My Internship At Waddell Mariculture Center - 1485 Words

For my internship, I decided to work at Waddell Mariculture Center in Bluffton. It is part of the South Carolina Department of Natural Resources and is one of the largest and most sophisticated facilities for mariculture studies. I was able to experiment and learn about many interesting facets of aquaculture over the 10 hours of working there. At this particular facility, they grow and research all kinds of aquatic species of fish and shrimp. Waddell was built during the years of 1983 and 1984. For the past 30 years Waddell has worked with a variety of different species of fish including Red Drum, Cobia, Black Drum, Spotted Sea Trout, and many more species. I chose to do my internship for a couple of reasons one reason was that my dad†¦show more content†¦Brine Shrimp start out at something called cysts which you can buy all over the world and it takes only one night in water for them to hatch into the Brine Shrimp. At a maximum length, Brine Shrimp only get up to a little o ver 1 centimeter which is perfect size for fish around 10 centimeters. I thought that growing the Brine Shrimp was one of the most interesting things that I did while I was there. Another thing that we did that was really cool was sample some Spotted Sea Trout that were about 2 weeks old. We got samples of fish to look at how much they they were eating. We also took their length and weight to see how much they had grown over 2 weeks and to make sure they were growing at the right pace. We took a net and walked through one corner of the pond and got about 20 samples and put the fish in a cup and took them into the lab. When we got into the lab, I had the sheet and recorded down the weight and length when he told me each one. We then compared it to the average weight, length and weight of 2 week old Sea Trout. Surprisingly they were over average which was not expected because it had been overcast and rainy the past week and that usually makes the fish not want to eat as much. We thou ght they would be under average. One thing that was really remarkable about looking at the fish was that you could actually tell if they were eating or

A Comparison of Protagonists in Flannery OConners A...

A comparison of protagonists in Flannery OConners A Good Man Is Hard To Find and Greenleaf In both his works of fiction, â€Å"A Good Man Is Hard To Find† and â€Å"Greenleaf†, Flannery OConner paints a rather grim picture. The protagonists in both the short stories share several common traits. In the story, â€Å"A Good Man Is Hard To Find†, the Grandmother, who remains unnamed throughout, is a vile woman, who is also selfish and a complete hypocrite. Yet, she continues to judge other people for what she perceives to be their shortcomings. She is a woman who has seen hardships, and just the fact that she got through them, makes her feel morally superior to others. She feels she is a lady which makes her better than the rest. She lacks the†¦show more content†¦As her last dying words, she admits to the Misfit that he was like one of her own children, finally showing the ability to feel compassion. Her last moment alive is also her moment of truth, one where she realizes who she is and understands others. This crucial moment of her life is imme diately followed by her tragic death. In Greenleaf, the author directs a similar protagonist. The protagonist, an elderly lady in this one too, is Mrs. May – the proprietor of a farm. She is a conceited woman who believes that her farm is profitable and sustaining only because of her efforts, discarding the efforts put in by the rest of the family and the farm help. Her rise from penury to the success of her farm makes her oblivious to the fact that she had help. Instead, she sees this as an opportunity to put on airs and tell the world of her prowess in business. She brags about herself being penniless and inexperienced when she first came about the rundown farm, and takes great pride in the fact that the farm is now successful. She not only forgets the contribution of the farm help, but blames them of being against her. She even goes on to the extent of blaming the elements of being against her. So engrossed is she in her own success that she forgets that it is only the el ements of nature that allow the farm to be successful. She also forget the help of Mr. Greenleaf,

Digital and Direct Marketing Plan Samples †MyAssignmenthelp.com

Question: Discuss about the Digital and Direct Marketing Plan. Answer: Introduction This is a report, which will portray thedigital and direct marketing plan for the organization named Zambrero. This report will include the situational analysis that consist of the macro environment analysis and the microenvironment analysis. This will include the pestle analysis in the macro analysis and the internal analysis will include SWOT analysis. The objectives of the organization will be discussed in brief to identify the necessary actions that have to be taken based on the needs of Zambrero. The strategy will be developed based on these objectives and will include thedigital and direct marketing plan of the organization. The report will conclude with the actions and tactics that have to be applied in order to achieve the strategy that has been developed. Zambrero is a chain of restaurants in Australia who serves Mexican food to its consumers. The chain of restaurants started in the year of the 2005 in Braddon and then it expanded nationally and internationally (Zambrero 201 7). The organization consists of 110 outlets all over the world and is one of the leading fast franchises in the world. The organization is involved in many social activities and is aimed at reducing global hunger. Dr Sam Prince is the owner of this chain of restaurants and the chain is available in 145 locations all over the world. Situation analysis The situation analysis will analyze the macro environment and the internal environment of the fast food chain industry to identify the present opportunities, the external and the internal threats the organization will be facing. Macro environment Political The Australian government has recognized the fast food industry as one of the sub sectors of the consumer industry, which is highly competitive in nature. The political environment of the country is stable and this is the sole reason for the rapid growth in the economy of the organization. Various analysts predicted that the fast food industry would contribute 32 % of the total value provided by the consumer service by the end of 2017. The legal system of the country is transparent and this has helped in the reduction of the corruption especially in the service sectors. The government of the country has made efforts to ensure that there is no unbiased in the practices in the industry. The government wants to protect the national economy and in order t do so they are promoting competitive pricing and restraining the unnecessary increase in the price (Hollensen 2015). Moreover, the government are holding the organizations responsible for the pricing policies they have been exercising. The government has facilitated the foreign direct investment so that the growth of the economy is boosted. The government authorities have implemented policies, which will eliminate illegal financing and money laundering in the industry. The taxation of the country is liberal which has grabbed the attention of many foreign investors in the market. Thus, the political environment of Australia is appropriate for the development of Zambrero and they can easily capitalize on this opportunities in the market. Economic There has been rapid growth in the economy of Australia and the gross domestic product of the country has been increasing by almost 2.8% until the global financial crisis. However, the country has been able to recover and is one of the fastest growing economies. Australia has made efforts to digitalize the economy by increasing the direct private investment and the consumption expenditure. The food industry has been one of the major contributors for the development of the economy of Australia. However, even though the economy of the country has been able to recover, the risk of inflation is still eminent in the market. The food service industry is one of the promising sectors in the market, which has the potential of growing at a fast rate. The popularity of the fast food industry is still very prominent as it is one of the aspects of the Australian culture (Pike and Page 2014). Various surveys show that the Australian population is visiting the economy very frequently. The disposabl e income of the population is high and it is one of the major reasons for the growth of the fast food chains. Social The population of the country consists of the diverse cultures and can be considered a cosmopolitan population. The variation in the environment and the immigrant culture has significantly influence the lifestyle of the people as they belong to different cultural background and have difference in their lifestyles. The dominant language in the country is English but still can be considered multi linguistic. The majority of the population of the country is of age 55 or higher; this is one of the concerns for the country as it is difficult to maintain the sustainability of the economy in the future. This composition will increase the dependency of the population on aids from the government. The majority of the population who visits these fast chains are between the ages of 14-29 and comprises 86% of the population (Malhotra and Malhotra 2012). Various surveys have shown that the population in the country is one of the major spenders on the fast food consumer market. However, the obesity level of the people is high and this has given rise to various campaigns regarding the food habits of the people. Thus, the population have become aware of the health issues and willing to pay for healthy food products. This has lead the people to go for healthier options and the population is expecting a balanced diet. Thus, Zambrero will have to provide the consumers in the market with some healthier options. The population of the country searching for healthier option in the market so Zambrero will have to make sure that they are able to cater to this segment. Technological Globalization has led to the technological advancements and provided the organization with many opportunities. This has facilitated the reduction in the cost and high quality connectivity in both national and international market. Australian government have increased the investment in technologies and it has made the nation as one of the most connected in all over the world. Information technology is the major contributor of technological innovation and growth in the economy. Technology is one of the major factor for providing the consumers with a experience that is satisfactory (Solomon 2014). The trends suggest that the majority of the companies in the market will be making use this technological advancement to provide the consumers with a better consumer experience. Ecommerce is one of the booming industry in Australia so Zambrero can utilize this opportunities to use online media to increase their consumer base. This will definitely help in the increase in the growth of the sales of the organization, as the penetration of the online media is more than the conventional form of media. Legal The legal environment has a great impact on the business environment of the organizations in the market. The organization will have o alter their operations from time to time due to the change in the legal rules and regulations in the business environment. However, the Australian legal rules and regulations are liberal and this provides the organizations in the industry to capitalize on the situation in the market. The rules and the regulations for the direct investors in the market are liberal which means that it will facilitate in the growth of the economy (Chaffey, Smith and Smith 2013). Although the business rules and regulations are liberal, the food industry has some strict guideline, which they have to abide by. The legal system of the country is well knitted so that it could protect the organizations from any illegal activities. Environmental The government of Australia are the leaders in maintaining the sustainability of the environment. The government is focused on protecting the rare species of flora and fauna in the country. The government has promoted business which is friendly to he environment and the laws regarding the environment quite strict and can be penalised. These have protected the biodiversity in the continent of Australia (Galizzi and Venturini 2012). Thus, from the pestle analysis of the food industry in Australia suggests that it is a growing market and Zambrero has the opportunity of expanding their business by increasing the number of the consumers. The use of online media and digital market is in trend, which means that the organization can use digital and direct marketing to penetrate further into the market. Internal environment SWOT analysis Strength Weakness Provides high quality of food and services Affordable pricing Fast delivery Corporate social responsibility Good brand image Diversity in the products offered is less Conventional method of marketing Technological development Opportunity Threat Industry growing at a rapid rate High disposable income of the people Technological development Digital and direct marketing High competition in the market segment Market entry barriers are low Population becoming more health conscious Table 1 (Source: created by author) Objective setting The objectives of the organization are as follows: Increasing the digital marketing presence by engaging with the customers Target market for the organization are the consumers varying from the age between 16-38 Highlighting the benefits of having healthy food with an appropriate balance in the diet Highlighting the social conscious Strategy development Segmentation, target consumers and positioning Australian market is highly diverse and have a high disposable income, the organization is choosing the consumer based on their demographics, behaviour and geographic location. The Australian people have a culture of eating outside and recently they have the become aware of the health issues. Thus, a large number of population wants to have healthy food where there is balance diet. However, there are consumers between the age of 14-38 have the maximum affinity for fast food and restaurants (Rothaermel2015). However, based on behaviour it is evident that the majority of the population are outgoing and have the tendency of spending money on eating outside where their food is tasty and healthy. The psychographic segmentation also suggests that the majority of the consumers in the market prefer Mexican food as it is spicy and is different from what the other competitors in the market are serving. Thus, the target consumers for the organizations are the population which is between the age of 14-38. This is because of the fact that from the segmentation of the market it has been identified that the majority of the consumers are from this age group. The cultural diversity of the country is high so it makes easier to cater to the younger generation as they are ready to try something new. The population who are above the age of 40 do not like to experiment which means that it is tough to change the food habits of people who are quite aged. It will be easier to convince the chosen market as they are open to change and wants to try something new that is of good quality (Keegan and Green 2015). Zambrero serves only Mexican food to its consumers and so the organization has positioned the product as healthy, tasty and good quality. The target segment of Zambrero is niche so the organization will have to use their unique selling proposition to convey their message through the conventional and the digital media so that they can further penetrate into the market. The organization has provided free food to the people in need and have been involved in a lot of corporate social responsibility activities. Thus, Zambrero will have to host events so that they are able to convey their positioning to the consumers and their families. Marketing mix There are two types of products in the marketing mix, one is the marketing mix of a product and other is the marketing mix of service. The marketing mix of Zambrero will consist of the four ps of marketing which includes the pricing, promotion, product and place. Product The marketing mix of the product will include the quality that is being offered by Zambrero. The product offered here is different from the other competitors in the market and that is the unique selling proposition. The organization is trying to provide best quality food at affordable which consist of a balanced diet. The organization focuses on take aways more than the other services so this can provide Zambrero with competitive advantage in the market (Gordon 2012). Pricing The products are available at affordable as majority of the consumers vary from the age 14-38. The pricing strategy of the organization is trying to promote that the good quality of food at a price which can be afforded by a variety of consumers (Rettie, Burchell and Riley 2012). Zambrero also provides discounts on a regular basis which is able to attract the majority of the target consumers. Place The location of the restaurant has to be in the prime location so it can grab the attention of the majority of the consumers. Zambrero consist of chain of restaurants os each of the location will have to be apt for the successful business of the organization (Gbadamosi 2013). Promotion The organization will have to use both conventional and the online marketing media so that they are able to reach maximum number of consumers at an affordable price. This will consist of direct and digital marketing so that the organization can gain competitive advantage on its competitors in the market (Huang and Sarigll 2014). Tactics The promotional strategy of the organization will include the direct marketing and digital marketing. This is because of the fact that technological advancement and the online media is necessary for sustainability of most of the companies in this industry. The promotion al strategies that should be used by the organization are as follows: Direct mail marketing is one of the essential needs for the restaurant industry as it helps to acquire more consumers through direct mail. This will include the special offers and coupons which will help to attract the consumers who belong the higher age group. It will also include the link of the website and the mobile that can be used to order food. The cost of this type of promotion is less and can be more effective for some segments of the consumers (Armstrong et al. 2015). Call campaigns is effective if the organization is willing to provide catering services to the other businesses. This will help to capture the local market and build a reputation which will facilitate in gain more business. Billboard advertising is quite expensive and has to be used in an effective way. The billboards will have to be placed in premium location such as airports and city centres so that it grabs the attention of the majority of the population. However, it is difficult to calculate the return on investment on this investment so it essential to track the responses so that the positive impact can be identified (Chikweche and Fletcher 2012). Search engine optimization is one of the most effective way of promoting the restaurant. Zambrero will have to hire SEO experts which is quite inexpensive when compared to the other forms of media. However, social media interaction and website are the best form of SEO that an organization can use in this age of the social media (O'Sullivan and Abela 2013). Local Search optimization is one of the ways in which local media can be used by registering into local directories so that the organization can capture the local market (Lee and Carter 2012). Email marketing is a way of keeping in touch with the present consumers and at the same time has the potential of acquire new consumers in a cost-effective manner. Social media marketing is one of the most influential media which can gain maximum number of consumers and it provides Zambrero with the opportunity of interacting with the consumers in the same platform. Facebook, Instagram and Twitter are the social media and micro blogging websites, which can provide the organization with competitive advantage (Wilson and Gilligan 2012). Mobile marketing is more effective than direct mailing and emails as people are more on their phones and this can produce better results at similar cost. Actions According to the situation of the organization, it can be said that Zambrero has to use digital marketing if they want to sustain in the industry. Digital marketing is cheap and easier to implement so it has to be used for acquiring more consumers in the market. Social media marketing and search engine optimization are the most essential methods that have to be incorporated in to the business model of the organization (Hutt and Speh 2012). This will facilitate the organization to interact with people on the same platform and improve the quality of performance offered by the organization. Controls The monitoring of the strategy is important, as it will help to identify the deviation from the actual strategy. The strategies that have been applied are expensive so return on investment of each method will have to be indentified in order to make sure that there is positive impact on the strategy of the organization. Control will include the evaluation, measurement and monitoring of the processes (Baker 2014). The standards have to be set in order to compare with the actual with the expected to calculate the deviation from the original value. There are various ways of analyzing the control factors such as market share analysis, sales analysis, market information system, market research and performance of the promotional activities. Actionable recommendations It is recommended that the organization should make use of their unique selling proposition to capture the market. Social media marketing and mobile marketing are two of the most cost effective ways of creating more consumer base. Zambrero will have to monitor the plan of action in order to indentify the loopholes so that the marketing plan can be further improved. Conclusion Thus, the conclusion that can be drawn from the report is that Zambrero has a good reputation in the market so it essential that the organization uses this asset to get involved in more corporate social responsibility activities. The marketing environment of the organization is feasible and is appropriate for investment so the organization will have to capitalize on the situation to gain competitive advantage in the market. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education. Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan. Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. Chikweche, T. and Fletcher, R., 2012. Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), pp.507-520. Galizzi, G. and Venturini, L. eds., 2012. Economics of innovation: the case of food industry. Springer Science Business Media. Gbadamosi, A., 2013. Principles of marketing: A value-based approach. Palgrave Macmillan. Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing Journal (AMJ), 20(2), pp.122-126. Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education. Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press. Pike, S. and Page, S.J., 2014. Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, pp.202-227. Huang, R. and Sarigll, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York. Hutt, M.D. and Speh, T.W., 2012. Business marketing management: B2B. Cengage Learning. Keegan, W.J. and Green, M.C., 2015. Global marketing. Upper Saddle River, NJ: Pearson. Lee, K. and Carter, S., 2012. Global marketing management. Oxford University Press. Malhotra, N.K. and Malhotra, N.K., 2012. Basic marketing research: Integration of social media. Boston: Pearson. O'Sullivan, D. and Abela, A.V., 2013, May. Marketing performance measurement ability and firm performance. American Marketing Association. Rettie, R., Burchell, K. and Riley, D., 2012. Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management, 28(3-4), pp.420-444. Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education. Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall. Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge. Zambrero 2017. Zambrero. [online] Zambrero.com.au. Available at: https://zambrero.com.au/ [Accessed 12 Oct. 2017].

