The Packaged Milk Industry Marketing Essay

The Packaged Milk Industry Marketing Essay Introduction According to Dairy Index 2012, Pakistan is the third largest milk producing and consuming country in the world with 64 percent of the countrys population classified as Deeper in the Pyramid (DIP), which represents 60 percent of LDP consumption. The livestock sector alone contributes 11% of the countrys GDP,  with an estimated 42 billion litres of milk produced per annum. The total revenue from these dairy products is estimated as US$ 26 billion per annum. As per the Economic Survey of Pakistan 2009, Pakistan has a herd size of around 63 million animals, which is the 3rd largest in the world. About 35 million people are involved in dairy farming, deriving more than 40% of their total income from livestock. For these farmers, dairy animals provide milk for domestic consumption as well as meagre income through the sale of milk. In rural Pakistani culture livestock is a storer of wealth. It is viewed as important social capital and offers insurance to the owner in times of financial distress. Pakistan lacks the essential infrastructure that is needed for safe storage and transportation of farm produce. According to the Livestock and Dairy Development Board, 20 percent of the current milk production is lost due to poor infrastructure. Poor research facilities, technological backwardness and lack of processing facilities have resulted in generating fewer jobs and adding virtually no value to its agriculture produce. Of all the milk produced in the country, only 3 percent is processed. Rest of it is consumed as fresh milk which is not treated and is mostly supplied by gawalas. These Gawalas account for around 80-85% of total milk supply in the country. Due to this informal sector most of the milk in Pakistan is of low quality and is untreated. The handling of milk is miserable and no precautions are taken. People involved in this process are mostly uneducated and have low preference to health issues. They do not understand the importance of treatment procedures. Due to this lack of education, the productivity of milk is also low. The methods used for milking are old and no machinery is used. Everything is done purely by hand. In addition the live stock are not properly fed and taken care off. People do not understand the ways through which productivity can be enhanced. The lack of equipment also causes 20% of the milk to be lost during carriage which also lowers the yield and revenue produced by selling the milk. The packaged milk industry comes into picture here. This industry is the opposite of the unprocessed milk dairy industry which is the major chunk. The packaged milk companies have tried to introduce new techniques, use of machinery for milking and setting of health standards. These companies have state of the art plants installed and try to provide the best quality milk. The companies mostly buy milk from these local milk men but a few also have their own farms. The local unprocessed milk is bought by these companies and processed and treated at the standards which meet international quality. So with the increase of such companies and awareness among consumers, the packaged milk industry has started to take effect and gain share of the total dairy industry. Industry background The packaged milk category was originated in 1981 by company named Milk Pak, which  pioneered tetra pack milk in Pakistan. The supply chain involved collecting milk from rural areas across Punjab, processing the milk through UHT (Ultra-High Temperature Processing) treatment, and selling it to consumers in uniquely coloured triangular and rectangular packs designed to prolong the milks quality. Milk Paks Milk Packs were very well-received and the brand soon became synonymous with quality milk. Its first real competition came in the form of Haleeb, which introduced distinctively blue tetra  packs to the market in 1986. Milk Pak later merged with Nestle and continued its growth and leading the new high potential industry. By 2006, the dairy milk category was growing at 20 percent annually, and Milk Pak and Haleeb were well-entrenched brands with distinctive colours and brand  promises of providing high quality, natural and healthy milk. Milk Pak was identified by its green and white packaging-the colours of the country-and offered a brand backed with the strong equity of Nestle, coupled with its own traditional heritage. Haleeb was recognized as the blue brand, and professed to have the naturally thickest milk which was also claimed to give tea the best taste. At that time, market was dominated by these two strong and widely respected brands. The industry looked completely impenetrable for the new comers. But still milk industry in Pakistan had great prospects for growth. However Olpers, new milk brand backed by a powerful company engro, emerged to the scene and with its heavy promotional activities it soon started making its presence felt. The company gained share in the market quite rapidly and in couple of years time accounted for 13% of the market share. Other big companies saw this as the sign of potential profitable market and starting entering the packaged milk business. Good Milk was another brand backed by Shakargunj also launched onto the scene and started making impact. Local companies like Nirala sweets also took the opportunity and launched their milk products. In this growing market some old products such as Nurpur started reviving their brand and started making tetra pack milk. Numerous small brands like Halla, Gourmet and P rime launched their plastic packaged milk too which was cheaper than tetra pack. The industry took real boost in years 2008 and onwards. Countless brands started emerging, many on small scale. People started importing cows from Australia and other countries