Sealed Air Company Hbs Case

For the exclusive use of M. HUSSAIN Harvard Business School 9-582-103 Rev. September 24, 1985 Sealed Air Corporation The president and chief executive officer of Sealed Air Corporation, T. J. Dermot Dunphy, explained the firm’s 25% average annual growth in net sales and net earnings from 1971 to 1980: The company’s history has been characterized by technical accomplishment and market leadership. During the last 10 years we built on our development of the first closed-cell, lightweight cushioning material, introduced the first foam-in-place packaging system, and engineered the first complete solar heating system for swimming pools.We intend to follow the same management guidelines in the 1980s. We intend to seek market leadership because market leadership optimizes profit, and foster technological leadership because it is the only long-term guarantee of market leadership. In July 1981 Barrett Hauser, product manager of Sealed Air’s Air Cellular Products, was refle cting on Dunphy’s management philosophy as he considered how Sealed Air should respond to some unanticipated competition in the protective packaging market.As product manager, Hauser was responsible for the closed-cell, light-weight cushioning material that Dunphy had mentioned. Sealed Air’s registered trademark name for this product was AirCap. 1 AirCap cushioning materials had always faced a variety of competitors in the protective packaging market. More recently, however, several small regional producers had invented around Sealed Air’s manufacturing process patents and begun to market cheap imitations of AirCap in the United States. AirCap Cushioning and Its CompetitorsAirCap cushioning was a clear, laminated plastic sheet containing air bubbles of uniform size (see Exhibit 1). The feature that differentiated AirCap cushioning from all other bubble products was its â€Å"barrier-coating†: each AirCap bubble was coated on the inside with saran. This gr eatly increased air retention, meaning less compression of the material during shipment and, consequently, better protection. Barrier-coating and its customer benefits had been the central theme of Sealed Air’s AirCap cushioning selling effort for 10 years. Sealed Air, AirCap, and Instapak are registered  ® trademarks of Sealed Air Corporation. Solar Pool Blanket is a TM trademark of the same corporation. Robert J. Dolan, associate professor, prepared this case as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Certain nonpublic data have been disguised. Copyright  © 1982 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-545-7685 or write Harvard Business School Publishing, Boston, MA 02163.No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School. 1 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation Between 1971 and 1980 Sealed Air and Astro Packaging of Hawthorne, New Jersey, were the only air bubble packaging material producers in the United States.Sealed Air licensed Astro to use Sealed Air’s patented technology. Astro produced two types of bubbles: a barrier bubble similar to AirCap,2 and an uncoated bubble. Its sales were split about evenly between the two. In 1980 Astro’s total U. S. sales were approximately $10. 5 million, compared with $25. 35 million in U. S. sales for AirCap cushioning. Sealed Air’s market education had made customers aware of the advantages of coated bubbles; consequently, uncoated bu bbles had never achieved greater than a 15% dollar share of the U.S. market before 1980. In July 1981 uncoated bubble operations were being set up in Ohio, California, and New York. GAFCEL, which served the metropolitan New York market, was the only competitor yet to achieve significant sales volume. Two GAFCEL salespeople—one full time, the other about half time—had reached a $1 million annual sales rate. Several of AirCap’s distributors had taken on the GAFCEL line. Hauser was preparing to recommend Sealed Air’s reaction to these somewhat unanticipated competitors.The firm could produce an uncoated bubble as cheaply as GAFCEL within a month with no major capital investment; it could run on machines used for another Sealed Air product. If Hauser were to recommend that the historic champion of barrier-coating offer an uncoated bubble, he would have to specify timing, the marketing program for the new product, and any adjustments in policies for AirCap cus hioning and Sealed Air’s other products. As Hauser thought about his options, he again flipped through the training manual recently distributed to Sealed Air’s sales force: â€Å"How to Sell against Uncoated Bubbles. †The Protective Packaging Market The three major use segments of the protective packaging market were: 1. Positioning, blocking, and bracing: These protective materials had to secure large, heavy, usually semirugged items in a container. Typical applications included shipment of motors and computer peripherals. 2. Flexible wraps: These materials came under less pressure per square foot. Applications included glassware, small spare parts, and light medical instruments. 3. Void fill: These materials were added to prevent movement during shipping when an item and its protective wrap (if any) did not fill its carton.The positioning, blocking, and bracing market was unique because of the heavier weights of items shipped. Flexible wrap and void fill were sometimes hard to separate because it was convenient to use the same product for both functions. The key distinction was that loose fills (for instance, polystyrene beads) dominated the void fill market but provided no cushioning protection and, hence, did not qualify as flexible wrap. Until 1970 most materials used for protective packaging were produced primarily for other purposes. Heavy, paper-based products had dominated the market. Sealed Air was one of the first Astro’s barrier bubble and the AirCap bubble differed in both manufacturing process and coating material. Astro used nylon rather than saran. The basic idea of reinforcing the polyethylene bubbles to improve air retention was, however, the same. 2 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 companies to approach the market with a customer orientat ion, i. e. , it began product development with an assessment of packagers’ needs.Since then a variety of products specifically designed for protective packaging had appeared. Sealed Air served these markets with two products: 1. Instapak ® foam-in-place systems (1980 worldwide sales of $38. 8 million) could accommodate any application, though their most advantageous use was for heavy items. In this process two liquid chemicals were pumped into a shipping container. The chemicals rapidly expanded to form a foam cushion around the product. Instapak’s comparative advantage resulted in a majority of applications in positioning, blocking, and bracing. . AirCap bubbles (1980 worldwide sales of $34. 3 million) primarily served the flexible wrap and void fill markets. In addition to coated and uncoated polyethylene air bubbles, there were two major competitors in these markets: paper-based products (cellulose wadding, single-face corrugated, and indented kraft), and foams (p olyurethane, polypropylene, and polyethylene). An excerpt from an AirCap promotional brochure in Exhibit 2 shows how Sealed Air positioned AirCap as a cost-effective substitute for these competitive products and loose fills.The brochure first pointed out the cost savings from AirCap cushioning, then presented results of â€Å"fatigue† and â€Å"original thickness retention† tests to demonstrate AirCap’s protective superiority. Exhibit 3 compares products competitive with AirCap cushioning and Exhibit 4 gives their U. S. Iist prices, which represent relative costs for any order size from an end user. Quantity discounts were offered on all materials. Buying Influences The proliferation of packaging products and the lack of easily demonstrable universal superiority caused confusion among end users.For example, products such as pewter mugs were shipped around the United States in AirCap cushioning, Astro coated bubbles, or even old newspapers. Users were a varied lo t. Some bought on a scientific price/performance basis. They understood â€Å"cushioning curves† such as those in Exhibit 5. Sealed Air could provide independently measured cushioning curves for competitive products as well as its own. Regardless, many firms did their own testing. At the other end of the spectrum were firms with â€Å"a purchasing-department mentality,† as some packaging materials suppliers put it.Price per square foot was their first consideration, delivery their second. As one Sealed Air executive commented, â€Å"To these people, cushioning curves are like accounting numbers. They think you can make them say anything you want. † There were no systematically collected data on the buying process or the extent to which price dominated performance in the purchase decision. Based on his experience as a district sales manager and now product manager, Hauser guessed that a packaging engineer influenced about 40% of the material purchase decisions. 