PepsiCo Essay Example

PepsiCo Essay PepsiCo snacks division has classified its products broadly in three categories as Western, Extruded and Traditional. A new variety of biscuit is also launched with the brand name ALIVA. PepsiCo in INDIA PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats,that deliver joy as well as nutrition and always, good taste. PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks Gatorade, Tropicana100% fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-the-art plants. PepsiCo’s business is based on its sustainability vision of â€Å"Making tomorrow better than today†. Company’s Background Frito’s Company: In the summer of 1932, Elmer Doolin stopped for lunch in a small San Antonia cafe, while waiting for his 5 cent sandwich; he noticed a plain package of corn chips on the counter. He spent 5 cents to buy the package that changed the course of his life forever. In 1938, a businessman was eager to sell the recipe for $100, which he had to borrow. Mr. Doolin bought the recipe and 19 retail accounts plus the manufacturing equipment, an old converted hand-operated potato ricer. The first manufacturing plant for FRITO’S brand corn chips was the kitchen of Mr. Doolin’s mother. Production capacity was about 10 pounds per hour, with total sales, increased production was required. Mr. Doolin developed a press that was more efficient than the potato ricer with a hammer to cut strips of corn dough. We will write a custom essay sample on PepsiCo specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on PepsiCo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on PepsiCo specifically for you FOR ONLY $16.38 $13.9/page Hire Writer After this the Frito Company experienced continuous expansions and the head quarters moved from San Antonio to Dollas. Before his death in 1959 Elmer Doolin’s Frito corn chips had become one of America’s most popular snack foods and the Frito Company was established as the leader in the snack food industry. H. W. Lay Company: Herman Lay was founder of H. W. Lay company in Atlanta. Herman Lay began his business by selling potato chips from an old touring car. By 1934, with six snack food routes, he was on his way to become a major distributor for an Atlanta potato chip manufacturer. In 1938, the Atlanta manufacturer developed financial problems, hence threatening his major source of potato chips and snack foods. Financial arrangement was made by Mr. Lay through business associates and his friends who allowed him to buy the business and changed its name to H. W. Lay Co. By putting profits back into the business it helped business to expand. The H. W. Lay Company soon became one of the largest snack and convenience food companies in the South East, with its primary product being LAY’S brand potato chips. Merger of Frito’s Co. and H. W. Lay Co. : In 1945 the Frito’s Co. granted H. W. Lay Company one of the first exclusive franchises to manufacture and distribute FRITOS CORN CHIPS in the south east. As the two companies worked towards national distribution, a close business affiliation developed which eventually resulted in a merger. Also, both companies were built on the same basic business philosophy, â€Å"Make the best product possible; Sell it at a fair profit; and Make service a fundamental part of doing business. † In September 1961, The Frito Co. and H. W. Lay Co. merged to become Frito-Lay’s Inc. Frito-Lay’s and Pepsi-Cola Merger: In February 1965, the Board of Directors for Frito-Lay’s and Pepsi-Cola announced a plan for merger of the two companies. On June 8, 1965, the merger of both companies was approved by shareholders of both companies and a new company called PepsiCo, Inc. was formed. At the time of merger, Frito-Lay’s owned 46 manufacturing plants nationwide and more than 150 distribution centers across United States, and was listed on New York Stock Exchange. In 1998, PepsiCo, Inc. cquired Tropicana and in 2001 acquired The Quaker Oats Company. Frito-lay’s India: Pepsi Foods Private Limited was started in India as a subsidiary of Pepsi Beverages Limited with its manufacturing facility at Channo, in the industrially backward district of Sangrur in 1989. It was a joint venture promoted by Punjab Agro Industrial limited, Voltas limited and PepsiCo. But now it’s owned completely by PepsiCo India Holdings. The objective of the establishment was more of a strategic nature to gain foothold for the establishment of the Concentrate plant in Channo. As a result, the emphasis on this subsidiary in the initial years was very limited. The company has a major market in both traditional Indian and Western snacks. Its focus on marketing and sales has continuously increased the demand, making it necessary to expand its manufacturing facilities by establishing another plant near Pune and Kolkata. And it also have five 3rd party plants. Annual turnover of PepsiCo Inc. is $ 39 billion with 185000 employees. PepsiCo Inc. is the 3rd largest Food Company in the world after Nestle and Unilever. Annual turnover of PepsiCo India Holdings Pvt. Ltd. is Rs. 1200 Crore. PepsiCo Countdown: 1898 Pepsi was born as â€Å"BRAND’S DRINK† 1903 Caleb Bradhman sold 7968 gallons of syrup using the theme line â€Å"Exhilarating, Invigorating, Acid Digestion. † 1932 A young Texan, Elliot Doolin made new kind of snacks, a corn chips called Fritos, in San Antonio and established Fritos Company. 1934 H. W. Lays Co. was established by Herman W. lay. 1938 Mr. Lay through his business associated H. W. Lay Co. with its primary product being Lays brand potato chips. 1945 Fritos Co. offers the exclusive franchise H. W. Lays Co. to manufacture and distribute Fritos corn chips. 1961 The Fritos Co. and the H. W. Lay Co. merged to become Frito-Lay’s Inc. 1965 PepsiCo Inc. was founded Donald M. Kendall, President CEO of Pepsi-Cola by merger of Pepsi-Cola and Frito-Lay’s Inc. 1972 Agreement was made to sell PepsiCo products in USSR as first foreign product. 1975 PepsiCo entered restaurant business, acquired KFC. 1985 Pizza Hut came to be known as a PepsiCo Company. 1989 Entered in Indian market as the overall PepsiCo strategy under a joint venture between PCI and PFI, known as Pepsi Foods Pvt. Ltd. 1990 Snacks and concentrate plants were set up in Channo (Sangrur, Punjab). 1997 Lay’s became the brand leader in its market segment. PepsiCo acquired Smith Snacks Food Co. in Australia. 1998 PepsiCo acquired Tropicana. 2001 PepsiCo acquired the Quakers Oats Co. and became the world’s fifth largest Food and Beverage Company with 16 brands. Features of the PIH (Frito-Lay’s Division) Channo: This plant was established in 1990. This is first plant established in India, along with concentrate plant. The plant is situated in a land of 7. 5 acre. The plant has the fully automated 6 production lines as 3 for potato chips, 2 for extruded products (KKR) and 1 for Cheetos. The total capacity of potato line is 29 tons per day (120 tons potato is used per day) and of KKR lines is 54 tons per day. The capacity of Cheetos line is 4 tons per day. The man-power of Channo Plant: 1. Managerial Staff – 47 2. Permanent Worker – 250 3. Contractual Worker – about 300 VARIOUS SAFETY PROGREMMES AND QUALITY CERTIFICATIONS OF THE PLANT: 1. TPM 2. HACCP 3. AIB 4. ISO-14001 5. OSHAS 18001:2007 . JIT 7. 5S OTHER FACILITIES AVAILABLE IN PLANT: ETP 1. NITROGEN PLANT 2. AC PLANT 3. BOILER SECTION Processing of Potato Chips: Receiving and Unloading: (At 3P) The potato used for the chips are bought from market or directly from the farmers. Some time company does the contract farming in which the company gives the see ds to the farmer and bought potatoes from them. This is done to develop and get good quality potato. A grader is installed to sort the undersized and oversized potatoes. The range for potatoes size is 45 to 90mm and for % defects, (external defects: 20% Max, internal defects: 10% max) The grader sorts out the potatoes by size. It has the two sets of rollers one having the diameter less than 45mm and other set having diameter greater than 90mm so as to eliminate undersize as well as oversized. After grading the potatoes are put into wooden crates and brought to primary feed hopper by using forklift truck. Primary Feed Hopper: Each crate containing 400kg brought by forklift is lifted on to the crate dumper that dumps the potatoes into the primary feed hopper directly underneath it. A belt conveyor is located at the bottom of the hopper, which is used to feed potatoes to destoner at fixed set speed. Washing and Destoning: The Destoner removes the stones or other heavy foreign matter that may be mixed with the bulk potatoes. It also removes some and sand from the potato surface. The vertical auger turns, it causes agitation which helps to wash sand and dirt from the potatoes, while stones and other heavy material sink to bottom of the Destoner basin. Destoner separates stones, heavy foreign matter from potatoes to prevent damage to downstream equipment. From the destoner potatoes are uplifted by hydro lift and fed to peeler. Peeler: Potato peeling is an operation with a critical impact on the finished product quality and yield. In this process abrasion is applied to the surface to remove 95% of the peel. Abrasion should not be excessive so that the usable pulp is lost and the net yield of the product is low. The surface of the abrasive is silicon carbide granules embed in an ebony base. A water spray is bar is located at the top in the interior of peeler chamber. Peel, dirt and foreign matter removed from the surface of the potatoes during the peeling operations are carried out by the rinse water to the peeler drain. Potatoes from the peeler drop on to the roller conveyor. [pic] Trim and Inspection station: Between peeling and slicing operations each potato is inspected to detect the defective potatoes to reduce the number of chip defects. Over sized potatoes are halved. Removable external defects (hollow heart, mechanical damage, potato scrab); internal defects (hollow heart) are trimmed away. Potatoes that are under sized and with non-removable defects are removed from processing. The deficiencies and the defective potatoes are either trimmed or removed depending on the percent of tuber affected. [pic] Surge hopper: This hopper is equipped with level control that starts/stops the out feed conveyor of the primary feed hopper, the peeler, as required to maintain s small reservoir of peel potatoes and allows a continuous, metered flow of potatoes to the slicer. Slicer: Potatoes are removed from the surge hopper by a vertical lift conveyor and transported to the slicer by a screw auger. This auger enables separation of the potatoes in to small groups so that they drop one at a time into the slicer impeller. As the impeller springs, the potatoes are thrown against the blades of the slicer head assembly by centrifugal force. Slicer consists of a stationary slicer head having eight blades that are mounted vertically on it and protrude outwards and a rotating impeller (265rpm). It cuts the potatoes into slices of required thickness and these slices are dropped form the slicer head into the washer. [pic] Drum Washer: Here the slices are washed in a rotating drum with a continuous flow of fresh water to remove the excess of starch and scrap. As the slices fall into the washer tank, rotation of drum propels and tumbles the slices into washer. Series of water sprays mounted over fryer infeed conveyor to remove any remaining surface starch and prevents the excessive clustering of chips in the fryer. Air Knife Air Sweep: These both are assembled at the washer take-off conveyor. Air knife is high velocity air curtain which is used to remove the surface moisture and the debris from the chips. It also prevents stacking of chips which may cause soft centers. Air sweep creates vacuum at the under the take off conveyor. This vacuum causes suction of water from the lower portion of the chips and also the debris. Waste water and scraps are then transferred to an air-water separator and discharged into waste cart. Frying: Slices from infeed conveyor are passed to fryer where they are uniformly fried to golden crispness using Palmolein oil at a temperature of 180? C-185? C, that are ready to be seasoned. As the potato slices are immersed in hot oil, thermal energy is rapidly and efficiently transferred to the product. This heat causes three reactions to develop: Development of chip texture Production of basic chip flavor Formation of chip color Raw potato slices are carried in a constant stream from washer to the infeed of the fryer. Fryer consists of three Conveyors: In feed Conveyor Sub merger Conveyor Take out conveyor In fryer, the paddles propel the product towards the submerger, which holds the chip below the surface of oil to complete the cooking process. Submerger conveyor temporarily keeps the chips in the oil and paddles moves the chips forward. These fried chips are brought out by take out conveyor. The length of time that the chip spends in oil pan may be independently varied by adjusting the operating speed of paddles, submerger and takeout conveyor. These settings regulate overall cooling time, color development and oil content of finished product. At the end of takeout conveyor a moisture-sensing device is installed to check the moisture and oil in the fried chips. This is shown on fryer control panel. [pic] Optyx: This device is used to remove the unwanted chips from the good chips with the help of air jet. In this system all the defects, which are to be removed, are defined by the help of a sample of defect. The defects are such as greening, undesirable colour (due to browning reaction) with different levels, etc. [pic] Seasoning Station: Here seasoning is applied on the chips. It is done in seasoning tumbler. The seasoning tumbler consists of a rotating drum with internal longitudinal ridges. This structure inside the tumbler makes the chips to move forward. The rotating action of tumbler drum both tumbles the chips and brings each chip to bed surface, ensuring an even thorough coating of seasoning to product. An acrison seasoning applicator provides both a constant feed of seasoning to tumbler and a consistent distribution of seasoning across the product. The feed rate of acrison applicator may be adjusted to regulate the seasoning content of finished product. The seasoning application is checked every hour so as to ensure accurate seasoning application. Inspection Conveyor: After seasoning, chips reach to inspection conveyor. Here the pickers picks the remaining defective chips like brown chips, soft centers, clusters, oil soaks etc. and discard them to waste. After it chips goes to the packaging section. Packaging: For the acceptability of any food product its packaging must be done. For proper handling and good looking proper packaging films are used. Nitrogen is filled in the packets for proper handling, to decrease browning reaction till consumption and to decrease the breakage of products. Firstly finished product from process drops in vibratory conveyor and moves continuously so as to avoid overflow. There are sensors on conveyor to open the sliding window above weigher. The weighers weigh the amount of product. VFFS packaging machine are used for packing. The packets are then arranged in cartons and sealed with BOPP tape. Than the cartons are arranged on wooden pellets and dispatched to the warehouse. Final Product: [pic] Processing of Kurkure Raw Material handling: The main raw materials being used are cornmeal, rice meal and gram meal. Raw materials for kurkure production are inspected, sampled and tested to ensure that they meet the quality specifications. Tests