and marketed their milk. Educated people also stepped into this business. They brought in new techniques, live stocks and feeds to enhance the productivity and sell quality healthy milk. Various brands like Fresh milk, Farm fresh, Anhaar, White gold followed this trend. The industry particularly looks profitable as Pakistan is one of the largest milk producing and consuming country in the world. Milk is one of the main components of Pakistani people diets. Increase in urbanization during these years also helped the industry to boom. People came from rural areas started adopting to new trends. Mass media created an impact as companies used vigorous advertising to influence consumer choices and make them believe that the packaged milk is better, safe and healthy. The fresh milk suppliers also helped the industry as the fresh milk they supplied was constantly lacking quality, rumours of mixing of water into milk, unhygienic treatment of milk and medications given to animals to enhance milk produce led people to give-up fresh milk consumption and avert to packaged milk. Research objectives Identify how many new packaged milk companies have become functional in last five years. What is the growth of milk production in last five years What are the reasons behind the growth What is the projected growth for coming years Why is demand for packaged milk increasing What are potential new markets for packaged milk How many consumers are willing to substitute fresh milk with packaged milk Is the non packaged milk industry slowly transforming into packaged milk industry? What impact does increasing population has on milk demand Is large youth population a driver for growth in packaged milk? Research Question Analysing the growth of packaged milk sector in Pakistan over the last five years. Research Methodology This section will explain what type of research would be conducted and by which means. It covers the details of the research design, methodology for collecting the data, population, questionnaire development and data analysis. Data Type The type of data can be either primary or secondary. In this particular paper both primary and secondary data would be used. The primary data set will be gathered via questionnaire whereas the source of secondary data are published articles from Jstor journal and other credible sources. Further the data can be qualitative and quantitative in nature. Qualitative data refers to data that may categorize items in terms of certain characteristics and / or quality. This type of data can be observed and recorded however, it cannot be measured. Quantitative data refers to data that is numerical and can be measured using various statistical techniques .The majority of the data regarding this paper is quantitative in nature. This is due to the fact that quantitative data is easier to measure and analyze and reduces biasness that can occur in qualitative data. Information with regards to the demographics of the research subjects would be termed as qualitative data; this includes information abo ut the respondents gender, age, etc. Sampling Procedure Convenience, non-probability sampling will be used, based on the ease of access for the researcher. Sampling Frame For the purpose of this research, the list of elements upon which the sample is selected from the population include the fact that they should be easily accessible to the researcher (as convenience sampling is used). The other element of is that atleast 50% of the sample should fall into the SEC B income bracket. This is because research shows this class to be the most frequent users of these products. Time Frame The time frame for this research project is 5 months, starting from August and ending in December. Research Proposal Submission (August 2012) Revisions to Proposal (1st September 2012) Literature Review (8th September 2012) Hypothesis Generation (8th September 2012) Theoretical Framework (8th September 2012) Methodology (8th September 2012) Data Collection (22nd September 2012) Data Compilation (6th October 2012) Data Analysis (13th October 2012) Results and Findings (20th October 2012) Final Submission (3rd November 30th 2012) Literature Review Hussain M et al, researches in his article factors affecting the milk production in buffaloes, a case study the factors that impact the production and yield of milk production in buffaloes. For this research the author has taken dry fodder, green fodder, number of lactations and labour hours as his variables of research. The research tried to establish the link between these variables and the subsequent effect they have of the yield of milk produced. Generally the Pakistani milk industry is not known for high yielding cattle. The yield among the leading milk producing countries is very low. This is majorly due to old techniques, lack of education and improper feed. To study and find the variables that can improve this yield this research proves to be significant. A random sample of farms in jhang was used to monitor the effect of these variables. The research lasted over a couple of months and 60 buffaloes were observed. According to the results of the study increasing green fodder c onsumption in cattles by 1% increases the milk yield by 2.64%. similarly if number of lactations were decreased and made systematic the yield would increase. Currently every lactation is decreasing production by 0.76%. Increase in number of labour hours also significantly increased the yield. So from this research we can see that to improve yield the buffaloes should be fed the green fodder more that is they need to graze the natural land more and number of lactations and labours hours should be made more systematic and routine. However the dry fodder did not have any effect on this yield. M. A. Ali et al in his article prevalence of sub clinical mastitis in