3 This document is authorized for use only by Md.Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation The U. S. Market In 1980, dollar sales by segment in the U. S. protective packaging market were: †¢ †¢ †¢ Positioning, blocking, and bracing: $585 million Flexible wrap: $126 million Void fill: $15. 6 million Exhibit 6 breaks down total sales for the flexible wrap market by product type for 1975, 1978, and 1980. AirCap cushioning annual sales in the United States since 1972 were: Year 1972 1973 1974 1975 1976 Gross Sales (in millions) $7. 10. 0 13. 0 12. 8 14. 6 Year 1977 1978 1979 1980 Gross Sales (in millions) $16. 4 18. 4 21. 2 25. 3 Despite the high cost of coated bubbles relative to the uncoated product, Sealed Air had kept most of the U. S. air bubble market. Key factors were Sealed Air’s patent protection and licensing of only one competitor, ext ensive market education, and the packaging mentality in the United States. Packaging engineers enjoyed a status in U. S. organizations not accorded them elsewhere. Packaging supplies were viewed as a productive, cost-saving resource.In contrast, recent research by Sealed Air indicated that many European firms viewed packaging supplies as â€Å"expendable commodities. † The European Market Sealed Air had manufacturing operations in England and France and a sales organization in Germany. 3 It was the only company selling a coated product in these countries. Sales figures for 1980 were: Country England France Germany Total Bubble Sales $3,649,000 4,480,000 7,688,000 AirCap Sales $2,488,500 592,200 404,600 3 The firm also had a manufacturing facility in Canada and a sales organization in Japan.Sealed Air licensees operated manufacturing facilities in Australia, Mexico, South Africa, and Spain. 4 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal tau ght by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 Table A Differing Grades of AirCap Cushioning Bubble Heights SB: SC: ST: SD: 1 8 / in. high, used for surface protection when cushioning requirements were minimal. 3/16 in. high, used primarily for wrapping small, intricate items, possibly for larger items if not very fragile. 5 16 / in. igh, used in same kinds of applications as SC grade, except with slightly greater cushioning requirements. Also used as a void fill. / in. high, used for large, heavy, or fragile items or as a void fill. 1 2 Plastic Film Thicknesses Light duty (110): each layer of film was 1 mil (1/1,000 of an inch) thick; used for light loads. Regular duty (120): one layer of 1 mil and one layer of 2 mils; for loads up to 50 lbs. per sq. ft. Heavy duty (240): one layer of 2 mils and one of 4 mils; for loads up to 100 lbs. per sq. ft. Super duty (480): one layer of 4 mils and one of 8; for l oads over 100 lbs. er sq. ft. England. Sealed Air had developed the protective packaging market here and had good distribution. Later on, Sansetsu, a Japanese firm, began marketing a high-quality uncoated product made in Germany. Prices for the uncoated bubble were 50% less than the cost of comparably sized AirCap cushioning. Sansetsu and other uncoated bubble manufacturers had chipped away at Sealed Air’s one-time 90% market share. The most pessimistic Sealed Air distributors estimated that the firm would lose 50% of its current market share to uncoated bubbles within three years. France.Here, Sealed Air owned an uncoated bubble manufacturer SIBCO, with sales of $750,000 in 1980. In 1972 SIBCO was the only marketer of uncoated bubbles in France. Two major competitors, one with superior production facilities, had entered the market. Uncoated bubbles were priced about 40% lower than AirCap, and price was the key buying determinant. The major French distributor of AirCap cushio ning had a 50-50 mix of coated and uncoated sales in 1978. In 1980 the mix had changed to 70-30 (uncoated over coated), with 90% of new bubble applications being uncoated. Germany.AirCap cushioning was a late entrant (1973) to the German market and never held commanding share. Moreover, from 1978 to 1980, it had lost share at a rate of 20% to 30% per year. Sansetsu had an efficient manufacturing facility in Germany and sold approximately $6 million of uncoated product in 1980. (The price for uncoated was about 35% less than for coated. ) AirCap Cushioning Grades and Sales AirCap cushioning grades differed in bubble height and thickness of the plastic films. Bubble heights were designated by a letter code, and the plastic films came in four thicknesses (see Table A).Sealed Air produced eight different height/thickness combinations (see Table B). Some of the known end uses for each grade are shown in Exhibit 7. 5 This document is authorized for use only by Md. Saquib Hussain in market ing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation Table B Eight Different Height/Thicknesses by Sealed Air Thickness Height (inches) SB-1 8 110 X 120 X X X 240 X X X 480 / SC-3/16 ST-5 16 SD-1 2 / / X Table C AirCap Sales by Grade Sales in 1,000 Square Feet Grade 1/8 in.SB-110 3/16 in. SC-120 SC-240 5/16 in. ST-120 ST-240 1/2 in. SD-120 SD-240 SD-480 Total sales July–December 1979 59,128 76,349 5,036 31,912 4,369 44,252 25,202 3,138 249,386 January–June1980 48,513 81,014 4,426 42,234 3,914 43,624 21,799 1,358 246,882 Note: In addition, because SB-110 could not compete in price against foams for many surface protection applications, Sealed Air introduced an A-100 grade in January 1980. The A-100 bubble was 3/32 in. high—the shortest coated bubble Sealed Air could make with available technology. January to June 1980 sales of A-100 were 17,802,000 sq. ft.Sales by grade for the last six months of 1979 and the first six months of 1980 are shown in Table C. Pricing All AirCap cushioning was sold through distributors. Prices reflected Sealed Air’s costs and the prices of competitive products. Variable costs and prices to the distributor are shown in Table D. Sealed Air’s suggested resale price list is shown in Exhibit 8. Largely because of its selective distribution policy, distributors generally followed this list. The price schedule entailed quantity discounts for end users. Thus, distributor margins varied with the size of the customer’s individual order. Quantity price was determined by the total square footage of a single order, combining all grades, ordered for shipment at one time to a single destination. ) In some major metropolitan areas, up to 50% of AirCap business was truckload/railcar orders by end users. In this event Sealed Air shipped the material from its plant directly to the end user; the distributor received a 10% mar gin and handled user credit and technical service. In some markets the percentage of direct shipments was as low as 10%. 6 This document is authorized for use only by Md. Saquib Hussain in marketing ? al taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 Selling Effort Sealed Air’s U. S. operation consisted of 7 regional manufacturing operations, 62 salespeople (each selling AirCap cushioning, Instapak, and other Sealed Air products), and 370 distributors. To control the shipping cost of its bulky product, Sealed Air had regional manufacturing operations in three eastern states, Ohio, Illinois, Texas, and California. The regional presence, however, had proven to be an effective sales promotion device as well.Table D AirCap Variable Costs and Distributor Prices (in dollars per 1,000 sq. ft. ) (1) Total Variable Cost $13. 78 16. 01 20. 56 32. 47 30. 65 38. 12 36. 31 44. 45 70. 81 (2) Price to Distrib utor for Truckload Deliverya $20. 60 30. 25 43. 50 56. 30 51. 40 65. 35 65. 35 78. 60 140. 90 (2) – (1) Sealed Air Dollar Margin $6. 82 14. 24 22. 94 23. 83 20. 75 27. 23 29. 04 34. 15 70. 09 Grade A-100 (3/32 in. ) SB-110 (1/8 in. ) SC-120 (3/16 in. ) SC-240 (3/16 in. ) ST-120 (5/16 in. ) ST-240 (5/16 in. ) SD-120 (1/2 in. ) SD-240 (1/2 in. ) SD-480 (1/2 in. ) Manufacturing $12. 46 14. 02 17. 92 29. 83 25. 36 32. 83 28. 38 36. 52 62. 88Freight $1. 32 1. 99 2. 64 2. 64 5. 29 5. 29 7. 93 7. 93 7. 