for particle size, moisture etc. is done on raw meal. After the raw materials are accepted they are unloaded. Blending: The dry ingredients (i. e. corn, rice and gram meals in the ratio of 60: 30: 10) are first blended in blender. The blending is done for proper mixing of the ingredients and for proper distribution of the moisture content. Water is added to achieve the required moisture content (16 to 18 %) for extrusion and collet formation. The water is added according to the moisture content of dry blended meal. Two types of blending are done: 1. Dry blending (before addition of water 2. Wet blending (after addition of water) Extrusion: The blended raw material is put into extruder hopper manually. Here the fine meal (i. e. flour) is separated. The extruder used is Random Extruder. The random extruder differs from other extruder by lack of an external heat source and a type of die. Therefore the extruded collets have a little uniformity. There are basically three steps of extrusion: 1. Meal heating (Viscous shearing friction 2. Compression (Head gap due to restricted opening between rotor plates and auger) 3. Collette formation: explosively vaporized, rapid cooling. Parts of Extruders: Rotor, Anger, Nose cone, fingers, Blade, Motor Heating process: Mixture collects in channels in auger flights in the stator feed grooves and in space between auger and stator casing. During auger rotation portion of meal nearest to the auger is forced to spiral towards the rotor head. However, feed grooves in stator casing create a resistance that exerts an opposing relative force and heal on meal called shear stress and resulting tension is viscous shearing. Temperature generally during extrusion is about 350-400 0F, which is higher than the boiling point (212 0F) of water. At such high temperature water is vaporized, but this vaporization can be prevented by creating extreme pressure (500 to 800 psi) between rotor and stator heads therefore moisture still remains when temperature above 212 0F. But due to this high temperature the gelatinization of the starch content takes place, which binds the molecules of meal together. Meal compression: When heated meal is compacted under immense pressure in extruder head gap, pressure is produced by meal flow through restricted opening between stator and rotor heads. Collette formation: Collet formation occurs when moisture is allowed to explosively vaporization upon decompression, causing it to pop or puff. Collette shaping is enabled by rotor head nose cone swirls, the face scallops and rotor fingers. Rapid cooling occurs between the rotor and stator heads. Blades are used to cut the collets in standard length. Chaff Tumbler: Chaff tumbler is to remove the very small fragments from collect. Chaff tumbler is a perforated rotating drum, which moves the collets forward and removes the very tiny particles of meal from these collets. These small meal particles are collected in a catch pan, which is lying exactly under the chaff tumbler. Vibrating Chaff Conveyor: A continuous flow of cleaned collets exit the chaff tumbler and goes to vibrating chaff conveyor. This vibrating conveyor contains a ? inch stainless steel mesh section that is designed to sift out additional small fines as the raw collets are transported to the fryer. Very small collets are removed here to make the quality of product better. This conveyor is also called fryer infeed conveyor as it provides feed to fryer. Collet Frying: The collets from the chaff conveyor are fed to fryer where they are fried in vegetable oil at a controlled temperature for a small interval of time. The objective of collet frying is to: Reduce moisture content to 1-2% Develop collet flavor through addition of cooking oil. Give the collet a light and crunchy texture. The time for which the collets are in the fryer is called dwell time. The paddles keep the collets under the oil so as to fry the collets. Then collets get lifted on take out conveyor to get out from fryer. Vibrating Conveyor: The take out conveyor puts the fried collets on the vibrating conveyor, which feeds the collets to seasoning tumbler. The seasoning applied on Kurkure is wet seasoning. Here the mixture of oil and dry flavour powder is applied on product. The mixture is first mixed in slurry cattle at the temperature of 35 0C to ensure proper mixing. When the slurry is blended it is pumped to the transfer kettle. Here also the slurry is continuously mixed so that the mixture remains proper. The transfer kettle maintains the slurry solids in proper suspension at an even temperature. After this the seasoning goes to seasoning tumbler through a pipe. Here the uniform seasoning application is applied on the collets. Retention Conveyor: After the tumbler the collets reach to retention conveyor. It allows the oil and seasoning to set up and to dry on collets. It moves the prepared collets to Z conveyor. Z conveyor takes these ready collets to packaging section. Packaging: The prepared collets are packed in the same way as used for the potato chips by the VFFS packaging machines. The only Difference is that here normal air is used in place of nitrogen gas, because the starch content in the final product less available due to gelatinization. Final Product: [pic] Inventory Management Area of Project : Engg. Store, Pepsico. Holdings (P) ltd. Channo. Contents: ? Inventory ? Inventory and Stores Management ? Applied Techniques: †¢ ABC Analysis o Detailed description of ABC analysis o ABC Curve o Distinction b/w A, B and C class items. o Application of ABC in Engg. Store. †¢ Music 3-D Inventory Management System o Music 3-D Concept o Cost criticality chart o Interpretation of Music 3-D Inventory Management What is Inventory Inventory is a list for goods and materials, or those goods and materials themselves, held available in stock by a business. It is also used for a list of the contents of a household and for a list for testamentary purposes of the possessions of someone who has died. In accounting inventory is considered an asset. Inventory Management A big trend is for organizations to blend their operational functions under the umbrella known as supply chain management. Often, the first two functions to merge are purchasing and inventory management. So, as a purchasing professional, you must understand inventory management principles to remain valuable. First, you must know how much inventory to have on hand to ensure continuity of supply in the event of an uncharacteristic increase in either demand and/or lead time. This quantity of inventory is called the safety stock. There is no universally used formula for determining safety stock quantity, rather it depends upon the kind of store and value of inventory. Second, you must know when to reorder materials for inventory. Generally, this point in time is determined when the quantity of materials in stock decreases to a certain level, called the reorder point. The reorder point is determined by the formula: ROP = SSQ + (QUD x ALT) Where, ROP = Reorder Point SSQ = Safety Stock Quantity QUD = Quantity Used Daily ALT = Average Lead Time (in days) Third, you must know how much to order. A complex mathematical equation determines the Economic Order Quantity, or EOQ. The equation recognizes the tug of war between acquisition costs and inventory carrying costs: when you order bigger quantities less frequently, your aggregate acquisition costs are low but your inventory costs are high due to higher inventory levels. Conversely, when you order smaller quantities more often, your inventory costs are low but your acquisition costs are higher because you are expending more resources on ordering. The EOQ is the order quantity that minimizes the sum of these two costs. Mismanaged Inventories Inventory mismanagement can be detrimental to a business, especially considering the weight these items carry. Inventories that run out of control can lead to significant losses that the company may not be able to recoup. Considerable investment is required to develop adequate stock. Poorly managed supplies lead to profit loss. ABC ANALYSIS (PARETO ANALYSIS) [pic] ABC analysis (sometimes referred to as the 80/20 rule and as Pareto analysis) is a method of classifying items, events, or activities according to their relative importance. It is frequently used in inventory management where it is used to classify stock items into groups based on the total annual expenditure for, or total stockholding cost of, each item. Organizations can concentrate more detailed attention on the high value/important items. Pareto analysis is used to arrive at this prioritization. †¢ Taking inventory as an example, the first step in the analysis is to identify those criteria which make a significant level of control important for any item. Two possible factors are the usage rate for an item and its unit value. †¢ Close control is more important for fast moving items with a high unit value. Conversely, for slow moving, low unit value items the cost of the stock control system may exceed the benefits to be gained and simple methods of control should be substituted. †¢ These two factors can be multiplied to give the annual requirement value (ARV) the total value of the annual usage. If the stock items are then listed in descending order of ARV, the most important items will appear at the top of the list. If the cumulative ARV is then plotted against number of items then a graph known as an ABC curve (Pareto curve) is obtained. ABC/ Pareto Curve [pic] The precise shape of a ABC curve will differ for any analysis but the broad shape remains similar following the 80/20 rule. ? In this case, typically, the first 20% of items in the list will account for approximately 80% of cumulative ARV. For a company with a stock list of 1,000 different items this means that paying more attention to the top 200 items (with a sophisticated stock control system) will give close control of about 80% of total stock investment. ? The next, say, 40% of items, will, typically, account for a further 15% of cumulative ARV. These can be subject to less precise control methods. ? The last 40% of (low value of low usage) items then account for a mere 5% of ARV and can be controlled with a simple system. The term ABC analysis lays down the fact that the first 20% of important items are known as Category A items, the next, typically 40% are Category B items and the relatively unimportant, though larger in number, 40% are Category C items. Point of distinction between A, B, and C class items. | | | |A Class inventory |B Class inventory |C Class inventory | | | | | |Very Strict Control |Moderate Control |Least Control | | | | | |No Safety Stock |Low Safety Stock |High Safety Stock | | | | | |Max. f ollow up |Periodic follow up |Exceptional follow up | | | | | |Centralized storing |Combined storing |De-centralized storing | | | | |Accurate Forecast |Estimated Forecast |Rough Estimates | | | | | |Weekly Reports |Monthly Reports |Quarterly Reports | | | | | |Must be handled by Superiors |Can be handled by Middle mgt. |Can be fully delegated. | MAJOR AREA OF RESEARCH: ENGG. STORE The project i. e. The ABC analysis was conducted for the area of Engg. store of the Pepsico. Holdings. Its a unique store located at the channo plant and has several credits to its name. It is considered to be the most effective and efficient store among all the three plants located at Channo, Pune and Kolkatta, respectively. This is the combine endeavor of Mr. Rajesh Misra and Mr. Rohit Batta, making this store no. 1 all over India. It consists of 38 classified racks each having a separate number. These racks are classified in various shelves, and each shelf is further divided into different columns. This is done to make available the inventory as early as possible, without wasting any time for finding the respective inventory. The store carries a huge stock of items that are required to be used in the production machines like bearings, shafts, conveyer belts, heavy electric motors, gear box and many more. Each item has provided with a separate code, which makes it very easy to locate the item in the store. For e. g. |ZZMPKCLP0216 |Bridge Cylinder |15 |127013. 6 |20. 12. 00 | | |Mounting P#9652 | | | | | | | | | |PERCENTAGE |2,64,84,008 |2,35,41,341 |2,055,98,673 |1,76,56,006 | |VALUE | | | | | | | | | | | |ITEMS |1 202 |1 – 157 |1 120 |1 89 | | | | | | | |ORIGINAL VALUE |2,64,78,884 |2,35,27,762 |2,05,81,522 |1,75,97,595 | | | | | | | |NO. OF |45 |37 |31 |89 | |ITEMS | | | | | B- class Inventory Here is a list of the B- class inventory lying in the Engg. store along with their respective material codes, values (Rs. ), current stock and their location in the store. |Material |Material Description |STK |Value |Location | |ZZCUTBLR0005 |Chemical Maxtreat_3220 |105 |42078. 52 |13. 08. 0 | |ZZM10FPS0017 |Seal Ptfe Shaft Kit Mrv40 |2 |41962. 61 |36. 14. 00 | |ZZMKKPMP0002 |SEAL MECH. SEAL (FCP SLURRY PUMP) |21 |41923. 51 |05. 02. 08 | |ZZM10HEX0002 |Plate Swirl 24Wh Ord #121365004/2 |1 |41568. 99 |11. 03. 00 | |ZZE00INS0008 |Controller Temp P#77_147E16031100 |2 |41542. 44 |35. 03. 07 | |ZZE00INS0007 |Controller Temo P#77_147_16011100 |2 |41542. 42 |35. 03. 07 | |ZZMUTACR0086 |ELEMENT AIR INLET(C. R. ) P#39708466 |13 |41296. 96 |31. 04. 00 | |ZZMPKDIS0027 |Photo Eye Sensor Wt36-R210 P#90500060 |2 |41062. 18 |36. 13. 00 | |ZZMPKPLR0118 |Allen Weight Eccentric WEIGHT 9 |1 |40934. 1 |07. 05. 00 | |ZZEUTSTK0038 |Power Supply Type Q_120D_ Meanwell |7 |40806. 81 |35. 04. 08 | |ZZMKKCNY0027 |MotorGearedAs55Dp190. 3P90 B5 B3 Bn 90 |1 |40738. 11 |09. 12. 0 | |ZZE10OPT0003 |Mot Hp 1800 230/460 50/60P# 021808 1-1/2 |1 |40605. 18 |36. 07. 00 | |ZZM10FPS0007 |BADGER PROPORTIONING VALVE |1 |40573. 7 |36. 14. 00 | |ZZE00ELE0561 |Switch Reed Smeo-1-B |32 |40562. 13 |32. 01. 00 | |ZZM10CNY0028 |INTRALOX |38 |40314. 2 |13. 00. 00 | |ZZM00MEC0329 |Chain M. S. Pitch 5/8 _Diamond |44. 1 |39919. 39 |37. 03. 0 | |ZZE00ELE0265 |Breaker Mpcb Gv2_M40 Telemecanqe |8 |39914. 87 |06. 05. 00 | |ZZE00ELE0494 |Breaker Mccb 630A |2 |39491 |28. 17. 00 | |ZZMUTSTK0060 |ROLLER DRIVING P#8101867226 |4 |39228. 38 |28. 18. 00 | |ZZMUTETP0011 |CouplingFluidCentrifuge 206DTRIA-1001959 |1 |39074. 36 |22. 01. 00 | |ZZM PKISD0009 |Cam Follower P#01_0026_04_ISHIDA |81 |38911 |01. 01. 0 | |ZZM10PTH0002 |Gear Box Pc10 A_Potato Hopper |1 |38905. 73 |11. 04. 00 | |ZZE00ELE0365 |BREAKER MCCB 250 AMP |3 |38890. 05 |28. 17. 00 | |ZZE00ELE0007 |MOTOR 3 PH MOTOR 10HP(FRAME 1325) |2 |38870. 5 |13. 08. 00 | |ZZCPKCOD0001 |Roller Markem 930 Black 32 MM |156 |38477. 98 |32. 03. 00 | |ZZMPKPLR0121 |Tip Contact Assyembly P#502064800 |144 |38035. 93 |25. 18. 0 | |ZZM10SLI0063 |Nut Lock P#22047 |102 |37910. 65 |12. 03. 00 | |ZZE10HEX0021 |Sensor Flame Qra2 ORD#600501 |3 |37904. 62 |11. 07. 00 | |ZZEPKCLP0037 |Sensor Assy Prox. P#Y18352 |2 |37811. 01 |55. 55. 55 | |ZZEPKCMD0004 |Cable Assy Ribbon P#906123 |5 |37535. 61 |33. 04. 11 | |ZZM10CNY0026 |Belt Wide Mesh Top Intralox 203MM |10 |37383 |13. 00. 00 | ZZE00INS0012 |Controller Speed AS220IF_01_06 |82 |37086. 91 |01. 07. 00 | |ZZMPKCLP0121 |Link Bridge Long P#A10238 |18 |36873. 92 |20. 07. 31 | |ZZMPKMEC0058 |Cylinder Air 1_Cdq2Ka32_35D_A733 |9 |36852. 38 |32. 13. 00 | |ZZC00MIS0018 |CHEMICAL SUPERFOAM |425 |36523. 73 |13. 07. 00 | |ZZM10SLI0040 |Shoe Sli Shoe V Cut Bronze P# 22039 |3 |36465. 97 |38. 08. 0 | |ZZMPKCLP0095 |Seal S_500 Thomson Fs P#30511 |114 |36451. 32 |02. 07. 00 | |ZZM10CNY0033 |Geared Motor Washer take out conveyor |1 |36360. 83 |37. 16. 00 | |ZZCPKBOS0002 |Cloth Teflon P#8101867125 |208 |36267. 36 |03. 13. 00 | |ZZE10FPS0025 |(2) ANLOG I/PANALOG CUR O/P P#1746-NI041 |1 |35