dairy buffaloes of Punjab, Pakistan published in journal of animal and plant sciences, identifies mastitis to be one of the major diseases prevailing in buffaloes in Punjab. This disease is not only decreasing the yield and affecting the health of animal but also produces unhealthy or contaminated milk. Mastitis is also the disease that economically hurts the dairy sector. As the dairy sector contributes almost 11% to the GDP of Pakistan, the disease proves to be a setback for the economy as well. Thus researching and finding the prevalence and cure for it is important. The study was conducted in four districts of Punjab including Lahore, Sialkot, Narowal and Okara. Cattles from individual holding, organized and unorganized farms were sampled. The sample was tested with white side test to measure the extent of the problem. According to the results the most problem of mastitis occurred in individual holding (58%) fo llowed by the unorganized farms (42%). This is a major indicator that the practices in most of these farms are unhealthy for animals. About 80-85% farms of Pakistan are under these unorganized farm categories which mean that most of the buffaloes face this problem and hence yield low levels of milk. Mastitis causes production losses in the form of condemned milk, loss in milk yield, earlier culling of animals and replacements (Khan and Khan, 2006). Clinical mastitis can cause 10% or more of milk loss. Moreover in most of the cases of mastitis the milk produced is contaminated. Therefore this problem of mastitis is a key hurdle in high yielding buffaloes which not only hurts economically but also provides low quality milk. this also is a major reason behind lack of quality in our loose milk industry. The packaged milk industry has better quality as the rate of mastitis is low in organized farms and yields better quality milk. this kind of better quality milk also is healthier. These stats at large talk about the standards of our milk industry and highlight the difference between the packaged and loose milk industry. Recently few programs have been carried out in prevention of this disease and are making inroads. The author of the article talks about the increasing trend of consumption of branded or packaged dairy products in urban areas. According to the author the transition of dairy industry from unprocessed loose products to formally treated hygienic packaged products has took a long time. The packaged milk industry initiated in 1981 but till the early 2000s the growth was very slow. People did not adapt to the idea and kept on consuming fresh products. Milk from Gawalas and yogurt from local milk shops were widely preferred. In the last decade the consumers became more aware of the benefits of the packaged milk. People also started knowing about the improper treatment of dairy products by the local milkmen. Germs, mixing of water, poor handling techniques and medications to enhance milk yield from cows contributed to consumers dismay. People suddenly started looking at packaged milk as more healthy, nutritious and safe. According to the figure given in the paper, the packaged milk indust ry is growing at 20% annually. The article researches the reasons behind success of packaged milk in recent times. The industry has boomed in last five years. Many new companies have come and impacted the industry. The fresh milk is being substituted for the packaged milk. According to the author the impact can be seen by studying the marketing strategies of fresh milk producers vs. Packaged milk producers. The author sees advertising as a key factor that has contributed to this boom in packaged milk industry. The marketing strategies and advertising has changed consumers perception. Consumers are made aware of the advantages of packaged milk. The hygienic values, purity and freshness have been promoted massively. The marketing has also shown the dark side of fresh milk. The improper handling, unhygienic and old methods and contamination in the milk have led to change in people preference. Moreover the companies have targeted changing people lifestyles. The convenience of packaged milk, hassle free handling and easy storage has also caused positive attitude towards packaged milk. The packaged milk makers have also successfully promoted milk as essential product for as well as main ingredient for various items. Like the best tea, best desserts and best drinks are made from packaged milk. On the other hand the fresh milk industry being largely unaccounted and informal has failed in this aspect. They are lacking innovation as well as modern techniques. The uneducated milkmen have failed o understand the significance of marketing. They are still surviving on massive demand, price and staunch users who do not want packaged milk. The ever increasing concerns of contamination, germs, bacteria and improper handling of dairy products specially milk has led many consumers to opt for packaged milk consumption. The perception and understanding of packaged milk being more safe and healthy is fast catching the minds of consumers. People are more informed about the hazards of consuming unhygienic loose milk. This change is the a key indicator of huge potential and enormous untapped market that has great potential for growth in packaged milk industry. Keeping in mind this huge potential and changing lifestyles of consumers, the packaged milk companies have come up with different varieties of milk. Consumers now have more choices than they could have imagined previously. Companies like Milkpak and Olpers offer normal pasteurized milk with full fat content as well as low fat, high calcium milk better known as skimmed milk. Consumers specially the ladies are targeted with the skimmed milk categories whereas men and children are promoted the normal brand of milk. Talking about choices