93 a Less than truckload shipments were priced 15% to 20% higher. Consequently, distributors almost always ordered in truckload quantities. They were allowed to mix grades within an order. Depending on the grade ordered, a truckload could contain 70,000 sq. ft. (all SD-480) to 420,000 sq. ft. (all A-100). Before Instapak was acquired in 1976, 28 salespeople devoted 90% of their time to AirCap cushioning products. In 1981 the 62-person force was expected to allocate time as follows: 60 % to Instapak systems, 35% to AirCap cushioning, and 5% to other Sealed Air products. Exhibit 9 shows Sealed Air sales by product line and other financial data. ) Part of Sealed Air’s market share leadership philosophy was a consultative selling approach. Salespeople spent about half their time making cost studies at end-user locations. With the help of Sealed Air’s packaging labs, salespeople attempted to show how their products could save on material and labor cost and reduce damage in the end user’s particular situation. Distributors’ salespeople took orders on AirCap cushioning but did little to demonstrate AirCap use and application to customers.If a distributor’s salesperson identified a potential AirCap account, he or she would inform the Sealed Air salesperson and a joint call would be arranged. In this way the potential account learned about the product and ordering procedures simultaneously. Distributors sometimes complained to Sealed Air about the level of AirCap selling effort. Since distributor’s margins on AirCap cushioning were generally higher than the 10% to 12% for Instapak sales, distributors were not happy with Sealed Air’s greater allocation of salesperson time to Instapak.Some distributors said they would be content if the salesperson in their area really allocated 35% to AirCap; some claimed the actual AirCap selling effort amounted to only 20%. Instapak’s sales growth had been impressive, but some Sealed Air executives felt this had cost them some distributor satisfaction. Both distributors and end users regarded Sealed Air’s salespeople as among the best trained and most knowledgeable in the packaging industry. Sales force salaries were above average. They were composed of a base salary plus commissions of 2% on net AirCap sales and 1% on net sales of all other products, including Instapak. As an added incentive Sealed Air gave salespeople $75 for each Instapak dispenser pl aced. It took back $75 for each one removed. ) In a typical week a salesperson called on 20 end users and checked in with two or three distributors. 7 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation U. S. Distributors During the 1970s Sealed Air invested heavily in developing a selected distributor network. The firm had 370 distributors by 1980.Sealed Air considered 135 of these their â€Å"first-line distributors† because they collectively handled over 80% of its business. The 20 largest AirCap distributors handled about 35% of the business. Larger distributors typically carried both Instapak foam-in-place and AirCap cushioning. The largest distributor of Sealed Air products had 1980 Sealed Air sales of approximately $2 million, just about half of which were AirCap. Distributors traditionally tried to be full-line houses—capable of meeting each customer’s complete packaging needs—so they carried a broad range of products.A survey of Sealed Air’s firstline distributors showed that 83% carried loose fills, 65% carried polyethylene foam, and 29% carried Du Pont’s polypropylene foam. Although most carried competitive products, distributors had displayed loyalty to Sealed Air and AirCap cushioning. Sealed Air, in turn, had kept to its selective distribution policy. Competing Uncoated Bubble Cushioning Sealed Air considered both types of bubbles made by Astro as inferior products. GAFCEL, the new regional producer, made a â€Å"decent product† in Hauser’s estimation; he felt that its success to date came largely at Astro’s expense.The New York metropolitan market was ideal for the new producer. It was not customer- or distributor-loyal, and price was a key variable. Sealed Air’s estimate of GAFCEL sales rates was $750,000 per year for the 1/2-in. -high uncoated bubble and $250,000 per year for the 3/16-in. bubble. Both had two layers of film 2 mils each. GAFCEL’s distributor prices for truckload shipments and suggested resale prices to end users for the metropolitan New York market are shown in Table E. (Astro’s uncoated bubble prices are in Exhibit 4. ) Sealed Air had not yet extensively tested the GAFCEL uncoated bubble.Although it was better than Astro’s uncoated, its performance would not be dramatically different from that found in previous uncoated testing (see Exhibit 2). In terms of cushioning curves, the l/2 in. GAFCEL bubble was comparable to Sealed Air’s ST-120 or SD-120 for very light loads, not greater than 0. 15 lbs. /sq. in. pressure. At greater loads, however, the acceleration curve would increase rapidly, moving above even the SB-110 by pressures of 0. 25 lbs. /sq. in. (see Exhibit 5). 8 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012.For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 Table E GAFCEL’s Distributor Prices per 1,000 Sq. Ft. SO-22 (3/16 in. ) LO-22 (1/2 in. ) $36. 03 Distributor truckload Suggested resale by order size: 1,000 sq. ft 20,000 sq. ft 40,000 sq. ft 100,000 sq. ft Truckload $31. 63 $56. 54 47. 12 42. 84 39. 40 34. 79 $75. 24 62. 70 57. 07 44. 68 39. 63 Sealed Air Decisions Sealed Air had conducted a good deal of research on manufacturing uncoated bubble products. It knew the best production process would be similar to that currently used for its Solar Pool Blanketsâ„ ¢.Thus, the firm could begin manufacture of an uncoated product quickly in its New Jersey plant. Likely distributor response to a Sealed Air uncoated product was difficult to predict. Some distributors had requested it, but others regularly complained that there were already too many coated grades. Preliminary estimates of the variable cost s for producing Sealed Air uncoated bubbles were $19 per 1,000 sq. ft. for 3/16 in. height, $20 per 1,000 sq. ft. for 5/16 in. , and $21 per 1,000 sq. ft. for 1/2 in. Freight cost depended on bubble height and distance shipped.Although GAFCEL’s production process was completely different, its production costs were believed to be comparable. Hauser now had to decide whether to recommend that Sealed Air enter the uncoated bubble market (with an about-face on its previous exclusive emphasis on coated bubbles), or whether to suggest some other reaction to its new competitors. 9 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation Exhibit 1 AirCap ® Products and UsesCushioning AirCap ® air bubble cushioning protects products against shock and vibration during handling and shipping by literally floating them on a cushion of air. This material offers consistent performance because our unique barrier-coating guarantees air retention. AirCap withstands repeated impact since it will not fatigue or take a compression set. Cushioning applications include a range of products from lightweight retail items to delicate power supplies weighing several hundred pounds. Choose the grade that best fits your cushioning application! Protective Wrap/InterleavingAirCap is an excellent â€Å"protective wrap† material and ideal for â€Å"interleaving† between similarly shaped items. It is clean, non-abrasive, easy to use and provides superior surface protection. Lay your product on AirCap sheeting, fold it over and your product is fully protected! Typical protective wrap/interleaving applications include china, glassware, printed circuit boards, and spare parts. Void Fill When a void in a package is not completely filled, the cushioned product may migrate within the shipping container. This movement is a m ajor cause of damage in transit.Since large regular-duty AirCap bubbles do not compress, they fill voids effectively and eliminate product movement. Simply stuff AirCap sheeting into the carton, (left) or use an economical rolled â€Å"log. † It’s easy, clean, lightweight, and cost efficient! 10 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. 582-103 -11- Exhibit 2 Sealed Air Presents AirCap as Cost-Effective Substitute Typical Cost-Savings Comparisons 60 Cellulose Wadding Rubberized Hair Type IV Resists Fatigue 50 40 0 Uncoated Bubbles Urethane Foam Polypropolene Foam AirCap % Increase in Shock 20 In the transportation environment packages are subjected to many jolts, bumps, and shocks that can potentially cause damage. To function effectively a cushioning material must retain its ability to protect over a series of repeated impacts. The loss of protective ability during r epeated impact is termed ‘material fatigue. ’ This graph (left) indicates the increased shock an average procut (0. 25 psi) will receive during a ten drop sequence from 24 inches. Test results show barrier-coated AirCap ® outperforms all materials tested. 0 0 1 Number of Impacts 2 3 4 5 6 7 8 9 10 BARRIER-COATING Each individual AirCap bubble is barriercoated to retain the air. AirCap Vs. Corrugated Inserts A distributing firm found that it needed an excessive amount of flowable to prevent product migration. A new AirCap package (left) using a simple criss-cross technique resulted in reduced material, shipping, labor and carton costs. Item Carton Inner packaging Labor Freight Total Cost Savings w/ AirCap IMMEDIATE THICKNESS LOSS AirCap retains its original thickness upon the immediate application of a load (See Below).Loose Fill Package $ . 