Instant coffee market in Japan

Instant coffee market in Japan Nestlà © has dominated the instant coffee market in Japan for a number of years, however, during the 1960s; canned coffee became more popular in Japan. Nestlà © overlooked this chance to gain more of the market share and branded canned coffee as a coffee-flavoured drink, so did not to enter the market. Kirin Beer, Nestlà ©s partner at the time, broke off its relationship with Nestlà © after they refused to enter the canned coffee market. This increased Coca Colas chances and they entered the market with Georgia, especially for this part of the Japanese market. Coca-Cola managed to secure 40% of the canned coffee market in Japan by utilising its existing distribution channel. Nestlà © only entered the market in the early 1990s and has only a 4% share, through a partnership with Otsuka Beverage [1, 2]. In 1991, Otsuka Beverages Nescafà © Canned Coffee sold 50 million cases (30 cans per case) from September to October and around 70 million individual cans from September to Novembe r. In the beginning, the individual canned coffee product was mostly placed on Japan-Rail kiosks throughout Japan. By entering the canned coffee market Otsuka created much competition between already existing brands; such as Coca-Cola group (Georgia) and beer group (Suntory, Kirin and Asahi) who had already achieved a great deal of market share [3]. However, Table 1 shows that Nestlà ©s market share for canned coffee products in 2005 remained at less than 10% [4]. The Japanese accepted Nestlà © instant coffee, which in turn helped them to be the dominant coffee product in Japan. Nevertheless, to compete with soft drinks they launched a new canned coffee that was not accepted by the Japanese like instant coffee, this was because to the Japanese it was just a coffee flavoured drink rather than a can of real coffee. Nestlà © spends approximately 1% of its annual sales revenue on Research and Development (RD) and in 2006 had 3,100 employees dedicated to this department. Around 70% of the RD budget is spent on development initiatives that focus on developing products and processes that fulfil market needs [1]. Analysis of the status quo of the Japanese RTD Market A report by AgExporter, in October 1992 found that Japan is the worlds largest market for ready-to-drink (RTD) canned coffee [5], which gives foreign firms a good opportunity for investment. In 1991, the Japanese consumed a total of $7.3 billion worth of canned coffee products, this accounted for roughly a quarter of all canned beverage sales [5]. The market reached a value of $16 billion in 2003, having grown with a compound annual growth rate (CAGR) of 2.9% in the years 1999-2003 [6]. A reason for canned coffees popularity is how it is easily adapted to each seasons temperature. Through the colder winter months, consumers favour hot canned coffee to soft drinks, beer, fruit juices, milk [5] and other cooler drinks. In the hotter summer months, cold canned coffee is preferred. A Japanese trade publication showed that sales of canned coffee were roughly evenly split between summer and winter months [5]. Another reason for the rapid growth in sales of RTD coffee is due to the extensive distribution in vending machines. About 70-80% of total sales of canned coffee are sold via vending machines according to the Japan Soft Drink Bottlers Association. The other 20-30% is sold in convenience stores and supermarkets [5]. Negotiation of strong product distribution through vending machines is particularly important in the Japanese soft drinks market. Almost three quarters of all canned coffee is sold via vending machines [5]. Graphs 1 and 2 show sales of RTD coffee have been declining since 2003, however in 2010 for Coca-Cola (Graph 1) the trend begins to rise whilst Nestlà © (Graph 2) continues to decline [7]. RTD coffee was not the only soft drink to suffer a loss in 2009; the losses were mainly a result of the recession and a shorter summer, which forced many consumers to cut back on spending on unnecessary goods. Chained coffee shops also reported a significant fall in customer numbers through 2009. This caused many Japanese consumers to use thermal flasks to take coffee to work [8]. Graph 1 [7] Graph 2 Graph 2 [7] Coca-Cola (Japan) Co Ltd remains the leader in RTD coffee, accounting for 24% off-trade volume share (see Table 2) and 27% off-trade value share (see Table 3) in 2009. The company benefits from its strong and well-targeted marketing campaigns. The companys strong branding also helped to sustain demand, with its Georgia brand enjoying a high profile. Coca-Cola accounted for almost double the off-trade value share of its nearest competitor in RTD coffee in 2009, with Suntory Holdings Ltd lagging behind at 13.8% off-trade value share in 2009 [8]. Even though there are policies in place that deter foreign companies, they do have some strengths that can be used to get a foothold in the Japanese market, including lower costs for product ingredients, packaging and labour [5]. Even though exporters have advantages, there are factors they should take into account when thinking of investing in the Japanese market. These factors