The eNotes Blog eNotes Student of Change Emily Thomas, The Social MediaDo-Gooder

Student of Change Emily Thomas, The Social MediaDo-Gooder At 24 years old having 61,000 followers on Twitter, people always ask me if there’s something profound I did to make that happen and my answer is always no. I just showed people that I cared. Emily Thomas In our new blog series, were interviewing students and recent graduates who have taken their studies and done something profound with them. Some are doing great work at home, while others have traveled to far off destinations to help communities in need. Whatever path theyve chosen, these inspirational Students of Change prove that being young and recently graduated are never hindrances to doing what you want to do. Take the subject of our first interview for example, Emily Thomas. Emily is 24 and just recently graduated from Seattle University. Her writing has been featured on Huffington Post and she’s currently involved with a number of PR projects, the biggest of which is #standwithme, a campaign for a documentary about the issue of child slavery. She’s a social media guru with upwards of 61,000 followers on Twitter. We at believe that she exemplifies the ideal eNoter through her upbeat attitude and never ending quest for knowledge. Read on for your daily dose of inspiration. You’re a self-proclaimed do-gooder, what does this mean to you and what led you to aspire to this identity? I got the phrase â€Å"do-gooder† from one of my favorite quotes by Minor Myers which is â€Å"go into the world and do well, but more importantly, go into the world and do good.† While being an established writer and successful social media strategist is important to me, I always remind myself that true success comes from two things: doing something that makes you happy and doing something that makes the world a better place than when you found it. The truth is that we aren’t going to live forever, but we have the ability to forever make the world a better place by choosing our actions wisely. Before I embark on any social media campaigns, I ask myself if it’s a project that I feel is going to make a difference in the world. What I have found from working on projects like #standwithme and Snap2Live is that my ability to use social media strategy helps companies tell their story in the best way possible through cyber space. I know that my efforts with these two projects are affecting more lives than just my own. You recently began working on the #standwithme campaign. Can you tell us a little bit about this campaign and the cause it supports? Back in December I was contacted by Patrick Moreau, one of the Founders of a film company called Stillmotion that is based in Portland. I had seen some of their work prior to #standwithme and was aware that the film company had won 4 Emmy’s for one of their more recent documentaries. Patrick contacted me via Twitter (of all places) and offered to send me a screener of the film, which completely blew me away. I was so moved by the story that I knew I had to be a part of it. #standwithme is a documentary film that is focused on raising awareness about child slavery. Today, there are currently 30 million people living their lives as slaves- a majority of them are children. The documentary tells the story of a 9-year-old little girl named Vivienne Harr who was so moved by a photo of two boys in slavery that she wanted to make a difference. Her goal was to free 500 kids from slavery in the only way she knew how- by selling lemonade. Over a year later she wound up raising $150,000 through her company Make-A-Stand by asking people to â€Å"pay what was in their hearts.† What is so powerful about #standwithme is that it shows people that it is possible for one person, like Vivienne, to make a difference by using their voice to stand up for those who don’t have one. Stillmotion hopes that #standwithme will inspire people to go out into the world and do what’s right and also be more aware of where they are buying their products from to ensur e that we can bring an end to child slavery. #standwithme The Official Trailer. from stillmotion on Vimeo. What are some of the most valuable things you’ve learned from your work on different social media platforms?   Some of the most valuable things I’ve learned may come as a surprise because they really are so simple. Social media is called â€Å"social† media for a reason- because it requires engagement from you to make something happen. As we move more and more into a more â€Å"social† business model, it is crucial for companies to show people that they care. At 24 years old having 61,000 followers on Twitter, people always ask me if there’s something profound I did to make that happen and my answer is always no. I just showed people that I cared, I interacted with people who tweeted me, I shared links and blog posts from writers that I admired which then in turn caused them to take an interest in me. I also learned how powerful it is to ask for what you want. I wish that all the people in the world have enough to eat today, and that theyre healthy. #standwithme - Emily Thomas (@emitoms) April 10, 2014 There were so many things I wanted to do but I was too afraid to ask for, but when I finally did I was surprised at my results. I asked for contact information from some of my favorite writers and asked them how they got to where they are today- something that has impacted my professional career greatly. How did you get your start as a writer? Did anyone in particular influence you? Writing is something that has always been a big part of my life. Before I started doing social media strategy as my career, I used to post Facebook updates daily that received a lot of positive feedback from my family and friends. It made me happy to know that I could use my thoughts and my words to make someone else’s day a little brighter. When I started using Twitter and having a bigger audience, I realized that through writing it was possible to make a difference in thousands of lives in a matter of minutes. Aside from my parents, I would say that I have had several people in my life that have had a big influence on the writer I am today. One of those people is my mentor, Sean Gardner, who makes his living doing what I do at a grander scale. He was the person that constantly pushed me to pursue bigger goals and to put myself out there in front of people so that I could be seen. There will never be enough words to thank him for what he has done for me. What advice can you give the students that use about pursuing their dreams? For college students looking to pursue their dreams there are many pieces of advice I could give that I probably don’t have room for. I would tell them to pursue what you love and to pursue what makes you happy because you only get to live your life once. As a Sociology major, I can’t even begin to count how many times people told me that I couldn’t do anything with my degree- that I wouldn’t have a job upon graduation and now here I am juggling 3 different jobs at the same time. I had a strong passion for what I wanted to do and I believed that I could make it possible. Though I am still a work in progress of course, all of the things that have fallen into my lap recently weren’t because I was lucky or because they came at the right time- it was because I worked hard for them every day. I would also encourage students to recognize that there is no such thing as a â€Å"self-made† man/woman and there is always going to be someone who helped y ou up along the way. Never be afraid to ask for guidance from people who have been to where you want to be and make sure you are surrounding yourself with people who believe in you and support your dreams. Where do you see yourself in five years? What long-term goals do you have set? In five years I hope to have my own consulting company. I love the work that I do and I am getting a lot of interest from different businesses that want me to help them tell their story through social media. An ultimate dream of mine is to write my first book- something meaningful that will change the way people think. Everyday eNoter Questions: The Everyday eNoter’s bookshelf is always full, what’s your current favorite read? Why? One book that I’ve been really into lately is The Success Principles by Jack Canefield.  This book has taught me multiple things, like how to increase my confidence, how to tackle daily challenges, and how to live with passion and purpose. This book taught me how to fully embrace my ambitions and outlined a clear strategy about how to make them a reality. Definitely a must-read! What’s the best advice you’ve ever received from a professor or teacher? One of the best pieces of advice I have ever received from a professor was from Jodi O’Brien- a sociology professor at Seattle University. I remember my senior year I was overloading classes in my last quarter on top of being really involved on campus, which meant that I lost a lot of sleep. Although it seems simple, Jodi taught me the importance of taking care of my body and living a balanced life. She usually wasn’t pleased when I would show up to class the following day having spent all night working on a paper and told me that I should always take my health into consideration. Balance, I learned from her, is a key component to success and a happy life. If you could change one thing about the education system, what would it be? Why? One thing I would change about the education system is how much emphasis we put on getting good grades. While I think doing well in school is important- I graduated with a 3.4 and I’m doing just fine. I think it’s important that students really focus on â€Å"educating the whole person† by being involved on campus and not neglecting the things that make you excited. I would like to see more students be rewarded for their creativity, their passion, and their actions that are making a difference in the world. Looking back, what advice would you give your freshman self? One piece of advice I would give my freshman self is to not be afraid to be insanely passionate about the things you love OR to not be afraid to not enjoy what the majority enjoys. When I first got to college in Santa Barbara it was a big party scene- something that never really appealed to me and I felt bad about it. I thought something was wrong with me because it wasn’t something I enjoyed, but now looking back a realized that it’s ok to not enjoy those things and still be happy. I would tell myself to not be afraid to stand alone and stick my neck out and try new things- it’s so important! What’s your go-to music/soundtrack for homework or writing? I usually can’t listen to things with words because then I start singing along- so any Pandora station that has relaxing music for studying is my go-to. Check out Emily on Twitter @emitoms. For more info on #standwithme, including how to bring the film to a theater near you, visit  www.standwithmemovie.com.

