Case Study Mother Dairy Milk - Free Essay Example

Sample details Pages: 15 Words: 4580 Downloads: 8 Date added: 2017/06/26 Category Marketing Essay Type Narrative essay Did you like this example? Mother Dairy Milk Case Study On Mother Dairy Abstract Mother Dairy is looking to take advantage of the opportunity which are in galore available for all milk manufactures. Mother Dairy-Delhi was set up in 1974 under the operation flood programme. it is now a subsidiary company of National Dairy Development Board (NDDB). Don’t waste time! Our writers will create an original "Case Study: Mother Dairy Milk" essay for you Create order Mother Dairy sources its entire requirement of liquid milk from dairy cooperatives. Similarly, Mother dairy sources fruits and vegetables from framers/growers associations. Mother dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/pack the Dhara range of edible oils by undertaking to nationally market al dhara products. Of the three As of marketing-availability, acceptability and affordability, Mother dairy is already endowed with first two. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because if the ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power? That is essence of the challenge. Current theories of strategy and organization suggest that Mother Dairy benefit from related diversification and tight coordination of the multidivisional structure. This Project aims to probe into this issue by using theoretical framework of strategy, structure and performance. three issues will be addressed by us: a) What strategies and structure does Mother Dairy adopt in a constantly changing and turbulent developing economy? B) Do the influences of Mother Diary have interaction effects with environmental conditions? C) How does Mother Dairy make its competitor not to grasps its market in the gurgaon area? Introduction à ¢Ã¢â€š ¬Ã…“Mother Dairyà ¢Ã¢â€š ¬Ã‚  is the single largest brand of milk in Delhi, India as well as in Asia, marketing about 1.9 million litres of milk per day.Mother Dairy commands 40% market share in the organised sector in and around Delhi, primarily because of consistent quality and service what ever be the crisis-floods, transport strike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently manufacturing selling around 8.5 lakh litres of tonned milk through bulk vending shops. Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Envoirnment Management System (EMS) Certified organisation.Mother Dairy was the first industry in country to implement ISO-14031(Envoirnment Performance Evaluation) project. The comanyà ¢Ã¢â€š ¬Ã¢â€ž ¢s Quality Assurance Laboratory is ISO/IEC-17025:1999 certified by NABL (National Accreditation Board for Testing and Calibration Laboratory), Department of Science Technology, I ndia.This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy Background of Mother Dairy The main reasons for the low yield are:  · Lack of use of scientific practices in mulching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services. Indian Dairy Products The term Indian Dairy Products refers to those milk products, which originated in undivided India. Flow Chart of Conversion of Milk Into Traditional Indian Dairy Products sMilk Cultured Condensed Acid Precipitation Shrikhand Ghee Lassi Kadbi Misti Doi Rabri Kheer Kkoa Paneer Sandesh Chhana Rasgoola Pantoda Rasmalai Burfi Pedha Kalakand Gulabjamun Major Players There are virtually 15 major Dairy Cooperative Federations in India, namely: Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF) Bihar State Cooperative Milk Producers Federation Ltd (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF) Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF) Karnataka Cooperative Milk Producers Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh) Orissa State Cooperative Milk Producers Federation Ltd (OMFED) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF) Punjab State Cooperative Milk Producers Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF) West Bengal Cooperative Milk Producers Federation Ltd. (WBCMPF) National Dairy Development Board (NDDB) is the central cooperative board of the country and was created to promote, finance and support producer-owned and controlled organizations mentioned above. Two main players à ¢Ã¢â€š ¬Ã¢â‚¬Å" Amul of GCMMF and Mother Dairy of NDDB à ¢Ã¢â€š ¬Ã¢â‚¬Å" is the leading brand in India. Our main focus is to analyze the strategic move of NDDB for mother Dairy from top to bottom. Thus we are going to concentrate on the progress of Mother Diary and NDDB for their future strategies. Historical Background of Mother Dairy MotherDairy is the single largest brand of milk in India as well as in Asia, marketing about 2.2 million litres of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service à ¢Ã¢â€š ¬Ã¢â‚¬Å" whatever be the crisis floods, transportstrike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently manufacturing selling around 8.5 lakh litres of tonned milk through bulk vending shops. Mother Dairy, Delhi is an IS/ISO 9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Envoirnment Management System (EMS) Certified organisation. Mother Dairy was the first Dairy in the country to implement ISO-14031 (Envoirnment Performance Evaluation) project. Thecomanys Quality Assurance Laboratory is ISO/IEC- 17025:1999 certified by NABL (National Accreditation Board for Testing and Calibration Laboratory), Department of Science Technology, India. This provides assurance t o the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy. The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit Vegetable Project in Delhi in 1988 with SAFAL as its umbrella brand. With a view to separating the commercial activities from developmental activities, the NDDB merged Mother Dairy and the Fruit Vegetable project into a wholly owned company named Mother Dairy Fruit Vegetable Ltd (MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL) à ¢Ã¢â€š ¬Ã¢â‚¬Å" a marketing company and Mother Dairy Foods Processing Ltd (MDFPL) à ¢Ã¢â€š ¬Ã¢â‚¬Å" a processing company. MDFPL is a multi unit company, with units at various locations in India. Mother Dairy, Delhi is one of the units of MDFPL. The company is a highly trusted house hold name for its wide range of milk product s like Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitener, Ghee etc. The application for the award is being made for Mother Dairy, Delhi unit. Mother dairy has taken up the concept of Total Productive Maintenance (TPM) wholeheartedly. The number of employees involved in KAIZENS and the no. of KAIZENS per employee are very encouraging. Mother Dairy is a member of CII-TPM Club and the KAIZENS done by Mother Dairy employees have been selected and presented in 2nd ,3rd ,4th and 5th National Kaizen Conferences held from time to time during the last three years. Our TPM efforts have resulted in increase in MTBF and decrease in MTTR, quality improvement, Cost reduction and reduction in accidents. Mother Dairy has received Best Productivity Performance award for three