include potential distributors, importers, retailers, vending machine manufacturers and operators to confirm that product packaging is compatible with equipment specifications, government labelling and sanitation standards, and consumer expectations [5]. Even though there are standards that need to be met, in recent years, the Japanese government has slackened a number of regulations and structural trade barriers, making it easier for foreign companies to enter into Japan. However, there are legal, business and cultural obstacles that remain. Among these are tariffs, food sanitation and labelling laws and Japans complex distribution system. Strict limitations have been placed on the use of certain food colourings, preservatives and additives that have to be avoided in canned coffee products [5]. Packaging All products sold in Japan must have the correct labelling. Labels for imported beverages must include the following information: Product name Raw materials used, including additives Date of manufacture or processing Name and location of manufacturer or processor [5] Nearly all leading brands use steel cans for their canned coffee, although a number of companies use aluminium cans, steel cans are favoured because they are sturdier and not as expensive. Non-carbonated beverages often come in aluminium cans that are more prone to denting; packaging is an important issue to address when selling via vending machine since Japanese consumers will reject dented cans. The most common serving sizes for canned coffee products are 150 grams, 190 grams, 250 grams and 350 grams [5] with the most popular being the 250 gram can. However, increased costs of production and ingredients have forced many manufacturers to switch to the smaller 190-gram can but still charge the same price. An increase in product quality is usually the main reason for using the smaller can size; this bodes well with the Japanese consumers who often perceive quality over quantity. Pull-tabs are featured on most brands of canned coffee; however, push-tab cans are gaining in popularity be cause of growing environmental concerns [5]. Most of the major canned coffee manufacturers own their own vending machine networks. Using this, manufacturers can maintain complete control over vending distribution of their products [5]. By working with major vending operators, this will provide foreign firms with an understanding of the Japanese vending machine business and provide assistance for things like product design, packaging, test marketing and strategic planning [5]. The success or failure of a foreign canned coffee product in Japan may well depend on the selection of an appropriate operator [5]. In Japan, trade shows are quite frequent and popular; they provide an excellent opportunity for exporters to introduce products to potential distributors and retailers. These events also offer exporters a chance to gather information about market conditions and products manufactured by Japanese and other foreign companies [5]. Other sources of information that are available and will aid foreign companies are trade journals and publications, which are a key source of information on product and market developments. Advertising published in these journals and publications can help product manufacturers find suitable business support services [5]. Re-launching Nestlà © RTD Coffee In 2004, Nescafà © Santa Marta, from Nestlà © Japan Group was introduced that is made with 100% Santa Marta coffee beans it was produced in 190g cans and cost  ¥115. Another two versions for Nescafà © Santa Marta were also introduced one was called UP and the other BREAK. UP was advertised to retain a just-brewed coffee taste and sharp bitterness and comes in a red can, and BREAK was advertised as a perfect way for loosening the tension and is sold in a blue can. Like the original, both come in 190-gram cans and cost  ¥120 each [9, 10]. Ways of rebranding Nestlà © RTD coffee include retaining the taste and aroma of freshly brewed coffee, making canned coffee healthier, increasing the range of coffee types, and giving canned coffee a more premium image. (See Appendix 1 for PEST analysis and Appendix 2 for SWOT analysis). By rebranding Nestlà © RTD coffee, it will help to give a fresh look, which will aid in attracting new customers potentially from competitors and new possible employees. Another advantage is to differentiate even more from competitors, and because the RTD coffee-market it slowly becoming saturated, rebranding will help boost sales and increase brand image. Possible rebranding of the two products BREAK and UP could include renaming the product followed by a slogan but still promoting that one boosts energy and one relaxes you. Renaming and redesigning each one would give the illusion of a brand new product to existing and potential consumers. Examples of rebranding BREAK could be Onsen followed by the slogan Relax, and an example for UP could be Boost with the slogan Kick start your day. Using a variety of Japanese words within the product names across the range would help attract various consumer groups. Words such as Onsen would more likely attract the older consumers who after a long