German Textbook Guide

German Textbook Guide Textbooks for German The first decision you have to make in selecting a textbook for German is whether you want a text published in your country and targeted for a specific (American, British, Italian, etc.) audience, or a more universal, all-German Deutsch als Fremdsprache text published by a German publisher. The listing below includes German publishers and those in other countries. Most textbooks are also aimed at a specific age-level and often target either a college or school level. In our list youll find the textbooks listed alphabetically by title- with an indication of the target level (young learners, middle school, high school, college). We also plan to add a list of supplementary texts soon- for TPR, cultural, literary, or anthology books for German. The listing for textbooks below describes the materials offered (teachers guide, workbook, CDs, cassettes, etc.) and the general program for each text. (Such descriptions come from the publisher or textbook vendors and are intended only as a general guide.) A Web link is included for each textbook publishers site. The target level for each title is indicated by the following abbreviations: C college, adults, HS high school, MS middle school/junior high, YL young learners/elementary school. TEXTBOOK TITLES for GERMAN (with level) Auf Deutsch! (MS/HS) Publ: McDougal Littel. From the publisher: A three-level, multi-component German program with print, audio, and integrated technology components that are keyed to the Fokus Deutsch video series. Extensive teacher support and strategies designed to address multiple intelligences, and various learning styles and ability levels. Blick 1 (MS/HS) Publ: Hueber Verlag. Intermediate German for teenagers and young adults in three volumes. Each volume offers a textbook (with CD), a workbook, and a teachers guide. Hueber also has a nice Web site for teachers (in German). Deutsch aktiv neu (HS) Langenscheidt. This textbook is written entirely in German for beginning students. Its topics are of high interest and familiarity so the students are drawn into participation. The learning is done in context, which draws students into the language and culture quicker. The page-by-page glossaries and the strong emphasis on grammar aid the student in language acquisition. Three levels, each with textbook, workbook, glossary, teachers manual, and audio cassettes. Deutsch aktuell (MS/HS) Publ: EMC/Paradigm. The fifth edition (2004) is not just a revised edition, but a totally rewritten textbook. Developed in response to needs expressed by teachers throughout the US, it incorporates a well-balanced approach emphasizing communication and a logical progression of language structure. Also available as an interactive CD-ROM. Textbook, annotated teachers edition, workbook, audio CDs, testing program, TPR storytelling manual, and more. Three-level program plus other German materials. Deutsch: Na klar! (HS/C) Publ: McGraw Hill. An introductory German course that claims to motivate students and stimulate interest in the culture and language through its approach to authentic materials that illustrate vocabulary in context, communicative functions of grammatical structures, and cultural points. Features activities and exercises, an easy-to-follow chapter structure, and an array of multimedia supplements. Fokus Deutsch (HS/C) Publ: McGraw Hill. A three-level German text created in collaboration with the Annenberg/CPB project, WGBH/Boston, and the McGraw-Hill Companies- along with Inter Nationes and the Goethe-Institut. The program immerses students in the reality of German life, history, and culture. The comprehensive package also includes such multimedia supplements as a CD-ROM resource for instructors and a text-specific Web site. Komm mit! (MS/HS) Publ: HRW. One of the most-used high school German textbooks in the US. Three levels with textbook, teachers edition, workbooks, and multimedia for the classroom. See some sample cultural Web supplements for this textbook from the publisher. You can also download PDF files for detailed descriptions of aspects of this series from the HRW Web site. Kontakte: A Communicative Approach (HS/C) Publ: McGraw Hill. A German text based on and inspired by the Natural Approach, pioneered by Tracy D. Terrell (the late co-author). Students learn German through communicative contexts with an emphasis on the four skills as well as cultural competence, with grammar functioning as an aid to language learning, rather than as an end in itself. Text and instructors manual, workbook, CD-ROM, and book Web site. Passwort Deutsch (HS/C) Publ: Klett Edition Deutsch. A five-level communicative and activity-oriented text for Zertifikat Deutsch preparation. Reading texts and exercises help students develop oral comprehension, speaking, reading and writing skills, with emphasis on vocabulary and grammar. Textbook, teachers guide, vocabulary booklet, audio CDs. Plus Deutsch (HS/C) Publ: Hueber Verlag. Text/workbook, teachers guide, CDs, German-English glossary (Level I). Focus on communication skills and grammar. Each of three levels contains a variety of texts ranging from comics, poems, and short stories to reports and interviews related to the culture and civilization of German-speaking countries. Exercises for vocabulary and structures, and color illustrations. Schritte 1-6 (HS/C) Publ: Hueber A complete six-level German program with student text, workbooks, and audio CDs for teens to adults. Sowieso (YL/MS) Publ: Langenscheidt. A three-volume textbook series for beginners age 12 and up. An English edition (A German Course for Young People) is also available. Stufen international (MS/HS) Publ: Klett Edition Deutsch. Three levels, each volume with 10 lessons. Everyday topics in full color, conversation, grammar, information, pronunciation, and practice activities. Text/workbook, teachers handbook, exercise book, audio cassettes. This text also has its own online forum. Tamburin (YL) Publ: Hueber. Three levels with activities and audio. Teacherss guide, workbook, audio CDs. For children. Themen neu (HS/C) Publ: Hueber Verlag. The updated edition of this popular college/high school textbook maintains the quality of the original, but written and oral comprehension exercises are now introduced earlier and intensively practiced in the first volume. Important grammar, in particular the perfect tense, are dealt with early on. Two levels with textbook, workbook, CDs or cassettes, teachers guide, and an English-German glossary (Level I). Theres also a special level three Zertifikatsband for students who intend to pass the Zertifikat Deutsch exam. Do you know of a good German texbook we havent listed here? Contact your Guide.

Defining Territories in different regions Essay

Defining Territories in different regions - Essay Example certain types of clothes whereas others do not, for instance in most Arabian nations it is a requirement that women adorn in veils in a move to symbolize their status and religion. Finally, there are modern gulf cities such as Qatar, Bahrain and Kuwait that evolved from colonial dependency into statehood (Commins, 2012). The essay will relay information on the four types of territories in addition to how they are marked and maintained. A continent such as Europe, the culture of a single city such as trade in addition to its population is most likely to become cosmopolitan and varied. Although hopelessly outweighed in matters regarding geopolitics, networked cities are normally in a better position of achieving and retaining astonishing power hence achieving independence in terms of nominal sovereignty (Hohenberg & Lees, 2002). This is similar in the case of gulf cities, for instance Bahrain. According to Kermeliotis (2010), just like any other nation in the gulf, Bahrain has its own territories. This is because the city has a global recognition for its tolerance and openness hence becoming the most liberal society in the region. Apart from having the lowest cost of living, it also boasts of being the first nation in the gulf to allow education for both boys and girls. The veiling territory is when a city comes up with measures on how its citizens ought to appear in public. Whereas some nations embrace veiling territories, others such as France and the US do not have it; instead, their dress code is normally termed secularism or westernization. Conversely, gender territories involve both male and female in which they ought to receive equal recognition. This is normally achievable through abolition of certain norms such as the urban planning that has gender dimensions whereby whereas men travel distance locations in search of employment while women are to stay at home and take care of the home and children (Stanford Encyclopedia of Philosophy, 2007). Due to the

IS theories, are they emerged in IS disciplines or adopted from other Article - 1

IS theories, are they emerged in IS disciplines or adopted from other disciplines - Article Example 66). These roles include: Information systems have also had a significant impact on productivity of service and manufacturing operations. Recent studies have led to factory automation, Computer Integrated Manufacturing, etc. Such advances have improved the productivity and quality of organizations (Gurbaxani & Seungjin, 1991, p. 66). Various theories within the information systems discipline have contributed to the development of application systems. For example, knowledge sharing between different organizations and groups has been enabled by conducting both psychological and social studies. By applying borrowed theories from these disciplines it has been possible to identify what factors affect knowledge sharing behavior in humans (Hall, 2003, p.11). Literature from such studies sheds light into the factors motivating knowledge and information sharing within organizations. Ultimately, this will enable the development of systems and policies that are of great benefit to an organization. Theories within the discipline of information systems have enabled system developers to justify the costs associated with development of application systems for organization. It is now possible to justify the strategic advantage of information systems to the managers of an organization. The theory of competitive strategy has enabled firms to change the way they serve their customers all in an effort to earn profits. Research into human behavior has enabled the development of customer centered application systems. Information system as a discipline is concerned with the development of information systems that model real world artifacts. It is vital that these real world artifacts be modeled in a proper manner. For this to be possible, fine theories are required. These theories enable developers and researchers to describe the facts and events that are being modeled. Theories are used in design projects to trigger the specifics of

Benefits of Nuclear Weapons Essay Example for Free

Benefits of Nuclear Weapons Essay World tensions have created power struggles throughout different countries in the 1900s to today. These power struggles have fueled the start of several wars between nations. The two biggest nations during these power struggles were the USSR and United States of America. Throughout the cold war, nuclear buildup created a deterrence that has spilled over into other countries harnessing the power of nuclear weapons. Nuclear weapons have assisted in an uneasy peace with many countries despite the fact that nuclear weapons could end civilization or the lives of millions at any particular moment. A brief look into Cold War beliefs, whether or not nuclear weapons deter conflict, how nuclear weapons provide a military and political function, and why some states believe in nuclear armaments will demonstrate how effective the use of the most dangerous weapons in history can assist in the activities of peaceful cohabitation and coexistence. Nuclear Weapons: The Cold War Example The actions throughout the Cold War demonstrate the ideas of offensive weapons used for defensive purposes. The activities and positions of the United States and the Soviets during the mid-1980s demonstrate how nuclear buildup was the answer to ensuring an uneasy peace between the two countries. During this time, the United States: Sought only to restore a stable military balance, assure deterrence and reduce the risk of war. It found unacceptable a perpetuation of the present situation, in which it was compelled to maintain a large strategic arsenal, and [favored] a more stable strategic balance at much lower levels of armaments. (Nuclear Arms: Positions of, 1984, p. 12) The USA position on the problem was that more weapons were needed in order to maintain a sense of status quo with the Soviets who were commencing a nuclear buildup of their own throughout the 1980s decade. (Nuclear Arms: Positions of, 1984, p. 12) The idea behind these buildups is actually a continuation of a previous form of military and political ideology. The United States and the Soviet Union both believed that as long as they concentrated on building nuclear weapons, they would not actually concentrate on destroying each other. (Nuclear Arms: Positions of, 1984, p. 12) Evidence has been presented that the Soviets would have used nuclear weapons had war broken out in Europe, which tends to show that nuclear weapons during the Cold War era had a stabilizing effect on world peace. (Schneider, 2004, p. 55) This peace lasted throughout the Cold War, and illustrates how effective nuclear weapons are in establishing and prolonging a peace between two countries. Nuclear Weapons and Deterrence The question as to whether or not nuclear weapons provide a deterrence function can be investigated in many instances. First, the more recent actions of President George W. Bush in the early 2000’s demonstrates how deterrence is effective, but must be followed to strict specifications in order to fully work. For example, President Bush in 2001 adopted a policy of unilateralism when dealing with the American nuclear arsenal that would attempt to ignore all of the nuclear weapons treaties. (Hartung, 2001, p. 4) These treaties were formed in the attempt at nuclear war deterrence, and have been effective at creating a mutual destruction peace. (Hartung, 2001, p. 4) However, President Bush attempted to destroy the peace and create an environment where nuclear weapons could be used again in the future by attempting to shift the balances throughout the world and threaten other nations. (Hartung, 2001, p. 4) These activities of President Bush indicate that nuclear weapons do promote diplomacy and deterrence, but only if provisions and agreements about their use and creation are followed. Deterrence can never be established through unilateralism. Thomas C. Schelling, an expert on deterrence, has suggested in the face of growing unease as more countries acquire or threaten to acquire nuclear arms, he continues to believe that deterrence can be maintained and extended to cover the new players. (Garwin, Skolnikoff, Panofsky Jeanloz, 2007, p. 5) However, Schelling â€Å"rightly points out that that will not happen without policies, especially U. S. policies that demonstrate the case for continued abhorrence of their use. † (Garwin, Skolnikoff, Panofsky Jeanloz, 2007, p. 5) Mr. Schelling also believes that education of the harms of nuclear weapons cannot be viable to countries that do not possess the technology. (Garwin, Skolnikoff, Panofsky Jeanloz, 2007, p. 5) Schelling’s suggestion is that a country without nuclear weapons will be too frightened by the threat of nuclear use that they will not fully respect deterrence theories unless they too have a nuclear arsenal of some type.

