The Origins of Rice Domestication in China

The Origins of Rice Domestication in China Today, rice (Oryza species) feeds more than half the worlds population  and accounts for 20 percent of the worlds total calorie intake. Although a staple in diets worldwide, rice is central to the economy and landscape of wider East Asian, Southeast Asian, and South Asian ancient and modern civilizations. Particularly in contrast to Mediterranean cultures, which are primarily based on wheat bread, Asian cooking styles, food textural preferences, and feasting rituals are based on consumption of this vital crop. Rice grows on every continent in the world except Antartica, and has 21 different wild varieties and three distinct cultivated species: Oryza sativa japonica, domesticated in what is today central China by about 7,000 years BCE, Oryza sativa indica, domesticated/hybridized in the Indian subcontinent about 2500 BCE, and Oryza glabberima, domesticated/hybridized in west Africa between about 1500 and 800 BCE. Origin Species: Oryza rufipogonFirst Domestication: Yangtse River basin, China, O. sativa japonica, 9500-6000 years ago (bp)Paddy (Wet Rice Field) Invention: Yangtse River basin, China, 7000 bpSecond and Third Domestications: India/Indonesia, Oryza indica, 4000 bp; Africa, Oryza glaberrima, 3200 bp Earliest Evidence The oldest evidence of rice consumption identified to date is four grains of rice recovered from the Yuchanyan Cave, a rock shelter in Dao County, Hunan Province in China. Some scholars associated with the site have argued that these grains seem to represent very early forms of domestication, having characteristics of both japonica and sativa. Culturally, the Yuchanyan site is associated with the Upper Paleolithic/incipient Jomon, dated between 12,000 and 16,000 years ago. Rice phytoliths (some of which appeared to be identifiable to japonica) were identified in the sediment deposits of Diaotonghuan Cave, located near Poyang Lake in the middle Yangtse river valley radiocarbon dated about 10,000-9000 years before the present. Additional soil core testing of the lake sediments revealed rice phytoliths from rice of some sort present in the valley before 12,820 BP. However, other scholars argue that although these occurrences of rice grains in archaeological sites such as Yuchanyan and Diaotonghuan caves represent consumption and/or use as pottery temper, they do not represent evidence of domestication. Origins of Rice in China Oryza sativa japonica was derived solely from Oryza rufipogon, a poor-yielding rice native to swampy regions that required intentional manipulation of both water and salt, and some harvest experimentation. Just when and where that occurred remains somewhat controversial. There are four regions that are currently considered possible loci of domestication in China: the middle Yangtze (Pengtoushan culture, including such sites as at Bashidang); the Huai River (including the Jiahu site) of southwest Henan province; the Houli culture of Shandong province; and the lower Yangtze River Valley. Most but not all scholars point to the lower Yangtze River as the likely origin location, which at the end of the Younger Dryas (between 9650 and 5000 BCE) was the northern edge of the range for O. rufipogon. Younger Dryas climatic changes in the region included the increase of local temperatures and summer monsoon rainfall amounts, and the inundation of much of the coastal regions of China as the sea rose an estimated 200 feet (60 meters). Early evidence for the use of wild O. rufipogon has been identified at Shangshan and Jiahu, both of which contained ceramic vessels tempered with rice chaff, from contexts dated between 8000–7000 BCE. Direct dating of rice grains at two Yangtse river basin sites was reported by Chinese archaeologists led by Xinxin Zuo: Shangshan (9400 cal BP) and Hehuashan (9000 cal BP), or about 7,000 BCE. By about 5,000 BCE, domesticated japonica is found throughout the Yangtse valley, including large amounts of rice kernels at such sites as TongZian Luojiajiao (7100 BP) and Hemuda (7000 BP). By 6000–3500 BCE, rice and other Neolithic lifestyle changes were spread throughout southern China. Rice reached Southeast Asia into Vietnam and Thailand (Hoabinhian period) by 3000–2000 BCE. The domestication process was likely a very slow one, lasting between 7000 and 100 BCE. Chinse archaeologist Yongchao Ma and colleagues have identified three stages in the domestication process during which rice slowly changed eventually becoming a dominant part of local diets by about 2500 BCE. Changes from the original plant are recognized as the location of rice fields outside of perennial swamps and wetlands, and non-shattering rachis. Out of China Although scholars have come close to a consensus concerning the origins of rice in China, its subsequent spread outside of the center of domestication in the Yangtze Valley is still a matter of controversy. Scholars have generally agreed that the originally domesticated plant for all varieties of rice is  Oryza sativa japonica, domesticated from  O. rufipogon  in the lower Yangtze River Valley by hunter-gatherers approximately 9,000 to 10,000 years ago. At least 11 separate routes for the spread of rice throughout Asia, Oceania, and Africa have been suggested by scholars. At least twice, say scholars, a manipulation of  japonica  rice was required: in the Indian subcontinent about 2500 BC, and in West Africa between 1500 and 800 BCE. India and Indonesia For quite some time, scholars have been divided about the presence of rice in India and Indonesia, where it came from and when it got there. Some scholars have argued that the rice was simply  O. s. japonica, introduced straight from China; others have argued that the  O. indica  variety of rice is unrelated to japonica and was independently domesticated from  Oryza nivara. Other scholars suggest that  Oryza indica  is a hybrid between a fully domesticated  Oryza japonica  and a semi-domesticated or local wild version of  Oryza nivara. Unlike  O. japonica, O. nivara  can be exploited on a large scale without instituting cultivation or habitat change. The earliest type of rice agriculture used in the Ganges was likely dry cropping, with the plants water needs provided by monsoonal rains and seasonal flood recession. The earliest irrigated paddy rice in the Ganges is at least the end of the second millennium BC and certainly by the beginning of the Iron Age. Arrival in the Indus Valley The archaeological record suggests that  O. japonica  arrived in the  Indus Valley  at least as early as 2400–2200 BCE, and became well-established in the Ganges River region beginning around 2000 BCE. However, by at least 2500 BCE, at the site of Senuwar, some rice cultivation, presumably of dryland  O. nivara  was underway. Additional evidence for the continuing interaction of China by 2000 BCE with Northwest India and Pakistan comes from the appearance of other crop introductions from China, including peach, apricot,  broomcorn millet, and Cannabis.  Longshan  style harvest knives were made and used in the Kashmir and Swat regions after 2000 BCE. Although Thailand certainly first received domesticated rice from China–archaeological data indicates that until about 300 BCE, the dominant type was  O. japonica–contact with India about 300 BCE, led to the establishment of a rice regime that relied on wetland systems of agriculture, and using  O. indica. Wetland rice–that is to say rice grown in flooded paddies–is an invention of Chinese farmers, and so its exploitation in India is of interest. Rice Paddy Invention All species of wild rice are wetland species: however, the archaeological record implies that the original domestication of rice was to move it into a more or less dryland environment, planted along the edges of wetlands, and then flooded using natural flooding and annual rain patterns. Wet rice farming, including the creation of rice paddies, was invented in China about 5000 BCE, with the earliest evidence to date at Tianluoshan, where paddy fields have been identified and dated. Paddy rice is more labor-intensive then dryland rice, and it requires an organized and stable ownership of land parcels. But it is far more productive than dryland rice, and by creating the stability of terracing and field construction, it reduces environmental damage caused by intermittent flooding. In addition, allowing the river to flood the paddies replenishes the replacement of nutrients taken from the field by the crop. Direct evidence for intensive wet rice agriculture, including field systems, comes from two sites in the lower Yangtze (Chuodun and Caoxieshan) both of which date to 4200–3800 BCE, and one site (Chengtoushan) in the middle Yangtze at about 4500 BCE. Rice in Africa A third domestication/hybridization appears to have happened during the African Iron Age in the Niger delta region of west Africa, by which  Oryza sativa  was crossed with O. barthii to produce  O. glaberrima. The earliest ceramic impressions of rice grains date from between 1800 to 800 BCE in the side of Ganjigana, in northeast Nigeria. documented domesticated O. glaberrima has first been identified at Jenne-Jeno in Mali, dated between 300 BCE and 200 BCE. French plant geneticist Philippe Cubry and colleagues suggest that the domestication process may have been begun about 3,200 years ago when the Sahara was expanding and making the wild form of rice harder to find. Sources Cubry, Philippe, et al. The Rise and Fall of African Rice Cultivation Revealed by Analysis of 246 New Genomes. Current Biology 28.14 (2018): 2274–82.e6. Print.Luo, Wuhong, et al. Phytolith Records of Rice Agriculture During the Middle Neolithic in the Middle Reaches of . Quaternary International 426 (2016): 133–40. Print.Huai River Region, ChinaMa, Yongchao, et al. Rice Bulliform Phytoliths Reveal the Process of Rice Domestication in the Neolithic Lower Yangtze River Region. Quaternary International 426 (2016): 126–32. Print.Shillito, Lisa-Marie. Grains of Truth or Transparent Blindfolds? A Review of Current Debates in Archaeological Phytolith Analysis. Vegetation History and Archaeobotany 22.1 (2013): 71–82. Print.Wang, Muhua, et al. The Genome Sequence of African Rice (Oryza . Nature Genetics 46.9 (2014): 982–8. Print.Glaberrima) and Evidence for Independent DomesticationWin, Khin Thanda, et al. A Single Base Change Explains the Independent Origin of and Selection for the Nonshattering Gene in African Rice Domestication. New Phytologist 213.4 (2016): 1925–35. Print. Zheng, Yunfei, et al. Rice Domestication Revealed by Reduced Shattering of Archaeological Rice from the Lower Yangtze Valley. Scientific Reports 6 (2016): 28136. Print.Zuo, Xinxin, et al. Dating Rice Remains through Phytolith Carbon-14 Study Reveals Domestication at the Beginning of the Holocene. Proceedings of the National Academy of Sciences 114.25 (2017): 6486–91. Print.

25 Essay Topics for American Government Classes

25 Essay Topics for American Government Classes If you are a teacher searching for essay topics to assign to your U.S. government or civics class or looking for ideas, do not fret. It is easy to integrate debates and discussions into the classroom environment. These topic suggestions provide a wealth of ideas for written assignments such as  position papers, compare and contrast essays  and  argumentative essays. Scan the following 25 question topics and ideas to find just the right one. Youll soon be reading interesting papers from your students after they grapple with these challenging and important issues. 25 Topics Compare and contrast what is a direct democracy versus representative democracy.  React to the following statement: Democratic decision-making should be extended to all areas of life including schools, the workplace, and the government.  Compare and contrast the Virginia and New Jersey plans. Explain how these led to the Great Compromise.  Pick one thing about the U.S. Constitution including its amendments that you think should be changed. What  modifications would you make? Explain your reasons for making this change.What did Thomas Jefferson mean when he said, The tree of liberty must be refreshed from time to time with the blood of patriots and tyrants? Do you think that this statement still applies to todays world?  Compare and contrast mandates and conditions of aid regarding the federal governments relationship with states. For example, how has FEMA delivered support to states and commonwealths which have experienced natural disasters?Should individual states have mor e or less power compared to the federal government when implementing laws dealing with topics such as legalization of marijuana  and abortion?   Outline a program that would get more people to vote in presidential elections or local elections.What are the dangers of gerrymandering when it comes to voting and presidential elections?Compare and contrast the major political parties in the United States. What platforms did they use in the last presidential election? What policies are they preparing for upcoming midterm elections?Why would voters choose to vote for a third party, even though they know that their candidate has virtually no chance of winning?  Describe the major sources of money that are donated to political campaigns. Check out the Federal Election Regulatory Commissions website for information.Should corporations be treated as individuals regarding being allowed to donate to political campaigns?  Ã‚  Look at the recent Citizens United ruling.  Defend your answer.  Explain the role of social media in connecting interest groups that have grown stronger as the major political parties have grown weaker.  Exp lain why the media has been called the fourth branch of government. Include your opinion on whether this is an accurate portrayal. Compare and contrast the campaigns of Senate and  House of Representatives candidates.Should term limits be instituted for members of Congress? Explain your answer.Should members of Congress vote their conscience or follow the will of the people who elected them into office? Explain your answer.Explain how executive orders have been used by presidents throughout the history of the U.S. What is the number of executive orders issued by the current president?In your opinion, which of the three branches has the most power? Defend your answer.Which of the rights guaranteed by the First Amendment do you consider the most important? Explain your answer.  Should a school be required to get a warrant before searching a students property? Defend your answer.  Why did the Equal Rights Amendment fail? What kind of campaign could be run to see it passed?Explain how the 14th Amendment has affected civil liberties in the United States from the time of its passage at the end of the Civil War.D o you think that the federal government has enough, too much or just the right amount of power? Defend your answer.