73 . 75 . 42 3. 02 $4. 92 AirCap Vs. Loose Fills Material Tested A manufacturer using corrugated inserts, cellulose wadding and p olyethylene bags eliminated the need to inventory many packaging components (right) and reduced labor 84% by switching to AirCap (left). Total Thickness Loss Retains Original Thickness Item Carton Inner Packaging Labor Freight Total Cost Savings w/ AirCap Corrugated Package $ . 55 . 80 . 83 2. 60 $4. 78 AirCap Package $ . 55 1. 05 . 13 2. 40 $4. 13 $ . 65 AirCap Package $ . 47 . 54 . 25 2. 72 $3. 98 $ . 94AirCap SD 240 14% Polypropylene Foam 30% Polyethylene Foam 40% Cellulose Wadding 38% Rubberized Hair IV 51% Uncoated Bubbles 64% (Large) Urethane Foam (1. 25 53% * * pct) Embossed 54% * * Polyethylene (Hex) *30 day evaluation not conducted due to excessive initial thickness loss. Initial Thickness Loss Upon 04 psi Load 7% 19% 16% 26% 24% 14% Gradual Thickness Loss After 30 Days 7% 11% 24% 12% 27% 50% When a load is placed on a cushioning material two things occur that may contribute to a deterioration in its performance. First, is the immediate compression of the material.Second, i s the additional, more gradual loss of thickness termed ‘creep. ’ Generally excessive thickness loss of a material results in increased material usage in cushioning and dunnage applications. Creep may contribute to product damage as the loss of thickness creates a void in a package, allowing the product to move, shift, or migrate. This chart (left) demonstrates how barrier-coated AirCap retains its original thickness better than all materials tested and provides product protection throughout the entire packaging, shipping, handling, and storage cycle.GRADUAL THICKNESS LOSS (CREEP) AirCap’s unique barrier-coating retains the air more effectively than uncoated bubbles, eliminating creep. AirCap Vs. Thin-Grade Foams AirCap Vs. Cellulose Wadding A metering firm discovered it needed only half as much AirCap to achieve the same performance that cellulose wadding provided (right). In addition to lowering material costs, AirCap (left) is clean, lint free, non-abrasive, a nd lightweight. Item AirCap Package An electronic service center employing the use of a thin-grade foam (right) required many layers of wrapping to protect against shock and vibration.Large AirCap bubbles (left) provided superior performance and lower packaging costs. This document is authorized for use only by Md. Saquib Hussain in marketing ?nal taught by Suresh Ramanathan from October 2012 to October 2012. Carton Inner Packaging Labor Freight Total Cost Savings w/ AirCap Cellulose Wadding Package $ . 30 . 22 . 25 1. 35 $2. 12 $ . 22 . 12 . 08 1. 20 $1. 62 $ . 50 CONVENTIONAL CELLULOSE MATERIAL UNCOATED BUBBLES Item Foam Package For the exclusive use of M. HUSSAIN Carton Inner Packaging Labor Freight Total Cost Savings w/ AirCap $ . 46 1. 33 . 66 4. 09 $6. 4 AirCap Package $ . 38 . 87 . 33 3. 94 $5. 52 $1. 02 For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation Exhibit 3 1. Competitive Product Information Cellulose wadding (a paper-based product which tries to trap a ir between piles of sheeting) †¢ Major suppliers: Jiffy Packaging, Hillside, N. J. CelluProducts Co. , Patterson, N. C. †¢ Sizes available: Thickness of 0. 17 in. , 0. 25 in. , 0. 37 in. , 0. 50 in. †¢ Advantages/disadvantages: Much cheaper than AirCap in thin grades; will not mark item wrapped; heavier than AirCap (3–4 Ibs. per cu. ft. vs. less than 1 lb. or AirCap) meaning higher shipping cost; excessive compression under heavy loads (see test results, Exhibit 2). Corrugated products (sheets of ribbed cardboard, often cut and perforated to specific sizes) †¢ Major suppliers: About 800 firms manufacturing in 47 states, including larger paper companies. †¢ Advantages/disadvantages: Single face (cardboard with ribs on one side) appreciably cheaper than AirCap on square-foot basis; labor cost of using corrugated usually very high; poor cushioning. Polyethylene foam (thin, smooth, rigid sheets of low-density foam) †¢ Major suppliers: Sentinel Foam P roducts, Hyannis, Mass.CelluProducts Co. , Patterson, N. C. Jiffy Packaging, Hillside, N. J. †¢ Sizes available: 48 or 68 in. wide rolls of thickness 1/16, 3/32, 3/16, 1/4 in. †¢ Advantages/disadvantages: Appreciably cheaper than AirCap in thin grades on square-foot basis; does not mark item wrapped; rigid product means hard to work with; tendency to tear; cushioning inferior to AirCap; more expensive than AirCap in thicker grades. Polypropylene foam (thin, coarse, rigid sheets of low-density foam) †¢ Major supplier: Du Pont Microfoam †¢ Sizes available: Standard 72 in. wide rolls of thickness 1/16, 3/32, 3/16, 1/4 in. Advantages/disadvantages: Basically the same as for polyethylene foam. Loose fills (expanded polystyrene beads, peanuts, etc. ) †¢ Major suppliers: Many small firms †¢ Advantages/disadvantages: 50% cheaper than AirCap on cubic foot basis; messy; poor cushioning. Uncoated bubbles (sheets of small air bubbles made of polyethylene film) â₠¬ ¢ Major producer: Astro, Hawthorne, N. J. (Sealed Air licensee) †¢ Sizes available: 48 in. wide roll standard, bubble heights 3/16, 1/4, 1/2 in. Bubbles also varied in the thickness of the films used. Generally, thicknesses were 1, 2, 3, or 4 mils with increasing film thickness giving greater strength. Advantages/disadvantages: Cheaper than comparable height coated bubble; excessive air loss over time (about 65% height loss under 50 Ibs. per sq. ft. pressure over 30 days vs. 15% for AirCap). Competitive coated bubble (essentially the same as uncoated bubble except nylon film coating added) †¢ Major supplier: Astro, Hawthorne, N. J. (Sealed Air licensee) †¢ Sizes available: 48 in. wide roll standard, bubble heights 1/8, 3/16, 1/4, 1/2, 1 in. †¢ Advantages/disadvantages: Under heavy loading, nylon barrier holds up better than Sealed Air’s saran barrier; poor quality control (bubble heights generally 13% less than specified). . 3. 4. 5. 6. 7. 12 This docume nt is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 Exhibit 4 Suggested End User Prices (in dollars) for Major Competitive Products 1. Paper-Based Cellulose Wadding (Jiffy Packaging) Thickness (in. ) 0. 17 0. 25 0. 37 0. 50 2. Foams Thickness (in. ) 1 16 Price $27. 70 37. 40 50. 60 65. 00 Single-Face Corrugated $22. 75 Jiffy Packaging (polyethylene) $20. 30 25. 90 34. 15 53. 35 na Sentinel Products (polyethylene) $18. 20 24. 00 32. 70 49. 40 naDu Pont Microfoam (polypropylene) $17. 20 25. 17 34. 90 53. 86 109. 72 / / 1/8 3/16 3/8 3 32 3. Competitive Bubbles (Astro) Coated Nylon Bubble Height (in. ) 1 8 3 16 Uncoated—Polyethylene a Film Thickness (mils) 1 and 1 1 and 2 1 and 2 1 and 2 2 and 4 1 and 2 2 and 4 Price $35. 25 49. 50 57. 00 71. 75 87. 75 90. 00 110. 00 Bubble Height (in. ) 3 16 Film Thicknessa (mils) 2 and 3 2 and 3 2 and 4 Price $47. 00 54. 50 65. 75 / / 1/4 1/2 1/2 1 1 / / 1/2 1 4 Note: Prices are per 1,000 sq. ft. based on a 50,000 sq. ft. order. a. Each bubble is made of two layers of film. Thicknesses shown are for individual layers in mils.Thicker film produces a stronger product. 13 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air Corporation Exhibit 5 Comparative Cushioning Performance by Grade Engineered To Provide Superior Cushioning The test data on the graph below was developed by the Lansmont Corporation, an independent testing laboratory. The test method used closely simulates actual shipping conditions, and employs the use of an enclosed test block and shock machine.Five bottom drops were executed from 24 inches at each static stress. The last four drops were averaged to arrive at data points used to develop each cushioning effective ness curve. This data illustrates AirCap’s superior performance over a wide range of loadings, and may be used for comparison and to specify the best AirCap grade and thickness for your cushioning requirements. (SD-240 curves taken from data provided in Military Handbook 304-A). 300 SB-110 SC-120 250 SC-120 (2 layers) Peak Acceleration (G’s) 200 SCT-120 150 SD-120 100 ST-120 (2 layers) SD-120 (2 layers) SD-120 (3 layers) SD-240 (4 layers) 50 SD-240 (6 layers) . 05 . 1 . 15 . 2 . 25 . 3 . 35 . 4 Static Stress (psi) Source: AirCap brochure. Note: To be read: For a product exerting 0. 