killer whales :: essays research papers

KEIKO THE KILLER WHALE UNHAPPY IN ICELAND WATERS Reykjavik, Sept 13 AFP - A project to repatriate Keiko the killer whale, the lovable star of the Hollywood Free Willy movies, to his native Iceland waters one year ago has been a failure, a project spokesman admitted today. Keiko, who was flown home to Iceland from Oregon almost exactly a year ago amid a huge media frenzy that garnered worldwide attention, has still not begun to swim in deep waters on his own and is incapable of hunting fish to feed himself. He has remained in his special floating basin for the past year in the Klettsvik fjord, southeast of Reykjavik. A year ago, hopes were high that Keiko, who is 22 years old, would be reunited with his mother. Male killer whales can live up to around 30 years, while females can live to be up to 90 years old. "His re-adaptation to natural, or wild sea life is a total failure," said Hallur Hallson, a spokesman for the Free Willy support group which has financed Keiko's care since his retirement from Hollywood in 1996. In his new-found freedom, Keiko has never tried to eat live fish -- he requires 100kg a day -- or play with other whales. "And when his underwater cage was damaged in a bad storm Saturday, he didn't make a move to escape," Hallson added. Killer whales can only survive in groups, and Keiko, who has failed to adapt to his natural environment, would therefore not be able to survive on his own, according to experts. Jack Foster, an American responsible for Keiko's care, claims not to be disappointed despite the project's failure. "It's all only a question of money", countered Jon Gunnarson, the man who originally captured Keiko and was paid one third the sum now spent to keep Keiko alive each month. "And I think it's repugnant to think that American children are breaking open their piggy-banks to finance the captivity of this warted and ailing animal, who is incapable of attacking a baby herring, and who will never ever make it to the deep sea again." CAMPAIGN HOPES TO `FREE WILLY' IN MID-2000 Stockholm, Sept 22 Reuters - Celebrity killer whale Keiko could be freed into the wild in mid-2000, according to the organisers of an campaign which returned him to his native Iceland exactly one year ago. The five-tonne star of the first Free Willy movie was flown home from the United States and released into a floating pen in the remote Westman Islands as the first step to freedom.