The importance of living healthy Research Paper

The importance of living healthy - Research Paper Example The diet that one consumes plays a significant role in ensuring healthy living in that certain diet contain substances that assist the promotion of health, as in the case for Mediterranean diets that are found to be a healthier than diets supplemented by additives to ensure that they are healthy (Healy). In this case, living healthy focuses on the issue of nutrition and the diet, that one follows and how well one eats. Therefore, living healthy does not necessarily mean that one eats based on limiting his or her nutritional intake, but is instead based on the consumption of naturally balanced foods that do not require modification in order to meet the nutritional needs of an individual. This is further shown by Mediterranean diets that have been proven to be way healthier as compared to conventional foods taken by diet fanatics. This is because studies show that people consuming diets low in fat do not necessarily mean that one’s diet is healthy; as they were found to be more at risk of heart disease and stroke as compared to those having natural foods as found in the Mediterranean foods (Healy). However, healthy living in terms of dietary intake reveals the need to consume certain foods in moderation, and others as if one’s life depended on it such as fatty fish for constant nutrition and avoidance of red meat. This means that low-fat diets are not beneficial for healthy living, but consumption of fruits and vegetables, as well as lean meats leads to healthy living in regard to nutrition and it has less risk to certain health complications such as strokes and heart attacks. In addition, healthy living in nutrition facilitates the body to be more responsive in relation to one’s physiology in cases of inflammation and insulin insensitivity. This is because a healthy diet contributes to a healthy body that is able to regulate its processes and prevent cardiovascular disease (Dray). Therefore, adding oats in nutrition that are rich in fiber se rves to create a feeling of satisfaction throughout the day, which translates to reduced intake of unhealthy foods. In addition, oats increase the rate of metabolism in the body creating an environment conducive for the burning of fat leading to a healthy body with enhanced aesthetics. This is also as seen in the case of adding avocadoes in the diet, whereby they provide fats to the body in an unsaturated form, which is important in creating a â€Å"quiet hunger†. The quiet hunger is relevant in metabolizing belly fat and providing protein, as well as fiber to the body lading to enhanced health and reduced susceptibility to diseases. In addition, healthy living based on nutrition eliminates vulnerability to certain conditions that have no cure, but are preventable such as cancer. This is evident by consuming foods with broccoli as it has preventive properties against cancer, which cuts back on one’s quality of life (Klein 33). In order to ensure healthy living, it is i mportant to consider exercise, which serves to prolong human life and exercise, just like nutrition, does not mean heavy exercise or one that is prescribed (Thornton and Brunton 12). Instead, it refers to living in an environment that beats conventional convenience, which means that one is pushed towards physical activity by his or her needs in order to run errands that

William the conqueror Essay Example | Topics and Well Written Essays - 1000 words

William the conqueror - Essay Example This paper studies the reforms initiated by William the Conqueror and its impact on England. William was the son of the Duke of Normandy and appointed to take his father’s place during the latter’s journey to the holy land. His young life was marked by chastity and piety as his character became strong due to the circumstances of that time era. As Normandy descended into anarchy, he became an invincible and feared military defeat for his victories in the battlefield. During the 1040s, as France was threatened by civil war, he won important military victories at Alen and Domfront. He became the undisputed master of the French province of Maine. His fiefdom was the most powerful one in France which even managed to defy the French king. In 1066, he claimed the throne of England which was challenged by Harold Godwinson. William appeared with a huge army of Normans where the famous Battle of Hastings was fought in which he was victorious1. The conquest of England led to the domination of the land, people and government by the Normans. Permission was also given to build castles which would help protect the Norman nobility from attacks. William established his government with the qualities of a statesman. He also needed to enforce his laws with an iron fist to prevent the English from rebelling against Norman authority. One of his greatest achievements was the comprehensive manuscript which became known as the Doomsday Book. This book carried out a census of the people living within the territories of William the conqueror. This census was also carried to initiate a new system of taxation which would help to fund the government of William the conqueror. William also introduced heavy taxes which did not prevent people from looking at him with a negative light. The English people looked towards William as their protector from feudal oppression2. One of William’s most bitter legacies was the forest laws3. William

Proposal for Changing Themes Paper Essay Example for Free

Proposal for Changing Themes Paper Essay Questions General General Questions Prepare a 350- to 700-word proposal for the Changing Themes Paper and Presentation that includes your selected theme, possible eras, authors, and an annotated bibliography with a minimum of six outside sources. Submit your Proposal for Changing Themes Paper and Annotated Bibliography Make a commitment to your education. If you go into school thinking of it like a big party, then thats exactly what youll get out of it. And you more than likely wont last the four years. A lot of money is being spent on your education, so you need to commit yourself to your success. This file contains ENG 302 Week 3 Learning Team Assignment: Proposal for Changing Themes Paper and Annotated Bibliography General Questions General General Questions Prepare a 350- to 700-word proposal for the Changing Themes Paper and Presentation that includes your selected theme, possible eras, authors, and an annotated bibliography with a minimum of six outside sources. Submit your Proposal for Changing Themes Paper and Annotated Bibliography Make a commitment to your education. If you go into school thinking of it like a big party, then thats exactly what youll get out of it. And you more than likely wont last the four years. A lot of money is being spent on your education, so you need to commit yourself to your success. This file contains ENG 302 Week 3 Learning Team Assignment: Proposal for Changing Themes Paper and Annotated Bibliography General Questions General General Questions Prepare a 350- to 700-word proposal for the Changing Themes Paper and Presentation that includes your selected theme, possible eras, authors, and an annotated bibliography with a minimum of six outside For downloading more tutorials visit https://bitly.com/1rubnus Make a commitment to your education. If you go into school thinking of it like a big party, then thats exactly what youll get out of it. And you more than likely wont last the four years. A lot of money is being spent on your education, so you need to commit yourself to your success. General Questions General General Questions Prepare a 350- to 700-word proposal for the Changing Themes Paper and Presentation that includes your selected theme, possible eras, authors, and an annotated bibliography with a minimum of six outside sources. Submit your Proposal for Changing Themes Paper and Annotated Bibliography

The Failure of the First and Second Reconstruction :: American History

The Failure of the First and Second Reconstruction The First and Second Reconstructions held out the great promise of rectifying racial injustices in America. The First Reconstruction, emerging out of the chaos of the Civil War had as its goals equality for Blacks in voting, politics, and use of public facilities. The Second Reconstruction emerging out of the booming economy of the 1950's, had as its goals, integration, the end of Jim Crow and the more amorphous goal of making America a biracial democracy where, "the sons of former slaves and the sons of former slave holders will be able to sit down together at the table of brotherhood." Even though both movements, were borne of high hopes they failed in bringing about their goals. Born in hope, they died in despair, as both movements saw many of their gains washed away. I propose to examine why they failed in realizing their goals. My thesis is that failure to incorporate economic justice for Blacks in both movements led to the failure of the First and Second Reconstruction. The First Reconstruction came after the Civil War and lasted till 1877. The political, social, and economic conditions after the Civil War defined the goals of the First Reconstruction. At this time the Congress was divided politically on issues that grew out of the Civil War: Black equality, rebuilding the South, readmitting Southern states to Union, and deciding who would control government.1 Socially, the South was in chaos. Newly emancipated slaves wandered the South after having left their former masters, and the White population was spiritually devastated, uneasy about what lay ahead. Economically, the South was also devastated: plantations lay ruined, railroads torn up, the system of slave labor in shambles, and cities burnt down. The economic condition of ex-slaves after the Civil War was just as uncertain; many had left former masters and roamed thehighways.2 Amid the post Civil War chaos, various political groups were scrambling to further their agendas. First, Southern Democrats, a party comprised of leaders of the confederacy and other wealthy Southern whites, sought to end what they perceived as Northern domination of the South. They also sought to institute Black Codes, by limiting the rights of Blacks to move, vote, travel, and change jobs,3 which like slavery, would provide an adequate and cheap labor supply for plantations. Second, Moderate Republicans wanted to pursue a policy of reconciliation between North and South, but at the same time ensure slavery was abolished.