25 Ibs. per sq. in. of pressure on the packaging material while at rest, the peak acceleration (a measure of shock to the product) when dropped from 2 ft. is 118 g. if SD-120 is used, 260 g. if SB-110 is used. 14 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103 Exhibit 6 U. S.Market—Flexible Wraps by Product Type (in millions of manufacturers’ dollars) 1975 1978 23 25 1 49 11 5 6 22 22 93 1980 23 27 1 51 12 7 25 44 31 126 Paper-based Cellulose wadding Single-face corrugated Indented kraft Foamsa Polyurethane Polypropylene Polyethylene Polyethylene air bubbles Coated and uncoated (combined) Total Source: Company records. b 20 20 1 41 10 4 1 15 15 71 a. Sales figures exclude nonpackaging uses, such as construction and furniture industries. b. Figures are for flexible wrap market only and are therefore less than AirCap’s and Astro’s total U. S. sales. Exhibit 7 Grade SB-110AirCap Applications by Grade Package Contents Furnace thermostats Shorthand machines Taco shells Tempered glass sheets Clocks Wooden picture frames Light fixtures Overhead projector lenses Computer components Telephone bell ringers Amplifiers Saucepans Two-way radios Exit alarms Mixers Fryers Carbonless paper rolls Oven burners Pharmaceutical bottles Candleholders Recorders Carburetors Lamps Gallon jugs Computer terminals Printed circuit boards Foil wallpaper Blood coagulation timers Leaded glass windows Custom motorcycle seats Motor controls Shredded paper Packaging Material Displaced (if known) 16-in. Corrugated / polypropylene foam SC-120 SC-240 ST-120 Shredded paper Corrugated Corrugated Corrugated / polyethylene foam Corrugated Urethane foam pads 3 32-in. ST-240 SD-120 Polypropylene foam SD-240 Corrugated Foam pads and corrugated Corrugated Astro uncoated bubble LP-24 SD-480 15 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN 582-103 Sealed Air CorporationExhibit 8 Suggested U. S. Resale Price List, Effective March 1980 Sq. Ft. per Order per Single Destination 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † â⠂¬  Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar Same price per 1,000 sq. t. as SD-120 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar 1,000 or more 5,000 † † 10,000 † † 30,000 † † 50,000 † † Truckload/railcar $107. 85 97. 70 87. 55 81. 40 79. 35 72. 40 130. 75 118. 30 105. 95 98. 55 95. 70 87. 25 232. 75 210. 55 188. 35 175. 55 171. 25 $155. 60 Price per 1,000 Sq. Ft. $34. 30 30. 85 27. 45 25. 70 24. 75 22. 80 50. 00 45. 40 40. 90 38. 10 37. 05 33. 50 71. 0 64. 55 57. 40 53. 75 52. 60 47. 65 93. 40 84. 40 74. 95 70. 20 68. 60 62. 25 85. 30 77. 10 68. 50 64. 25 62. 75 $57. 25 Item (thickness in inches) A-100 (3/32) SB-110 (1/8) SC-120 (3/16) SC-240 (3/16 ) ST-120 (5/16) ST-240 (5/16) SD-120 (1/2) SD-240 (1/2) SD-480 (1/2) 16 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012. For the exclusive use of M. HUSSAIN Sealed Air Corporation 582-103Exhibit 9 Selected Financial Data ($ thousands) 1976 1977 $21,422 15,489 3,595 2,682 $43,188 35,765 $24,270 12,093 (816) 6,009 1978 $25,028 21,133 3,453 4,644 $54,258 43,410 $31,111 14,527 (738) 7,882 1979 $29,996 29,056 3,432 7,951 $70,435 54,325 $43,199 16,855 (278) 10,103 1980 $34,330 38,802 3,688 11,777 $88,597 67,344 $54,125 21,4 85 (119) 12,868 Net sales by class of product Air cellular packaging Foam-in-place packaging Other packaging Recreational and energy prod.Total worldwide United States Costs and expenses Cost of sales Marketing, administration, development Other income (expense) Earnings before income tax $18,872 3,049 4,553 $26,474 – $16,451 6,696 32 3,359 Source: Sealed Air Annual Reports 1979, 1980. 17 This document is authorized for use only by Md. Saquib Hussain in marketing ? nal taught by Suresh Ramanathan from October 2012 to October 2012.

Scientific Inventions

ASSEMBLY LINE: Primitive assembly line production was first used in 1901 by Ran some Eli Olds (1864-1950), an early car-maker (he manufactured the Oldsmobile, the first commercially successful American car). Henry Ford (1863-1947) used the first conveyor belt-based assembly-line in his car factory in 1913-14 in Ford's Highland Park, Michigan plant. This type of production greatly reduced the amount of time taken to put each car together (93 minutes for a Model T) from its parts, reducing production costs. Assembly lines are now used in most manufacturing processes. BAEKELAND, L. H. : Leo Hendrik Baekeland (November 14, 1863 – February 23, 1944) was a Belgian-born American chemist who invented Velox photographic paper (1893) and Bakelite (1907), an inexpensive, nonflammable, versatile, and very popular plastic. BAKELITE: Bakelite (also called catalin) is a plastic, a dense synthetic polymer (a phenolic resin) that was used to make jewelry, game pieces, engine parts, radio boxes, switches, and many, many other objects. Bakelite was the first industrial thermoset plastic (a material that does not change its shape after being mixed and heated). Bakelite plastic is made from carbolic acid (phenol) and formaldehyde, which are mixed, heated, and then either molded or extruded into the desired shape. Bakelite was patented in 1907 by the Belgian-born American chemist Leo Hendrik Baekeland (November 14, 1863 – February 23, 1944). The Nobel Prize winning German chemist Adolf von Baeyer had experimented with this material in 1872, but did not complete its development or see its potential. Baekeland operated the General Bakelite Company from 1911 to 1939 (in Perth Amboy, N. J. , USA), and produced up to about 200,000 tons of Bakelite annually. Bakelite replaced the very flammable celluloid plastic that had been so popular. The bracelet above is made of â€Å"butterscotch† Bakelite. BAROMETER: A barometer is a device that measures air (barometric) pressure. It measures the weight of the column of air that extends from the instrument to the top of the atmosphere. There are two types of barometers commonly used today, mercury and aneroid (meaning â€Å"fluid less†). Earlier water barometers (also known as â€Å"storm glasses†) date from the 17th century. The mercury barometer was invented by the Italian physicist Evangelista Torricelli (1608 – 1647), a pupil of Galileo, in 1643. Torricelli inverted a glass tube filled with mercury into another container of mercury; the mercury in the tube â€Å"weighs† the air in the atmosphere above the tube. The aneroid barometer (using a spring balance instead of a liquid) was invented by the French scientist Lucien Vidie in 1843. BATTERY: A battery is a device that converts chemical energy into electrical energy. Each battery has two electrodes, an anode (the positive end) and a cathode (the negative end). An electrical circuit runs between these two electrodes, going through a chemical called an electrolyte (which can be either liquid or solid). This unit consisting of two electrodes is called a cell (often called a voltaic cell or pile). Batteries are used to power many devices and make the spark that starts a gasoline engine. Alessandro Volta was an Italian physicist invented the first chemical battery in 1800. Storage batteries : are lead-based batteries that can be recharged. In 1859, the French physicist Gaston Plante (1834-1889) invented a battery made from two lead plates joined by a wire and immersed in a sulfuric acid electrolyte; this was the first storage battery. BUNSEN BURNER: The laboratory Bunsen burner was invented by Robert Wilhelm Bunsen in 1855. Bunsen (1811-1899) was a German chemist and teacher. He invented the Bunsen burner for his research in isolating chemical substances – it has a high-intensity, non-luminous flame that does not interfere with the colored flame emitted by chemicals being tested. CASSEGRAIN TELESCOPE: A Cassegrain telescope is a wide-angle reflecting telescope with a concave mirror that receives light and focuses an image. A second mirror reflects the light through a gap in the primary mirror, allowing the eyepiece or camera to be mounted at the back end of the tube. The Cassegrain reflecting telescope was developed in 1672 by the French sculptor Sieur Guillaume Cassegrain. A correcting plate (a lens) was added in 1930 by the Estonian astronomer and lens-maker Bernard Schmidt (1879-1935), creating the Schmidt-Cassegrain telescope which minimized the spherical aberration of the Cassegrain telescope. CELLOPHANE: Cellophane is a thin, transparent, waterproof, protective film that is used in many types of packaging. It was invented in 1908 by Jacques Edwin Brandenberger, a Swiss chemist. He had originally intended cellophane to be bonded onto fabric to make a waterproof textile, but the new cloth was brittle and not useful. Cellophane proved very useful all alone as a packaging material. Chemists at the Dupont Company (who later bought the rights to cellophane) made cellophane waterproof in 1927. CELSIUS, ANDERS: Anders Celsius (1701-1744) was a Swedish professor of astronomy who devised the Celsius thermometer. He also ventured to the far north of Sweden with an expedition in order to measure the length of a degree along a meridian, close to the pole, later comparing it with similar measurements made in the Southern Hemisphere. This confirmed that that the shape of the earth is an ellipsoid which is flattened at the poles. He also cataloged 300 stars. With his assistant Olof Hiorter, Celsius discovered the magnetic basis for auroras. COMPOUND MICROSCOPE: