owners of Chandrika. The MoU envisages that the Bangalore-based SV Products, which own the brand, will undertake, contract manufacturing of the soap for Marico.

Client Marico Industries

Product Pouch Coconut Oil

Brand Parachute

Task for the Agency

Create awareness for Parachute Coconut Oil Pouch in towns with less than 0000 population in Tamil Nadu.

Convert loose oil buyers into Parachute pouch customers, by highlighting the advantages of the Parachute brand.

Convince them to pay a small premium for the brand.

Communication Strategy

The Van Campaign aimed exclusively for women and for the first time conducted by women.

Get the women folk out of their homes and participate in a van campaign which usually is dominated by men and children.

Make them stay through the van programme and ensure their active involvement.

Result

According to Marico, substantial increase in sales reported from the campaign areas.

A study by Marico showed a 5% conversion from loose coconut oil usage to Parachute Pouch Pack, Post Van Campaign.

The success of the campaign motivated Marico to repeat the campaign the following year even in towns with 1 lakh + population, with excellent results.

Marico Industries may have got its act together on the revenue front, but the company has lost two senior executives in the space of a few months.

Last week, Arvind Mediratta, Maricos head of marketing, resigned to join consumer durable giant Whirlpool of India as its vice-president (marketing). In March, Maricos chief executive officer of a few months, Jaspal Bajwa, had suddenly quit citing health reasons.

Medirattas departure was all the more surprising considering that he had only recently been promoted as Maricos overall marketing head. He earned his spurs last year by driving a massive restructuring of the marketing department. Mediratta, snagged from Procter & Gamble, had set up systems and processes that helped bring in greater accountability and focus into marketing. As a result, Maricos topline growth improved with new products contributing nearly 17% of the turnover in FY0 (up from about 1% in FY0), reducing the companys dependence on old cash cows - Parachute and Saffola.

Apparently there were personal reasons that influenced Medirattas decision to relocate to the Capital. But theres no denying that his exit will leave a big vacuum in Marico. The news is still under wraps and may eventually be announced to employees this week.

Maricos loss could well be Whirlpools gain. The US major, which has built a Rs 1,00-crore business in India, is struggling to combat the strong challenge from Korean chaebols Samsung and LG. Sources indicate that the two Korean companies continue to invest huge sums in their Indian operations. Their parent entities back home are willing to take huge losses for a while.

Medirattas major challenge would be to shore up the Whirlpool brand to counter the Korean onslaught. As the youngest member of the Whirpool executive committee, his performance will be watched with keen eyes.

Marico cuts procurement costs

When Marico Industries, the Rs 700 crore FMCG company, decided to set up its third manufacturing plant in Pondicherry, it wanted to cut down on outsourcing costs that amounted to Rs 4 crore annually. Hence, the company chose indiamarkets' e-procurement and reverse auction solution, which has helped them reduce the total cost of outsourcing by 0 percent, says Akhtar Pasha

According to Rohan ajila, indiamarkets, which has 4 e-business centres across the country, was the only vendor who could meet Marico's requirements

For over a decade Marico Industries has been manufacturing a variety of products including its flagship Parachute coconut oil. The company's portfolio of nine brands includes Sil jam, Sweekar and Saffola cooking oils. Today Marico has six factories, depots and ,500 distributors spread across India.Marico's e-procurement solution at a glance

Challenges· High procurement cost�Marico used to spend Rs 4 crore annually on outsourcing its business processes. · Dozens of suppliers were involved. · Process efficiencies needed to be improved. SolutionFor the procurement services, indiamarkets has used its Procurement Management Solution to select suppliers. The bidding process was done using Ariba's Dynamic Trade e-business engine for conducting online reverse auctions. indiamarkets' backend infrastructure consists of three IBM Netfinity and three Sun E50 servers. Microsoft's SQL Server 000 is the database being used.Benefits· Marico's Pondicherry plant has been able to reduce outsourcing cost by 0 percent. · The company deals with just three suppliers. · Faster RoI. · Process efficiency has increased.

Costly outsourcing processMarico has two plants at Goa and Kanjikode that manufacture Parachute coconut oil. These plants have three Integrated Ancillary Units (IAU)�each of them catering to outsourcing processes such as blow moulding of oil containers, printing, filling oil containers and despatching the finished products to suppliers across the country. This procedure of outsourcing business processes to suppliers cost the company Rs 4 crore annually.When the requirement for a third plant in Pondicherry came up, Marico decided to do things differently. In September 001, Marico approached indiamarkets for its e-procurement and reverse auction services. indiamarkets' e-commerce services include supplier catalogues, e-procurement and sales and distribution solutions and online and reverse auctions. These services are delivered using the Internet through a nationwide network of e-business centres from where suppliers can access an online marketplace. Rohan Ajila, the CEO of indiamarkets says, "During those times there was no other vendor who could have met Marico's requirements. We operate from 4 offices in locations across the country with 00 procurement specialists who have domain expertise in 0 verticals and a database of 75,000 suppliers."In November 00, the company decided to set up a plant in Pondicherry with three Integrated Ancillary Units located within the plant premises. The idea was to slash outsourcing costs and improve process efficiencies, thereby boosting the bottom line by increasing sales and marketing revenues. Moreover Ajila adds that with all three IAUs within the premises, the company could do away with the existing fragmented structure of the supply chain and help in bringing down transport costs and time. This also helped cut down its list of suppliers. Getting trusted suppliers in a short time was the most challenging task, say Marico officials. Says Ajila "After getting the project our first step was to identify the right kind of suppliers. Marico had given us some parameters for the selection process," says Ajila.Zeroing in on key suppliersIn the first phase, indiamarkets identified thirty-three suppliers from fifteen locations across the country. Ajila says, "All our 4 e-business centres across the country took part in identifying suppliers. We did the selection process using our procurement management service." After the physical validation of suppliers (this process involves conducting interviews with suppliers, making factory visits to check their expertise and infrastructure), indiamarkets, in collaboration with Marico, narrowed it down to ten suppliers. "The entire process of screening the suppliers took 45 days," adds Ajila.Prior to the auction, the participating suppliers were familiarised with the rules and procedures of the bidding mechanism by the indiamarkets team. A team of indiamarkets experts trained the short-listed suppliers on using indiamarkets' reverse auction engine that uses Ariba's 'Dynamic Trade' e-business engine to conduct online reverse auctions. indiamarkets has networked 00 PCs to Dynamic Trade used in the online auction. The back-end database is on Microsoft SQL Server 000. Three IBM Netfinity and three Sun E50 enterprise servers are being used for the e-procurement system.In April 00, Marico's Pondicherry plant went on stream with three IAUs set up by suppliers to cater to the entire process supplying oil containers, labelling of containers and supply to dealers and distributors across the country.PaybackHarsh Mariwala, the CEO of Marico Industries, says, "indiamarkets brought their project management expertise in addition to understanding our business processes, thereby helping us to get this project up and running in five months. The tangible benefits are�we have been to able to reduce total cost of outsourcing by 0 percent in just five months of operations, which otherwise used to cost Rs 4 crore per annum." Without actually travelling to each supplier's premises, Marico has got the best of the lot and that adds to the other benefits of using indiamarkets' solution.Marico today looks to a future without the procurement bottlenecks faced by its competitors. The company is evaluating the pros and cons of adopting a similar system at its existing plants at Goa and Kanjikode that continue to use conventional outsourcing processes.

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