Factors Affecting Infant Feeding Practices of Mothers

A STUDY ON FACTORS AFFECTING INFANT FEEDING PRACTICES OF MOTHERS IN THE PHILIPPINESSantos, Samuel Edelson Pingol, Aaron Paul Villanueva, Lovely Ann Bermas, Mhelrick Andrew Brecia, Froyland Miguel Faustino, Donald Bulacan State University BSECE 2A Introduction Every day, as many as 4,000 infants and young children die worldwide because they are not breastfed. According to UNICEF (United Nations Children’s Fund), it is because their mothers are not empowered with adequate knowledge about breastfeeding and do not receive enough motivation and support. Babies, their mothers, their families, their community, their environment, even the economy of the country in which they live, all benefit from breastfeeding. This research is generally about breastfeeding: its benefits and significance to infant nutrition and factors that makes impact on breastfeeding; the practices in the Philippines that affect breastfeeding; and analyses by organizations concerned in breastfeeding. The given timeframe for the group research is the month of July and some weeks of August. The group decided to use a topic about health and wellness since nutrition is celebrated in that month. Another reason that encouraged pursuing the topic is that the world has celebrated its 20th Annual Breastfeeding Week last August 1-7, 2012 making the research timely. Abstract The objective of conducting this study is to evaluate the breast feeding practices adopted by women in the Philippines, and to show factors affecting time of initiation of breast feeding, age of weaning, and food given to the baby other than breast milk. It aimed to describe the elements affecting breastfeeding and to find out the significant relationship between breastfeeding and health of the child. The breast feeding practices adopted in terms of duration, frequency, exclusiveness of breast feeding and weaning have great impact on complete physical, mental and psycho-social development of the child. The superiority of breast milk compared to other types of milk for the nourishment of the human infant offering better health benefits. Early childhood is characterized by rapid growth, maturation of tissues and remodeling of organs. Breastfeeding is the optimal method for feeding infants. All the nutritional needs for most of these children are provided by breast milk in the right amounts and duration. Exclusive breast feeding was practiced by 40% of the mothers for first six month of life. The data obtained were analyzed using percentiles. Although the findings indicated that 34% of the mothers practiced breastfeeding and 84% supplemented with complementary foods, only 40% practiced exclusive breastfeeding. This study emphasizes the need of breast feeding education program regarding the duration of exclusive breast feeding. In comparison between rural and urban countries, studies have found out that mothers from rural areas have higher rates of breastfeeding than urban mothers. Another concept of the study is about the factors that affect breastfeeding patterns of mothers. These are demographic, socioeconomic and health service factors. Apart from breastfeeding, the research prior discussed about the loads of benefits people can get from breastfeeding and breast milk. There are psychological, health and contraceptive benefits one could get through breastfeeding and breast milk. To all infants, specifically Filipino children, should have the best protective ways against infection and malnutrition through exclusive breastfeeding. I. Breast milk: The most suitable food for human newborn A. Benefits of Breastfeeding 1. Emotional Health 2. Protective Action 3. Anti-infective properties of breast milk 4. Psychological profit 5. Effective contraception B. Formula Feeding II. Practices in the Philippines that contribute to problem of breastfeeding A. Duration (short) of breastfeeding in the Philippines B. Deprivation of beneficial effects of colostrum due to delayed breastfeeding III. Literature Review A. Breastfeeding and Supplementary Feeding 1. Breastfeeding in rural countries . Breastfeeding in developed countries B. WHO Recommendations 1. WHO Code (Definition of Terms) 2. DOH (Philippines) C. Factors Influencing duration of breastfeeding 1. Demographic Factors a. Mother’s age b. Parity c. Subsequent pregnancy d. Birth order of child e. Sex of the child f. Residence 2. Socioeconomic Factors a. Mother’s Education b. Mother’s Occupation c. Father’s Education d. Household economic statu s 3. Health Service Factors a. Antenatal care visits b. Place of delivery and mode of delivery c. Advice from health personnel 4. Conceptual Framework IV. Personal Overview and Conclusion Breast milk: The most suitable food for human newborn. The benefits of breastfeeding There are loads of benefits we can get from the natural way of giving food to babies. It can be emotional, physical, psychological and economical. Breastfeeding contribute to emotional health. Babies and mothers who gave birth recently are quite emotional persons. Being sensitive is a natural effect that occurs after giving birth and babies are still delicate up to the time they are still crying a lot. According to Gerber [1], â€Å"from birth up to 6 months of age and beyond, breast milk is still the best milk mother’s can give to their babies. The best nutrition they can give at the same time having these advantages: Preventing allergies and infections by providing natural immunities; Speeding up the recovery of the uterus; decreasing intestinal problems for babies; and promoting psychological and emotional insurance for both moms and babies. † Breastfeeding executes protective action. Breast milk can provide protective action to infants. These are immunities and colostrums. According to Cocabo and Kin [3], ‘through antibodies found in breast milk, mothers can ensure protection from immunization. Breastfeeding naturally promotes proper nutrition for the babies. ’ â€Å"Breast milk contains infection fighting antibodies from the mother, and breastfed babies are believed to be at a reduced risk for many acute and chromatic infections early in life. The cholesterol content is also high in human milk and very low in formulas. Cholesterol promotes brain growth and provides the building blocks of hormones, vitamin D and intestinal bite† [4 p. 2]. 1] Gerber, â€Å"Some notes on breastfeeding†, Countdown: Nine Months to a Perfect Delivery, vol. 1, no. 1, 2004, pp. 31 [3] S. Cocabo and P. Kin, â€Å"Childcare: the first 3 years†, Your Health Guide: The Family Wealth, Medimarketing, Inc. , Makati, Metro Manila, Philippines, 1994, pp. 26 [4] Medicine Net, Breastfeeding and formula feeding, Medicine Net, 1996, p. 2 [Online]. Availab le: http://www. medicinenet. com [Accessed: 18 July 2012] â€Å"Breast milk is best for your baby and the earlier he begins breastfeeding, the better. It has all the right nutrients at the right amounts. It costs nothing and helps you get back in shape. The first week after delivery, your breasts will produce colostrum – a thick, yellowish milk that is high in protein but very low in fat than actual breast milk. It also contains antibodies† [5 p. 23]. And according to Paraz [8], high-quality human capital may depend on mothers’ effort to breast feed their children. Health expenditures are lessened through breastfeeding, resulting to an organized health system. Breast milk contains anti-infective properties. Aside from immunity, breastfeeding has contents that can establish strong relationship between mother and child. Another one is that it can avoid pre- menopausal breast cancer. â€Å"If a multinational company develop a product that was a nutritionally balanced and delicious food, a wonder drug that both prevented and treated disease, cost almost nothing to produce and could be delivered in quantities controlled by the consumer’s needs, the very announcement of their find would send their shares rocketing to the top of the stock market. Women have been producing such miraculous substance, breast milk, since the beginning of human existence† [7 p. 1]. Breast milk gives psychological profit. Apart from emotions, the way mothers think, especially moms who gave birth on their first child, are vulnerable. They are experiencing adjustments on their lifestyle and even on their minds. The website Psychology today [2] says that, ‘the link between breastfeeding and anxiety decrease could serve as a source of sanity-preserver. The attention of nourishing of a child can appear remarkable in the best of situations. If a first-hand mother’s stress system where to boost in full-throttle every while the child cries or spits-up, motherhood can seem even more psychologically stimulating than it is. [2] PT Staff, â€Å"The benefits of breastfeeding†, Psychology Today, 01 January 1996 [Online]. Available: http://www. psychologytoday. com/articles/199601/the-benefits-breast-feeding [Accessed: 18 July 2012] [5] Wyeth, â€Å"Breast milk: The ideal first food†, Pampering Baby with Care: Your Baby Care Guide, Wyeth Nutrition, pp. 23, pp. 25 [7] The Quote Garden, â₠¬Å"Breastfeeding†, 1998, p. 1 [Online] Available: http://www. quotegarden. com/breastfeeding. html [Accessed: 18 July 2012] [8] Carisa Paraz, â€Å"Breastfeeding can cut infant deaths†, Medical Observer: Passing Problem, no. , August 2007, pp. 8 Breastfeeding is an effective contraceptive. Parents usually wait for a year or more before making another child. But they cannot get rid of having coital activities with one another hence, they do family planning and make use of contraceptives. One form of a natural contraceptive is breastfeeding. The simplest way of contraception is Lactational Amenorrhea Method. It doesn’t require counting or any contraceptive method. For it to be successful, Epigee [6] suggests that ‘breastfeeding should be ASAP (as soon as possible), frequent, uninterrupted and exclusive. ’ As your baby suckles, nerve impulses travel through your body and are received by your brain. This signal the production of a hormone called prolacti n, which works to inhibit both FsH (Follicle stimulating Hormone) and GnRH (Gonadotropin Releasing Hormone). As a result, ovulation does not occur and menstruation stops, making it almost possible to become pregnant’ [6]. Formula feeding There are cases that mothers are advised not to breastfeed. It could be a medical or a personal reason. However, there is an option for mothers that they can use if ever breast milk is not offered. Based on Wyeth Nutrition [5 p. 5], â€Å"prepared milk products are good replacement for breast milk. A paediatrician will suggest formulas that will suit for baby. These formulas have nutrients that are also found in breast milk. Conventional types of milk products are not advisable because it may lead to indigestion. Another thing is that those products have low iron content, not good aid curing IDA, and is lacking vitamin C, D and E. † Practices in the Philippines that contribute to problem of breastfeeding. Across East Asia, mothers are turning away from breastfeeding in huge numbers, regardless of the well-attested health risks to their babies. Filipino mothers are not mentally deficient but many are quite unsuspicious consumers and susceptible to the advance and sophisticated marketing techniques deployed by the milk powder companies. â€Å"Despite of the underlying beneficial effects of breastfeeding, both incidence and duration have been varying in most developing countries of the world, not the case in the Philippines. From 14. 5 months in 1963 – 67, the average duration of breast-feeding was declining to 12. 1 months during 1978 – 82. These decreasing rates drastically affect families having low income and inadequate child nutrition† [10]. Paraz [8] said, â€Å"Non-violation of the International Code of Marketing of Breast-Milk Substitutes adopted by WHO in 1981 will initiate sufficiency on breastfeeding recommendations among mothers and families. † Duration (short) of breastfeeding in the Philippines. During 1997, the Philippines demonstrated only 10 percent of infants that were never breastfed at birth. The proportion of â€Å"never breastfed infant† was comparatively higher in 1983, which has an increase of 10 percent in rural and 27 percent in urban areas. Breastfeeding discrepancies between urban and rural, marked 34 percent of never breastfed infants, were found in Manila [10]. Breastfeeding duration is short though it is widely exercised and culturally established in the Philippines. No more than 14 percent of mothers keep on breastfeeding up to 2 years. [8] Carisa Paraz, â€Å"Breastfeeding can cut infant deaths†, Medical Observer: Passing Problem, no. 7, August 2007, pp. 8 Deprivation of beneficial effects of colostrum due to delayed breastfeeding. Filipino women influenced by cultural norms and beliefs often think that colostrum is a dirty milk and should be eliminated. They delay breastfeeding several days after birth. Benefits of colostrum are consequently deprived. Practice of initiating supplements and non-nutritive liquids at an early age is a more serious problem. This supplementary feeding may contaminate diet for infants because of unfamiliar chemicals present in the food. It further reduces contraceptive effects for mothers. â€Å"Male infants in the Philippines are completely breastfed for a shorter duration compared to many Asian countries. Boys are supplemented, earlier than girls to meet the increasing necessities for growth. Increased diarrhoeal rates are caused mainly by this kind of supplementation among male infants. Moreover, boys receive more starchy staples while girls consume larger amount of green leafy vegetables. In effect, girls are much likely prone to malnutrition than boys. They have more serious eye damage from Vitamin A deficiency. †[10] All mentioned statements are considered as contributors to breastfeeding problems in the Philippines. For child survival, breastfeeding period should be given priority. For benefits of both mother and child, primary factors in feeding infants should be recognized. Many studies showed that breastfeeding manifests child health and well-being, including child survival and child spacing. Thus, it is important to know and to be updated about the current breastfeeding practices in the Philippines. Likewise, analysis of factors affecting short breastfeeding period should be dealt with. Literature Review In this section, the study made by experts regarding matters affecting breastfeeding and infant feeding will be assessed. It is expected that the data created by prior tests provide a framework for a review that follows. Breastfeeding and supplementary feeding WHO [9] states that, ‘babies must be completely breastfed for six months of age to attain the primary development and sufficient nutrition— important for lifetime wellness. ’ However, dietary necessities for infants are increasing as they grow, they should be also given complementary or supplementary foods but breastfeeding is still ongoing until two or more years. â€Å"As babies grow into young children, their nutritional needs change quickly. At around six months, breast milk alone is no longer sufficient to meet a baby’s energy and nutrition requirements. The baby is also at a stage of development where he/she can start to swallow non-liquid food. The introduction of appropriate and nutritious complementary food to babies from this age is extremely important as it plays a crucial role in the child’s physical and cognitive development†[13]. From about 6 months of age, breast milk alone is no longer sufficient to cover a baby’s nutritional requirements. He or she can also start to swallow non-liquid complementary foods at this stage, helping to support growth, brain development and the building of natural defenses. The period of weaning is critical for the future development and growth of infants. Breastfeeding in developed countries vs. developing (rural) countries. In urban countries, as Kyi [10] studied, duration of breastfeeding is reduced and supplemental foods are introduced early. It is because of [9] WHO, Exclusive breastfeeding, World Health Oraganization, 15 January 2011 [Online]. Available: http://www. who. int [Accesed: 19 July 2012] [13] Nestle, Breastfeeding and Complementary Feeding, Nestle, 2008. [Online] Available: http://www. babymilk. nestle. om/complementary-feeding [Accessed: 28 July 2012] the mothers’ occupation, which is conflicting with extended breastfeeding. Also, in these areas, availability of breast milk substitutes is sufficient making them to shift from breast to bottle feeding. On the other hand, in developing countries, breastfeeding is done until eight to twelve months due to unavailability of milk substitute and scarcity. Supplementary foods are deferre d causing malnutrition. Table 3. 1- Percentage (%) of children (2003-2008) who are: Country| exclusively breastfed| breastfeedingwith complementary feeding| till breastfed(extended)| | 0-5 months| 6-9 months| 12-15 months| 20-24 months| Afghanistan| -| 29| 92| 54| Bangladesh| 43| 74| 95| 91| Brazil| 40| 70| 50| 25| Cambodia| 60| 82| 90| 54| China| -| 32| 43| 15| Ethiopia| 49| 54| 94| 88| India| 46| 57| 88| 77| Indonesia| 32| 75| 80| 50| North Korea| 65| 31| 67| 37| Laos| 26| 70| 82| 48| Malaysia| 29| -| -| 12| Mexico| 38| 36| 32| 21| Myanmar| 15| 66| 85| 67| Pakistan| 37| 36| 79| 55| Philippines| 34| 58| 58| 34| Qatar| 12| 48| 32| 21| Saudi Arabia| 31| 60| 59| 30| Sri Lanka| 76| 86| 92| 83| Thailand| 5| 43| 32| 19| Turkey| 40| 71| 58| 26| United Arab Emirates| 34| 52| 50| 29| Vietnam| 17| 70| 78| 23| Zimbabwe| 22| 79| 87| 40| Above is a table containing statistics of children from selected developing countries who were breastfed, exclusively, with complementary foods and extended breastfeeding by UNICEF [16]. Countries Australia, France, Italy, Spain United Kingdom and United States were not included since they are [16] UNICEF, Statistics about breastfeeding, UNICEF, 2009. [PDF] Available: http://www. childinfo. org [Accessed: 28/ 7 /12] considered developed countries. Also Asian countries, also known as Four Asian Tigers or Asian Dragons, Hong Kong, Japan, Singapore and Taiwan, were excluded as they have graduated from being a developing country as declared by IMF (International Monetary Fund) [14] . Bangladesh and Ethiopia, countries from Asia and Africa respectively, and listed as least developed countries by the United Nations [14], has the higher percentage of breastfeeding rate compared to Malaysia and Thailand, considered the more developed countries, gaining lower rates with regards to the list. Breast feeding strengthens the economy by adding significantly to the national food supply. The economic value of mothers’ milk production is large, worth billions of dollars even in small countries. †[8 p. 8 para. 7] WHO Recommendations The World Health Organization (WHO) is the agency that supports and evaluates matters regarding nutrition, especially breastfeeding. Along with UNICEF (United Nations Children's Fund), powered by the Un ited Nations, their primary concern is child health and nutrition. For mothers to be able to start and maintain breastfeeding for six months, UNICEF and WHO [9] suggest that ‘breastfeeding should be initiated within the first hour of life, exclusive, on demand, and bottles or others should be avoided. WHO recommends mothers worldwide to exclusively breastfeed their infants for the child’s first six months to achieve optimal growth, development and health. Thereafter, they should be given nutritious complementary foods and continue breastfeeding up to the age of two years or beyond. ’ Globally less than forty-percent (40%) of infants fewer than six months of age are exclusively breasted. Adequate breast feeding support for children, mothers and families could save many young lives† [9]. [14] Wiki, Developing Countries, Wikipedia. org, 28 July 2012 [Online]. Available: http://en. wikipedia. org/wiki/Developing_country [Accessed: 29 July 2012] [8] Carisa Paraz, â€Å"Breastfeeding can cut infant deaths†, Medical Observe r: Passing Problem, no. 7, August 2007, pp. 8 [9] WHO, Exclusive breastfeeding, World Health Oraganization, 15 January 2011 [Online]. Available: http://www. who. int [Accesed: 19 July 2012] Definition of terms Based on WHO Code (International Code of Marketing of Breast milk Substitutes) Breast-milk substitute- means ‘any food being marketed or otherwise presented as a partial or total replacement for breast milk, whether or not suitable for that purpose [17 p. 8]’. Complementary food- means ‘any food whether manufactured or locally prepared, suitable as a complement to breast milk or to infant formula, when either become insufficient to satisfy the nutritional requirements of the infant. Such food is also commonly called weaning food or breast-milk supplement [17 p. 8]’. Infant formula- means a breast-milk substitute formulated industrially in accordance with applicable Codex Alimentarius standards, to satisfy the normal nutritional requirements of infants up to between four and six months of age, and adapted to their physiological characteristics [17 p. 9]’ . Exclusive Breastfeeding- as Kathy ; Sue [12] said, it means, ‘setting off other foods for the infant, including water, the breast milk is the only food to be in taken by the child’. The Philippines Department of Health (DOH). Aside from WHO, the Department of Health is the main institution that is imposing activities and information egarding health and nutrition for Filipino mothers and infants particularly in breastfeeding. â€Å"In response to the 1981 International Code of Marketing of Breast Milk Substitutes by the World Health Organization (WHO), the Philippines Department of Health strongly advocates breastfeeding for nursing mothers instead of using breast milk subst itutes. Republic Act 7600, known as The Rooming-In and Breastfeeding Act