consecutive years starting from1987-88 to1989-90 and again from1995-96 to1997-1998 from National productivity Council and a commendation Certificate for Rajiv Gandhi National Quality Award, Nationa l Energy Conservation Award 2004, Oil and Gas Conservation Award 2004, Indian Innovation Award 2004 and Safety Initiative Award 2005. Over the years, Mother Dairy has not only served the daily need of milk of the consumers of Delhi, it has also extended its milk to other States like Haryana, Uttar Pradesh, Maharashtra, Andhra Pradesh Gujarat and is expanding its wings rapidly to serve the masses. Strategically located Mother Dairy booths across Delhi and NCR make it convenient for you to pick up your daily requirement of Milk, Flavored milk, Butter, Dahi, Lassi, Cheese, Chaasà ¢Ã¢â€š ¬Ã‚ ¦.mouth watering Ice Creams. The focus is on key markets for each of the categories. In the curd category, they have been in Delhi for a while now and launched in Mumbai. They hold a 60 per cent market share in Delhi, but it is too soon to gauge where we stand in Mumbai. Objectives and Business Philosophy of Mother Dairy The main stakeholder of Mother Dairy was the farmer member for whose welfare it existed. Unlike other organizations, their objective is not to maximize the profit. They are more interested in giving the best price for the farmers for their milk than in making a large profit. Thus they look at the price given to their suppliers as not a cost but as an objective. Mother Dairy had, as its main objective, à ¢Ã¢â€š ¬Ã…“carrying out activities for the economic development of agriculturists by fficiently organizing marketing of milk and dairy produce, agricultural produce in raw and/or processed form and other allied produceà ¢Ã¢â€š ¬Ã‚ . This was to be done through: Common branding Centralized marketing Centralized quality control Centralized purchases and Pooling of milk efficiently Mother Dairy had declared, as its business philosophy, the following: ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and; uphold institutional structures that empower milk producers and farmers through processes that are equitable. The biggest strength of Mother Dairy was the trust it had created in the minds of its consumers regarding the quality of its products. NDDB, and its brand Mother Dairy, stood for guaranteed purity of whatever products it had produced. Adulteration was simply not done in any of its products. In India, where such trust was hard to come by, this could provide a central anchor for Mother Dairyà ¢Ã¢â€š ¬Ã¢â€ž ¢s future business plans. For more than 40 years Mother Dairy helping to create a national network has been adapted and extended to other commodities and areas. Their constant effort to learn and to enrich experience is central to their approach and capacities. In times to come, Mother Dairy shall strive to become a leading player in the food industry in India. Strategies Implemented 1. Focused Approach Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The cooperative is also expanding its product portfolio further to match rival offerings à ¢Ã¢â€š ¬Ã¢â‚¬Å" particularly those of Amul. For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered. It was in 1996 that it came up with ice-creams. But the real spurt came about four years ago, when it introduced curd, flavoured milk, lassi and mishti doi. It introduced butter a year-and- half ago; ghee and UTH milk a year ago; and cheese, about 10 months ago. And under its frozen foods and vegetables brand Safal, besides the introduction of corn and mixed vegetables, it has come out with frozen potato-based snacks in a few months. So while the product portfolio has been growing, Mother Dairy has plans for reach out to newer markets but the strategy here is more product-specific. In liquid milk, it will initially concentrate only on four markets Delhi, its home ground; the Junagarh region and Ahmedabad in Gujarat; Mumbai, which it entered a few years ago; and Hyderabad, where it moved in a little more than a couple of years ago. They have no plans to go everywhere with liquid milk. Whats the need to get into those markets that already have strong co-operative brands? Their objective of getting into newer locations is not to make Mother Dairy larger, but to ensure that there is a large viable distribution network and consumer brand to take care of surplus milk. In Mumbai, where the liquid milk market is close to 40 to 42 lakh (4 to 4.2 million) litres a day, only about 20-22 lakh (2-2.2 million) litres a day is in the organised market and that too is highly fragmented with a number of smaller players with shares of about 10,000-20,000 litres a day. Mother Dairy claims a share of 170,000 litres a day, with the biggest player, Mahananda, selling about 800,000 litres a day and Aarey and Amul about 250,000-300,000 litres a day each. In Hyderabad, Mother Dairy claims it has a 15 per cent market share of the approximate 9-10 lakh (900,000 to 1 million) litres a day of the organised market. These are still early days in the two markets, but we are looking at 10-12 per cent growth in the overall fresh milk segment. 2. Wider Spread However, as far as other dairy products are concerned, Mother Dairy plans to expand across the board. Other than milk, for most state federations, dairy products are still a small part of their operations. So they are taking their products to regions across India, where they see enough market potential. In ice creams, it was only a bit more than two years ago that Mother Dairy entered its first market outside Delhi UP and Punjab. Today, its extended its operation to Haryana, Jaipur, Mumbai and Kolkata as well. Next year, it plans to go south to Hyderabad and Bangalore. In the case of butter and cheese, its present across north India, Mumbai and Kolkata, and has plans to enter Bangalore by year-end. In UTH milk, it has entered Mumbai and the milk-short areas of West Bengal and north-east. For ghee, although the current focus is the northern region, it has plans for a nationwide presence. As far as Mother Dairys non-dairy products are concerned, edible-oil brand Dhara has a lready has nationwide presence. 