and innovation, companies have even made milk a specialized item. For example olpers markets it milk Tarang specially for making tea. It says that Tarang is the best milk for tea. Similarly nestle has done this for many years with its dry milk brand called every day. So with changing consumers need and evolving lifestyles, companies have come up with new and innovative products and have successfully specialized their options. In the dairy sector, milk continues to be the largest consumed commodity. In this category of drinking milk, Khula doodh continues to be the preferred choice of consumers as high percentage of population consumes it. Share of packaged milk is still very low in the dairy industry. The main reason behind this is that still majority of people consider the loose milk to be more fresh, nutritious and affordable. Drinking milk products is expected to see a constant value CAGR of 8% over the forecast period, departing from the high annual growth of 21% seen in 2011 as well as similar high double-digit growth seen in the past few years which had been mainly led by hikes in unit prices. During the forecast period, prices are expected to see only modest growth since companies are concerned about the inability of consumers to cope with soaring food inflation. In this high growth industry, packaged milk has also seen tremendous growth. The competition has increased and new companies have started making impact in the market. In 2010, Engro foods a young company was tied with Nestle Milkpak a pioneering company in packaged milk for the share value of sales which stood at 33%. Haleeb closely followed these companies with 20% value share. The basic objective undertaken in this paper is to activate the resource potential of rural Pakistan and serve as a key engine of economic growth, thus radically changing the landscape of Pakistans agriculture economy through dairy development! the revolution aims at empowering small farmers and providing them with mechanized farms. The revolution is trying to improve the overall infrastructure of the dairy sector so that its full potential can be exploited. By introducing modern techniques, white revolution will influence the lives of millions and enhance urbanization through innovation and quality. The white revolution aims to satisfy consumers by providing quality milk, affordable, wide product range and high nutritional value. To meet the needs of the farmers, white revolution will train, empower, provide resource, improve yield, link to formal markets and provide a thriving pathway to growth. This way the supply chain will become better off, local milk production will adapt to n ew techniques and foreign investors would also be attracted. Overall a standardized industry would take shape. Some stats shared in the paper give us brief of the industry. These stats are as follows: Capture.PNG Capture2.PNG Through these statistics we can clearly see that the dairy industry has great potential for growth. The packaged milk industry is also contributing more and more every year. The growth trend is strong and may lead the industry in near future. All this would be made possible by achieving the objectives as mentioned in the paper. The Gawala system is one of the long standing traditions of Pakistan milk industry. The result of this tradition can be seen by dominance of unprocessed milk which accounts for 93% of all liquid dairy products. From 2006-2009 consumption of LDP has increased with increase in the population, With a CAGR of 2.4% (according to Tetra Pak data). In 2009, LDP consumption reached 18.9bn litres, maintaining its position as the fourth largest LDP consumer after India, China and the US. In the same period, the rate of growth of packaged LDP was at CAGR of 8.4% compared with unpackaged products, which grew at a CAGR of 2.1%. according to tetra pack this trend is going to continue in near future. Tetra Pak expects packaged LDP to continue growing, with a CAGR of 10.4% from 2009-12. The changing demographics of the country are contributing to this change. Emerging middle class, increasing young population and education has caused people to demand safer and healthier products. In the alst decade the urban population of apkistan has increased by 3 percentage points. In 2009, 35.5% (59.9m) more people were living in urban areas. This change or urbanization has limited the supply of good healthy fresh milk as people have moved away from rural areas. Their access to good quality loose milk has been limited due to the lack of a cold supply chain. This has provided packaged milk companies with the opportunity to provide good quality, safe milk in an alternative form. Increasing educational class and sophisticated consumers have demanded more and more packaged products as they perceive it to be healthier and more convenient. From 1999-2009, packaged LDP grew by 19%. In 2010 the article published in tribune raised concerns of dairy industry as government considered applying VAT on packaged milk. According to Pakistan dairy association (PDA) the VAT would seriously hamper the growth of the industry. According to Muzammil Aslam, economist at JS global capital ltd. Government will face difficulty in applying VAT on food industry. The government will face problems in imposing VAT especially in the food sector because this area has been mostly unregulated, If government applied VAT on packaged milk which is around 15%, the prices of milk packs would sharply rise. The difference between loose milk and packaged milk would become extraordinary. Consumers will shift to loose milk and packaged milk which has been growing year to year will suddenly default. Already the packaged milk sector has only 13% share in the dairy market. The industry wont survive and eventually Pakistan would have to import packaged dairy products. The loose milk industry is currently not in tax bracket so it would be unfair to have taxes on packaged dairy products. According to a study conducted by tetra pack in 2012, emerging new markets in the world including Pakistan, India, Brazil, Russia and china will drive the growth of LDP industry. The LDP market is set for accelerated demand in years 2011-2014. Pakistan is currently the third largest milk producing country and has third largest herd size. Most of the population of Pakistan is deeper in the pyramid (60%). This provides great opportunity for companies and local farmers to cash in. Pakistani food producers have made many new innovative products which are affordable and good. One such product is the tea whitener. 