Annual Report

A N N U A L R E PO RT 2 01 1 2011 was the year in which Carlsberg Malaysia moved boldly forward. With the successful execution of the new global positioning and bold new packaging, we reinforced the leading position of our ? agship brand, Carlsberg Green Label, and strengthened our extensive premium beer range to emerge as a stronger multi-brand portfolio company. Through enhancing operational ef? ciencies and advancing people empowerment efforts, we made great strides forward on the operational front and delivered pro? table, sustainable growth. moving boldly†¦ orward We strive to become the preferred partner of our customers and the preferred choice of our consumers by offering a dynamic portfolio of beverage brands Annual Report 2011 1 What’s Inside 2 3 4 12 18 20 22 24 52 58 61 68 Carlsberg Malaysia Group of Companies 2011 Achievements Chairman’s Address Review of Operations by Managing Director Review of Carlsberg Singapore’s Operations Management Team Management Team Pro? le Brand Portfolio Financial Summary Directors’ Pro? le Statement of Corporate Governance Statement of Internal Control and Corporate Risk Management 1 Audit Committee Report 76 Responsibility Statement 77 136 137 138 140 141 142 Financial Statements by the Board of Directors Carlsberg Malaysia’s Sales Of? ces Particulars of Group Properties Analysis of Shareholdings Material Contracts List of Recurrent Related Party Transactions Notice of 42nd Annual General Meeting Form of Proxy 151 Corporate Information 2 Carlsberg Brewery Malaysia Berhad (9210-K) Carlsberg Malaysia Group* Manufacturing of beer, stout and other malt related beverages: Sales and distribution of beer, stout, wines, spirits and other beverage products are done via the following subsidiaries:Singapore Carlsberg Singapore Pte Ltd Shareholding: 100% KEY BRANDS: Carlsberg Green Label, CARLSBERG BREWERY MALAYSIA BERHAD KEY BRANDS MANUFACTURED (INCLUDING LICENSED PRODUCTS): Carlsberg Gre en Label, Carlsberg Gold, Carlsberg Special Brew, Danish Royal Stout, SKOL, SKOL Super, Connor’s Stout, Asahi Super Dry, Jolly Shandy, Nutrimalt. Malaysia †¢ Carlsberg Marketing Sdn Bhd Shareholding: 100% KEY BRANDS: Carlsberg Green Label, Carlsberg Gold, Danish Royal Stout, Kronenbourg 1664, Kronenbourg Blanc, SKOL, Corona Extra. Presence in Sri Lanka market via the following associated company:Carlsberg Gold, Carlsberg Special Brew, Danish Royal Stout, SKOL, SKOL Super, Connor’s Stout, Kronenbourg 1664, Kronenbourg Blanc, Corona Extra, Asahi Super Dry, Jolly Shandy, Nutrimalt. Sri Lanka Lion Brewery (Ceylon) PLC Shareholding: 24. 6% KEY BRANDS MANUFACTURED, SOLD AND DISTRIBUTED: Carlsberg Green †¢ Luen Heng F & B Sdn Bhd Shareholding: 70% KEY BRANDS: Hoegaarden, Stella Artois, Budweiser, Foster’s, Erdinger, Leffe, Beck’s, Savanna, and numerous other wine and spirit brands. Label, Lion Lager, Lion Stout, Carlsberg Special Brew, Lion Strong Beer . * Carlsberg Malaysia† or â€Å"The Group† Annual Report 2011 3 2011 Achievements First ever Carlsberg Group Cash Race Prize for Asia For the very ? rst time for an Asian market, Carlsberg Malaysia won the Carlsberg Group’s Cash Race Prize. The prize was a result of the signi? cant improvements delivered by Carlsberg Malaysia following a renewed focus on capital management in the Asian region. Carlsberg Group Award for Community Engagement Carlsberg Malaysia was named winner of the Carlsberg Group’s ‘We are Engaged with Society’ Award at the CEO Conference in Kiev, Ukraine in June 2011.Carlsberg Malaysia won this award for impacting hundreds of schools, institutions and communities through its education fundraising platforms. Asia Responsible Entrepreneurship Awards (AREA) 2011 Counted among the top three exemplary companies in Asia, Carlsberg Malaysia received the Asia Responsible Entrepreneurship Awards (AREA) 2011 in the category of Social Empowerment. Second Gold at the Putra Brand Awards 2011 Carlsberg for the second consecutive year won Gold at the Putra Brand Awards – Alcoholic Beverage category.Organised in association with the Malaysia’s Most Valuable Brands, the Putra Brand Awards is a brand valuation exercise that recognises brands that are near and dear to the hearts of Malaysians. Thirteenth Gold Award at the Reader’s Digest Trusted Brand Awards 2011 The Carlsberg brand was voted the Gold winner at the Reader’s Digest Trusted Brand Awards for the 13th consecutive year. Recognised as one of the most representative and objective branding surveys in the region, the Reader’s Digest survey was carried out in eight markets across South East Asia. Carlsberg came up as the preferred brew. 4Carlsberg Brewery Malaysia Berhad (9210-K) Annual Report 2011 5 Chairman’s Address The Group turned in a pro? t after tax of RM167. 4 million, a 24. 8% growth in comparison to pro? t afte r tax of RM134. 1 million in 2010. Dear Shareholders, Carlsberg Malaysia delivered another year of strong growth on the back of commendable ? nancial and operational performance in 2011. In line with our annual report theme â€Å"Moving Boldly Forward†, the entire organisation worked diligently to reinforce the leading position of our jewel in the crown, Carlsberg Green Label, whilst strengthening our extensive premium beer range.Today, having emerged as a multi-brand portfolio company focused on delivering sustainable revenue and earnings growth, Carlsberg Malaysia is a much stronger contender in the Malt Liquor Market. On behalf of the Board of Directors, it is my pleasure and privilege to present the Annual Report and Audited Financial Statements of Carlsberg Brewery Malaysia Berhad for the ? nancial year ended 31 December 2011. A Weaker Operating Environment The year 2011 saw the global economy registering a relatively weaker performance as compared to the preceding year. The slower growth was attributable to unprecedented political turmoil in the Middle East and North Africa, a series of massive natural disasters around the globe, and the crises that hit the advanced economies. On the Malaysian front, domestic demand remained resilient in 2011, with private consumption remaining robust, underpinned by a healthy labour market and ? rm commodity prices. The Government’s ? scal and monetary policies remained accommodative and supported growth during the year. Malaysia registered lower GDP growth of 5. 1% in 2011 as compared to GDP growth of 7. 2% registered the year before. Robust Financial PerformanceAgainst this backdrop, the Carlsberg Malaysia Group continued to grow in line with the market to take a healthy market share in the premium segment. In 2011, Carlsberg Malaysia generated revenue amounting to RM1. 5 billion, an 8. 9% increase over the preceding year’s RM1. 4 billion. The Group turned in a pro? t after tax of RM167. 4 million, a 24. 8% growth in comparison to pro? t after tax of RM134. 1 million in 2010. Our strong performance came on the back of the successful roll out of 2011’s global Carlsberg brand packaging revamp and innovative consumer promotions under a new global brand tagline, â€Å"That Calls for a Carlsberg†. Carlsberg Brewery Malaysia Berhad (9210-K) Chairman’s Address Our subsidiary Carlsberg Singapore Pte Ltd (CSPL) and associate company, Lion Brewery Ceylon PLC, too delivered double digit growth in revenue and earnings for 2011. The Group also made strong inroads into the premium beer segment by leveraging the strengths of subsidiary Luen Heng F & B Sdn Bhd (LHFB) and its impressive super premium beer range. Additionally, cost ef? ciencies were optimised with strong operational synergies between our Malaysian and Singaporean businesses. Raising the Bar on Performance During 2011, we took many initiatives to improve performance.On the consumer and customer fronts, our teams worked hard to reinforce and promote the Carlsberg brand via exclusive and engaging brand experiences. Carlsberg’s position as Malaysia’s leading beer brand was reaf? rmed when it was selected for the coveted Gold Award at the 2011 Putra Awards. We were also accorded the Most Trusted Brand by Reader’s Digest readers in Malaysia and Asia for the 13th consecutive year, the only brand in the beer category to receive this. To reaf? rm our position at the forefront of product innovation, we focused our efforts on driving our beer brands.We brought new drinking experiences to our consumers and pursued beverage opportunities that reinforced our core competencies and infrastructure. We continued to tap LHFB’s impressive super premium beer portfolio comprising the No. 1 imported beer, Hoegaarden, as well as the fast growing Asahi, Erdinger and Budweiser brands. We also went on to invest in the Carlsberg Group-owned premium brands Kronenbourg 1664 and Kronenb ourg Blanc, while acquiring the rights to locally manufacture, sell and distribute Asahi Super Dry, the No. 1 beer from Japan.The growth of all these brands did much to bolster our position in the super premium beer segment. We also revitalised the SKOL Brand and re-energised the Danish Royal Stout brand so as to cater for different consumer segments and needs. Shareholder Value Creation In line with our commitment to delivering value to our shareholders and after considering the Group’s funding requirements, the Board of Directors is pleased to propose the distribution of 100% of the Group’s 2011 pro? ts. The Board of Directors is recommending a ? nal and special dividend of 65. 5 sen per ordinary share of RM0. 0 less Malaysian income tax and a special tax exempt dividend of 2. 0 sen per ordinary share of RM0. 50. Together with the interim gross dividend of 5. 0 sen per ordinary share of RM0. 50, the total gross dividend for the ? nancial year 2011 is 72. 5 sen per or dinary share of RM0. 50 (2010: total gross dividend of 58. 0 sen per ordinary share of RM0. 50). The ? nal and special dividends and tax exempt dividend will be tabled for shareholders’ approval at the coming annual general meeting on 26 April 2012. The Group continues to prioritise ef? ciency improvements and people development efforts.In 2011, we continued to optimise our cost structure and asset base by leveraging both global and local initiatives as well as the strong operational synergies between our Malaysian and Singapore businesses. The establishment of a Continuous Improvement (CI)-LEAN Programme empowered shop ? oor employees to improve the way things were done and deliver respectable ef? ciency improvements and cost savings. On the people front, we set out to inculcate a performance culture and leadership culture based on trust, ownership and diversity. All these efforts led to renewed employee con? ence in Carlsberg Malaysia as a company. Responsible Corporate Pra ctices Carlsberg Malaysia remains committed to growing pro? tably in a responsible manner. To this end we have integrated responsible corporate practices into our total business operations and value chain to drive pro? table, sustainable growth. I am pleased to announce that Carlsberg Malaysia has developed a new format Corporate Social Responsibility (CSR) Report which provides insights into the tangible outcomes we are delivering in the areas of the Marketplace, Community, Workplace and Environment.Our stand alone CSR Report underscores Carlsberg Malaysia’s commitment to good CSR practices as well as re? ects how deeply ingrained these elements are within our people and businesses. Annual Report 2011 7 Our strong performance came on the back of the successful roll out of 2011’s global Carlsberg brand packaging revamp and innovative consumer promotions under a new global brand tagline, â€Å"That Calls for a Carlsberg†. We are committed to elevating the wellbei ng of communities under our guiding principle â€Å"Sharing with the Community Unconditionally. 