of 1992, provides incentives to all government and private health institutions in the Philippines that support rooming-in and breastfeeding. The Act provides that newborn infants with normal deliveries be put to the mother’s breast immediately after birth, and roomed-in within 30 minutes; infants delivered by caesarean section should be roomed-in and breastfed within 3 to 4 hours after delivery†[15]. [17] WHO and Nestle, International Code of Marketing of Breast-milk Substitutes, World Health Organization Geneva, 1981 [PDF] Available: http://www. babymilk. nestle. com/who-code-compliance and http://www. who. int [Accessed: 28 July 2012 12] Sue Ann Kendall and Kathy Dettwyler, Exclusive breastfeeding, Kathy Dettwyler, 3 August 1995. [Online] Available: http://www. kathydettwyler. org/detexclusive. html [Accessed: 25 July 2012] [15] NSO Manila and ICF Macro, Philippines: National Demographic and Health Survey 2008, National Statistics Office Manila, Philippines and ICF Macro Calverton, Maryland, USA, December 2009, Chapter 11. [EBook]. Available: Measure DHS, http://www. measuredhs. com/publications [Accessed: 29 July 2012] Factors Influencing duration of breastfeeding Demographic Factors Maternal age: Many researchers found that older women tend to breast feed longer. It is likely that older women have more experience in infant feeding than younger women. They may know the benefits of breast-feeding by their own experience and as a result, they are more likely to breastfeed longer. A study [10] found that older women are more likely to continue breast-feeding beyond 18 months than younger women in rural. Parity: Parity of mother has significant effect on breast-feeding duration, usually women with higher parity breastfeed their children for longer duration. It is most likely that women with higher parity are usually older, less educated and less likely to involve in formal employment sector. Also, women with many children are more likely to be from rural areas and follow the traditional lifestyles. Therefore, they can breastfeed longer, which is a common phenomenon in rural areas. However, studies [10] found out that it could be depending on the setting. They found out that the tradition is a key in the duration of breastfeeding when it comes to parity. Birth order of the child: Some researchers found the positive relationship between birth order of the child and duration of breast-feeding. The higher the birth order of the child is, the longer is the duration of breast-feeding. It is because children of higher birth order are more likely to be borne by older mothers, who are less likely to engage in employment sector and can breastfeed them longer. Another reason may be that these mothers may have older children who help them in household work, so they have more time to breastfeed their babies. This is the common pattern in many societies. Sex of the child: It is one of the important factors influencing duration of breast-feeding. In some countries, male children are breastfed for longer period than female children due to son preference by cultural or religious reason. It is a common phenomenon in China, some South Asian countries and also in some Arab countries. A study [10] says that, in China of 4,084 ever-married women under age 50 in Shaanxi found that male children are breastfed longer than female children. On the other hand, reverse phenomenon is seen in some countries. Male children are fully breastfed for a shorter period than female children in the Philippines. Mothers supplement boys earlier to meet their increasing needs for growth than to girls or because of sex preferences that favor the provision of supplements to boys rather than to girls. Subsequent pregnancy: Researchers found the association between duration of breast-feeding and subsequent pregnancy of mothers. Generally, mothers discontinue breast-feeding as soon as they know that they are pregnant. It is because of a common belief that breast milk of pregnant women can rot and cause disease in the child. Similar pattern is found out based on the study [10] in Cebu, Philippines. Strongest determinant of breast-feeding duration is the mother’s perception of being pregnant. Most women who become pregnant while lactating stop breast-feeding before the end of the first trimester because they often say that pregnancy is associated with â€Å"sour milk†. Residence: Many researchers found that duration of breast-feeding varies markedly between urban and rural mothers. Although there is no exact reason why rural women breastfeed more and longer duration than urban women, some suggested that changing lifestyles in urban areas are not compatible with breastfeeding. This finding was supported by Kyi [10], that in the Philippines, during the period 1973-88, women who breastfed shortest duration lived in Manila City. This common phenomenon is the result of urbanization and changing social system in many parts of the world. Usually, family members can encourage women to breastfeed especially in extended families. Such families are more prevalent in rural areas. It is one of the reasons why rural women breastfeed more and longer than urban women. Along with modernization, women become more educated and take part in employment sector, which is usually incompatible with prolonged duration of breast-feeding. Moreover, utilization of modern maternity care services is common among educated women especially in urban areas, which less encourage women to breast feed for long period. These factors together with other factors contribute to marked difference in the duration of breast-feeding according to urban-rural differential. Socioeconomic Factors Mother’s Education: Effect of maternal education on duration of breastfeeding varies in different societies. Along with modernization, well-educated women tend to breastfeed for a shorter period especially in urban areas. It may be that as women become more educated, they are more likely to involve in formal employment, which is not compatible for longer duration of breast-feeding. However, the reverse pattern is seen in some developed countries since well educated women are more likely to breastfeed their babies and for a longer period. The possible explanation is that as women become more educated they become more aware of advantages of breast-feeding and thus they breastfeed their babies longer. A research [10] done in the Philippines found that women with higher education are more likely to breastfeed for a short time. The result is based on a study of 2,622 mothers in both urban and rural communities of Cebu City. Also, that highly educated mothers from families with highest income or asset categories are least likely to breastfeed and they do so for a short period. Mother’s Occupation: The work status of women causes a major difference in the duration of breast-feeding since it requires leaving the infant at home during working hours. Therefore, duration of breast-feeding is shorter among working mothers. In addition, type and pattern of job of mothers also influence the duration of breast-feeding in different societies. Location of work or distance of work from home, type of work, the other alternative available for child care and the income derived from the work all seem to be important. For mothers who work as suggested by WHO [9], time and place are the key things that affect the duration of breastfeeding. There is a necessity of time and place for them to continue breastfeeding. However, solutions like maternity leave, part-time work arrangements, breastfeeding breaks, etc. can help them going on with breastfeeding. Father’s Education: Like other factors, father’s education can also affect duration of breast-feeding. Usually, well- educated men can get a good job and as a result, they can earn sufficient income. Also, better-educated man tends to marry better-educated women. If both of them are employed, they can earn more income for the family. As their income increases, they can purchase household items such as refrigerator, gas or kerosene stove, which favors the use of breast milk substitutes. As such, it will lead to shorter duration of breast-feeding. Father’s education may also have positive effect on breastfeeding. It is because as fathers are well educated, they have more access to the messages from the health sector or from the mass media. As they understand the benefits of breastfeeding, they will encourage their spouses to breastfeed longer. The research [10] found out that there is an inverse relationship between father’s education and duration of breast feeding. Longer duration of breastfeeding is seen among children whose fathers are with no schooling or less schooling. Household Economic Status: In countries like Bangladesh, Mexico, Philippines and Vietnam, the relationship between household economic status and breastfeeding is inversed. Upper class babies are less likely to be breastfed than those of others [10]. [10] Aye Kyi Kyi, Factors Affecting Breastfeeding in the Philippines: An Analysis of 1998 NDHS Data, M. A. Thesis, Faculty of Graduate Studies, Mahindol University, Myanmar, 2000. [9] WHO, Exclusive breastfeeding, World Health Oraganization, 15 January 2011 [Online]. Available: http://www. who. int [Accesed: 19 July 2012] Health Service Factors In most developing countries, lower rates of breastfeeding and shorter duration are associated with health care services. ‘Breastfeeding rates are decreasing because health services are not receiving the support they need. [8 p. 8]’ Ante natal Care Visits: During these periods, the attitudes and beliefs of the health professionals influence the women’s own knowledge and attitude towards breastfeeding. The more the pregnant women visit her ob-gyne, the more knowledge she can receive. It will lead to successful initiation of breastfeeding and continuation for the period advised by the health personnel. Place and mode of delivery: Utilization of health care services has an important effect on duration of breastfeeding. Practice of health workers at different health facilities can influence the women’s decision to breastfeed. On the other hand, the form of delivery can affect the duration of breastfeeding. Ireland [11] said that in normal delivery, women are more likely to breastfeed than those of via caesarean section. Healing process or the condition of the baby could be the two main factors given that women cannot choose their mode of delivery. Advice from health personnel: Duration of breastfeeding also depends on whether the woman receive advice on breastfeeding from health worker or not. In the Philippines, as researched by Kyi [10], there is no statistically significant effect of breastfeeding promotional messages on the intention and duration of breastfeeding. Conceptual Framework The underlying concept of this study is that duration of breast-feeding can be affected by demographic, socioeconomic and health service factors. Among many demographic factors; age of mother, parity, subsequent pregnancy, sex of child, birth order of child and residence (urban / rural) are assumed as important factors influencing duration of breast-feeding. Out of many socioeconomic factors, mother’s education, occupation, father’s education and economic level of household are regarded as major [8] Carisa Paraz, â€Å"Breastfeeding can cut infant deaths†, Medical Observer: Passing Problem, no. 7, August 2007, pp. 8 [11] Jae Ireland, Factors affecting breastfeeding mothers, Livestrong, 15 July 2011. [Online]. Available: http://www. ivestrong. com/article/493114-factors-affecting-breastfeeing-mothers [Accessed: 18 July 2012] [10] Aye Kyi Kyi, Factors Affecting Breastfeeding in the Philippines: An Analysis of 1998 NDHS Data, M. A. Thesis, Faculty of Graduate Studies, Mahindol University, Myanmar, 2000. determinants of duration of breast-feeding. Among various health service factors, 3 factors are considered important for duration of breast-feeding. There are number of antenatal care visits, place and mode of delivery and whether the woman had received an advice on breast-feeding during the post-partum period or not. This conceptual framework is presented in the figure below. Independent VariablesCategoryDependent Variable Mother’s Age Parity Subsequent Pregnancy Birth Order of the Child Demographic Factor Sex of the Child Residence Mother’s Occupation Duration of Breastfeeding Mother’s Education Father’s Education Socioeconomic Factor Household Economic Status Ante natal Care Visits Place and Mode of Delivery Health Service Factor Advice from Health Worker Fig. 3. 1- Conceptual Framework: Factors Influencing Duration of Breastfeeding The most valuable thing mothers can give their babies during early years is the milk obtained from breastfeeding. This means of feeding infants is the earliest known form. It is widely used since the first human had existed. Until the present time, breastfeeding continues to promote many useful effects for people in diverged societies. â€Å"Breast milk is the most suitable food for human newborn and the safest way of feeding infants for the first four to six months of life†[8]. According to studies, it gives perfect nutrition for babies and builds the foundation for their healthy psychosocial progress. Human milk is the milk made specifically for human infants. It is always natural as it is. Because of this exceptional reason, benefit earners involve not only the infants but as well their mothers, their families, their community, their environment and even the economy in which they live The researchers observed several studies that revealed many advantages of breastfeeding. It is recognized as the best nutrient for infants; natural contraceptive for mothers for about 6 months post-partum; preventive action for mothers against breast and ovarian cancers and provision of bonding between mother and child. Breastfeeding is not just a matter of supplying better milk. Of course, the increased opportunity for parent-child bonding offered by breastfeeding is a widely known benefit of nursing. One of the most important advantages of breastfeeding is that the mother is present. This is nature's plan for keeping mother and child close, providing the connection and reassurance the child needs so profoundly. Breastfeeding, beyond all of its many physical benefits, has the built-in bonus of requiring the mother's close presence. In addition to its nutritive value, breast milk also has protective action against common infections. The milk secreted called â€Å"colostrums† contains anti-infective property which can prevent the newborn from diarrhea and pneumonia. If babies are probably prevented from those diseases, they will have a stronger immune system. The protective action of breast milk is very important for the child wellness. In the Philippines, to be particular, warm weather affects the spread rate of bacteria. As a result, infants may be largely exposed to common infections. Malnutrition plays a huge role in child mortality because the immune systems of these children are less resistant to common childhood diseases. This is why a common cold or bout of diarrhea can kill a malnourished child. By simply ensuring exclusive breast feeding for infants, malnutrition is somehow addressed. Aside from its direct effects on the health and well-being of babies, breast feeding has a profound impact on the economy. It strengthens the economy by adding significantly to the national food supply. The economic value of mothers’ milk production is large, worth billions of dollars even in small countries like Philippines. It also reduces future burdens on the health system. Exclusive breast feeding is giving infants is giving infants with only breast milk until 4 to 6 months of age. It greatly matters since it is attributed with almost complete protection against cholera and diarrhea. The World Health Organization (WHO) has recommended that all infants should be exclusively breastfed and begin to receive supplementary foods between fourth to sixth months. This means that feeding infants is not just to breastfeed them. It is to give them the proper nutrition through â€Å"exclusive breastfeeding†. With the right duration and process, organized health system is assured. Both â€Å"too short† and â€Å"too long† duration of breast feeding is not appropriate for child nutrition. The Philippines showed short duration of breast feeding cases according to the researchers’ study. Despite of the beneficial effects derived from breast feeding, both incidence and duration have been changing. This is a serious problem. When mothers shortly breastfeed, their babies tends to receive limited infection-fighting antibodies. Beneficial effects of colostrum are likewise deprived. It is necessary for mothers to know what contributes to problem of breast feeding practices in the Philippines. Because of traditions and customs in the Philippines, a belief passed over generations is often conceptualized. Filipino women believe that colostrum should be discarded because it is dirty milk. This common misconception about the colostrum must be rejected. In this case, mothers must also learn the current breast feeding practices to be informed and updated. Support for breast feeding must go beyond the hospital, and involve communities, work-places, local governments, workers’ unions, mass organizations and consumer associations, in addition to the already very acute nongovernment organizations. Mother’s effort is worth the health of their children. Health services should have support coming from the government. Breastfeeding period depends on whether the woman receives counseling on breast feeding from health workers or not. A health worker may influence a lot of mothers and encourage them to breastfeed exclusively. However in the Philippines, there is no significant effect of breast feeding promotional messages on the purpose and period of breast feeding. Furthermore, mothers breastfeed their babies for a dramatically shorter period if they were told to feed formula. As infant-formula sales increase, the number of breastfeeding mothers goes down. Local infant- formula companies spend billions of dollars a year to endorse their products. This is in contrast to poorly funded public health systems that fail to provide health workers with the skills and knowledge needed to promote breast feeding. Filipino mothers must be wise consumers and be aware of the marketing techniques to be considered on buying milk powder formulas. For wide application, the researchers found that breast feeding can be a solution to the rapid growth of population in the country. If mothers fully breastfeed longer than the old tradition, there is a delay for next pregnancy eve if she does not use any contraceptive method. Breastfeeding can be an instant and effective contraception. Considering all benefits offered by breast feeding, the group concluded that all infants, specifically Filipino children, should undergo exclusive breast feeding. References [1] Gerber, â€Å"Some notes on breastfeeding†, Countdown: Nine Months to a Perfect Delivery, 2004, vol. 1, no. 1, pp. 31 [2] PT Staff, The Benefits of Breastfeeding, Psychology Today, 01 January 1996 [Online]. Available: http://www. psychologytoday. com/articles/199601/the-benefits-breast-feeding [Accessed: 18 July 2012] [3] S. Cocabo and P. Kin, â€Å"Childcare: the first 3 years†, Your Health Guide: The Family Wealth, Medimarketing, Inc. , Makati, Metro Manila, Philippines, 1994, pp. 26 [4] Medicine Net, Breastfeeding and formula feeding, Medicine Net, 1996, p. 2 [Online]. Available: http://www. medicinenet. com [Accessed: 18 July 2012] [5] Wyeth, â€Å"Breast milk: The Ideal First Food†, Pampering Baby with Care: Your Baby Care Guide, Wyeth Nutrition, pp. 23, pp. 25 6] Epigee,ContraceptiveBenefitsofBreastfeeding,Epigee,2012. [Online]. Available: http://www. epigee. org/fetal/contraception. html [Accessed: 19 July 2012] [7] The Quote Garden, Breastfeeding, 1998, p. 1 [Online] Available: http://www. quotegarden. com/breastfeeding. html [Accessed: 18 July 2012] [8] Carisa Paraz, â€Å"Breastfeeding can cut infant deaths†, Medical Observer: Passing Problem, no. 7, Augus t 2007, pp. 8 [9] WHO, Exclusive breastfeeding, World Health Oraganization, 15 January 2011 [Online]. Available: http://www. who. nt [Accesed: 19 July 2012] [10] Aye Kyi Kyi, Factors Affecting Breastfeeding in the Philippines: An Analysis of 1998 NDHS Data, M. A. Thesis, Faculty of Graduate Studies, Mahindol University, Myanmar, 2000. [11] Jae Ireland, Factors affecting breastfeeding mothers, Livestrong, 15 July 2011. [Online]. Available:http://www. livestrong. com/article/493114-factors-affecting-breastfeeing- mothers [Accessed: 18 July 2012] [12] Sue Ann Kendall and Kathy Dettwyler, Exclusive breastfeeding, Kathy Dettwyler, 3 August 1995. [Online] Available: http://www. kathydettwyler. org/detexclusive. tml [Accessed: 25 July 2012] [13] Nestle, Breastfeeding and Complementary Feeding, Nestle, 2008. [Online] Available: http://www. babymilk. nestle. com/complementary-feeding [Accessed: 28 July 2012] [14] Wiki,DevelopingCountries,Wikipedia. org,28July2012[Online] Available: http://en . wikipedia. org/wiki/Developing_country [Accessed: 29 July 2012] [15] NSO Manila and ICF Macro, Philippines: National Demographic and Health Survey 2008, National Statistics Office Manila, Philippines and ICF Macro Calverton, Maryland, USA, December 2009, Chapter 11. EBook]. Available: Measure DHS, http://www. measuredhs. com/publications [Accessed: 29 July 2012] [16] UNICEF, Statistics about breastfeeding, UNICEF, 2009. [PDF] Available: UNICEF, http://www. childinfo. org [Accessed: 28 July 2012] [17] WHO and Nestle, International Code of Marketing of Breast-milk Substitutes, World Health Organization Geneva, 1981 [PDF] Available:http://www. babymilk. nestle. com and http://www. who. int [Accessed: 28 July 2012]