3. Product Differentiation While Mother Dairy still may not have a product portfolio as large as Amul, which is also expanding across the country in a big way and is a much bigger player, its doing its bit. Mother Dairy says the idea is not just to enter new markets, but to do well in those markets which mean bigger market shares in the different product categories in whichever market it is present. The drivers will be value created through quality of the offerings as well as innovations in products. This will, of course, be backed by relevant marketing and promotion campaigns.Mother Dairy are bringing in mass Indian flavours which are building up in terms of absolute percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as possible so as to increase consumption. Take the case of curd. It started off very slow but today, Mother Dairy claims its growing at close to 60 per cent year-on-year in Delhi. Here again, the Indian flavour formula seems to have worke d. While curd from an MNC player is probably based on international formulation, they formulated it to taste as close to home-made curd as possible. If the offering fits well with the Indian consumer, the resistance is lower and acceptance more. 4. Smart Marketing On the marketing front, Mother Dairy says its trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits milk is good for health, it has calcium and so on but rather it targets children and are created around ideas such as The country needs you, grow faster. As far as products such as butter, cheese and ice creams go, the campaigns have been created around taste. For butter again, the focus is on children. Here, Mother Dairy has dared to go different. Since 60 per cent butter is consumed by kids, the company wants them to sit up and take notice of its butter. Makkhan Singh, a sturdy jovial cow (a cartoon character) has been made its brand ambassador. While Mother Dairy has been carrying out school programmes games and activities à ¢Ã¢â€š ¬Ã¢â‚¬Å" involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a ga ming website on the character to attract children. Its cheese for children again. A couple of months ago, Mother Dairy carried out a retail activity: Cheese khao superhero ban jao, where kids buying cheese at a retail outlet were invited for a photo op dressed as superheros through Polaroid cameras; and the framed photograph was presented to them. The activity was carried out in about 150 outlets in Delhi and Mumbai, with about 20,000-25,000 snaps being taken. Cheese was also something that helped the company bond better with its retailers. In November 2005, retailers in Delhi displayed banners proclaiming, Cheese ke saath bees ki cheez, a proposal that said if a consumer buys Mother Dairy cheese, the retailer can offer him anything worth Rs 20 from the shop which worked better than offering something free with the product, which the consumer didnt even needs. The exercise resulted in better ties with retailers. A positive response made Mother Dairy to repeat it in Kolka ta as well. Clearly, Mother Dairy has aggressive plans. But, strong regional brands and other co-operatives will continue to give it tough competition. Perspective Strategies applied by Mother Dairy Mother Dairy maps the future of dairying in India, setting realistic goals for Strengthening Cooperative Business, Production Enhancement, Assuring Quality and Creating an Information and Development Research. The plan was realised with the successful completion of the Operation Flood Programme and has been developed by the State Milk Marketing Federations and the Milk Producers Cooperative Unions in consultation with the Dairy Board. The goals and strategies to meet them have been drawn by its actual implementers Federation and Unions and supported by NDDB. 1. Strategy for Strengthening Cooperative Business: Recruit, train and motivate increasing numbers of women to work for Mother Dairy to achieve significant improvements in dairy husbandry, as they primarily shoulder animal. husbandry related responsibilities in rural India. Consolidation and growth in milk and milk product marketing, promoting better equity for regional cooperative brands and developing qualified and skilled manpower. Education of producer members, opinion leaders and trained professionals to be expanded and strengthened. Empower local leaders, strengthen societies and equip their staff and members with the skills and information they need. Persuade the State and Central Governments to remove the shackles on cooperative laws so dairy can compete on equal terms with other forms of enterprise. 2. Strategy for Production Enhancement: Improve the production potential of indigenous breeds of cattle such as Sahiwal, Gir, Rathi and Kankrej and breeds of buffalo such as Murrah, Mehsana and Jaffarbadi through appropriate selection programme. Cross non-descript cattle with Holestein Friesian in areas with adequate feed and fodder and with Jersey in resource-poor areas. Increase the production and use of high quality feed appropriate to local conditions. Increase production and availability of green and ensiled fodder. Encourage unions, NGOs and cooperatives to put common property area under improved pasture and fodder tree. Expand first-aid coverage through village level societies Increase vaccination of animals against HS, BQ and FMD Develop Mastitis and Brucellosis control strategies 3. Strategy for Assuring Quality: Identify and address quality related problems at every stage from the producer at the village cooperative, to the dairy plant and the process of final delivery to the consumer. Facilitate improvement of hygiene, sanitation, food safety and operating efficiency in the dairy plants and sensitize dairy personnel to product quality aspects as per international standards. 4. Strategy for Creating an Information and Development Research Link large cooperatives, Unions, Federations and NDDB in a national network that collects, adds value and disseminates information Ensure availability of analytical information for Policy Planning and Decision Support Mother Dairy has different plans for its dairy business, which includes flavoured milk, lassi, curd, butter and cheese besides its toned milks. Each of these products has a regional stronghold, with a shelf life of 10 days. However, the company is looking at alternatives that would increase the shelf life and allow the products to be distributed in other parts of the country as well. In the ice cream segment, the company has been able to capture 15 per cent of the market, and hopes to increase it to 20 per cent by 2008. On MDILs marketing strategies while the company does a lot of innovative advertising and on field activities, it spends 3-4 per cent of the turnover on marketing. All categories were experiencing a growth of 30-40 per cent per annum, and that the turnover was growing at 15-17 per cent every year. Mother Dairy had clocked a turnover of Rs 1,800 crore in 2005-06 and was looking at clocking Rs 2,200 crore in 2006-07. Diversification Moves by Mother Diary After becoming a pan-India player recently, dairy chain Mother Dairy, a subsidiary of the National Diary Development Board, is now eyeing a turnover of one billion dollar in the next two years. Following expansion of their business in other cities and with the launch of new products, they are expecting to cross one billion dollar turnover by the end of FY 2009. The dairy chains topline has been growing at a rate of 22-25 per cent per annum and is expecting a turnover of Rs 2,700 crore this fiscal. Mother Dairy will be the second dairy chain in the country after Amul to cross the one billion turnover milestone, if it achieves the target. For over three decades, Mother Dairy restricted its presence mainly in the National Capital Region in the fresh milk and other milk products segment. This year it went for a market expansion across the country. They have a plan to capture