2011 saw us continuing to roll out our ? agship charity campaign â€Å"Top Ten† which entered its 25th year in 2011. One of the most established and transparent fund raising platforms for Chinese education, Top Ten successfully raised RM20 million in 2011. All in all, this popular initiative has raised more than RM369 million for 588 Chinese schools and institutions nationwide to date. In 2011, we also set out to strengthen our ties to Tamil education by introducing the English Essentials and Back to School projects for students from Tamil schools in Peninsular and East Malaysia.For our efforts, Carlsberg Malaysia won an award in the Social Empowerment category of the Asia Responsible Entrepreneurship Awards (AREA) 2011. We were also accorded the Carlsberg Group’s â€Å"We are Engaged with Society† Winning Behaviours Award 2010. Going forward, we remain committed to supporting the Government’s Economic Transformation Programme (ETP) and Malaysia’s ambition of becoming a developed and high income nation by 2020. We will align our objectives to support the ETP and other economic priorities particularly through focusing our efforts in the tourism, distributive trade and expatriate sectors.We are already indirectly supporting the Government’s tourism efforts through our support of major sports, food and fashion events. As we move boldly but cautiously forward into yet another challenging year, the Board of Carlsberg Malaysia remains committed to delivering pro? table, sustainable growth. Pro? tability will be driven by Malaysia’s leading beer brand, Carlsberg Green Label, and supported by a strong premium brand portfolio. We have set our sights on becoming the country’s most vibrant portfolio company in the near future and will undertake aggressive but prudent strategies to get us there quickly.Operationally, we w ill continue to optimise cost ef? ciencies and capacity utilisation in the brewery as well as leverage continuous improvement initiatives to deliver robust operational performance. On the people front, we will continue to invest in this key asset by inculcating a strong performance culture. All these, among other measures, will ensure that Carlsberg Malaysia continues to make strong progress. In Appreciation On behalf of Carlsberg Malaysia’s Board of Directors, I wish to express my utmost gratitude to our management team and staff for their unyielding loyalty, hard work and commitment to excellence.The successes of 2011 came on the back of their relentless focus and efforts. Our heartfelt appreciation goes to all our other stakeholders, including our distributors, suppliers, customers and consumers. Thank you for your unwavering support of the Group all these years. It is with great sadness that I take this opportunity to record the tremendous contribution to the Group over m any years by our late Deputy Managing Director, Dato’ Chin Voon Loong who passed away on 16 March 2012.I would also like to express my sincere appreciation to my colleagues on the Board for their wise counsel and guidance. Last but not least, my deep gratitude to our shareholders for your continued support and steadfast con? dence in Carlsberg Malaysia. We look forward to pursuing new heights of excellence and creating strong shareholder value as we stride con? dently forward into 2012. Thank you. Moving Boldly Forward The economic environment is expected to remain challenging in 2012 and this is expected to affect Malaysia particularly in terms of exports.However, the country is expected to be supported by resilient domestic demand, supported primarily by the continued expansion of private sector activity. Public sector expenditure too is expected to lend strong support to Malaysia’s overall growth performance. Given this outlook, the Carlsberg Malaysia Group welcomes the Malaysian Government’s prudent stand to not further increase excise duties for beer and stout in 2012 as Malaysia’s duties are already the second highest in the world. Dato’ Lim Say Chong Chairman Shah Alam 4 April 2012 Carlsberg Brewery Malaysia Berhad (9210-K) Ucapan Pengerusi Para pemegang saham yang dihormati, Carlsberg Malaysia telah menyampaikan satu lagi tahun pertumbuhan yang kukuh berlandaskan prestasi kewangan dan operasi yang baik dalam 2011. Selaras dengan tema laporan tahunan kami â€Å"Melangkah ke Hadapan dengan Penuh Keyakinan† (â€Å"Moving Boldly Forward†), seluruh organisasi telah bejerka dengan gigih bagi mengukuhkan kedudukan jenama terulung kami, Carlsberg Green Label, sementara memperkukuhkan rangkaian bir premium meluas kami.Hari ini, setelah muncul sebagai sebuah syarikat portfolio pelbagai jenama yang menumpu pada penyampaian pertumbuhan pendapatan dan perolehan yang mampan, Carlsberg Malaysia kini adalah pencabar yan g lebih mantap dalam Pasaran Arak Malt. Bagi Pihak Lembaga Pengarah, saya berbesar hati dan dengan hormatnya membentangkan Laporan Tahunan dan Penyata Kewangan Beraudit Carlsberg Brewery Malaysia Berhad untuk tahun kewangan berakhir 31 Disember 2011. Prestasi Kewangan yang Teguh Dengan latar belakang ini, Kumpulan Carlsberg Malaysia terus berkembang selaras dengan pasaran untuk meraih agihan pasaran yang agak baik dalam segmen premium.Pada 2011, Carlsberg Malaysia telah mencatat pendapatan berjumlah RM1. 5 bilion, satu peningkatan sebanyak 8. 9% berbanding RM1. 4 bilion pada tahun sebelumnya. Kumpulan telah merekodkan keuntungan selepas cukai berjumlah RM167. 4 juta, satu peningkatan sebanyak 24. 8% berbanding keuntungan selepas cukai sebanyak RM134. 1 juta dalam 2010. Prestasi mantap kami dicapai melalui pelaksanaan yang berjaya pengubahsuaian pembungkusan jenama Carlsberg global pada tahun 2011 serta promosi pengguna yang inovatif di bawah slogan jenama global baru, â€Å"That Ca lls for a Carlsberg. Syarikat subsidiari kami Carlsberg Singapore Pte Ltd (CSPL) dan syarikat bersekutu, Lion Brewery Ceylon PLC, juga menyampaikan pertumbuhan angka berganda dalam pendapatan dan perolehan untuk 2011. Kumpulan juga telah mengorak langkah yang mantap ke dalam segmen bir premium dengan memanfaatkan keteguhan subsidiari Luen Heng F & B Sdn Bhd (LHFB) dan rangkaian bir premiumnya yang amat mengagumkan. Tambahan lagi, keberkesanan kos telah dioptimumkan melalui sinergi operasi yang kukuh di antara perniagaan kami di Malaysia dan Singapura. Meningkatkan Tahap PrestasiKami telah mengambil pelbagai inisiatif untuk meningkatkan prestasi dalam tahun 2011. Dari segi pengguna dan pelanggan, pasukan kami telah berusaha dengan gigih untuk memperkukuh dan mempromosikan jenama Carlsberg melalui pengalaman jenama yang eksklusif dan menawan. Kedudukan Carlsberg sebagai peneraju jenama bir di Malaysia telah disahkan semula apabila ia dipilih untuk menerima Anugerah Emas terkemuka di A nugerah Putera 2011. Kami juga telah menerima anugerah Jenama Paling Dipercayai oleh para pembaca Reader’s Digest di Malaysia dan Asia untuk 13 tahun berturut-turut, satusatunya jenama dalam kategori bir untuk mendapat penganugerahan ini.Bagi mengesahkan lagi kedudukan kami sebagai peneraju dalam inovasi produk, kami menumpukan usaha kami terhadap pemacuan jenama bir kami. Kami memperkenalkan pengalaman meminum yang baru kepada pengguna kami dan mengejar peluang minuman yang memperkukuhkan kecekapan teras dan infrastruktur kami. Kami juga terus mempergunakan portfolio bir amat premium LHFB yang mengagumkan yang termasuk bir diimport Nombor 1, Hoegaarden, serta jenama-jenama yang pesat tumbuh seperti Asahi, Erdinger dan Budweiser.Kami juga melabur dalam jenama premium yang dimiliki Kumpulan Carlsberg, iaitu Kronenbourg 1664 dan Kronenbourg Blanc, sementara memperoleh hak mengeluarkan secara tempatan, menjual dan mengedar bir Nombor 1 dari Negara Jepun, Asahi Super Dry. Pertumb uhan kesemua jenama ini telah menyumbang dengan ketaranya dalam meningkatkan kedudukan kami dalam segmen bir amat premium. Kami juga telah mengaktifkan semula Jenama SKOL dan menggiatkan lagi jenama Danish Royal Stout bagi memenuhi segmen dan keperluan pengguna yang berlainan.Kumpulan terus mengutamakan usahausaha peningkatan kecekapan dan pembangunan tenaga insan. Pada 2011, kami terus mengoptimumkan struktur kos dan dasar aset kami dengan mengumpil dari kedua-dua inisiatif global dan tempatan serta sinergi operasi yang kukuh di antara perniagaan kami di Malaysia dan Singapura. Penubuhan Program Peningkatan Berterusan (CI)-LEAN (Continuous Improvement (CI)-LEAN Programme) memberi kuasa kepada pekerja di kilang untuk menambahbaikkan cara bekerja dan menyampaikan peningkatan kecekapan serta penjimatan kos yangPersekitaran Operasi yang Lebih Lembap Ekonomi global telah mencatatkan prestasi yang lebih lembap pada tahun 2011 berbanding dengan tahun sebelumnya. Pertumbuhan yang lebih lem bap berpunca daripada kekacauan politik di Timur Tengah dan Afrika Utara yang belum pernah berlaku sebelum ini, pelbagai bencana alam besar-besaran di seluruh dunia dan krisis yang melanda beberapa ekonomi maju. Di Malaysia, permintaan domestik kekal bertahan dalam 2011, dengan penggunaan swasta yang tetap teguh, disandari oleh pasaran tenaga kerja yang mantap dan harga komoditi yang kukuh.Polisi ? skal dan kewangan Kerajaan kekal melengkapi dan menyokong pertumbuhan sepanjang tahun. Malaysia mencatat pertumbuhan Keluaran Dalam Negara Kasar (KDNK) yang lebih rendah sebanyak 5. 1% pada 2011 berbanding dengan pertumbuhan KDNK sebanyak 7. 2% yang dicatat pada tahun sebelumnya. Perwujudan Nilai untuk Pemegang Saham Selaras dengan komitmen kami untuk memberi nilai kepada para pemegang saham kami dan selepas mempertimbangkan keperluan pendanaan Kumpulan, Lembaga Pengarah dengan sukacita ingin mencadangkan pengagihan 100% keuntungan 2011 Kumpulan.Lembaga Pengarah mengesyorkan dividen akhir dan khas bernilai 65. 5 sen setiap saham biasa berharga RM0. 50 ditolak cukai pendapatan Malaysia dan dividen pengecualian cukai khas bernilai 2. 0 sen setiap saham biasa berharga RM0. 50. Bersama dengan dividen kasar interim bernilai 5. 0 sen setiap saham biasa berharga RM0. 50, jumlah dividen kasar untuk tahun kewangan 2011 ialah 72. 5 sen setiap saham biasa berharga RM0. 50 (2010: jumlah dividen kasar bernilai 58. 0 sen setiap saham biasa berharga RM0. 50 sesaham).Dividen akhir dan khas dan dividen pengecualian cukai akan dibentangkan untuk kelulusan pemegang saham di mesyuarat agung tahunan akan datang pada 26 April 2012. Annual Report 2011 9 berkesan. Dari segi tenaga insan, kami telah memperkenalkan satu budaya prestasi dan budaya kepimpinan berdasarkan kepercayaan, pemilikan dan kepelbagaian. Kesemua usaha ini telah membawa kepada penambahan keyakinan kakitangan dalam Carlsberg Malaysia sebagai sebuah syarikat. Melangkah ke Hadapan dengan Penuh Keyakinan Persekitaran ekonomi dijangka akan kekal mencabar pada 2012 dan ini dijangka akan memberi kesan kepada Malaysia terutamanya dari segi eksport.Walau bagaimanapun, negara dijangka akan disokong oleh permintaan domestik yang bertahan, disokong terutamanya oleh aktiviti sektor swasta yang terus berkembang. Perbelanjaan sektor awam dijangka juga akan memberi sokongan kukuh terhadap pertumbuhan prestasi Malaysia secara keseluruhan. Memandangkan tinjauan ini, Kumpulan Carlsberg Malaysia mengalu-alukan langkah hemat Kerajaan Malaysia untuk tidak menaikkan lagi duti eksais bir dan stout pada 2012 memandangkan duti Malaysia kini adalah yang kedua tertinggi di seluruh dunia.Memandang ke hadapan, kami kekal komited untuk menyokong Program Transformasi Ekonomi (Economic Transformation Programme atau ETP) Kerajaan serta cita-cita Malaysia untuk menjadi sebuah negara maju dan berpendapatan tinggi menjelang 2020. Kami akan menjajarkan objektif kami untuk menyokong ETP dan keutamaan ekonomi lain terutamanya dengan menu mpukan usaha kami dalam sektor-sektor pelancongan, perdagangan pengagihan dan ekspatriat. Kami secara tidak langsung telah menyokong usaha Kerajaan dalam sektor pelancongan melalui sokongan kami dalam acara-acara sukan, makanan dan fesyen utama.Dalam usaha kami untuk mengambil langkah yang yakin tetapi berhati-hati ke dalam satu lagi tahun yang mencabar, Lembaga Carlsberg Malaysia kekal komited untuk menyampaikan pertumbuhan yang menguntungkan dan bertahan. Keberuntungan akan didorong oleh jenama peneraju bir utama Malaysia, Carlsberg Green Label, dan disokong oleh satu portfolio jenama premium yang teguh. Kami berhasrat untuk menjadi syarikat portfolio paling cergas di Malaysia pada masa hadapan terdekat dan akan melaksanakan strategi yang agresif tetapi berhemat untuk mencapai matlamat ini dalam masa yang singkat. Amalan Korporat yang BerprihatinCarlsberg Malaysia kekal komited untuk meningkatkan keuntungan dengan cara yang bertanggungjawab. Untuk mencapai matlamat ini, kami telah menyepadukan amalan korporat yang berprihatin ke dalam keseluruhan operasi perniagaan dan rangkaian nilai kami untuk mendorong pertumbuhan keuntungan yang bertahan. Saya sukacita untuk memaklumkan bahawa Carlsberg Malaysia telah membangunkan satu format baru untuk Laporan