day at work just want to relax, but changing the word to Karaoke coffee Keeping you in tune would most likely attract the younger consumers. Another aspect of rebranding RTD coffee is too look and choose the release of the coffee carefully as different seasons can help promote different coffees, especially if the name also includes something relative to a particular season. For instance a RTD coffee named Sakura Be one with nature would probably get the most attention and largest sales during the spring months, when the Sakura are in bloom, another seasonal coffee for the winter months, with the name Mountain Top that can promote coffee with cream. Another key factor in rebranding a product is the dominant colour in the design. For Nescafà © their brand colour is red, when combined with white it then portrays the national colours of Japan, this could be another factor in helping attract the consumers attention. Another role that colours play in rebranding is, when used correctly then can give products a premium look along with a highly impactful design of youth and vitality. Giving the product a more premium image will help consumers distinguish the product from competitors and make them realise it is not just another canned coffee. The product name once again comes into effect, giving the coffee a name of honour and meaning could help in rebranding a product as premium, example names could include Emperor Coffee Respect the taste and Samurai Coffee A cut above the rest. Even though rebranding can make the can look more prominent, another aspect is to go back to the roots of Nescafà © and make the coffee can simple yet effective. By replicating the instant coffee colour scheme and design onto the can, it would help the consumer to see that the same coffee goes into both the instant and into the canned coffee products. With Nestlà © dominating the instant coffee market, this strategy could help boost sales of the canned coffee. Using a name like Nescafà © Simple Anywhere, Anytime and the brand colour of red would be one way of promoting this strategy. By researching things that are, Japanese and things that the Japanese respect can aid in a successful rebrand of RTD coffee. The Japanese are very passionate about luck from good luck charms to New Year good luck predictions. Using the category of luck RTD coffee can help gain consumer loyalty and additional consumers. One way of promoting luck and RTD coffee is to change the name to Lucky and incorporating the kanji symbol hachi into the design. Using these two factors another can be added, the use of lucky ring pulls with this different items can be won such as a free can of Lucky if a ring pull is red, or by collecting a certain number of green ring pulls this would allow the consumer to trade them in for a unique mug. The mugs design can promote an upcoming film/anime or perhaps to look kawaii, which is highly popular in Japan. In order to keep consumers and bring in potential new ones from such areas as business people and teenagers canned coffee with the name Inspire may help, as this name has the possibility to motivate people after drinking it. By making canned coffee healthier, it may help attract consumers away from other healthy soft drinks such as green tea; ways of achieving a healthier coffee is decreasing caffeine content or making a caffeine-free version. This method can attract consumers who want to achieve or maintain a healthy lifestyle; this form of rebranding will most likely be successful especially in todays more health-conscious society. One possible problem with zero/low caffeine coffee which needs to be addressed is that the coffee must still maintain the real coffee taste which is present from freshly brewed coffee, however if this problem can be overcome then the firm will stand a good chance of gaining a higher market share. Another method that is being adopted to create a healthier RTD coffee is the use of polyphenol coffee, which contains caffeic acid, which aids the body by acting as an anti-oxidant [11]. If Nestlà © were to incorporate the Nescafà © Green Blend into a canned coffee version, this i s would maximises the anti-oxidants thus creating a more healthy canned coffee variety, this would allow Nestlà © to tap into the healthy RTD coffee market [12]. Nestlà © Japan Ltd increased its focus on health positioning in its advertising in early 2010, showing the entry into new area for a product type that traditionally has not been associated with health and wellness. In November 1994, a report was published which showed that only 20% of the sales of canned coffee was bought by women; they often favour unsweetened coffee so often visit coffee shops for black coffee, this is due to a majority of women being calorie-conscious so black coffee is preferred [14]. In 2006 infoPLANT carried out a survey about canned coffee, which looked at consumerism and packaging. Over a week at the start of October 6,480 successfully completed the survey, with 65.7% of the respondents being female. Graph 3 shows how often the respondents purchased canned coffee [15]. Graph 3 [15] Conclusion Regardless of Japans economic position, coffee has not gone out of