32% of milk is used for making tea so it is a very important market. Products like tarang which are cheap and good for tea are ideal to penetrate into DIP segment of the society. Once the packaged foods enter this segment the growth will be enormous. Todays low-income consumers are tomorrows middle class, said Azhar Ali Syed, Managing Director Tetra Pak Pakistan, noting that this is a golden opportunity for dairy processors to cultivate consumer loyalty among a new generation of dairy consumers in developing countries such as Pakistan. The consumption is to incease from 70 billion litres to 80 billion in the year 2014. Many of the loose milk consumers are expected to shift during this period to packaged milk. Low-income consumers represent one of the biggest growth opportunities for the dairy industry. The key to tomorrows success is reaching these consumers today, said Tetra Pak President and CEO Dennis Jonson. They make up almost 40 percent of the worlds population and live in economies driving our industrys growth and they are growing more affluent. Tetra pack also announced that LDP demand worldwide is going to grow at 2.9% CAGR from 2011-2014. The biggest potential markets will be Asia, Africa and Latin America. Competitor analysis The packaged milk industry of Pakistan initially faced slow growth. People did not adapt to the idea of packaged milk and avoided consuming it. In the last decade this trend has changed. People now have become more aware of the packaged products and its nutritional values. The awareness led to consumer testing and liking the packaged milk. Thus the milk consumption started to transform. There are two types of packaged milk available, the tetra pack and the pouch packed milk. In the past five years the growth has been rapid. The industry has prospered in this time period. The boom in packaged milk industry has seen many new competitors enter the market. The competition has increased and suddenly the industry has become fiercely competitive. In the early days, the packaged milk market was dominated by nestle milk pak. Milk pak was like a monopoly. Now with new companies entering, the market share has dropped but still milk pak leads the market. Olpers now has second highest market share, was launched during this period of time by engro foods. The competition within the industry itself has become intense. There are many brands available offering virtually the same product at almost the same price. The taste and nutritional value of the milk brands are also same. Consumers have endless choices. The prominent brands competing in the market include: milk pak, olpers, haleeb, halla, good milk, gourmet, prema, anahar, nurpur, omung, and white gold. The combined percentage share of tetra pack and pouch pack milk brands of the dairy industry is 29% (22% tetra pack, 7%pouch pack). All these brands are fighting to gain maximum of this 29% share of the dairy market that makes the packaged milk industry. Of the 29% share of packaged milk in dairy industry, 22% is tetra pack milk. Currently milk pack has around 40% share of this pie whereas olpers is second at 27%. Other significant competitors in this category are haleeb and good milk. These tetra packed milk brands offer pasteurized milk. It is a little expensive too when compared with other categories. In the other category, Gourmet milk dominates the pouched milk category as it has more than 70% share of the 7% pouched milk market. The main competition in this category is halla and dairy queen. These brands offer UHT milk which come in pouches and are considered economical. Apart from this inside competition faced by packaged milk industry, immense competition is present outside the industry. This competition is given by the fresh milk or unprocessed milk category. This category is by far the most popular and most consumed one. It accounts for 71% of the total dairy market share. The fresh milk has this huge market share due to various factors. Among these factors price, taste, availability and nutritional value are key. The fresh milk is readily available and supplied to households on daily basis. Local milk men who have their own cows supply fresh milk on daily basis. The milk is delivered to consumers doorstep fresh every morning. This ease is also one of the main reasons for its success. The fresh milk also is cheaper to get. As compared to the packaged milk it almost costs Rs. 10/litre less. Another factor that has lead to this huge market share is lack of awareness regarding packaged milk. People still believe that fresh milk is more nutritious wh ereas to them packaged and processed milk is artificial. One key thing to note is that the fresh milk has a 70% share in rural market while in urban its only 30%. Industry analysis According to a study on Milk marketing conducted by FAO in Pakistan in 2003, out of 33.6billion litres of production of milk, 80% of the milk in the country are collectively produced by rural commercial and rural subsistence producers. The semi urban producers account for 15% of the milk production, whereas urban producers contribute 5% to the total