Zacharias Janssen was a Dutch lens-maker who invented the first compound microscope in 1595 (a compound microscope is one which has more than one lens). His microscope consisted of two tudes that slid within one another, and had a lens at each end. The microscope was focused by sliding the tubes. The lens in the eyepiece was bi-convex (bulging outwards on both sides), and the lens of the far end (the objective lens) was Plano-convex (flat on one side and bulging outwards on the other side). This advanced microscope had a 3 to 9 times power of magnification. Zacharias Janssen's father Hans may have helped him build the microscope. DA VINCI, LEONARDO: Leonardo da Vinci (1452-1519) was an Italian inventor, artist, architect, and scientist. Da Vinci had an interest in engineering and made detailed sketches of the airplane, the helicopter (and other flying machines), the parachute, the submarine, the armored car, the ballista (a giant crossbow), rapid-fire guns, the centrifugal pump (designed to drain wet areas, like marshes), ball bearings, the worm gear (a set of gears in which many teeth make contact at once, reducing the strain on the teeth, allowing more pressure to be put on the mechanism), and many other incredible ideas that were centuries ahead of da Vinci's time. DAVY, HUMPHRY: Sir Humphry Davy (1778-1829) was an English scientist who invented the first electric light in 1800. He experimented with electricity and invented an electric battery. When he connected wires from his battery to two pieces of carbon, electricity arced between the carbon pieces, producing an intense, hot, and short-lived light. This is called an electric arc. Davy also invented a miner's safety helmet and a process to desalinate sea water. Davy discovered the elements boron, sodium, aluminum (whose name he later changed to aluminum), and potassium. EDISON, THOMAS ALVA: Thomas Alva Edison (1847-1931) was an American inventor (also known as the Wizard of Menlo Park) whose many inventions revolutionized the world. His work includes improving the incandescent electric light bulb and inventing the phonograph, the phonograph record, the carbon telephone transmitter, and the motion-picture projector. Edison’s first job was as a telegraph operator, and in the course of his duties, he redesigned the stock-ticker machine. The Edison Universal Stock Printer gave him the capital ($40,000) to set up a laboratory in Menlo Park, New Jersey, to invent full-time (with many employees). Edison experimented with thousands of different light bulb filaments to find just the right materials to glow well, be long-lasting, and be inexpensive. In 1879, Edison discovered that a carbon filament in an oxygen-free bulb glowed but did not burn up for quite a while. This incandescent bulb revolutionized the world. ELION, GERTRUDE: Gertrude Belle Elion (January 23, 1918 – February 21, 1999) was a Nobel Prize winning biochemist who invented many life-saving drugs, including 6-mercaptopurine (Purinethol) and 6-thioguanine (which fight leukemia), Imuran, Zovirax, and many others. Elion worked at Burroughs- Glaxo Wellcome for decades (beginning in 1944) with George Hitchings and Sir James Black, with whom she shared the Nobel Prize. She is named on 45 patents for drugs and her work has saved the lives of thousands of people. ENIAC: ENIAC stands for â€Å"Electronic Numerical Integrator and Computer. † It was one of the first all-purpose, all-electronic digital computers. This room-sized computer was built by the physicist John William Mauchly (Aug. 30, 1907 – Jan. 8, 1980) and the electrical engineer John Presper Eckert, Jr. (April 9, 1919 – June 3, 1995) at the University of Pennsylvania. They completed the machine in November, 1945. FARNSWORTH, PHILO T. : Philo Taylor Farnsworth (1906-1971) was an American inventor. Farnsworth invented many major major components of the television, including power, focusing systems, synchronizing the signal, contrast, controls, and scanning. He also invented the radar systems, cold cathode ray tube, the first baby incubator and the first electronic microscope. Farnsworth held over 300 patents. FOUCAULT, JEAN: Jean Bernard Leon Foucault (1819-1868) was a French physicist who invented the gyroscope (1852) and the Foucault pendulum (1851). A gyroscope is essentially a spinning wheel set in a movable frame. When the wheel spins, it retains its spatial orientation, and it resists external forces applied to it. Gyroscopes are used in navigation instruments (for ships, planes, and rockets). Foucault was the first person to demonstrate how a pendulum could track the rotation of the Earth (the Foucault pendulum) in 1851. He also showed that light travels more slowly in water than in air (1850) and improved the mirrors of reflecting telescopes (1858). FRANKLIN, BENJAMIN: Benjamin Franklin (January 17, 1706-April 17, 1790) was an American statesman, writer, printer, and inventor. Franklin experimented extensively with electricity. In 1752, his experiments with a kite in a thunderstorm (never do this, many people have died trying it! ) led to the development of the lightning rod. Franklin started the first circulating library in the colonies in 1731. He also invented bifocal glasses and the Franklin stove. The idea of daylight savings time was first proposed by Benjamin Franklin in 1784. GALILEI, GALILEO: Galileo Galilei (1564-1642) was an Italian mathematician, astronomer, and physicist. Galileo found that the speed at which bodies fall does not depend on their weight and did extensive experimentation with pendulums. In 1593 Galileo invented the thermometer. In 1609, Galileo was the first person to use a telescope to observe the skies (after hearing about Hans Lippershey's newly-invented telescope). Galileo discovered the rings of Saturn (1610), was the first person to see the four major moons of Jupiter (1610), observed the phases of Venus, studied sunspots, and discovered many other important phenomena.

Emily Dickinsons Most Well Known Poem - Free Essay Example

Sample details Pages: 1 Words: 412 Downloads: 7 Date added: 2019/08/07 Category People Essay Level High school Tags: Emily Dickinson Essay Did you like this example? Because I Could Not Stop For Death is the silent yet loud individual; Emily Dickinsons, most well known poem.(Tate 37).It was written in the 60s of the 19th century during the end of romanticism and beginning of the realism literary movement. (Napierkowski 31). Romanticism [emphasized] strong emotion as a source of aesthetic experience, placing emphasis on such emotions as sadness, horror, and the awe experienced in confronting the sublimity of nature.(Pennys Poetry Pages Wiki). Don’t waste time! Our writers will create an original "Emily Dickinsons Most Well Known Poem" essay for you Create order Although Dickinson has received her ideas from the romantic era, [she] is more a realistic writer.(Poetry Foundation). Realism was an artistic movement that began after the revolution of 1848 in France in the 1850s. (Art Movement). They had rejected Romanticism, [dominating] French literature and art since the end of the 18th century. (Raven).It had revolted against the exotic subject matter and the exaggerated emotionalism and drama of the Romantic [movement]. (Raven). The reoccurrence of death had an impact on Dickinson poetry; It had led her to write by her fears, anxiety, and frustration(Dickinson). She did not adhere to any specific poetry format, such as imperfect iambic meter, and controversial subject.(Upinvermont).Furthermore, dashes and random capitalization were used quite commonly in Dickinson time period. Peak states that function, hyphens, em dashes and en dashes are essential marks in workplace writing(Peak). Other writers of the realism movement include Mark Twain; George Eliot; Henry James(The Literature Network); and much more. The psychological effects of events that took place in Emily Dickensons life and how they influenced the theme of her writings. Her poems seem very dark to the predominance of her poetry. It had happened that her poems trace back to death, and it is quite impossible to ignore the morbidity in Emilys poems. (Biography Online).There are quite a few people out in the world that believe her relationship with Reverend Charles Wadsworth had a great effect upon the darkness in her poetry, especially throughout the poem I had a funeral in my brain. Emily is portrayed as being isolated and lonely.(Healt). [She] stands among the greatest poets produced by America and perhaps the English-speaking world. Her voice and verbal artistry are unique, and her themes are both ageless and universal.(Cornelius). Focusing on I had a funeral in my brain is clearly as it sounds; contributing to death. Dickinson wrote not only to note the pervasiveness of death as ending, but also to explore the very nature of death itself.(Robert).