fashion; in fact, it retains the same importance as ever. Coffee is regarded as a healthier alternative to caffeine-based energy drinks; and continues to have a broad appeal across a wide range of the population who work long and increasingly anti-social hours. Canned coffees diversity and popularity allows enjoyment by a wide range of consumers from high school students through to the elderly [2]. Although there is potential to rebrand Nestlà © RTD coffee to draw in the additional consumers; the majority of RTD coffee drinkers remains with business people. Therefore, it is very important to rebrand not only a product to attract other areas of the population such as younger and older generation, but also rebrand a product to attract the masses. This would enable Nestlà © to increase its consumer base but remain focused on RTD coffees main consumer. Word count (excluding tables): 2750 Word count (including tables): 2931 References [1] HILL, C. W. L. 2010. Part V Case: Nestle: Global Strategy International Business. 8 ed.: McGraw-Hill. [2] NESTLÉ. History of Nestlà © Japan Group [Online]. Available: http://www.nestle.co.jp/japan/e/profile/japan-history.asp [Accessed 13th December 2010]. [3] KARASAWA, K. 1991. Canned coffee sales regain two-digit growth. (Japanese coffee sales). Tea Coffee Trade Journal [Online], 163. [4] LOPEZ, J. 2005. NESTLÉJAPAN GROUP. [5] AGEXPORTER. 1992. Canned coffee sales in Japan brewing lots of interest [Online]. Available: http://findarticles.com/p/articles/mi_m3723/is_n10_v4/ai_12921886/ [Accessed 10th December 2010]. [6] DATAMONITOR. 2004. RTD Tea Coffee in Japan. [7] Company Shares (by Global Brand Owner) à ¢Ã¢â€š ¬Ã‚ ¢ Off-trade Volume à ¢Ã¢â€š ¬Ã‚ ¢ % breakdown [Online]. Euromonitor International. Available: https://www.portal.euromonitor.com/Portal/ResultsList.aspx [Accessed 5th December 2010]. [8] 2010. Rtd Coffee Japan [Online]. Euromonitor International. Available: https://www.portal.euromonitor.com/Portal/accessPDF.ashx?c=94PDFf=S-146710-17543094.pdfcode=SoTwtXEdCEmTuFcrWACsLR00dKM%3d [Accessed 5th December 2010]. [9] 2004. New Coffee Drink from Nestlà © Japan Group. [Online]. Available: http://www.accessmylibrary.com/coms2/summary_0286-7013702_ITM [Accessed 21st December 2010]. [10] 2004. New Canned Coffee Drinks from Nestlà © Japan Group [Online]. Available: http://www.accessmylibrary.com/coms2/summary_0286-8240666_ITM [Accessed 21st December 2010]. [11] NESTLÉ. QA [Online]. Available: http://nestle.jp/faq/polyphenol/index.html [Accessed 11th December 2010]. [12] NESCAFÉ ® Green Blend [Online]. Available: http://www.nescafe.co.uk/CoffeeCupboard/everyday-choice/nescafe-green-blend [Accessed 11th December 2010]. [13] 2010. Coffee Japan [Online]. Euromonitor International. Available: https://www.portal.euromonitor.com/Portal/ResultsList.aspx [Accessed 5th December 2010]. [14] SILVERMAN, I. 1994. Women are newest target for canned coffee in Japan. Advertising Age, 65, 60. [15] KEN, Y. N. 2006. What Japan Thinks [Online]. Available: http://whatjapanthinks.com/2006/10/26/almost-half-of-japanese-men-start-their-workday-with-a-canned-coffee/ [Accessed 11th December 2010]. Appendix Appendix 1: PEST Analysis for the re-branding of Nestlà ©-RTD-Coffee Political Ecological/environmental issues Current legislation home market Future legislation Regulatory bodies and processes Government policies Government term and change Trading policies Funding, grants and initiatives Economic Home economy situation Home economy trends General taxation issues Taxation specific to product/services Seasonality/weather issues Market and trade cycles Specific industry factors Market routes and distribution trends Customer/end-user drivers Social Lifestyle trends Consumer attitudes and opinions Media views Brand, company, technology image Consumer buying patterns Major events and influences Buying access and trends Advertising and publicity Technological Research funding Associated/dependent technologies Manufacturing maturity and capacity Information and communications Consumer buying mechanisms/technology Innovation potential Technology access, licencing, patents

The Significance of Dinosaur Art Essay -- Exploratory Essays Research

The Significance of Dinosaur Art Dinosaurs are creatures that seem to fascinate humans, since all we have left are their fossils. Although, through art, their bodies can be put back together and we have a better sense of what they looked like. The problem with art is that pictures can sometimes be disproportionate, unrealistic, or even made up. Young children who learn about dinosaurs may think that they are actually different colors and can talk for example. This is why it is important to make dinosaur art as realistic as possible and more informative. In an article titled, "Do They Really Look Like That? The Science Of Dino Art", writer John Roach discusses people who do art and paleobiology for a living. A man by the name of Chris Sloan is a paleo artist for National Geographic in Washington, D.C.. He's not just a simple artist for the magazine, but also a researcher. He has to do activities such as "attend paleontology conferences, read scientific journals, study dinosaur