all the top six markets in the milk and milk products segment in the country. It has recently entered t he fresh milk market in Hyderabad and simultaneously made foray into curd, ice-cream and lassi segments in Mumbai market. Mother Dairy markets dairy products such as fresh liquid milk, ice-creams, and other milk products. It also markets Dhara range of edible oils and the Safal range of fresh fruits and vegetables and fruit juices. Mother Dairy are present by and large in most of the big categories; now it is more about foraying into niches and value-added versions in the same categories. For instance, they have been in the curd and à ¢Ã¢â€š ¬Ã‹Å"lassià ¢Ã¢â€š ¬Ã¢â€ž ¢ categories for around five-six years, but they have now forayed into probiotic curd and à ¢Ã¢â€š ¬Ã‹Å"lassià ¢Ã¢â€š ¬Ã¢â€ž ¢. Advertisement and Promotion by Mother Dairy On the marketing front, Mother Dairy says its trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits milk is good for health, it has calcium and so on but rather it targets children and are created around ideas such as The country needs you, grow faster. As far as products such as butter, cheese and ice creams go, the campaigns have been created around taste. For butter again, the focus is on children. Amul butter may be selling the most, but the advertising and promotions are almost always targeted at adults, points out an analyst citing Amuls popular Utterly-Butterly campaigns. Here, Mother Dairy has dared to go different. Since 60 per cent butter is consumed by kids, the company wants them to sit up and take notice of its butter. Makkhan Singh, a sturdy jovial cow (a cartoon character) has been made its brand ambassador. While Mother Dairy has been carrying o ut school programmes games and activities à ¢Ã¢â€š ¬Ã¢â‚¬Å" involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a gaming website on the character to attract children. Equity and empathy are being built for the brand, the values for which it stands, and the various other Mother Dairy products, which draw their core values from Mother Dairy milk. Its cheese for children again. A couple of months ago, Mother Dairy carried out a retail activity: Cheese khao superhero ban jao, where kids buying cheese at a retail outlet were invited for a photo op dressed as superheros through Polaroid cameras; and the framed photograph was presented to them. The activity was carried out in about 150 outlets in Delhi and Mumbai, with about 20,000-25,000 snaps being taken. It claims that the exercise resulted in better ties with retailers. A positive response made Mother Dairy to repeat it in Kolkota as well. Clearly, Mother Dairy ha s aggressive plans. But, strong regional brands and other co-operatives will continue to give it tough competition. It will not be a cakewalk anymore. Mother Dairy and Its Programme for Management of Change Mother Dairy looked at all its operations, strengths and weaknesses as well as opportunities available, and came to the conclusion that it had to become more customer centred (rather than merely being farmer or supplier centred). This required paying close attention to the customer needs and quality. Mother Dairy realized that it was not enough that Mother Dairy itself was wedded to these ideas; the entire supply chain had to conform. Hence it launched a à ¢Ã¢â€š ¬Ã…“Total Quality Managementà ¢Ã¢â€š ¬Ã‚  or TQM to ensure the high quality of the products from the starting point (the village farmer who supplied milk) right through the value chain until it reached the consumer. This meant the need for the involvement of farmers, transporters, factory personnel, wholesalers and retailers, each of whom had a role to play. What began as a TQM movement radually became a movement for management of change in the entire value chain. Mother Dairyà ¢Ã¢â€š ¬Ã¢â€ž ¢s Management of Ch ange (MOC) initiative was launched in six areas: cleanliness of the dairy co-operative societies, planning and budgeting of the dairy cooperative society, artificial insemination service, quality testing and milk measurement by the dairy co-operatives, animal feeding and management practices and self leadership development. Analysis and the Result of The Case The strategy implied by Mother Dairy was that it wanted to increase its market share by providing the best quality to its consumers and building trust with the customers in the long run unlike other organization, there objective is not to maximize profit. Their strategy involves paying the best price to the farmers then making a large profit. Thus there objective is to give the best price to there suppliers. Few common strategies adopted by them is as follows: Common branding Focused approach Product differentiation Smart Marketing Product enhancement and assured quality etc Recently to increase its market share it has introduced several new products positioned against its competitors like amul. Some of the items are ice-cream, lassi, curd, mishti doi etc. The modus operandi includes providing the best quality and taste which is almost a substitute to the home made products. So the mother dairy is trying to get more familiar taste and come closer to the consumers directly. In case of the marketing of the mother dairy products as in the case example of marketing of cheese, in which they have targeted a age group. They are much targeted to a particular age group especially kids and a younger people who are in the growing age. End Notes Mother dairy plans to increase its market share with the introduction of new products and enhancing its market outside delhi to other places. Mother dairy has launched its ice-creams ,curd ,probiotic curd, sweet curd etc. to increase the market share. The advertisement strategies used by Mother dairy is also unique and better than its competitors. A specific age group is targeted and effort is made to sustain that age group of customers. Also profit is the least important motive of it but customer satisfaction is the main roots of their growth. . Bibliography 1. https://www.thehindubusinessline.com/2004/12/31/07hdline.htm 2. https://www.rediff.com/money/2006/jul/04spec1.htm 3. www.nddb.org 4. www.motherdairy.com 5. https://www.fnbnews.com/article/ articled=19121 6.https://www.icmrindia.org/casestudies/catalogue/Business%20strategy2/National%20Dairy%20Development%20Board-Dairy%20Cooperative%20Movement.htm 7. Empowerment Case Studies: National Dairy Development Board 8. www.indiadairy.com 9. Opportunities and Challenges in the Indian Dairy Industry à ¢Ã¢â€š ¬Ã¢â‚¬Å" Dr. K. G. Karmakar and Dr. G. D. Banerjee

Guy De Maupassants Works - 2329 Words