Tanggungjawab Sosial Korporat (Corporate Social Responsibility atau CSR) yang memberi gambaran ke dalam hasil ketara yang kami akan sampaikan dalam bidang Pasaran, Komuniti, Tempat Kerja dan Alam Sekitar.Laporan CSR lengkap kami menekankan komitmen Carlsberg Malaysia terhadap amalan CSR yang baik serta mencerminkan betapa tertanam dengan kukuhnya elemen-elemen ini di kalangan tenaga kerja dan perniagaan kami. Kami komited untuk mempertingkatkan kesejahteraan komuniti di bawah panduan prinsip kami iaitu â€Å"Berkongsi dengan Komuniti Tanpa Bersyarat. † 2011 menyaksikan penganjuran berterusan kempen amal utama kami iaitu â€Å"Top Ten† yang memasuki tahun ke-25 pada tahun 2011. Salah satu dari platfor m kutipan dana paling mantap dan telus untuk pendidikan Cina, Top Ten telah berjaya mengumpul RM20 juta dalam 2011.Pada keseluruhannya, inisiatif popular ini telah mengumpul lebih RM369 juta untuk 588 buah sekolah dan institusi Cina di seluruh negara sehingga kini. Pada 2011, kami juga telah mengukuhkan pertalian kami untuk pendidikan Tamil dengan memperkenalkan projek Keperluan Penting Bahasa Inggeris dan Kembali ke Sekolah untuk pelajar dari sekolah Tamil di Semenanjung Malaysia serta Sabah dan Sarawak. Untuk usaha kami, Carlsberg Malaysia telah meraih anugerah dalam kategori Pemberian Kuasa Sosial di Anugerah Keusahawanan Bertanggungjawab Asia (Asia Responsible Entrepreneurship Award atau AREA) 2011.Kami juga telah menerima Anugerah Kelakuan Kemenangan â€Å"Kami Terlibat dengan Masyarakat† 2010 Kumpulan Carlsberg. Dari segi operasi, kami akan terus mengoptimumkan kecekapan kos dan penggunaan kapasiti di kilang bir serta mengumpil inisiatif peningkatan berterusan bagi meny ampaikan prestasi operasi yang teguh. Dari segi tenaga insan, kami akan terus melabur dalam aset penting ini dengan memupuk satu budaya prestasi yang kukuh. Kesemua ini, antara langkahlangkah lain, akan memastikan bahawa Carlsberg Malaysia akan terus berkembang dengan mantap.Penghargaan Bagi pihak Lembaga Pengarah Carlsberg Malaysia, saya ingin mengucapkan setinggi-tinggi penghargaan kepada pasukan pengurusan dan kakitangan di atas kesetiaan, kegigihan dan komitmen mereka terhadap kecemerlangan. Kejayaan kami dalam tahun 2011 adalah disebabkan oleh tumpuan dan usaha gigih mereka. Penghargaan tulus ikhlas kami juga adalah untuk semua pemegang kepentingan kami, termasuk pengedar, pembekal, pelanggan dan pengguna kami. Terima kasih di atas sokongan setia anda kepada Kumpulan sepanjang semua tahun-tahun ini.Dengan kesedihan yang amat mendalam, saya ingin mengambil kesempatan ini untuk merakamkan sumbangan yang besar yang telah diberikan kepada Kumpulan selama bertahun-tahun oleh Timbala n Pengarah Urusan kami, Allayarham Dato’ Chin Voon Loong, yang meninggal dunia pada 16 Mac 2012. Saya juga ingin merakamkan penghargaan ikhlas kepada rakan-rakan saya dalam Lembaga Pengarah atas nasihat dan bimbingan meraka. Akhir sekali, saya amat berterima kasih kepada pemegang saham kami atas sokongan berterusan dan keyakinan teguh mereka terhadap Carlsberg Malaysia.Kami berhasrat untuk mencapai tahap kecemerlangan yang lebih tinggi serta mewujudkan nilai pemegang saham yang lebih kukuh ketika kami melangkah dengan penuh keyakinan untuk menghadapi tahun 2012. Terima kasih. Dato’ Lim Say Chong Pengerusi Shah Alam 4 April 2012 10 Carlsberg Brewery Malaysia Berhad (9210-K) Annual Report 2011 11 Annual Report 2011 13 Review of Operations by Managing Director We bolstered the leading position of our ? agship brand, Carlsberg Green Label, and strengthened our extensive premium beer range to emerge a stronger multi-brand portfolio company.The Year of Moving Boldly Forward 2011 was a year in which Carlsberg Malaysia moved boldly forward on all fronts. We turned in commendable ? nancial performance and delivered pro? table, sustainable growth. We bolstered the leading position of our ? agship brand, Carlsberg Green Label, and strengthened our extensive premium beer range to emerge a stronger multibrand portfolio company. We continued to make strong strides forward on the operational front, enhancing operational ef? ciencies and advancing people empowerment efforts.On top of all these, we continued to integrate impactful corporate responsibility initiatives throughout the value chain with the aim of growing the Group in a responsible manner. I am pleased to say all these measures reinforced our position and taking us to greater heights in Malaysia’s Malt Liquor market. promotions under the new global brand tagline â€Å"That Calls for a Carlsberg† that is now aligned in over 140 countries. To drive pro? table, sustainable growth, we set ou r sights on channels with higher growth potential and supported these efforts with the right brand mix in each channel.These measures, together with productivity improvements in the supply chain, as well as enhanced sales and marketing cost ef? ciencies, boosted our margins. Luen Heng F & B Sdn Bhd (LHFB) once again experienced strong growth momentum on the back of a double digit growth in beer volumes to register an increase of 45. 5% in pro? t after taxes. Delivering Profitable, Sustainable Growth The year in review saw Group pro? t after tax grew by 24. 8% on the back of an 8. 9% increase in revenue in comparison to 2010.This strong performance was attributable to the successful roll out of 2011’s global Carlsberg brand packaging revamp and innovative consumer 14 Carlsberg Brewery Malaysia Berhad (9210-K) Review of Operations by Managing Director Aside from the strong performance of our Malaysian operations, our fully owned subsidiary, Carlsberg Singapore Pte Ltd (CSPL) an d associate company, Lion Brewery Ceylon PLC, also delivered impressive results with double digit growth in revenue and earnings for 2011. CSPL turned in its third consecutive year of on-target growth delivering an 11. % increase in revenue and 47. 2% rise in pro? t after tax as compared to the preceding year’s results. This performance was mainly attributable to continued robust volume growth in line with the buoyant beer market in Singapore as well as revenue growth driven by a strengthened premium brand portfolio. Products and Innovation Lever: Tap Two Key Drivers to emerge a Stronger Multi-Brand Portfolio Company Perfecting the Jewel in Our Crown To bring about strong portfolio development in 2011, we leveraged our ? rst key driver which called for us to strengthen the Carlsberg Green Label brand.Deciding that it was time to go bolder and bigger and to take greater risks than before, we leveraged on the global revamp of the Carlsberg Green Label brand and undertook our ow n major makeover in Malaysia. As a result of our efforts, Carlsberg Green Label strengthened its leading position as the most preferred brand among all drinkers in Malaysia. One out of every two drinkers voted Carlsberg as their preferred brand based on consumer research undertaken by independent international research agency, Millward Brown. Carlsberg Green Label’s position as Malaysia’s leading beer brand was further reaf? med when it was awarded the coveted Gold recognition at the 2011 Putra Awards as well as the â€Å"Most Trusted Brand† by Reader’s Digest readers in Malaysia and Asia for the 13th consecutive year. Continuing to Walk Our Talk In 2011, we began to see a de? nite mindset change within the organisation from a focus on short-term volume to a focus on pro? ts, as well as a shift from a focus on one brand to a focus on a diverse portfolio of brands. We successfully leveraged on this mind-set change, together with our Stand, â€Å"Thirst fo r Great,† and the ? ve key strategic levers to raise the bar on performance and deliver as promised in 2011.Capturing New Ground in the Premium Segment We also decided that we had to be bold enough to say that we needed to ? ank the Carlsberg Green Label brand with the fast growing premium segment. As such, our second key driver saw us continuing to tap into LHFB’s impressive super premium beer portfolio which successfully bolstered our position in the premium beer segment. We also went on to invest in the newly launched Carlsberg Group-owned premium brands – Kronenbourg 1664 and the Kronenbourg Blanc wheat beer variant, both of which have shown great potential in the super premium segment.In December 2011, we were awarded the rights to locally manufacture, sell and distribute one of Asia’s fastest growing premium beers – Asahi Super Dry. These brands optimise our product mix and complement our existing premium beer portfolio. Consumers and Customer s Lever: Engage Audiences and Build Brand Equity Actively Engaging with Our Business Partners In 2011, we rolled out the pilot New Generation Distributor Model (NGDM) which aims to ensure the seamless integration of our sales employees and valued business partners so that consumers are served in the best manner possible.Via the NGDM initiative, we aim to transform our traditional distributors to become our trusted strategic partners. Two distributors were selected for the initial programme which showed very encouraging results and we will be replicating these efforts with other distributors. Annual Report 2011 15 To foster closer engagement with our trade partners, we invested in a new nationwide trade programme known as the ‘A’ Class Experience (ACE) Programme, which comprises a series of educational and practical training sessions aimed at assisting F&B operators to raise the bar in meeting the increasingly sophisticated needs of today’s customers.We commission ed Taylor’s University’s Centre for Continuing Professional Education to design the ACE training modules. Through providing solid training followed up by visits to trade outlets to measure their performance, we continue to build goodwill and a strong af? nity with our trade partners. Building Brand Equity among Consumers Nationwide promotions and big-scale consumer activation initiatives further strengthened the brand equity of Carlsberg Green Label and made good inroads among target consumers.With the Malaysian operations producing the volume for Singapore today, we are utilising our cost base a lot more ef? ciently and are reaping the bene? ts with a much higher production volume. The Malaysian operations have in essence managed to assimilate the Singapore business with no additional operational costs. Implementing CI-LEAN Effectively We continued to focus on CI-LEAN Programme in 2011 and empowered our people to make tangible improvements on the shop ? oor, all of wh ich helped to optimise cost and production ef? ciencies.The LEAN philosophy revolves around identifying and eliminating nonvalue-adding activities in production, supply chain management and customer interactions. 2011’s CI-LEAN achievements included maintaining our cost per Hectolitre despite increase in raw material prices; a record increase in production volume without signi? cant capital expenditure on machinery and equipment; a substantial savings of RM6. 0 million from cost optimisation activities; a lower dependency on treated water and natural gas from external sources; a savings of RM3. million from our 3R (reduce, reuse and recycle) measures; as well as ef? ciency improvements from better back-end operations especially in the area of logistics. In 2011, we began to see a de? nite mind-set change within the organisation from a focus on short-term volume to a focus on pro? ts, as well as a shift from a focus on one brand to a focus on a diverse portfolio of brands. Eff iciency Lever: Drive Strong Operational Synergies and Optimise Cost Efficiencies Tapping the Bene? s of Integration In 2011, we continued to make the most of the good operational synergies between our Malaysian and Singaporean operations to further optimise cost ef? ciencies. Following the full integration of the Singapore operations into the Malaysia operations, we continue to realise signi? cant operational enhancements across all functions. 