milk production in the country. Only 5% of the milk is processed and is marketed through formal distribution channels whereas the other 95% is being distributed by the middlemen in the urban and rural areas. This accounts to be 0.43% contribution of the formal sector to the real GDP of Pakistan in the year 2004-2005. The formal sector (UHT) market are the milk producers in Pakistan which totals to be only 3%, which is only a small percentage, are growing at a stable rate of 20% a year. Initially the dairy sector did not receive much attention. As mentioned before, the packaged milk industry began in Pakistan in 1981. Milk pak became the pioneer by introducing its packaged milk. Later Haleeb and dairy queen and Halla followed Milk pak footsteps. The industry at the beginning never looked promising and was hardly seen replacing the fresh milk. In fact, the concern of adulteration, germs, obsolete and old methods of improper handling of dairy products, particularly loose milk and curd by milkmen and shopkeepers, are forcing a large number of consumers in the country to change their old buying patterns and move away for traditional milkmen delivered fresh milk. Consumer preferences have changed in the favour of packaged dairy products (Austin and Kohn, 1990), which offers better hygiene, nutritional value and good value for money. In the early 90s Tetra pack started their campaign of hygiene bacteria free milk; moreover their main aim was to educate the masses about th e health hazards of loose milk which is supplied by the local milkmen. Also they wanted to build awareness about the quality, purity, freshness of the packaged milk which is free from preservatives. Till the mid of 90s milk production was the least commercialized enterprise in the agricultural economy. It was during the early years of the 21stcentury that the dairy sector became slightly more commercialized with the emergence of two new companies in the sector: Olpers and Goodmilk. The former enterprise emerged as an aggressive player with attractive new ad campaigns emerging after almost every six months and managed to gain second highest market share as a UHT milk producer in Pakistan after Nestle Milkpak. The dairy sector now stands at its turning point. The advertisement campaigns and the competition between the oligopolies of milk enterprises have benefited its consumers the most (Pakistan Dairy Development Company, 2006). A demand shift

Memoir

Pets in general are lovable. Of course, who doesn’t love a dog? Or a cat? A fish, maybe? But in my case, it’s different. Not because I dislike innocent animals but because I have this extreme within me since childhood. You may not believe it but what I do the love are one of the most â€Å"unloved† and feared living creatures in this world —snakes and reptiles. I don’t know what it is about these cold-blooded creatures that attracted me most but for as long as I can remember, I have always been passionate about them. Lizards arouse my curiosity while snakes give me a sense of mystery and excitement. Even as a grown up now, I can still vividly recall my first encounter with a rattlesnake which was one of the scariest experiences I ever had. It was one bright, sunny morning and we were playing in the woods. The summer heat was conducive for outdoor activities and our â€Å"gang† has gathered once again to welcome the long school break. Careless and jolly, I was only 10 then and I was chasing my ball after it was tossed away in a very secluded area. I could not even remember what game was that but I was running after the ball and as soon as I entered the isolated zone, I felt shivers in my nape which gave me the creeps. I had cold sweats just as the earth was cold and moist and there were dried, wrinkled leaves scattered all over. I moved quite slowly not knowing what’s in store in there. I looked everywhere for my ball using my telescopic vision. I was quite good in finding things and stuff. As soon as I found the ball behind a moss-filled rock, I heard this eerie hissing sound. Sensing that it might be a snake, I was agitated that I wondered where it could be hiding. I said to myself, â€Å"This is a chance of a lifetime!† I was thinking twice at first anticipating the danger it could do to me. Anti-venoms were difficult to find during those days. Nevertheless, I hesitated. Out of curiosity, I kicked the rock hard and there it was†¦a fat, healthy rattlesnake! I suppose it was taking a nap before I got there. But at that moment its eyes looked straight at mine, I knew that there was impending harm to come. My mind was flying somewhere. All I felt was fear and thrill. The rattlesnake I found was brown, about four feet long with a triangular head. The minute I saw it, I was shaking hard and I froze all over. Knowing that rattlesnakes only attacked humans when disturbed, I was reluctant to go near it. But thinking it was my only opportunity to explore and take a good look at a real one, I picked up a stick and went closer to it moving one step at a time. As soon as I was closest to it, it gave a sort of evil look at me as if it was about to bite me whole. Then I gathered all my nerves and began to strum its thick scales then lifted it up slowly. It irked! I felt great and brave. Right that moment, I thought I’d die a terrible death from a venomous snake. Then I struggled to gaze at it for a few minutes. What a beautiful sight! And that’s how I remember it. I returned it back to its place then I started moving away slowly to avoid provoking its untamed nature. When I returned to my â€Å"gang,† I proudly shared to them the wonderful yet terrifying experience with the first snake I have ever encountered. I never told my mom what I did because I knew she’d kill me for doing such a â€Å"stupid† thing as she might have called it. I never had any other close encounters with