fossils, talk with scientists, and go on digs"(National Geographic Society 2). This is in order to make dinosaur illustrations attractive to the eye and scientifically accurate. Being a paleo artist also requires paying close attention to the most recent discoveries. New discoveries happen all the time, and artists are very dependant on the information so that they can start their next project. It is important, however, not to be fooled by incorrect information, or hoaxes, which also happens a lot. A good paleo artist will do extensive research on the new information and get to the bottom of it before beginning a piece of art. Sloan, for example, will "read scientific papers, visit paleontologists, or sometimes travel to where a dino... ...r work published. In the future, many more discoveries of dinosaurs will be made. This way, paleo artists are never without jobs. Their work is very important and will be used always. It is important to note that â€Å"art is a reflection of science† (Sloan 2). Generations to come will need to know the truth about dinosaurs, what they looked like, and environments they lived in, so as long as scientists keep making more discoveries, dinosaur art will continue to become more realistic and accurate. Sources 1. Roach, John. â€Å"Do They Really Look Like That? The Science of Dino Art†. National Geographic Society. http://news.nationalgeographic.com/news/2003/03/0310_030311_dinoart.html 2004 2. Speed, William. â€Å"What Did Dinosaurs Really Look Like†¦And Will We Never Know?†. Discover. http://www.findarticles.com/cf_dlm/m1511/9_21/64698201/p7/article.jhtml?term= Sept 2000 The Significance of Dinosaur Art Essay -- Exploratory Essays Research The Significance of Dinosaur Art Dinosaurs are creatures that seem to fascinate humans, since all we have left are their fossils. Although, through art, their bodies can be put back together and we have a better sense of what they looked like. The problem with art is that pictures can sometimes be disproportionate, unrealistic, or even made up. Young children who learn about dinosaurs may think that they are actually different colors and can talk for example. This is why it is important to make dinosaur art as realistic as possible and more informative. In an article titled, "Do They Really Look Like That? The Science Of Dino Art", writer John Roach discusses people who do art and paleobiology for a living. A man by the name of Chris Sloan is a paleo artist for National Geographic in Washington, D.C.. He's not just a simple artist for the magazine, but also a researcher. He has to do activities such as "attend paleontology conferences, read scientific journals, study dinosaur fossils, talk with scientists, and go on digs"(National Geographic Society 2). This is in order to make dinosaur illustrations attractive to the eye and scientifically accurate. Being a paleo artist also requires paying close attention to the most recent discoveries. New discoveries happen all the time, and artists are very dependant on the information so that they can start their next project. It is important, however, not to be fooled by incorrect information, or hoaxes, which also happens a lot. A good paleo artist will do extensive research on the new information and get to the bottom of it before beginning a piece of art. Sloan, for example, will "read scientific papers, visit paleontologists, or sometimes travel to where a dino... ...r work published. In the future, many more discoveries of dinosaurs will be made. This way, paleo artists are never without jobs. Their work is very important and will be used always. It is important to note that â€Å"art is a reflection of science† (Sloan 2). Generations to come will need to know the truth about dinosaurs, what they looked like, and environments they lived in, so as long as scientists keep making more discoveries, dinosaur art will continue to become more realistic and accurate. Sources 1. Roach, John. â€Å"Do They Really Look Like That? The Science of Dino Art†. National Geographic Society. http://news.nationalgeographic.com/news/2003/03/0310_030311_dinoart.html 2004 2. Speed, William. â€Å"What Did Dinosaurs Really Look Like†¦And Will We Never Know?†. Discover. http://www.findarticles.com/cf_dlm/m1511/9_21/64698201/p7/article.jhtml?term= Sept 2000

Nutrition Essay

Shakton Andrews March 27, 2012 4. 07 Movie Matinee Shakton Carbohydrate was chatting happily with a jar of paprika in the pantry when someone started calling her name. The voice got closer and soon, two hands appeared on the shelf. Whose head popped up above them but that of Norman Nutrition! â€Å"There you are, Shakton! † he said with a smile. â€Å"Hi there, Norman! † Shakton replied. â€Å"Listen, Shakton, we have a big problem— the Jones family isn’t eating right. They’re only eating donuts, candy, chips, and sodas. We have to do something! I’m calling on all the food groups to help me out.We’re going to show them how to eat healthy again. † â€Å"Of course I’ll help. We need to teach the Jones to eat properly or else they’ll be sick and overweight,† Shakton answered. â€Å"Good! Remember, meet me at the dining room table at supper time with three friends,† Norman said. Then he