Hypocrisy In To Kill A Mockingbird Analysis - 1212 Words

Hypocrisy in To Kill a Mockingbird In her coming-of-age novel To Kill a Mockingbird, Harper Lee explores how the precocious protagonist, Jean Louise â€Å"Scout† Finch, struggles to fit into her role as a lady and has a difficult time coming to terms of the cruelty as well as the injustice her Southern town displays through discrimination. Scout resides with her family in Maycomb County, Alabama in the 1930s--a town severely divided by color. She goes through a breathtaking metamorphosis throughout the novel when her father Atticus defends a Negro man accused of rape, exposing her to the true roots of human behavior. Through the use of settings, characterization, and ironies, Lee implies that hypocrisy is a tragic act to be involved in; it can†¦show more content†¦Another hypocritical scene occurs in the novel when the people of Maycomb make untrue judgements about the Radley Place and its inhabitants. For instance, Scout states, â€Å"The shutters and doors of the R adley house were closed on Sundays, another thing alien to Maycomb’s ways: closed doors meant illness and cold weather only† (11). It is duplicitous of the townspeople to scrutinize the Radleys based solely on town gossip and the appearance of their home. The Radley home is intentionally used as an excuse by the townspeople to isolate the Radleys since their way of living is not considered â€Å"normal† in their eyes. Overall, numerous reasons can be found why people tend to be hypocritical; it is evident as to why many possess this quality in Maycomb. Lee uses characterization, a crucial literary device, to display to readers the lethal effects of hypocrisy in society. As Miss Maudie said, â€Å"Mockingbirds don’t do one thing but make music for us to enjoy. They don’t eat up people’s gardens, don’t nest in corncribs, they don’t do one thing but sing their hearts out for us. That’s why it’s a sin to kill a mockin gbird† (119). Despite his innocence and role of a mockingbird, Tom was condemned guilty of rape and shot 17 times. Mayella herself believes in beauty in an ugly world yet her heinous actions caused her to be a part of that ugliness. Humans often appear to be hypocritical when they attempt to prove a point, yet their behaviorShow MoreRelatedTo Kill A Mockingbird Hypocrisy Analysis1029 Words   |  5 Pages Hypocrisy. It is a lie, a contradiction, a prejudice. Like a trap for the mind one lays for themselves, many don’t realize they are ensnared, living their lives unaware of their wrongs to others and themselves. In To Kill A Mockingbird the residents of Maycomb County are thrown into new situations which reveal the depths of their hypocrisy to Scout, whose development is fueled by it. In the light of new ideas, old ones can change, along with There is hypocrisy abound in To Kill A MockingbirdRead MoreKill A Mockingbird By Harper Lee1982 Words   |  8 Pageslaws of the community is not difficult as the knowledge of who is socially acceptable to talk to and who is thought of as more of an outsider than a neighbor is not hard information to come across. Harper Lee highlighted this in her novel To Kill A Mockingbird by telling the story of life in Maycomb County, Alabama, through the eyes of Jean Louise Finch, whom everyone called Scout. While Scout, her father Atticus, and her older brother Jem were considered to be at the top of Maycomb’s social casteRead MorePrejudice-to Kill a Mockingbird and Martin Luther King5895 Words   |  24 Pagesstep. In the twenty-first century prejudice and its destruction can be viewed in many forms of modern literature. 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Then Atticus examines her testimony and asksRead More Miss Maudie Aunt Alex Essay1621 Words   |  7 Pagesracial prejudice, and a failure to see what it is like in someone else’s skin. They believe they are doing well by making money for missions, failing to see the hardship on their own doorsteps. Aunt Alexandra is very important to the novel, ‘To Kill a Mockingbird,’ as she is a representative of these viewpoints, disapproving of Calpurnia and disassociating herself from the black community entirely. Miss Maudie however is the counterpoint to Aunt Alexandra. Maudie offers Scout a female role model, whereasRead MoreJasper Jones Study Guide6848 Words   |  28 Pages................................................................................... 10 Race and Ethnicity................................................................................................................................. 11 To Kill a Mockingbird (TKAM)................................. ............................................................................... 12 Australian Culture ...................................................................................................Read MoreFigurative Language and the Canterbury Tales13472 Words   |  54 Pagespoets such as John Donne wanted to write poems that were not in the style of sentimental Elizabethan love poetry. These poems are known for their use of conceits - unusual analogies such as linking love and a compass. †¢ tendency to psychological analysis of emotion of love and religion †¢ form is frequently an argument †¢ images were â€Å"unpoetical† - drawn from commonplace life or intellectual study 48. meter: rhythmical pattern of a poem 49. metonymy: figure of speech that substitutes something

Social Policy An Objective Need Possible Or Desirable

Social Policy Is an ‘objective’ definition to need possible or desirable? Throughout this essay research will be explained and discussed, in an to attempt to answer the question; is an objective need possible or desirable?. There are many debates surrounding the definition of the term ‘need’. The common belief is that it is simply describing the basic necessities to keep the body alive such as food and water along with shelter however other researchers argue that there is a much broader meaning to the word ‘Need’. This was explored in depth by Richard Titmuss (1958) who believed there were two forms of need; Absolute need and Relative need despite Titmuss believing that both are required in the functioning of society. He also argues that needs are not universal and change within different societies. An example of this would be apparent when looking at religion as many religious beliefs can be associated as a need such as the need for meat to be halal in the muslim culture. Other views such as Doyal and Gough (1984) argue that need s are universal and every one has the same needs that have to met in order for survival, they also place needs into categories these are; instrumental need and derivative need which will be explained further in this essay. Also, within this essay the reader will gain an insight into Bradshaw s idea of need and also Maslow s pyramid which was created by Abraham Maslow to introduce his concept of human behaviour and the motivation to fulfilShow MoreRelatedEnvironmental Analysis And Setting Strategic Goals1660 Words   |  7 PagesStrategic Plan Part II – Environmental Analysis and Setting Strategic Goals Introduction Organizations need to be aware of what is going on in their environments that might concern them, and more so, during the planning process. 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Before The Battle Of Gettysburg Even Started Confederate Gen. Robert E Essay Example For Students

Before The Battle Of Gettysburg Even Started Confederate Gen. Robert E Essay . Lee concentrated his full strength to meet the pursuing federals under Major General George G. Meade at the crossroads of Gettysburg. He did this be cause of what he had heard from a reliable source that the Union forces were weak and not expecting any fighting against the Confederates for a little while. Some of the artillery used in the battle was the howitzer and napoleon guns, which were made of bronze and could fire up to about a mile. Another was the Parrot rifle, which was made of cast iron and could fire about a mile and a half. The last kind of gun was the three-inch ordnance rifle. This rifle was the strongest for its weight than any other gun. It was made of wrought iron and extremely light weighted. It could fire as effectively as the parrot rifle. We will write a custom essay on Before The Battle Of Gettysburg Even Started Confederate Gen. Robert E specifically for you for only $16.38 $13.9/page Order now Then, on July first 1863, around eight are the confederates approached Gettysburg along Chambers Pike. They were expecting very minimal resistance. A little while later the Union army met up with them. After heavy fighting the union army was forced to retreat. They retreated to a place called Cemetery Hill. By late afternoon Cemetery Hill had nearly 9,000 men and 40 guns. The confederate General Robert E. Lee arrived around the same time. He saw all of the men at Cemetery Hill and decided to wait until tomorrow to attack them. All in all the confederates won todays battle. On July second General Meade arrived. He spent the second day of battle fortifying and rearranging his army along Cemetery Hill. In the afternoon General Lee received intelligence that the Union army was hanging in the air and was very vulnerable to be attacked. This was not far from the truth. The Confederate army moved their artillery barrage on the Peach Orchard. From there they attacked at about 16:30 (4:30). The Union army moved to a place called Devils Den. After a while of heavy battling the Union forces were forced to retreat. The fighting continued northeast along the line through Roses Woods, the Wheatfield, on the Stony Hill. After Stony Hill they were reinforced at a place called Culps Hill. The fighting continued here till about dark. The Union forces were able to hold off the Confederate army. When darkness