In examining the influence of Guy de Maupassant’s â€Å"The Necklace† and â€Å"Piece of String†, a similar form of figurative language is found. Situational irony, where an outcome is different from what was expected, is found in Maupassant’s short stories’ surprising and cruel endings. In â€Å"The Necklace† the protagonist, lost a diamond necklace, and ten years after struggling to pay off the replacement, she found the original was a fake. In Maupassant’s â€Å"Piece of String† the main character picked up a piece of string from the street and as a result of it, he was accused of theft and spent the rest of his life trying to prove his innocence. Guy de Maupassant’s short stories, â€Å"The Necklace† and â€Å"Piece of String,† were strongly influenced by his†¦show more content†¦Additionally, Gustave Flaubert, Maupassant’s father figure after Louis Bouilhet’s death, strongly influ enced Guy de Maupassant. Flaubert, Guy de Maupassant’s mentor, swayed Maupassant’s writing in teaching realism which, â€Å"Called for a scrupulous concern with form and a dedication to precision of detail and exact description† ((henri); Maupassant 3). Afterward, Gustave Flaubert’s death further devastated Maupassant. Additionally, the strain of work along with Herve’s death worsened Maupassant’s illness and caused his, â€Å"Descent into madness† (Bloom 17). Mainly Maupassant’s depression and view of others because of Boilhet and Flaubert influenced his style of writing and avoidable burdens on the main characters’ harsh life in â€Å"The Necklace† and â€Å"Piece of String.† Maupassant’s short story, â€Å"The Necklace,† revolved around Mathilde Loisel’s view of her life. Mathilde, beautiful woman born to a family of clerks, always felt unsatisfied with her life and wanted a more extravagant lifestyle. 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Maupassant was born in Normandy, near Dieppe, on 5th August, 1850, to well-off parents who, however, didn’t get along well and eventually separated in 1863. The separation of his parents caused Maupassant to receive two very different kinds of upbringings. His debauched father, Gustave de MaupassantRead MoreGuy De Maupassant s Life1179 Words   |  5 PagesGuy De Maupassant was born August 5, 1850, in Chà ¢teau de Miromesnil, France (The Famous People, Guy de Maupassant), when he was young his parents got divorced and after that, his father left, denying him a chance to develop a relationship with his son. He started school with a religious education but, after getting expelled on purpose he pursued a bachelor s degree at Lycà ©e at Le Havre (World History: The Modern Era, Guy de Maupassant). One of his most well known stories is The Necklace. In thisRead More The Life of Guy de Maupassant Exposed in The Necklace Essay2396 Words   |  10 Pagesreflect through their works. 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Maupassant creates a story of a man who is blind to the fact of the true actions of his wife and the lies she construed duringRead MoreLiterary Elements In The Necklace And The Tiger1509 Words   |  7 Pagesliterary elements well, The Necklace by Guy de Maupassant uses literary elements to completely capture the reader. The Necklace by Guy de Maupassant contains a variety of literary elements that add depth and meaning to the story. One of the most apparent literary elements throughout the story is irony, more specifically situational irony. Madame Loisel borrows a diamond necklace from her friend to wear to a party but loses it, and for ten years her and her husband work to pay it back, only to find thatRead MoreThe Theme of Pride in Guy Maupassants The Necklace Essay1147 Words   |  5 PagesPride goeth before destruction, and an haughty spirit before a fall (Proverbs 16:18) - It would be difficult to find an aphorism that better describes the fate of the main character in Guy de Maupassant’s short story, â€Å"The Necklace†. Set in Paris in the late 1800s, Maupassant’s story shows the costs of pride. The main character, Madame Loisel, borrows a diamond necklace from her rich friend, Madame Forestier, to wear at a ball hosted by the Minister of Public Instruction at the Palac e of the MinistryRead MoreEssay about Biography and Work of Guy de Maupassant4591 Words   |  19 PagesBiography and Work of Guy de Maupassant Guy de Maupassant is acknowledged through the world as one of the masters of the short story; Guy de Maupassant was also the author of a collection of poetry, a volume of plays, three travel journals, six novels, and many chronicles. He produced some three hundred short stories in the single decade from 1880 to 1890; a period during which he produced most of his other works. Five of his six novels were published during the second half of the decade.Read MoreTheme of Reality vs. Appearances in â€Å"the Necklace†1617 Words   |  7 PagesAlbert Guy de Maupassant was born on August 5, 1850 in the chateau de Miromesnil near Dieppe, Normandy. He lived in Fecamp, France until age twelve (when his parents separated) then moved with his mother to a villa in Etretat, France. Home-schooled, except for a brief stay at a boarding school when he was thirteen, Maupassant ran free for most of his school years. Maupassant attended university in Paris, where he began to study law, and then served in the army in the Franco-Prussian war. Guy de Maupassant’s

Creativity vs. Psychological Health of Anne Sexton Free Essays

A number of creative individuals have taken their own lives, including John Steinbeck, Ernest Hemingway, Sylvia Plath, and many other writers. The large number of such cases suggests that there may be a functional relationship between creativity and psychological health. This relationship seems to vary across domains, with the rate of suicide especially high in certain groups of artists. We will write a custom essay sample on Creativity vs. Psychological Health of Anne Sexton or any similar topic only for you Order Now This may suggest that there may be something unique to those domains that either draws suicide-prone persons into the domain or has an impact on the individual such that suicide is considered and often attempted. When the poem writing by Anne Sexton entitled Her Kind you can closely compare how Anne’s mental health affected her poetry and how her poetry affected her mental health. The American Pulitzer Prize–winning poet Anne Sexton took her own life in 1974 via carbon monoxide poisoning before reaching the age of fifty. Her life and work are especially interesting because her poetry was clearly tied to her own psychiatric treatment. She began writing with only moderate formal education (a high school diploma), but after being published she was given honorary degrees from several universities, including Tufts, Radcliffe, and Harvard. Sexton’s poems, many dealing with suicide, read together with richly researched recent biography, enhanced by biographer’s access to tapes of Sexton’s sessions with her psychiatrist and by foreword by that psychiatrist, permit unusual opportunity to understand the interrelationship of her illness, her treatment, and the meaning of suicide in her life. Whatever was on her mind seemed to come out in her poetry whether it was about sex, madness or death. â€Å"Readers tend to be generous in their praise, celebrating the poetry primarily because it so fully and openly reveals Sexton’s personal pain† (Anne). Basically, the speaker of â€Å"Her Kind† is outcast because she is powerful. Traditionally, society expects women to lead sheltered