16 Carlsberg Brewery Malaysia Berhad (9210-K) Review of Operations by Managing Director 2012 will also be another exciting year for our consumers and they can expect a host of programmes and campaigns to come their way.A key campaign would involve Carlsberg Green Label being the of? cial beer for the Euro 2012. People Lever: Nurture Great People and Build Our Capabilities Initiatives to Nurture Our Workforce 2011’s initiatives focused on raising the leadership capability of our people through leadership coaching training workshops, one- on-one coaching sessions and a mentoring system. We also launched the Carlsberg Sales Academy (CSA) to help create more structured training and development opportunities as well as a career map for new Sales hires.As part of the our Company’s succession planning strategy, our â€Å"high-potentials† (HiPos) continued under the Carlsberg Accelerated Leader Development Programme (ALDP) which will see them moving into international leadership positions within the Group over time. Introducing the Thirst for Great Hour and Moments As part of our efforts to build Great People, Great Brands and Great Performance as well as to strengthen employee pride in being part of the Carlsberg Family, we introduced the Thirst for Great Carlsberg Hour in 2011.This platform, which aims to get all employees to participate in Great Moments that will help inculcate Carlsberg’s core values and culture among them, as well as unite and motivate them. Gauging Employee Satisfaction The Thirs t for Great initiatives and the communication around it had certainly helped boost employees’ con? dence as re? ected in the latest MyVoice employee attitude survey. 2011’s survey garnered a 100% response rate and re? ected a dramatic improvement in employee con? dence (from two years ago) about being part of the Carlsberg Group, the Group’s direction, and the effectiveness of our senior management.We achieved an Employee Engagement score of 80%, a four percentage point improvement from 2009 results. These encouraging results are testament that our efforts to embed our shared values in our work culture are bearing fruit. Structure and Society Lever: Give Back to Society Unconditionally Making Strong Inroads with Top Ten and English Essentials We continued our strong focus on Carlsberg Malaysia’s ? agship charity campaign, Top Ten, which entered its 25th year in 2011, and in the same year, approximately RM20 million was successfully raised for the developm ent of Chinese education.For our efforts, Carlsberg Malaysia won an award in the Social Empowerment category of the Asia Responsible Entrepreneurship Awards (AREA) 2011. At the 2011 Carlsberg CEO conference in Kiev, Ukraine, we were also accorded the â€Å"We are Engaged with Society† Winning Behaviours Award 2010. Annual Report 2011 17 August 2011 saw the maiden launch of Carlsberg Malaysia’s English Essentials programme for Tamil schools in the states of Penang, Perak, Selangor and Johor. Endorsed by the Tamil School Headmasters’ Council, the programme provides school children and teachers at Tamil-medium schools the opportunity to improve their knowledge and pro? iency of the English language. Ensuring Responsible Drinking The Enjoy Responsibly pilot programme was also introduced in 2011 to educate employees and consumers about the need for responsible drinking. Employing four stands – Be Safe, Be in Control, Drink Smart and Drink Responsibly – the Enjoy Responsibly campaign was introduced at selected events such as our â€Å"Where’s the Partyâ„ ¢? † and â€Å"Malaysia’s Own Oktoberfest 2011† events. The Enjoy Responsibly programme will continue to feature prominently in our corporate culture as well as among our business partners, customers and consumers.Beer will continue to be our key focus in 2012 and we will endeavour to be at the forefront of innovation by bringing new drinking experiences to our consumers. Continued investments into the Carlsberg brand and the many new and exciting portfolio opportunities, coupled with strengthened execution capabilities and ef? ciency initiatives, will enable us to continue our pro? table growth trend and create good shareholders’ value. 2012 will also be another exciting year for our consumers and they can expect a host of programmes and campaigns to come their way.A key campaign would involve Carlsberg Green Label being the of? cial beer for the Euro 2012 football tournament, where a line-up of exciting activities and promotions are being planned for our customers and consumers. Going forward into 2012, we remain cautiously optimistic about the prospects for the Malaysian Malt Liquor Market (MLM). The MLM has been relatively resilient amidst the economic slowdown these last few years and has maintained a steady level of low single-digit annual growth (in terms of volume), and we believe there will be little disruption to its progress in 2012.We are also excited about our agreement with Asahi Breweries Ltd (ABL) to locally manufacture, sell and distribute Asahi Super Dry in Malaysia. This development marks an important milestone in Carlsberg Malaysia’s journey to become the nation’s most vibrant beer portfolio company with a winning portfolio that meets all consumer needs. This move will strengthen our growth in the premium beer segment with the freshest product, and our earnings over the medium to long-ter m. More local production of premium beers will follow in 2012.I wish to convey my utmost gratitude to our consumers, customers and partners for their continued loyalty and steadfast support of Carlsberg Malaysia and its portfolio of brands. My sincere appreciation also goes to the members of the Board for their invaluable insights and wise counsel. In particular, I would like to express my deepest condolences to the family of the late Deputy Managing Director, Dato’ Chin Voon Loong, who passed away on 16 March 2012. The late Dato’ Chin will forever be remembered for his invaluable longstanding contribution, support and guidance to the Group.Last but not least, my heartfelt thanks to all hard working employees of the Carlsberg Malaysia Group for their continued loyalty, support and commitment to pursuing a spirit of excellence and delivering pro? table, sustainable growth. Continuing to Go Boldly Forward Carlsberg Malaysia’s strong portfolio and geographical expo sure drove solid growth in 2011 and this will continue to be our focus for the coming years. As we continue to move boldly forward, we will set our sights on attaining pro? table, sustainable growth by tapping on our ? ve strategic levers. Soren Ravn Managing DirectorShah Alam 4 April 2012 18 Carlsberg Brewery Malaysia Berhad (9210-K) Review of Carlsberg Singapore’s Operations The year 2011 saw Carlsberg Singapore Pte Ltd (CSPL) making great strides forward on the ? nancial and operational fronts to deliver a strong performance. CSPL turned in its third year of consecutive ontarget growth since 2009 and registered double-digit EBIT growth. This robust performance came on the back of continuing volume growth in line with the growth of the beer market in Singapore, while revenue growth was driven by a strengthened premium brand portfolio.Even as CSPL made strong inroads to capture market share in the premium segment, it did so in a pro? table and ef? cient manner with costs gro wing slower than revenue. The good operational synergies between the Malaysian and Singaporean operations also continue to pay off. Key Levers Drive Overall Performance In line with the Group’s overall strategy and direction, CSPL embarked on several key levers to ensure 2011’s robust performance. Firstly, to ensure that the iconic ? agship Carlsberg brand remained the No. preferred premium brand, CSPL undertook an integrated re-launch campaign of the Carlsberg brand that involved brand engagement activities with its core audience of young consumers. Secondly, the premium brand portfolio was strengthened via the accelerated growth of the Kronenbourg 1664 and Kronenbourg 1664 Blanc variants as well as the launch of Sommersby Cider (the No. 1 cider in Denmark) in a new cider category. On top of this, measures were taken to optimise CSPL’s existing operational expense platforms. In addition to the above consumer, product/innovation and ef? iency priorities, CSPL al so focused on improving the availability, visibility and conversion of its brands with customers at the point of purchase/consumption. Efforts were made to improve the performance-based culture of the organisation through clearer measures and rewards, as well as enhacing employee engagement via talent management and recruitment activities. To this end, the rallying call of â€Å"Thirst for Great† and the 5 Winning Behaviours culture were leveraged on. Integration Continues to Deliver Dividends CSPL continues to tap the good operational synergies with the Group’s Malaysian operations to maximise cost ef? ciencies.With the Malaysian operations producing the volume for Singapore, the Group is reaping several tangible bene? ts. For instance, the cost base is being utilised in a much more ef? cient manner and the Group is bene? tting from much higher production volume. On top of this, the reduced lead time is translating into fresher and better quality products, while the a ssociated logistics costs too have dropped. Further cost ef? ciencies were achieved through collaborative marketing campaigns and sharing of creative production resources. Both markets are adopting common marketing platforms and agencies where it makes sense to do so.Annual Report 2011 19 CSR Efforts Strengthen Stakeholder Relationships CSPL continues to implement effective Corporate Social Responsibility activities to build sustainable relationships with its key stakeholders in Singapore. One of its most successful communitycentric programmes over 2011 was the â€Å"Save Everest† campaign which saw participation from key stakeholders such as consumers, media and employees. Five CSPL representatives were part of a team that were selected to â€Å"save† Mt Everest from the damage caused by garbage left behind by mountain climbers and hikers.Ascending some 5,000 metres above ground level to help preserve the ecosystem of this UNESCO World Heritage Site, the efforts of th ese ? ve representatives certainly went a long way in educating audiences about the gravity of the situation. It also helped build goodwill and enhanced CSPL’s reputation in the marketplace. In Recognition of Excellence In recognition of the good branding work done over the year, CSPL received an award from Campaign Asia for having one of the Top 10 Chinese New Year television commercials (TVCs) in the Asia Paci? c region.The CSPL marketing team’s Everest campaign was also nominated for the Top 10 Viewers’ Choice TVC Awards (International Category) under the Carlsberg brand identity re-launch. On top of this, CSPL received a Gold Medal at the Beer Fest Asia event. At the Out-Of-Home Planning & Innovation Awards (OOHPIA) event, CSPL and its agencies won an award for the Best Use of Multiple Clear Channel Formats, which involved the clever use of multiple formats to reach different audiences. Within the Carlsberg Group, the CSPL ? nance team was awarded the Groupà ¢â‚¬â„¢s Asia Finance Excellence Award 2011 for their outstanding work.Moving Boldly Forward into 2012 Going forward, the overall macroeconomic climate for 2012 has been moderated downwards with Singapore’s GDP projected to grow in the region of 1% to 3% given the less-than-optimistic developments in the US and Eurozone. In view of this, consumers and customers are expected to be more selective in their discretionary spend and investments. CSPL will thus embark on marketing and sales programmes that engage consumers in a more direct and relevant manner while delivering better returns on investment.The focus will be on rolling out fewer but high impact initiatives that enable CSPL to continue to deliver volume and revenue growth that will outpace the marketplace in a pro? table, sustainable manner. Going forward, the Group is con? dent that CSPL will deliver another impressive performance in 2012 as it reinforces the market position of Carlsberg Green Label, strengthens its gr owing premium portfolio and undertakes initiatives to further bolster operational ef? ciencies and value management. 