had fell the two armies had ceased fire. The confederate forces were not able to gain any major successes on todays battles. The Union forces won todays battles. Bot h the confederates as well as the Union forces had planned to attack early in the morning. The fighting resumes early as five Union batteries opened fire on the confederate position on Culps Hill. Shortly after the barrage the confederates renewed their attack against the Union defenders. They attacked three times! But each and every one failed to penetrate the Unions front line. Shortly after the three attacks that failed two units who were virtually impregnable reinforced the Union forces. Lee wanted to finish the battle with a decisive encounter. He talked with General Pickett about a plan. Picketts plan was to conduct a massive artillery barrage along the Union line. This would also be followed by an infantry charge into the Union center. This attack called for nearly one hundred and sixty canons and about twelve thousand men (nine brigades) to march over 1,000 yards across open ground. The Confederate line would stretch for over a mile. Two divisions would comprise of the northern portion of the attack while Picketts Division would be the southern wing. The attack beg an with over one hundred Confederate guns opening fire along the Union lines. The Confederate shells tended to land over the Union lines and land amidst the rear (near the wagons and hospitals). In fact, General Meade (the Union General at the time) was forced to relocate his headquarters to Powers Hill. Lee realized the Union batteries were momentarily withdrawing from their positions (only to be replenished and supported with replacement batteries). If any time had come, this was the time to attack. The Confederates decided that the charge should proceed. The attack started from Seminary Ridge slowly marched eastward. Union batteries from Cemetery Hill to Little Round To immediately opened fire on the advancing line, opening temporary gaps in the units. The Confederates kept coming and after 15 minutes, reformed their lines after crossing Emmitsburg Road. When the Confederates were within 400 yards, the Union artillery began firing canister and was also within Union rifle distance . The Confederate line now compacted to about 1/2 mile long. The Confederates began to bunch near the center and became a mingled mass. This caused for many casualties. As the confederates pushed forward, the men and artillery poured devastating fire into the approaching units. After about two hours of fighting General Meade realized that his ammunition was getting limited. He ordered for his men to cease-fire. The confederates were also getting low but they did not cease as the Union did. They kept firing for about an hour and a half. They were just about out of ammunition and were forced to use hand-to-hand fighting. They charged at the Union regiment. The Union killed many men after they charged. The Confederates had lost there original position were surrounded. They were now outnumbered and cutoff from any reinforcements. Soon anyone left in the Confederate forces was either captured or killed. The remaining Confederate units near the battle but not yet surrounded slowly retreat ed and made their way back towards Seminary Ridge. Pickett lost nearly 3,000 men (over half) of his Division. When Pickett returned to Lee, to report the massive failure he was ordered to prepare against a possible Union counterattack. Pickett then replied, General Lee, I have no division now. .ubee47241bdfd9aa522f9b8da54aa08bf , .ubee47241bdfd9aa522f9b8da54aa08bf .postImageUrl , .ubee47241bdfd9aa522f9b8da54aa08bf .centered-text-area { min-height: 80px; position: relative; } .ubee47241bdfd9aa522f9b8da54aa08bf , .ubee47241bdfd9aa522f9b8da54aa08bf:hover , .ubee47241bdfd9aa522f9b8da54aa08bf:visited , .ubee47241bdfd9aa522f9b8da54aa08bf:active { border:0!important; } .ubee47241bdfd9aa522f9b8da54aa08bf .clearfix:after { content: ""; display: table; clear: both; } .ubee47241bdfd9aa522f9b8da54aa08bf { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ubee47241bdfd9aa522f9b8da54aa08bf:active , .ubee47241bdfd9aa522f9b8da54aa08bf:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ubee47241bdfd9aa522f9b8da54aa08bf .centered-text-area { width: 100%; position: relative ; } .ubee47241bdfd9aa522f9b8da54aa08bf .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ubee47241bdfd9aa522f9b8da54aa08bf .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ubee47241bdfd9aa522f9b8da54aa08bf .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ubee47241bdfd9aa522f9b8da54aa08bf:hover .ctaButton { background-color: #34495E!important; } .ubee47241bdfd9aa522f9b8da54aa08bf .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ubee47241bdfd9aa522f9b8da54aa08bf .ubee47241bdfd9aa522f9b8da54aa08bf-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ubee47241bdfd9aa522f9b8da54aa08bf:after { content: ""; display: block; clear: both; } READ: A Good Man is Hard to Find EssayMany different estimates exist on the number of casualties inflicted during the battle of Gettysburg, but these are the most common estimates. Casualties*The Union casualties were 3,155 men killed, 14,530 men wounded 5,365 men missing. The total men killed from this battle are 23,040. That was 27% of there army they lost. The confederate army had 2,600-4,500 killed, 12,800 wounded and 5,250 missing. The total was anywhere from 20,650-25000** casualties. This was anywhere from 30%-34% of there army.

Mockumentary Essays - Film Genres, English-language Films

Mockumentary Mockumentary: Questioning Reality and the Tenets of Documentary Film Itself A mock documentary is successful when it is able to combine both the appearance of historically accurate elements and present believable situations through a false lens, leading the audience to question the reality of what they are seeing. The genre of false documentary aims to present a convincing story through the use of credible documentary tactics to portray a fictional documentary. Every mock documentary depends on its viewers believing its premise. The illusion of believability is most often either confirmed or destroyed by the credits. Frequently the audience first learns the people on the screen were actors, and that they have fallen prey to the thick veil of believability that documentary films are so able to portray. To capture the audiences trust directors of mock documentary films apply many of the tactics and conventions Mock documentaries serve to leave the audience questioning the reality and believability of what they view in the theatre and at home. The mock document ary can be both real and fake, both shocking and humorous, both projected and actual. The origin of the mockumentary ranges back to the very beginning of film. The mock documentary as a genre owes a great deal to both fiction and nonfiction films. But, since a mockumentary adopts the formal behavior of a documentary it asserts a sense of believability. In the late twentieth century documentary films used an element of fakery to add to the plausibility of the footage. War scenes were also depicted by cardboard cutouts of boats and often staged in backyard lagoons. In Robert Flaherty's 1922 film, Nanook of the North, Eskimo life was supposed to be shown as it existed without influence. However, this film which was supposed to depict how Eskimos really lived was heavily shaped by Flaherty, and wound up being a documentary of how Eskimos lived when a camera was in their midst. These instances of falsity are the predecessors of the mockumentary genre, though they serve very different purposes. The false images in the early films were used to provide authenticity; fake scen es were used to include the action and events that the camera was unable to capture to add to the credibility of their footage. When the camera was unable to physically be there and obtain the actual footage, or when the film didn't turn out the way the documentarians wanted they would simply use false footage to make up for what was lost. The premise was if the audience was able to see even a re-enactment, they would be more apt to believe that it actually occurred. The goal of the mockumentary is not to enhance credibility but to explicitly question the believability of what the audience is viewing. While many of these early documentary films used fakery to add to the realism the directors were trying to portray, mock documentaries are set up to look as realistic as possible both to trick the audience, and also to challenge them to question what they accept as matter-of-fact. For as long as documentaries have existed they have embellished the truth and taken liberties with the documentary form to make the truth seem more believable. In the beginning of documentary film the audience was not ready to question what was real and what had been staged, film was new and people were not questioning the actuality of the events they were accepting as real. Erik Barnouw, author of Documentary: A History of the Non-Fiction Film, states that directors of mock documentaries start with a fictional event or person, and embellish the fiction to make it seem more believable or convincing. Often times the aim of mockumentaries is to satirize the documentary form. Still today, over a decade since the advent of film the relationship between images and truth remains blurred. As sited in Bill Nichols, Blurred Boundaries, reality television, programs like Cops and The Real World, today serve as further illustrations of biased documentary work. These reality television programs skew the perspective of the audience and manipulate the lens to blur reality. In Dirk Eitzen's When Is a Documentary? Documentary as a Mode of Perception, he concludes; All documentaries-whether they are deemed, in the end,