lives. Women are to be obedient, quiet, and timid. They are viewed as gentle and kind, not â€Å"dreaming evil† (Line 3, Sexton). The modern, liberated woman completely shatters this tradition by courageously speaking her mind and living an independent life. She is empowered as she seeks education and a stable career instead of a domestic life. Since the modern woman does not fit the traditional label, â€Å"A woman like that is not a woman quite† (Line 6, Sexton). Society would view this line of the poem as a negative slam on the modern woman and paraphrase it by saying, â€Å"She’s not quite right in the head; therefore, she does not belong here in civilization. † Anne Sexton was a poet and a woman, but most importantly, she was an outcast. Subjected to nervous breakdowns and admitted to a neuropsychiatry hospital, Sexton must have been all too familiar with the staring eyes and the judging minds of the public. Just being a woman in today’s world often can be enough to degrade a person in the public’s eye, let alone being labeled as a crazy woman. But Anne Sexton did not let society remain unchallenged in its views. She voiced a different opinion of women through poetry. In Anne Sexton’s â€Å"Her Kind† she embraces society’s negative stereotype of modern, liberated women and transforms it into a positive image. Two voices, the voice of society and the voice of Anne, duel about the issue of the stereotype of modern women. Like Anne Sexton, the speaker in this poem is an outcast woman. Sexton was born in Massachusetts on November 9, 1928, to Mary Gray Staples and Ralph Churchill Harvey, who were known to drink regularly and sometimes heavily. They were somewhat prominent and quite socially active. Scholars suggest that they may have valued their social engagements over their family responsibilities. There is some evidence that Sexton’s mother was jealous about her very early writing (Long). Sexton did not have obvious creative aspirations, but instead seemed to think more about a family of her own. At one point her mother accused her of plagiarism and had that particular writing examined. It was deemed to be original, but many scholars suggest this incident affected Sexton’s relationship with her mother. Sexton’s aunt on her father’s side attempted suicide in early childhood, lived several decades in an apparently stable marriage, and eventually committed suicide just before she turned seventy. The family believes that if her aunt’s suicide had any sort of influence on Sexton, it was probably informational (e. g. , the aunt modeling suicide) rather than genetic. Biographers place great emphasis on Sexton’s psychiatric treatment, which was significant as evidenced by the content of her poetry. And, it is possible, given her nonconformism that Sexton suffered from a borderline personality disorder. There are reports of her schizophrenic language, for instance, as well as her tendency to enter some sort of trance at the end of her psychiatric treatment sessions. She apparently did not want to end the sessions, perhaps because of emotional and social needs. â€Å"Sexton’s writing seems so personal she is often labeled a ‘confessional’ poet† Anne did not agree with this title and preferred to be called a â€Å"storyteller† (Middlebrook). For instance, in her poem titled â€Å"Her Kind† she writes, â€Å"A woman like that is not a woman, quite. I have been her kind† (Sexton). Many people would automatically assume that Anne was speaking about herself in her poem, especially according to those who believe her poetry is confessional. But in reality, â€Å"she considered the speaking ‘I’ in her poetry as a literary rather than a real identity† (Middlebrook). Not everything she wrote was necessarily about her but rather perhaps a form of therapy. Diane Middlebrook believes Sexton conveys the terms on which she wishes to be understood: not victim, but a witness (Middlebrook). Through reading Anne Sexton’s poem â€Å"Her Kind† we get a better understanding of Anne herself. She was a strong character who used her writing as therapy. Doctors never knew that her writing would have such an impact on the world. She writes specifically in her poem â€Å"Her Kind† about what she went through in society as a woman. Through Anne’s writing it improved her mental health. It was an outlet for her feelings. Her writing was true and honest and something many women would never talk about much less publicly write about. Her mental health inspired her creative writing which in turn helped her mental health to some degree. Her honest writing became her outlet and a way of therapy. Works Cited â€Å"Anne (Harvey) Sexton. † American Writers: A Collection of Literary Biographies. Ed. A. Walton Litz. New York: Charles Scribner’s Sons, 1981. Literature Resource Center. Gale. University of South Carolina Libraries. 6 Apr. 2009 . George, Diana Hume. â€Å"Oedipus Anne: The Poetry of Anne Sexton. † Oedipus Anne: The Poetry of Anne Sexton. University of Illinois Press, 1987. Rpt. in Contemporary Literary Criticism. Ed. Daniel G. Marowski and Roger Matuz. Vol. 53. Detroit: Gale Research, 1982. Literature Resource Center. Gale. University of South Carolina Libraries. 7 Apr. 2009 How to cite Creativity vs. Psychological Health of Anne Sexton, Papers

Alfred Hitchcock †the Master of Suspense Essay Sample free essay sample

Alfred Hitchcock was a British movie manager who was regarded as the most of import manager during the fiftiess. He was called â€Å"the maestro of suspense† for his pioneering technique in making suspense in his film. Therefore. understanding Hitchcock’s manner of suspense is an of import measure in analyzing his movies. This essay will present some of the movies he had made and relationship between suspense and those movies. Then. it will look into one of his most celebrated movies Vertigo. concentrating on the chief subject discussed and the suspense throughout the movie. Finally. it will analyse one of the most singular senses in Vertigo. discoursing how and why suspense is created. and the possible relationship between the chief subject and suspense. General SessionAlfred Hitchcock was born in London in 1899. He entered the movie industry to work as a movie title-writer in Paramount’s Famous Players-Lasky at Islington in 1920. Within 13 old ages in his early film-making calling. he made 24 movies. The movie The Lodger was Hitchcock’s foremost entirely directed movie. Subsequently in 1929. he created the first British sound movie called Blackmail. Other movies he made in Britain includes: Thirty Nine Steps ( 1935 ) . The Secret Agent ( 1936 ) . The Lady Vanishes ( 1938 ) . etc. His movies are in the ocular manner of European art film. which means German expressionism and Soviet Montage. ( Richard and Sam. 1999: 6 ) After success in Britain. he moved to America. However. at first he was merely regarded as one of the immigrant managers over the period. In that infinite of 10 old ages he made comparatively minor movies. Most of import 1s include: Rebecca ( 1940 ) . Shadow of a Doubt ( 1943 ) and Spellbound ( 1945 ) . From 1948 -1963. Hitchcock’s name acknowledgment and popularity with the general populace rose by a big extent. That was the clip when he made the most popular movies like Rear Window ( 1954 ) . The Incorrect Man ( 1956 ) . Vertigo ( 1958 ) . North by Northwest ( 1959 ) . Psycho ( 1960 ) and The Birds ( 1963 ) . Most of Hitchcock’s movies contain suspense secret plan. So what is suspense? ‘Suspense relies upon the audience’s strong sense of uncertainness about how events will play out’ . ( Deborah and George. 