snakes after that. I actually never petted them long. I gave up my Gopher snakes soon enough after I kept them a few years ago. But being a unique pet lover, it is quite rewarding on my part especially when I hear people praise me for it. Even if only see snakes usually in cages or in the zoos now, I can always remember that one fateful day I met that rattlesnake in the wild. I will always remember how beautiful it was. My experiences with lizards were not as intense as that I’ve had with snakes probably because they are harmless and naà ¯ve. But my daily encounters with lizards were as memorable to me as that of snakes. Actually, it was quite a traumatic beginning for me. I was standing in our front porch one day when I saw this kid (I think he was younger than me at that time) playing with a lizard. It was about 4 inches long and brown in color so I assumed it was a fence lizard. It had a bluish belly though. At first, the kid was feeding it with small insects I could not identify then before I knew it, he was flipping the poor lizard up and down. I was about to approach him when the next thing I saw was he stepped on it and the lizard was squeezed like an orange fruit. There it was lying flat on the street not breathing anymore. It was a terrible event which I cannot erase from my long-term memory until now. From then on, I came to love lizards more and I collected not only fence lizards but alligator and whiptail lizards as well. When I stopped keeping snakes, my lizards remained. At present, I still have my lizards which I long to protect and care for in my own simple ways. To my mind, at least I am making a difference in the lives of these astonishing small creatures which are often neglected and unappreciated by people. It is so sad to note that in some countries which do not have strict animal rights, snakes and reptiles are ruthlessly killed even with just the sight of them, even if they did nothing to harm humans. We should realize that such acts are merely their naturally-occurring defense mechanisms. Some races made them into exotic dishes and sold at high prices. Even in zoos and animal sanctuaries, snakes and reptiles are given negative connotations which affect the impressions of people in general regarding these creatures. The media play a great role in influencing people’s opinions and generalizations about snakes and reptiles. Since time immemorial, I have never seen a film, TV show or any advertisements for that matter depicting snakes in a positive manner. Movies like â€Å"Anaconda,† â€Å"Anacondas,†   Ã¢â‚¬Å"Spasm,† â€Å"Venom,† â€Å"Snakes on the Plane,† â€Å"Rattled,† and many more all gave snakes bad images. Oftentimes, snakes are shown to represent evil and have been considered demonic symbols. How can people’s attitude towards snakes and reptiles be changed if what is being shown by entertainment is purely the dark side of these creations? It certainly takes time to alter people’s perceptions on snakes and reptiles. One of the most effective medium to begin with is education. We should be reminded that snakes and reptiles are also part of our wildlife, thus, they should be conserved and protected like any other endangered species. Children should be taught to love all animals through promoting media exposure and including conservation of wildlife in the school curriculum to instill in their minds the need to appreciate even the most dangerous creatures. This is not an easy task pursue since most learning of children are facilitated at home and most parents and guardians teach children to fear snakes and reptiles. This is the reason why massive media campaign should be done to alter our views about snakes and reptiles even at a slow pace. What is of the essence is that there should be efforts and attempts to correct the wrong impressions people have of these despised animals. While it may be true that snakes and reptiles are feared and â€Å"unloved† by most people, for me, they are wonderful creatures. Therefore, it is not true that they are feared and ‘unloved† because there are still people like me who can love them unconditionally. And I choose to remain as such as long as I have the capacity to do so.                                                      

Business Admission Essay Samples Secrets That No One Else Knows About

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Benjamin Franklin The American Dream - 1074 Words

Ben Franklin’s autobiography is a prime example of the American Dream. He starts life in a large family and is sent to find work fairly early. He grows into an educated, humble, and honorable man. Through his work in printing and writing he develops a formidable business and makes some money. Throughout his life he focuses greatly on achieving perfection, but finds that is not very practical, however it does lead him to happiness. He wrote this autobiography as a path, to live a life of virtue, mainly for his son. However, it has become a moral guide and tale of the so called American Dream. While there are several ways to interpret his writing and his character, Benjamin Franklin is one of the best examples of a pure and honest American. While Benjamin Franklin was a great man, this book has become quite famous and therefore could be interpreted in several different fashions. Several accounts in his life show how Franklin was a bitter man who managed to achieve much more than others. Several people he met in his life are thrown aside because they are either inferior or lack the determination that Franklin so frequently mentions. He famously insults John Collins by calling him a drunk who never accomplished anything with his work. Collins was perhaps a lazy man where drinking hindered his reasoning, willingness to work, and approachability. With a final fight Franklin tossed him into a river for refusing to row their