20 Carlsberg Brewery Malaysia Berhad (9210-K) Management Team York James Spencer Aged 38, New Zealander Juliet Yap Swee HwangAged 35, Malaysian Gary Tan Sim Huan Aged 42, Malaysian Kenneth Soh Chee Whye Aged 48, Malaysian Marketing Director Business Development Director Sales Director General Manager of Luen Heng F & B Sdn Bhd Annual Report 2011 21 Soren Ravn Aged 38, Dane Kristian Dahl Aged 37, Dane Lew Yoong Fah Aged 44, Malaysian Bart Lim Siang Chin Aged 42, Singaporean Loh Boon Lan Aged 43, Malaysian Managing Director Supply Chain Director Chief Financial Of? cer / Company Secretary General Manager of Carlsberg Singapore Pte Ltd Human Resource Director 22 Carlsberg Brewery Malaysia Berhad (9210-K) Management Team Pro? leSoren Ravn Aged 38, Dane Managing Director Juliet Yap Swee Hwang Aged 35, Malaysian Business Development Director York James Spencer Aged 38, New Zealander Marketing Director Mr. Ravn has been with the Carlsberg Group for over 13 years. Prior to his appointment as Managing Director of Carlsberg Malaysia in March 2010, Mr. Ravn held various strategic and operational positions including Group Strategy Director in the Carlsberg global headquarters in Copenhagen, Managing Director of Carlsberg Hong Kong & Macau and also the Vice President – Supply Chain, HR and Business Development in Carlsberg Greater China.Ms. Yap joined Carlsberg Malaysia in 2007, heading the Consumer Insights function before assuming the role of Senior Manager-Strategy Development, Innovation & Research in 2008. She was subsequently promoted to her current role as Business Development Director in January 2011, where she is responsible in driving the development and implementation of the company’s business and portfolio strategies while exploring new business opportunities. Mr. Spencer has held various key positions in branding and marketing, inc luding Fonterra-New Zealand, Asia Paci? Breweries Ltd-Singapore, and his own consultancy ? rm in Vietnam. Prior to joining Carlsberg Malaysia in May 2011 as Marketing Director, Mr Spencer served with Scottish and Newcastle Ltd as the Market Development Director for Asia and subsequently as International Marketing Manager based in Paris. Lew Yoong Fah Aged 44, Malaysian Chief Financial Of? cer / Company Secretary Kenneth Soh Chee Whye Aged 48, Malaysian General Manager of Luen Heng F & B Sdn Bhd Bart Lim Siang Chin Aged 42, Singaporean General Manager of Carlsberg Singapore Pte LtdMr. Lew has held senior ? nancial positions prior to his appointment as the Chief Financial Of? cer of Carlsberg Malaysia in January 2010, in companies such as Danone Dumex Malaysia, Philips Electronics Singapore, SSMC (JV Philips) Singapore and Philips Malaysia. In his previous position as Finance Director at Danone Dumex Malaysia, Mr. Lew also served as its Director and Company Secretary with responsibili ties across Malaysia, Singapore and Brunei. Mr. Soh began his career in ? nancial consultancy ? ms Deloitte Kassim Chan & Co and KPMG, before joining his family business, Luen Heng Agency (LHA) as a Sales and Marketing Director for 15 years, dealing particularly in foreign beverage brands and import-export matters of the food and beverage industry. Subsequent to the joint-venture between Carlsberg Malaysia and LHA in November 2008, a new company called Luen Heng F&B Sdn Bhd was formed in which he was appointed as the General Manager. Mr. Lim has accumulated 18 years of consumer industry experience in a sales and marketing role, with companies such as Proctor & Gamble and Johnson & Johnson as Regional Customer Development Director.He has been the General Manager of Carlsberg Singapore since January 2009 and continues this role subsequent to its acquisition by Carlsberg Malaysia at the end of 2009. Annual Report 2011 23 Gary Tan Sim Huan Aged 42, Malaysian Sales Director Prior to his appointment as Sales Director of Carlsberg Malaysia since August 2009, Mr. Tan spent 14 years in Unilever Malaysia, during which time he served as Customer Development Director as well as a Board Director, leading in areas of sales and brand management. Kristian DahlAged 37, Dane Supply Chain Director Loh Boon Lan Aged 43, Malaysian Human Resource Director Mr. Dahl has been with the Carlsberg Group since 1999 and has worked as Brewmaster & Supply Chain Specialist in a number of markets including Carlsberg Denmark, Carlsberg UK & Group Supply Chain. Prior to his appointment as Supply Chain Director with Carlsberg Malaysia in March 2012, Mr. Dahl had worked for 5 years as Regional Technical Director in Carlsberg Indochina overseeing the supply chain operations in Vietnam, Cambodia & Laos.Ms. Loh has over 17 years of experience in human resource management, 5 of which have been with Carlsberg Malaysia. She has previously held managerial positions in companies such as ACNielsen and Phil ips Malaysia and was also a management consultant for Arthur Anderson & Co where she advised clients on HR systems, processes, compensation and bene? t matters. Ms Loh was appointed as Human Resource Director of Carlsberg Malaysia in September 2008. 24 Carlsberg Brewery Malaysia Berhad (9210-K) Brand PortfolioBoldly Fast-forwarding Our Brand Portfolio As we set our sights on becoming the country’s most dynamic brewer with an equally dynamic portfolio of beverage brands, we are offering consumers an exciting portfolio of beers, stouts, ciders, wines, spirits and other beverages that are world class and setting trends in the marketplace, particularly in the premium beer segment. 2011 saw us fast-forwarding Carlsberg Malaysia’s transformation from a one-? agship brand beer company to a dynamic brewer with a portfolio of international beer brands.As a result, we reinforced the leading position of our crown jewel, Carlsberg, and bolstered our extensive premium beer portfoli o. With a more international-oriented and synergistic brand portfolio, we outpaced the market and brewed sustainable growth by being the preferred partner to our customers while the brands within our portfolio strengthened their most preferred position among consumers. Asahi Super Dry, the Japan’s no. 1 beer brand is brewed in a unique ‘Karakuchi’ style to give a clean, crisp and refreshing taste with no bitter after taste.Carlsberg Gold, inspired by an original recipe from the 19th century, double brewed and blended to perfection. Annual Report 2011 25 Danish Royal Stout, a full-bodied stout with 8% alcohol content to bring out the best aroma and taste. Kronenbourg 1664, France’s best-selling super premium beer, is specially brewed with aromatic Strisselspalt hops. This elegant beer has a crisp, citrus ? avour with a ? oral aroma. Kronenbourg 1664 Blanc, the wheat beer variant of Kronenbourg 1664, is cloudy with a fruity and refreshing taste and presented in a contemporary blue ottle. Carlsberg, the most preferred beer brand in Malaysia is now enjoyed by consumers in 140 markets. 26 Carlsberg Brewery Malaysia Berhad (9210-K) Brand Portfolio Erdinger, top class premium wheat beer. With ? ne yeast. Traditionally matured in the bottle – like champagne. Carlsberg Special Brew, a dark golden brew stands as a quality premium beer in the high alcohol category. Corona, Mexico’s leading national brand uniquely served with a slice of lime for that refreshing zesty ? avour. Budweiser, the of? ial FIFA ® World Cup Sponsor and the King of beers. Annual Report 2011 27 Born in the middle age, Grimbergen Blonde is a top-fermented beer brewed under an arrangement with the Father of Grimbergen Abbey located in Belgium. SKOL, ? rst brewed in 1959, is Brazil’s No. 1 beer and available in more than 80 countries worldwide. Hoegaarden, the fastest growing imported premium beer in Malaysia, a naturally cloudy beer made from wheat for that refreshing sensation. Stella Artois, the No. 1 Belgian beer in the world and distributed in over 80 countries worldwide. 8 Carlsberg Brewery Malaysia Berhad (9210-K) Brand Portfolio Carlsberg Green Label Carlsberg, our crown jewel, is an all malt lager brewed with a rich heritage and superior quality that goes all the way back to the year 1847 in Copenhagen, Denmark. Today, it is available in more than 140 markets globally and is Malaysia’s most preferred beer brand. Evolving to Exceed Expectations The iconic Carlsberg brand and its evergreen look and feel continues to be loved by many in Malaysia while its taste is enjoyed by millions around the world.Leveraging on its trusted heritage and rich brand equity, Carlsberg undertook a global brand revamp in 2011 whereby it rede? ned standards and evolved to become a bolder, more modern and more engaging brand. In April 2011, Carlsberg unveiled its new visual identity featuring the new Carlsberg Crown that is simpler in desi gn yet has distinctive features to appeal to younger consumers. The new packaging complements its refreshing taste and premium positioning as well as the new tagline, â€Å"That calls for a Carlsberg† which is now used across all 140 markets in the Carlsberg world.Whilst the brand has been given a bold new look, the beer maintains its same great taste. A through-the-line marketing campaign was carried out to make the brand re-launch a success and to deliver on commercial objectives. Prior to the That Calls for a Carlsberg For the past 13 consecutive years, Carlsberg has won the Reader’s Digest Most Trusted Brand Award bearing testament to the credibility of its quality and the values it represents. In 2011, Carlsberg reinforced its brand position by winning its second consecutive Gold Award at the Putra Brand Awards.These prestigious awards aptly re? ect consumer and industry leader endorsements of Carlsberg as the most preferred beer brand and one that is set apart fr om the crowd. Leveraging on product innovation, engaging consumer promotions and through-the-line marketing, Carlsberg remains the clear market leader as indicated by the Millward Brown Beer Tracker results for both 2010 and 2011. revamp, more than 1,000 distributors, customers and retailers were invited to a grand trade launch to be briefed on the new packaging and brand direction of Carlsberg.A good many employees and their families too visited the brewery and took part in a wall-painting exercise featuring a replica of the famed Carlsberg Elephant Gate at Copenhagen, Denmark in remembrance of the founder of Carlsberg, J. C. Jacobsen and his beer making heritage. Taking a Bold Step, Doing the Right Thing Carlsberg’s new global identity calls for the brand to be a vibrant, bold, young, inspirational and contemporary brand that is anchored on its rich heritage as well as the same premium quality and great taste.The journey of the re-launch kicked-off with research and develop ment of the new packaging, then went on to involve conceptualisation of the brand’s direction, and ended with effective inmarket execution. These activities were part of a step-by-step strategy to hype up brand awareness and drive brand equity and growth. At the media launch held at the Shah Alam brewery, hundreds of employees and members of the media witnessed the unveiling of the new Carlsberg Crown as well as the new packaging for the bottle and can.In conjunction with the re-launch, approximately 200 employees from sales, marketing and supporting functions were deployed to execute a merchandize makeover blitz at more than 2,000 refreshment outlets over a two-week period. Outlet owners garnered positive response with regard to the new signage, sales merchandise, point-ofsales materials and vehicles, all of which made a bold statement and a lasting impression. Top of Mind Preferred Brand Brand Loyalty 4% point 4% point 10% point 2010 2011 2010 2011 2010 2011 Source: Millwar d Brown Beer Tracker 2010/11A series of eight thematic ads which communicate the brand essence of â€Å"Stepping up†¦Ã¢â‚¬  were launched in conjunction with the new tagline of â€Å"That calls for a Carlsberg†. 30 Carlsberg Brewery Malaysia Berhad (9210-K) Brand Portfolio Activated through social media platforms such as Facebook and blogs, the WTP events increased the Carlsberg fan-base from 4,000 fans to 17,000 fans in 2011. â€Å"Where’s the Party? † Builds an Affinity with Younger Consumers As part of our efforts to elevate the Carlsberg brand experience and its reach among younger consumers, an engagement platform named â€Å"Where’s the Party? (WTP) was created. Leveraging on social media to reinforce the new brand positioning, two WTP events were held in June and December 2011 respectively. Held at undisclosed locations prior to the day of party, both WTPs generated excitement and received overwhelming reviews among the 18 and 25 years old consumer group. These parties were the pinnacle of the Carlsberg consumer and media re-launch experience with both becoming the most talked about events for the year. Involving a high