1999: 108 ) Hitchcock’s movies portion a batch of common subjects incorporating uncertainnesss in in which suspense takes topographic point. The first 1 is the unpredictable universe faced by the person. in add-on to individual’s impotence to act upon events. For illustration. characters are under the deadly onslaught from enormous sum of birds out of nowhere in The Birds. In The Lady Vanishes. Iris notices the missing of an old lady but most people in the train ignore that. impeaching her of mental unwellness. ( Raymond. 1974: 143 ) In North by Northwest. advertisement executive Roger is mistaken as an F. B. I. agent and acquire into series of problem and danger. In The Wrong Man. the impotence of Nanny when he is caught for robbery is emphasized. Suspense takes topographic point when the audience is dying to cognize the safety of the characters. Another uncertainness is the characters’ individuality – they are frequently misguided o r confounding. For illustration. In Vertigo. Scotty was asked to look into and protect a â€Å"possessed lady† who turns out to be lead oning him. In Psycho. audience is neer shown Norman’s female parent in individual and has no thought about the combined individualities of Norman and her. In Spellbound. Constance falls in love with the new asylum’s manager Dr. Edwards but so happen out he is non whom he claims he is. ( Raymond. 1974: 193 ) When characters search for other’s individuality. it creates great tenseness and suspense. Hitchcock excelled at making different sorts of cataphors. What is a cataphor? Hans J. Wulff suggests that the experience of suspense relies on the spectator’s acknowledgment of specific future-directed narrative cues called ‘cataphor’ . ( Deborah and George. 1999: 108 ) For illustration. the $ 40000 Marion bargains in Psycho is an object cataphor. directing the audience to conceive of what will go on to Marion after she has stolen the money. Other illustrations include the opened Windowss of the flat antonym to where Jeff lives in Rear Window. Furthermore. the ‘vertigo’ of Scotty as in Vertigo. which is the stalking downward-looking semblance in his eyes. can be besides called as a cataphor. a stylistic 1. This sort of semblance appears in the movie for few times and everything after it appears. it changes Scotty’s life by a big extent. e. g. . fo rmation of guilt. formation of compulsion. etc. ( Deborah and George. 1999: 109 ) It direct audience’s manner of imaginativeness what is traveling to go on next. Not merely the subjects which contain uncertainnesss help making suspense. the stylistic features in the movie do so excessively. Hitchcock used traveling and soundless camera to bespeak buildup of suspense ( e. g. soundless camera demoing Lisa intrude the flat of Mr. Thorwald on her ain as in Rear Window ) . Besides. some of his movies contain guardant images which look perilously beautiful ( e. g. close up of Madeleine as in Vertigo ) so that audience will experience that there is something incorrect with the characters. These are some of the technique which makes the audience alienate themselves with the characters so that they will be funny to cognize what will go on next. suspense is so created. Focus SessionIn this essay. Vertigo is chosen to be discussed. It is about a resigned constabulary name Scotty who has acrophobia being asked to look into and protect a â€Å"possessed lady† . The cardinal subject of the movie. as regarded by many. is love. domination and compulsion. Scotty is appealed by Madeleine for her beautiful expressions. elegance and cryptic feeling. After he witnesses her decease of Madeleine. the love and guilt become compulsion. He tries to refashion the Judy into Madeleine for coercing her to accommodate every wont and feature of Madeleine. When Judy comes back after holding her hair bleached blond. Scotty is disappointed because she hasn’t put her hair up in a roll. He so insists Judy to make so. Hitchcock made a close-up shooting of Scotty’s face when he is waiting outside the bathroom. The expression of Scotty is full of desire. as if something wonderful is traveling to be out. That shows Scotty in acquiring ready to ‘loveâ⠂¬â„¢ Madeleine. After he realizes that Judy is in fact Madeleine. he does non look happy and forgiving as he is bound by the yesteryear. Hitchcock does this to demo that Scotty is non in fact in love with Judy or Madeleine for what they have been through. but the Godhead and perfect image that gaining control in his head. Hitchcock even described that Scotty is ‘indulging in a signifier of necrophilia’ ( Francois. 1986: 186 ) Now let us look at how suspense is created in the secret plan. In the first half of the narrative. the uncertainness is about â€Å"Madeleine† . whom Gavin claimed to be his married woman believing she is the reincarnation of her great great grandma. The audience receives the same information as Scotty does. Even though Gavin is the existent scoundrel. the movie doesn’t show anything leery about him. That makes the audience wholly ‘follow’ Scotty in the probe. They were oppugning about the same thing: ‘is Madeleine truly the reincarnation of her great great grandma. or is she merely mentally ill? ’ . ‘How can I ( Scotty ) save her? ’ There is one more uncertainness in audience’s head apart from what Scotty is worrying about. is the doubtful relationship between Scotty and Madeleine. Scotty seems to be enchan ted by Madeleine and she doesn’t show sense of rejection. despite the fact that she is the married woman of Scotty’s old school friend Gavin. That makes the audience funny about how their relationship will travel excessively. Until at that place. the movie is like an ordinary detective narrative. where the hero is seeking to salvage the heroine. in the audience’s head. The 2nd portion of the narrative comes with many â€Å"twists† . Madeleine hastes to mount to the mission tower to see if the set in her dream still exists. after their first buss. Scotty tries to halt her but ‘struggling weakly through his dizziness. he mounts its stairway at a crawl. merely to see her dip to her decease. ’ ( Raymond. 