waved and jumped o ff the shelf to tell the other food groups about the Jones’ problem. â€Å"Bye, Paprika! Duty calls! † Shakton said, waving to his friend before jumping off the shelf like Norman. As Shakton floated down to the floor, he thought about who he should bring to the dining room with him. The Jones kids are fun and like to play. I should bring some friends that are fun! † And with that, Shakton headed to the kitchen. â€Å"Corn has lots of carbs; my friend Corn on the Cob would be perfect for the Jones kids! † Shakton decided, and made his way to the refrigerator. Opening the door was a challenge too big for little Shakton, so he had the family dog, Oscar, help her. With his teeth, he pulled on the towel Mrs. Jones kept tied to the refrigerator door handle. The towel stretched for a second, and then the door opened with a whoosh of cool air.How to open the drawer where Corn on the Cob lived was a harder problem to solve. Eventually, though, Oscar and Shakton fig ured it out. Oscar held Shakton carefully in his mouth while he grabbed hold of the drawer handle. Then, he pulled and the drawer slid open with a squeak. â€Å"Thanks, Oscar,† Shakton called as the dog trotted off. â€Å"Hey, Shakton, is that you? † Corn on the Cob asked from where she sat at the back of the drawer. â€Å"Yep, that’s me! † Shakton answered, jumping down into the drawer. Corn on the Cob ran over and gave her a hug. â€Å"I need your help,† Shakton began, returning his friend’s hug. Of course, anything! † And so Shakton explained the Jones’ problem. When he finished Corn on the Cob gasped in horror. â€Å"Oh, Shakton, that’s awful! What do you need me to do? † she asked. â€Å"I need you to come with me to the dining room table to show that it can be fun to eat good foods. We have to be there by supper time, and I still have to pick up to other friends. † â€Å"Let’s go, then! What ar e we waiting for? † Corn on the Cob exclaimed. As Shakton and Corn on the Cob climbed out of the drawer, Shakton asked his friend who else they should bring along to the dining room.Corn on the Cob paused on the edge of the drawer, thinking, before jumping down onto the floor where Shakton waited. â€Å"Mr. and Mrs. Jones might not be interested in fun foods like me at their age†¦Ã¢â‚¬  Corn on the Cob said sadly. â€Å"What about BlueBerry? He’s a bit more suited to their fruity pallet,† Shakton suggested. â€Å"Good idea,† Corn on the Cob agreed. Shakton and Corn on the Cob had to ask some of the other inhabitants of the fridge where BlueBerry lived, but eventually they found out where he usually stayed. It was a small drawer on the very top shelf on the Pantry Door.From where they stood on the bottom shelf, Shakton and Corn on the Cob looked way, way up to see where he lived. â€Å"How are we ever going to get up there? † Corn on the Cob f retted. â€Å"We’ll figure out a way. After all, I’m not in charge of the Protein food group for nothing! † Shakton encouraged. â€Å"Let’s think for a minute and see if we come up with anything,† Corn on the Cob suggested. Shakton agreed, and together they sat with legs crossed, chins resting on one hand, thinking hard. â€Å"I know! † Corn on the Cob suddenly yelled. â€Å"Let’s ask Spaghetti for help! â€Å"What a good idea,† Shakton said, and so they went over to the drawer where Mrs. Jones kept all the leftovers. The Leftover Drawer was a dark and scary place. Meatloaf and Lima Beans were not always the very nicest sort of foods, and it was hard to find your way around this drawer. Some foods got lost here, and never saw the light of day again until Mrs. Jones did her once-every-2-months-cleaning-of-the-refrigerator. However, Spaghetti was a new arrival to this drawer, having only been served for the first time 2 days ago . Luckily for Shakton and Corn on the Cob, that meant she lived near the front of the drawer.After several minutes, they found her. She was sleeping soundly in a large, noodle-y mass under a blanket of tomato sauce with her pet meatballs at her side. Shakton had a terrible time trying to wake Spaghetti up. He and Corn on the Cob tried poking Spaghetti, shouting, clapping their hands, and loudly singing in squeaky, off-key voices. Finally, their efforts were rewarded and Spaghetti woke up. Then Shakton and Corn on the Cob had to sit and catch their breath for minute before asking for help. â€Å"We need your help, Spaghetti,† Shakton began. â€Å"Yeah, we’re trying to get to the top of the Door to visit BlueBerry.But it’s too high up for us and there’s no way to climb up by ourselves,† Corn on the Cob continued. â€Å"Can you help us get up to the Top Shelf so we can climb across to the drawer on the door where BlueBerry lives? † Shakton fini shed. Spaghetti thought for a moment before answering, â€Å"Sure, I’ll help, but I never do something for nothing. While you’re up there in the Door, will you give a message to my friend Grated Parmesan for me? † â€Å"Yes, if you’ll just help us up there! † Shakton agreed. â€Å"All right, it’s a deal,† Spaghetti said. â€Å"Tell Parmesan hat she and I are supposed to be served for dinner tonight, so she had better not make any plans and be out partying in the very back of the refrigerator like last