boat, Collins leaves with the promise that he will repayShow MoreRelatedBenjamin Franklin : An American Dream1433 Words   |  6 Pages In the first part of American history, a very important person that contributed a great deal of findings and discoveries along with major political involvement was Benjamin Franklin. He is a very popular historical figure, known by Americans as one of the most influential founding fathers and also known by the English and French as a respected diplomat. Many people nowadays fail to remember how intelligent and successful he really was and how he accomplished all he could through hard work and passionRead MoreThe American Dream in The Great Gatsby and The Autobiography of Benjamin Franklin1918 Words   |  8 Pages One of the greatest classic novels in American history, F. Scott Fitzgerald’s The Great Gatsby, lends itself to be an indispensible literary work that reinforces and challenges the core values and ideals that Benjamin Franklin expresses in his Autobiography. In the provided passage, the young Franklin arrives in Philadelphia in hopes of becoming a new self-made man and begins his journey with little money and few resources much like Gatsby. After arriving by boat, he tries to pay the people of theRead MoreF. Scott Fitzgerald s The Great Gatsby1299 Words   |  6 Pagesto the Americas, people have flocked to the United States in order to fulfill the â€Å"American Dream.† Each person has their own interpretation of the American Dream, but to most, it simply means rising from humble beginnings to great success through hard work and determination. Benjamin Franklin, a great American leader, pursued the American Dream through the creation of his â€Å"13 Moral Virtues.† Like Benjamin Franklin, Jay Gatsby, the main character in F. Scott Fitzgerald’s â€Å"The Great Gatsby†, createdRead MoreEssay Benjamin Franklins Autobiography 1120 Words   |  5 PagesIt was the year 1706 in Boston, MA when Benjamin Franklin entered the world. Birthed after fourteen other siblings, Franklins family structure is only one deciding fac tor in the way that this legendary tale pans out. A hero of American Revolution, this novel depicts 18th century realism accurately while logging Franklins personal conception on human nature and social community. Many look at Benjamin Franklins Autobiography as your typical rags to riches tale yet, the truth and falsehood throughoutRead MoreEssay on Benjamin Franklin Gender Roles965 Words   |  4 PagesAutobiography of Benjamin Franklin, we are reading the path that one man took to go from a middle class child to a well respected adult. Benjamin Franklin created what we know today as the American dream. Today we understand the American dream to be that one can go from rags to riches with a little hard work. The autobiography is based around the age of reason and a time man was thought to be able to be perfected by means of science and invention. The Autobiography of Benjamin Franklin is full of successRead MoreBenjamin FranklinS Contributions To The American History1537 Word s   |  7 Pages Benjamin Franklin s contributions to the American history Benjamin Franklin has a significant impact to the American Revolution and the building of a new nation. His brilliant inventions throughout his life made a significant impact on the United States and will be remembered for them in U.S history. Franklin had inventions like the Franklins stove, and the lightning rod, he also discovered electricity. His inventions and discoveries have changed lives from the first day it was introduced.Read MoreThe Hundred Dollar Bill1599 Words   |  7 PagesStates of America; and right in the heart of the bill is the face of a renowned businessman. Benjamin Franklin lies in the center of this coveted bill. We see his face and we hear about his story of rags-to-riches, but it is interesting to ask how Franklin got to his high position in society. He is seen as the hero of Americans and a prime example of how to make it in a free market. Furthermore, Benjamin Franklin defined what success in America was as being able to rise up above your class by ha vingRead MoreThree Great Men that Embodied the American Dream1381 Words   |  6 PagesThe American dream is based upon the drive to become successful in life. It is a social ideal that having both freedom and liberty will include opportunity for prosperity and success in America. America is the land of opportunity. We are the home of freedom and liberty. Any man, immigrant or native born, all want the same thing. That is to make money. The reason why I put so much emphasis on man is that during this period in America and when the American dream was the most emphasized was during theRead MoreInformation To Those Who Would Remove To America Essay886 Words   |  4 PagesInformation to those who would remove to America By: Benjamin Franklin At a time of hardship and human progression in North America especially in the 1700’s one name specifically shines out amongst all others. That name is Benjamin Franklin; a visionary inventor, politician, and true American hero. In the late 1700’s, precisely 1784, Benjamin Franklin wrote an informative essay titled, Information to Those Who Would Remove to America. It was printed out as a pamphlet for people in EuropeRead MoreInformation to Those Who Would Remove to America Essay911 Words   |  4 PagesInformation to those who would remove to America By: Benjamin Franklin At a time of hardship and human progression in North America especially in the 1700’s one name specifically shines out amongst all others. That name is Benjamin Franklin; a visionary inventor, politician, and true American hero. In the late 1700’s, precisely 1784, Benjamin Franklin wrote an informative essay titled, Information to Those Who Would Remove to America. It was printed out as a pamphlet for people in Europe