1974: 279 ) Gavin shows deep sorrow but he is non angry with Scotty and decided the leave the county for good. At that point. all uncertainnesss in the first portion seem to stop without being resolved. to both the audience and Scotty. However. subsequently Scotty meets Judy who is precisely similar Madeleine expect for the manner she dresses and negotiations. To Scotty. uncertainness rise as he eager to cognize the relationship between Madeleine and Judy. but non to the audience. It is because the audience was revealed the truth really shortly that it is all a misrepresentation to allow Gavin kill his existent married woman. Get downing from that minute. they audience is funny non about the individuali ty of Judy. but how their relationship will stop. The ground for making so will be discussed in the analysis session. Here. suspense is created by doing audience funny about what will go on following. do anticipation which is subsequently rejected by the turns. From above. we can see what most of the uncertainnesss concern about and the thing that leads the development of the narrative. which is ‘Madeleine’ . It is the cataphor of the movie. In the narrative. ‘Madeleine’ is non Judy. but the object of Scottie’s compulsion. Here. ‘Madeleine’ directs audience imaginativeness of how the narrative will travel. The flow of the narrative is from Scottie seeking to look into Madeleine. to him falling in love with. to him seeking to refashion Madeleine out of Judy even though he thinks Madeleine has dead. That successfully created uncertainnesss that audience is funny to cognize. and the narrative construction is complete. After looking at the major subject and the creative activity of suspense in this movie. you may be funny: Is there any relationship between t hem? This will be discussed in the analysis subdivision. AnalysisAfter the ‘death’ of Madeleine. Scotty lives in a life full of guilt. Then he met a brunette miss called Judy. and really shortly Judy’s individuality is disclosed but merely to the spectator. One may inquiry: ‘Why Hitchcock didn’t kept that in secret until the terminal of the narrative. merely like the original novel does? Hitchcock answered by contrasting the difference between Surprise and Suspense. ( Francois. 1986: 185 ) That is. the disclosure done at the terminal. without the audience holding the same information as the characters. will merely take to surprise or floor. However. allowing the audience know more about the characters will make suspense. the feeling of uncertainness and anxiousness about the result of a state of affairs. That is Hitchcock’s celebrated manner to make suspense. which is allowing audience drama God. It’s because they know what destiny. in most instances. something unwanted and tragic. is confront ing the characters. For illustration. In Rear Window. Lisa entirely intrudes the room of Mr. Thorwald. looking for grounds. Audience is clearly informed that Mr. Thorwald is easy approaching place. but Lisa doesn’t. Alternatively of a sudden back so onslaught by Mr. Thorwald. the audience emotion is even triggered by a larger extent. terrifying of what might go on if he sees Lisa. Hitchcock asserted that uncovering the true individuality of Judy long before the terminal of the narrative creates suspense. However. one may reason that even uncovering it at the last. it can still make suspense where audience is dying to cognize what the relationship of Judy and Madeleine is. However. that is precisely the thing Hitchcock wanted to forestall. As discussed in the Focus Session. the chief subject of the movie is love. domination and compulsion. By uncovering the truth earlier to the audience but non Scotty. it can pull audience attending to the procedure of Scotty refashioning Judy. non worrying about Judy’s individuality. Besides. now the uncertainness to audience goes to ‘what Scotty will make if he finds out the truth’ . which is the cardinal line of the narrative excessively. Form above. we can see. the creative activity of suspense. but directing the audience to the right manner of thinking. really helps showing the chief message and foregrounding the chief focal point of the narrative. The disclosure of the truth is besides linked with the tragic and dry construct ion of the secret plan. Animating a person’s image out of person who is original that individual and loving a non-existing individual is sad and dry. When audience has clip to consciously witness all that but non reminded at the terminal. feeling will even be enhanced. It shows to the audience that Scotty is loving â€Å"in the incorrect way† and is being control by his compulsion. Besides. audience will besides understand the emotion and feelings of Judy more. The love and guilt to Scotty makes Judy willing to transform herself into person else’s image. At the same clip. she is afraid of the truth being known by Scotty. The audience is shown the complicated feeling of Judy more clearly one time they know that she is Madeleine. Through this. the audience starts to hold sympathy towards Judy. And when Judy falls down ‘again’ . it will trip audience emotion in a big extent. The disclosure of information to audience non merely creates suspense. but besides let audience ticker and anticipate the tragic destiny confronting the characters. ‘To understand Hitchcockian Suspense. we must acknowledge what Hitchcock recognized: the power of a narrative dramatic art relentlessly developed through cataphors. ’ . ( Deborah and George. 1999: 108 ) that is. method of making suspense. DecisionThis essay has looked at the movies of Alfred Hitchcock. particularly. from an angle of suspense. It has introduced some of the fame and influencing movie he made. both British and American. from the clip when he was ordinary foreign manager. to the clip when he was regarded as the most of import manager in Hollywood in that period. First in the general subdivision. It has looked at some common subject in Hitchcock’s movies and related it with suspense. with Hans J. Wulff’s theory of suspense cataphor being used. After that. in focus subdivision. it has looked into Vertigo. discoursing the major cardinal subject in the movie. which is love. domination and compulsion. Besides. it looked in to the suspense throughout the movie. Finally. it has discussed the disclosure of the truth in the center of the narrative. happening the ground of it and how suspense is created. and besides to research the relationship between narratives. Hitchcock has demonstrated many accom plishments in making suspense. The ‘playing God technique’ is believed to be act uponing. Rather than the sudden daze which bring the feeling panic and emotional tenseness. the information received by the audience aid the feeling of dying to prolong for a long clip. To Hitchcock. non merely suspense is made for temper devising. it besides helps to state a narrative and to show the message within by steering audience what to believe. This strong narrative accomplishment decidedly do Alfred Hitchcock deserves his rubric. ‘the maestro of suspense’ . Bibliography Allen. Sam. Alfred Hitchcock Centenary Essaies: Introduction ( Britain. British Film Institute. 1999 ) Deborah. George. Alfred Hitchcock Centenary Essaies: Suspense and its maestro ( Britain. British Film Institute. 1999 ) Francois. Truffaut Hitchcock ( New York. Simon and Schuster. 1986 ) Raymond. The Strange Case of Alfred Hitchcock ( America. THE MIT PRESS. 1972 )