time! † The three of them made their way out of the creepy, shadowy leftover-drawer and Spaghetti began making a plan: â€Å"I’ll reach up to the next shelf and you’ll climb up along my arm,† she said. Her noodle arms were very, very long, and she would have no problem reaching way up to the next shelf. Shakton and Corn on the Cob nodded and Spaghetti continued, â€Å"Then I’ll pull myself up and weâ⠂¬â„¢ll do the same thing over again.I’m not entirely sure how you’ll get over onto the door, but I can at least take you as far as the Top Shelf. † â€Å"Thank you for helping us at least that much! † Shakton said gratefully. He really meant what he said. The three carried out their plan without a single thing going wrong, and eventually they reached the Top Shelf. â€Å"Here, I must leave you,† Spaghetti said sadly. Shakton gave her new friend a hug. â€Å"Thank you again for helping us. I don’t know how we would have made it up here without you! † â€Å"You’re welcome, Shakton. Good luck on your mission! † Spaghetti said, then began to go back down to the Leftover Drawer.A kindly tall, skinny cardboard pint of cream was more than willing to lean over and let Shakton and Corn on the Cob climb up his back to reach the Door. They had to quickly deliver Spaghetti’s message to Grated Parmesan, then they were on their way again. Finally, the two reached BlueBerry’s home. He was more than willing to come along— in fact, he was quite honored to be chosen as a representative of the Carbohydrate group. â€Å"Wait, there’s only Corn on the Cob and I†¦ doesn’t that mean you still need to get one more food? † he suddenly asked as they slid down the refrigerator door handle and onto the floor. You’re right,† Shakton realized. He looked at his friends, thinking about whom else he should bring along. He smacked her fist onto her palm, shouting, â€Å"I know! Let’s go get Ants on a Log! † Corn on the cob and BlueBerry looked at each other, puzzled. â€Å"Who’s that? † they asked at the same time. â€Å"Oh, you’ve probably never heard of him. He’s new to the Kitchen. Anyway, he’s on a plate on the counter, beside the sink. † Shakton, BlueBerry, and Corn on the Cob, scurried across the floor, very car eful not to disturb the sleeping cat as they went by. They were all very glad that Mrs.Jones had been interrupted a while ago while sweeping the floors, because the broom was leaning up against the counter. It was pretty easy to climb up the broom handle and onto the counter after all that Shakton and Corn on the Cob went through to get to BlueBerry. When they had all climbed up the broom handle, they hurried over to the white plate sitting there a foot away. The Ants on a Log family were all lying around on the plate, chatting with each other. They all looked exactly alike! Shakton ran over ahead of the other two. â€Å"Hello! I’m Shakton Carbohydrate,† she said.All six of them turned and looked at her. â€Å"Hello,† they all said at once. They looked very friendly. Shakton quickly told them about the Jones’ eating problems (for the third time that day) and asked them if one of them would come with her to the dining room table at supper time. â€Å"Oh, yes. Allan will go with you! † one of them said cheerfully. â€Å"Thank you! † Shakton exclaimed gratefully. He looked quickly over her shoulder at the large clock on the wall. Oh no! It was almost 6:30! They had only five minutes to get to the dining room table. Would they make it in time? We have to hurry,† Shakton shouted. â€Å"Let’s go! † They all slid down the broom handle and ran across the kitchen. It was a very big kitchen, and they couldn’t run very fast on their short little legs. There was only two minutes left when they finally reached the dining room. They hurried over to the table, and then struggled to climb up one of its legs. At long last, they all made it up onto the tabletop. They sat down tiredly, panting to get their breath back. â€Å"Shakton, you made it! Good job! † Norman Nutrition called from the middle of the table, where he sat beside the salt shaker. I knew I could count on you. † Shakton was very ple ased when she saw many of her friends there beside Norman. Penelope Protein was there with her 3 representatives, along with Frances Fat, Phil Fiber, and Wally Water. Of course, the Jones family was there, too. They listened while Norman Nutrition explained that they were here to help them eat better so they could be healthier. Then, the leaders of each of the food groups took turns talking about their jobs. When it was Shakton’s turn he said: â€Å"My job in maintaining your bodies is to help build gain energy so you can run, jump, and play.I brought three friends with me. Corn has lots of carbs, but Corn on the Cob is more fun than other kinds, don’t you think? BlueBerry can be very fruity, and he’s all about carbs! Ants on a Log gets his carbs from the Peanut Butter he’s made with. † After everyone had gotten a turn to talk, Norman turned to the Jones. â€Å"After what you’ve learned, will you promise to eat better foods? † he aske d. They all nodded. Shakton was tired that night, but very happy that the mission was a success. He knew if the Jones ate properly, they would live very happy lives.

Ancient Mayan Architecture - Temples and Palaces

The Maya were an advanced society that flourished in Mesoamerica long before the arrival of the Spanish in the sixteenth century. They were skilled architects, building great cities of stone that remain even a thousand years after their civilization fell into decline. The Maya built pyramids, temples, palaces, walls, residences and more. They often decorated their buildings with intricate stone carvings, stucco statues, and paint. Today, Maya architecture is important, as it is one of the few aspects of Maya life that is still available for study. Maya City-States Unlike the Aztecs in Mexico or the Inca in Peru, the Maya were never a unified empire ruled by a single ruler from a single place. Rather, they were a series of smaller city-states who ruled the immediate vicinity but had little to do with other cities if they were far enough away. These city-states traded with and warred upon one another frequently, so cultural exchange, including architecture, was common. Some of the more important Maya city-states were Tikal, Dos Pilas, Calakmul, Caracol, Copà ¡n, Quiriguà ¡, Palenque, Chichà ©n Itzà ¡ and Uxmal (there were many others). Although every Maya city is different, they tended to share certain characteristics, such as general layout.​ Layout of Maya Cities Maya tended to lay their cities out in plaza groups: clusters of buildings around a central plaza. This was true of the impressive buildings in the city center (temples, palaces, etc) as well as smaller residential areas. These plazas are rarely neat and orderly and to some, it may seem as if the Maya built anywhere they pleased. This is because they Maya built on the irregularly-shaped higher ground to avoid floods and dampness associated with their tropical forest home. In the center of the cities were the important public buildings such as temples, palaces, and the ball court. Residential areas radiated out from the city center, growing sparser the further they got from the center. Raised stone walkways linked the residential areas with each other and the center. Later Maya cities were built on higher hills for defense and had high walls surrounding most of the city or at least the centers. Maya Homes The Maya kings lived in stone palaces in the city center near the temples, but the common Maya lived in small houses outside the city center. Like the city center, the homes tended to be bunched together in clusters: some researchers believe that extended families lived together in one area. Their modest homes are thought to be much like the homes of their descendants in the region today: simple structures constructed mostly of wooden poles and thatch. The Maya tended to build up a mound or base and then build upon it: as the wood and thatch wore away or rotted they would tear it down and build again on the same foundation. Because the common Maya were often forced to build on lower ground than the palaces and temples in the city center, many of these mounds have been lost to flooding or encroaching wilderness. The City Center The Maya built great temples, palaces, and pyramids in their city centers. These were often mighty stone structures, over which wooden buildings and thatched roofs were often built. The city center was the physical and spiritual heart of the city. Important rituals were done there, in the temples, palaces, and ball courts. Maya Temples Like many Maya buildings, Maya temples were built of stone, with platforms on the top where wooden and thatch structures could be built. Temples tended to be pyramids, with steep stone steps leading to the top, where important ceremonies and sacrifices took place. Many temples are graced by elaborate stone carvings and glyphs. The most magnificent example is the famous Hieroglyphic Stairway at Copà ¡n. Temples were often built with astronomy in mind: certain temples are aligned to the movements of Venus, the sun or the moon. In the Lost World Complex at Tikal, for example, there is a pyramid which faces three other temples. If youre standing on the pyramid, the other temples are aligned with the rising sun on equinoxes and solstices. Important rituals took place at these times. Maya Palaces The Palaces were large, multi-storied buildings which were home to the king and royal family. They tended to be made of stone with wooden structures on top. Roofs were made of thatch. Some Maya palaces are spacious, including courtyards, different structures that were possibly homes, patios, towers, etc. The palace at Palenque is a good example. Some of the palaces are quite large, leading researchers to suspect that they also acted as a sort of administrative center, where Maya bureaucrats regulated tribute, trade, agriculture, etc. This was also the place where the king and noblemen would interact not only with the common people but also with diplomatic visitors. Feasts, dances, and other community social events could also have taken place there. Ball Courts The ceremonial ball game was an important part of Maya life. Common and noble people alike played for fun and recreation, but some games had important religious and spiritual significance. Sometimes, after important battles in which important prisoners were taken (such as enemy noblemen or even their Ahau, or King) these prisoners would be forced to play a game against the victors. The game represented a re-enactment of the battle, and afterward, the losers (which were naturally the enemy nobles and soldiers) were ceremonially executed. Ball courts, which were rectangular with sloped walls on either side, were prominently placed in Maya cities. Some of the more important cities had several courts. Ball courts were sometimes used for other ceremonies and events. Surviving Maya Architecture Although they were not on a par with the legendary Inca stonemasons of the Andes, Maya architects built structures which have withstood centuries of abuse. Mighty temples and palaces at places like Palenque, Tikal, and Chichen Itza survived centuries of abandonment, followed by excavation and now thousands of tourists walking and climbing all over them. Before they were protected, many ruin sites were scavenged by locals looking for stones for their homes, churches or businesses. That the Maya structures have survived so well is a testament to the skill of their builders. The Maya temples and palaces that have withstood the test of time often contain stone carvings depicting battles, wars, kings, dynastic successions and more. The Maya were literate and had a written language and books, of which only a few survive. The carved glyphs on temples and palaces are therefore important because there is so little remaining of the original Maya culture. Source McKillop, Heather. The Ancient Maya: New Perspectives. New York: Norton, 2004.