Book Review: Fyodor Dostoyevsky’s Crime and Punishment

Crime and Punishment Novel Responses â€Å"He was so immersed in himself and had isolated himself so much from everyone that he was afraid not only of meeting his landlady but of meeting anyone at all. He was crushed by poverty; but even his strained circumstances had lately ceased to burden him. † By portraying the protagonist as an individual who is going through major suffering, Dostoevsky allows the audience to establish that Raskolnikov is beginning to detach and isolate himself from the world, thus allowing the audience to understand his actions later on in the novel.The second sentence creates a sense of apathy because even though he is â€Å"crushed by poverty†, the circumstances that he faces â€Å"ceased to burden him†. â€Å"Raskolnikov had a terrible dream†¦ To shouts of ‘Giddap! ’ the little mare starts pulling with all her might, but she can scarcely manage a slow walk, much less a gallop†¦ ‘Take an axe to her! Finish h er off fast,’ shouts a third†¦ The nag stretches out her muzzle, heaves a deep sigh, and dies†¦ ‘Papa! What did they†¦ kill†¦ the poor horse for! ’ [Raskolnikov] sobs, but his breath fails, and the words burst like cries from his straining chest.Chindasook2 Dostoevsky uses the story of the murder of the horse to foreshadow the oncoming violence that will happen later on in the novel. The author conveys this scene to be very graphic by using imagery, and this accentuates the concept of guilt that Raskolnikov feels about committing a crime, thus suggesting that it is not his nature to be violent, however the suffering that he has encountered has driven him to the point of violence. â€Å"Kill her and take her money, so that afterwards with its help you can devote yourself to the service of all mankind and the common cause’†¦ Of course, she doesn’t deserve to be alive,’†¦ † Raskolnikov overheard this conversa tion between men in a bar, which shows that it isn’t a coincidence as he was also contemplating doing a similar act himself. This conversation allowed Raskolnikov to create more of a reason for him to commit the crime as he now knows that he is not the only one that considered this. Dostoevsky uses this to accentuate the protagonist’s eagerness to carry out actions in which he believes are appropriate, even if it is morally and legally wrong. â€Å"Here a strange thought came into his head: perhaps all his clothes were covered ith blood, perhaps there were stains all over them, and he simply did not see, did not notice them, because his reason was failing, going to pieces†¦ his mind darkening† Doestoevsky uses a limited omniscient narrator to convey Raskolnikov’s deteriorating state of mind and descend into insanity. By displaying Raskolnikov’s thought process, Doestoevsky is able convey the overwhelming guilt that is clouding Raskolnikov†™s mind. The author depicts the frantic nature in which Raskolnikov sees himself thus portraying a sense of paranoia and the burden of the crime in which he committed.Chindasook3 Where was it,’ Raskolnikov thought as he walked on, ‘where was it that I read about a man condemned to death saying or thinking, an hour before his death, that if he had to live somewhere high up on a cliffside, on a ledge so narrow that there was room only for his two feet–and with the abyss, the ocean, eternal darkness, eternal solitude, eternal storm all around him–and had to stay like that, on a square foot of space, an entire lifetime, a thousand years, an eternity–it would be better to live so than to die right now!Only to live, to live, to live! To live, no matter how–only to live! ’ The author portrays the internal conflict that Raskolnikov is experiencing about whether or not to confess through the juxtaposition of life and death. Dostoevsky uses th e metaphor of the man on the ledge to depict an image of how Raskolnikov’s life would turn out to be if he holds on to his secret.However, the epistrophe of the phrase â€Å"to live† enunciates the internal conflict that the protagonist is experiencing as he would rather live a life of depression and guilt over choosing death, but he is constantly trying to free himself from this guilt, thus creating an internal conflict as he can clearly justify confessing, but is terrified of death and therefore tries to convince himself to choose to â€Å"live†. Raskolnikov’s eyes were flashing; he became terribly pale; his upper lip twitched and began to tremble. He leaned as close to Zamyotov as he could and began moving his lips without uttering anything; this went on for half a minute or so; he was aware of what he was doing, but could not stop himself. A terrible word was trembling on his lips, like the hook on that door: another moment and it would jump out; anot her moment and it would let go; another moment and it would be spoken! Chindasook4Anaphora and Parallelism are used to intensify Raskolnikov’s thought process and accentuate the protagonist’s inability to control his feelings about the murder whilst discussing the issue. Raskolnikov makes it clear throughout the conversation that he has a large interest in this issue, making it appear that he is on the verge of confession. The parallelism through the use of semi colons accentuate that Raskolnikov is aware that he may be at risk of confessing as his desire to be free of this guilt overwhelms him.Dostoevsky also uses anaphora through the phrase â€Å"another moment† to further enunciate Raskolnikov’s uncontrollable urge to confess as it keeps coming up in his mind. â€Å"Pride and self-confidence were growing in him every moment; with each succeeding moment he was no longer the man he had been the moment before. What special thing was it however, that had so turned him around? He himself did not know; like a man clutching at a straw, he suddenly fancied that he, too, ‘could live, that there still was life, that his life had not died with the old crone. It was perhaps a rather hasty conclusion, but he was not thinking of that,† Dostoevsky uses words such as â€Å"self confidence† and â€Å"pride† to suggest how Raskolnikov has developed a sense of confidence that will help him overcome his desire to confess. The protagonist is still battling internal conflict, but encounters a moment of clarity after Marmeladov’s death, which makes him realise that his desire to live overpowers his will to confess, thus creating a tone of hope. Chindasook5 Not that he understood it, but he sensed clearly, with all the power of sensation, that it was no longer possible for him to address these people in the police station, not only with heartfelt effusions, as he had just done, but in any way at all, and had they been h is own brothers and sisters, and not police lieutenants, there would still have been no point in this addressing them, in whatever circumstances of life† This quote illustrates Raskolinov’s sudden realisation that that fact that he has murdered Alyona and Lizaveta, he has isolated himself from society as the bounds that formerly kept him tied to the rest of society has been over stepped. Furthermore, this quote suggests that Raskolinov displays no empathy for those around him as he was able to carry out the murders. The fact that it as no longer possible for him to address the people in the police station solidifies his isolation and suggests that guilt has overcome him at this point. â€Å"What came of it was that I tore my caftan in two, shared it with my neighbor, and we were both left half naked, in accordance with the russian proverb which says:   if you chase several hares at once, you won’t overtake any of them. But science says:   Love yourself befor e all because everything in the world is based on self-interest. If you love only yourself, you will set your affairs up properly, and your caftan will also remain in one piece. And economic truths adds that the more properly arranged personal affairs and, so to speak, whole caftans there are in society, the firmer its foundations are and the better arranged its common cause.It follows that by aqcuiring solely and exclusively for myself, I am thereby precisely acquiring for everyone, as it were, and working so that my neighbor will have something more than a torn caftan, not from private, isolated generosities now, but as a result of universal prosperity† Chindasook6 Through the juxtaposition between Luzhin’s egotism and Raskolnikov’s attempt to become selfless, the author implies that the reason the two do not get along is due to their different fundamental morals. Luhzin’s true intentions of marrying Dunya is revealed to be simply out of self-interest, w hilst Raskolnikov’s â€Å"immoral† murder was for the greater good of others, thus opposing Luzhin’s morals.Raskolnikov is hesitant in his own beliefs, therefore Luzhin causes him to further doubt his morals, and thus leading him to doubt whether or not the murder could be justified as a selfless act. â€Å"what can I tell you? I have known Rodion for a year and a half: sullen, gloomy, arrogant, proud; recently (and maybe much earlier) insecure and hypochondriac. Magnamious and kind. Doesn’t like voicing his feelings, and would rather do something cruel than speak his heart out in words. At times, however, he’s not hypochondriac at all, but just inhumanely cold and callous, as if there really were two opposite characters in him, changing places with each other† Dostoevsky further develops Raskolnikov’s inner conflict through this conversation between his mother, sister and Razumikhin.The internal conflict has now become apparent to hi s friend as he explains the juxtaposition within Raskolnikov’s personality, which shocks his family as it becomes evident that he was not always this way, implying that his split personality was brought on by the guilt and conflicts from the murder. Chindasook7 The old woman was nearly a sickness†¦ I was in a hurry to step over†¦ it wasn’t a human being I killed, it was a principal! So I killed the principle, but I didn’t step over, I stayed on this side†¦ All I managed to do was kill. And I didn’t even manage that, as it turns out†¦ A principle? Why was that little fool Razumikhin   abusing the socialists today?They’re hardworking, commercial people, concerned with ‘universal happiness’†¦ No, life is given to me only once, and never will be again– I don’t want to sit waiting for universal happiness,   I want to live myself; otherwise it’s better not to live at all Dostoevsky uses the p oint of view of a first person narrator to portray Raskolnikov’s need for justification of his murder in order to find inner peace. The protagonist has been at constant debate about whether or not he has performed a justified action. He manages to convince himself that by murdering the â€Å"principle† and not the person, he did not â€Å"step over† the morals that he strongly believes in as he was only doing it for the greater good of others.Dostoevsky allows the audience to understand Raskolnikov’s thoughts so that they can feel that Raskolnikov has finally been able to let go of a part of the inner turmoil that has overcome him throughout the novel. â€Å"Let him, let him walk around meanwhile, let him; I know all the same that he’s my dear little victim and that he wont run away from me! Where is he going to run to, heh, heh!†¦ What is it, to run away! A mere formality; that’s not the main thing; no, he won’t run away from m e, not just because he has nowhere to run to: psychologically he won’t run away from me, heh, heh! A nice little phrase! He won’t run away on me by a law of nature, even if he has somewhere to run to.Have you ever seen a moth near a candle? Well, so he’ll keep circling around me, circling around me, as around a candle; freedom will no longer be dear to him, he’ll fall to thinking, get entangled, he’ll tangle himself all up as in a net, he’ll worry Chindasook8 himself to death!†¦ What’s more, he himself will prepare some sort of mathematical trick for me, something like two times two-if I merely allow him a slightly longer intermission†¦ And he’ll keep on, he’ll keep on making circles around me, narrowing the radius more and more, and-whop! He’ll fly right into my mouth, and I’ll swallow him, sir, and that will be most agreeable, heh, heh, heh! † Dostoevsky utilises Porfiry’s monologue to suggest that Porfiry knows that Raskolnikov is the killer and that the way to make him confess is to mess with his mind. The metaphor of the moth symbolises how Porfiry believes that Raskolnikov will eventually â€Å"worry himself to death† which will ultimately lead to a confession. Furthermore, Dostoevsky uses anaphora (â€Å" he’ll keep circling around me†) to symbolise the various times that both have discussed about the murder, and that Raskolnikov has thought about confessing many times but hasn’t gone through with it yet. â€Å"God will forgive,’ Raskolnikov replied, and as soon as he uttered it, the tradesman bowed to him, not to the ground this time but from the waist, turned slowly, and walked out of the room. Everything’s double-ended, now everything’s double ended,’ Raskolnikov kept repeating, and he walked out of the room more cheerful than ever. ‘The struggle’s not over yet,’ he said with a spiteful grin, on his way down the stairs. The spite was directed at himself: with scorn and shame he looked back on his faintheartedness’† Raskolnikov is confused and does not know how to react to Nikolai’s confession to a murder that he didn’t commit. The juxtaposition of the â€Å"spiteful grin† accentuates how Raskolnikov feels that the right thing to do is to confess and therefore this situation where he is no longer suspected makes him feel relieved but ashamed of his â€Å"faintheartedness†.The phrase â€Å"the struggle’s not over yet† enunciates how he still can’t shake the feeling of guilt and realises Chindasook9 that even though he was not convicted now, there is still a great possibility of him being convicted in the future as he is unable to live with the guilt and burden. â€Å" I did not kill so that, having obtained means and power I could become a benefactor of mankind. Nonsense! I simply killed-killed for myself, for myself alone-and whether I would later become anyone’s benefactor, or would spend my life like a spider, catching everyone in my web and sucking the life-sap out of everyone, should at that moment have made no difference to me!†¦And it was not money above all that I wanted when I killed, Sonya; not money so much as something else†¦ I know all this now†¦ Understand me: perhaps, continuing on the same path, I would never again repeat the murder. There was something else I wanted to know; something else was nudging my arm. I wanted to find out then, and find out quickly, whether I was a louse like all the rest, or a man? Would I be able to step over or not? Would I dare to reach down and take, or not? Am I a trembling creature or do I have a right†¦ † Dostoevsky uses a simile to compare Raskolnikov’s life with that of a spider’s to allow Raskolnikov to realise that the real motive behind the murders.By having Raskolnikov c onfess to Sonya, the author enunciates the idea of Raskolnikov murdering for himself instead of the greater good of others as he initially told himself that he had murdered the pawn lady for her money, but hasn’t ever thought about the money once. Dostoevsky adds many elipses to show the protagonist’s train of thought in which he hasn’t fully understood why he did those things. Ultimately, Raskolnikov now realises that he does not have the right to murder another individual, contrary to his previous beliefs, and that he finally knows that his actions were more selfish than he wanted them to be. Chindasook10 How it happened he himself did not know, but suddenly it was as if something lifted him and flung him down at her feet.He wept and embraced her knees. For the first moment she was terribly frightened, and her whole face went numb. She jumped up and looked at him, trembling. But all at once, in that same moment, she understood everything. Infinite happiness li t up in her eyes; she understood, and for her there was no longer any doubt that he loved her, loved her infinitely, and that at last the moment had come. . . . The significance of this moment is very personal as Sonya finally realises that Raskolnikov truly loves her. The moment is ironic as the tears that he shed symbolises both the grief over his sins and the joy that he has finally broken free from his social isolation.The mood of the moment is that of melancholic joy as his newly discovered passion and love allows him to finally find a meaning to life, however he still needs to repent for his crimes. â€Å"Go at once, this very minute, stand at the cross-roads, bow down, first kiss the earth which you have defiled, and then bow down to all the world and say to all men aloud, ‘I am a murderer! ‘ Then God will send you life again. Will you go, will you go? After Raskolnikov admits that when he murdered the pawnbroker, he has discovered that his is indeed a â€Å"lou se† like everyone else, and asks Sonya what to do. Sonya’s quote reveals how she truly cares for him and wants him to do the right thing.Dostoevsky uses a hyperbole to allow the audience to see that Sonya is desperately trying to persuade Raskolnikov to repent his sins, as she asks him to â€Å"bow down to all the world†. This evokes pathos for Raskolnikov Chindasook11 as the sin he has committed is far too large to ask for forgiveness, and for Sonya as the man she loves has disappointed her to a great extent. â€Å"Actions are sometimes performed in a masterly and most cunning way, while the direction of the actions is deranged and dependent on various morbid impressions-it's like a dream. † Raskolnikov is surprised at the fact that he had just killed the pawnbroker, but even more so her step daughter.Dostoevsky uses a simile to compare Raskolnikov’s actions to that of a dream to enunciate the disbelief that Raskolnikov is experiencing as he cannot believe that he had just committed the crime. â€Å"Life is real! Haven't I lived just now? My life has not yet died with that old woman! The  Kingdom  of Heaven to her-and now enough, madam, leave me in peace! Now for the reign of reason and  light†¦ and of will, and of strength†¦ and now we will see! We will try our strength! † Raskolnikov realises that even if another person sins, it is unjust for one to end their lives as everyone deserves to live their lives the way they desire. As he speaks with Polenka, he convinces himself that although he has committed a crime, he too still deserves to live, and through will and strength he will make it through this situation.The author uses___ to convey the fact that Raskolnikov still has hope in his life. â€Å"I see that I want nothing. Do you hear? Nothing at all . . . no one's services . . . no one's sympathy. I am by myself . . . alone. Come, that's enough. Leave me alone. After Raskolnikov buries the goods he stole from the pawn broker, he decides to visit his friend Razumihin. Initially, it seems as though he wanted to ask his friend for advice about the murders, however he quickly decides against it. Dostoevsky uses anaphora to accentuate Chindasook12 how isolated the protagonist feels at this moment, thus depicting the beginning of his spiral downwards into guilt.The repetition of the word â€Å"alone† displays the use of and further enunciates his isolation. â€Å"Early one evening during an exceptional heat wave in the beginning of July, a young man walked out into the street from the little room he rented from tenants on S. Place and slowly almost irresolutely, set off in the direction of K. Bridge. Dostoevsky describes the protagonist’s walking as â€Å"slowly† and â€Å"irresolutely†, suggesting that Raskolnikov is still uncertain about murdering the pawnbroker, thus depicting that he still has doubts and uncertainties in his mind about the situation . The setting is also portrayed as that of an intense feeling, thus suggesting the effect of the burden that the situation has on the protagonist. †¦all is in a man's hands and he lets it all slip from cowardice, that's an axiom. It would be interesting to know what it is men are most afraid of. † The author uses aphorism to convey Raskolnikov’s thought that men are actually capable of doing what they desire, however the thing that holds them back are their fears. Dostoevsky uses a first person narrator in this instance to allow the audience to understand the protagonist’s thoughts and understand that the protagonist is wondering what man’s greatest fear is, thus conveying the tone of doubt which suggests irresolute feelings. â€Å"But I can't know the Divine Providence. . . . And why do you ask what can't be answered? What's the use of such foolish questions?How could it happen that it should depend on my decision–who has made me a judge to d ecide who is to live and who is not to live? Chindasook13 This shows that Sonya doesn’t believe in Raskolnikov’s theory about how some men are more â€Å"extraordinary† than others. Dostoevsky uses analogy to compare the actions of Raskolnikov as one who believes he is a â€Å"Divine Providence†. Furthermore, the author uses allusion to enunciate how farfetched the situation is, that Sonya does have a point as one does not deserve the right to play God. The rhetorical questions also further emphasise how she is trying to persuade him to change his mind and believe her, as his theory is clearly arguable. â€Å"Pain and suffering are always inevitable for a large intelligence and a deep heart.The really great men must, I think, have great sadness on earth. † Pain and suffering are constant themes that are present throughout the novel. Dostoevsky uses Sonya is a symbol to represent this motif as every time Raskolnikov talks to her, she seems to expres s sympathy for Raskolnikov and experience suffering from watching someone she loves commit a crime. Raskolnikov believed that Extraordinary Men are vulnerable to suffering as well, as they have a greater understanding of their actions, thus he believes that it is himself that suffers the most as no one else understands why he did what he did. â€Å"The darker the night, the brighter the stars, The deeper the grief, the closer is God! †Dostoevsky uses anaphora to foreshadow that there is still hope for the protagonist as he has now began his descend into the downward spiral of guilt and dismay. He struggles with the debate of whether or not a confession would be the right thing to do, of whether he would rather live a life trapped by the secret that he holds, or die by admitting to the crime thus writing his own death sentence. Juxtaposition is also used to convey the idea that there is still hope for everyone, even in their darkest moments. Chindasook14 And the more I drink t he more I feel it. That's why I drink too. I try to find sympathy and feeling in drink†¦. I drink so that I may suffer twice as much! † The repetition of â€Å"drink† suggests that this is a daily routine for Marmeladov.This quote enunciates the character’s inability to feel emotionally connected to the rest of society, and thus turns to drinking to help him feel some sort of emotion. The repetition of the word â€Å"drink† also suggests that Marmeladov feels emotionally isolated everyday of his life, and therefore evokes pathos for the the character, as the audience realises that Marmeladov is unable to feel these emotions, thus may not know the extent of his actions at times. â€Å"What did they amount to, all those torments! Everything–even his crime, even sentence and exile–seemed to him now, in his first outburst of feeling, strange and superficial, as though it had not actually happened to him†¦ Life replaced logic, and in hi s consciousness something quite different now had to elaborate and articulate itself. †This quote suggests that Raskolnikov is trying to overcome his social anxiety, that he has finally shed a new light on the situation that he is in. He ceases his search for the â€Å"new word† and attempts to accept the true word instead. Dostoevsky creates a tone of hope through the phrase â€Å"life replaced logic†, which suggests that Raskolnikov is now able to feel emotions A loose sentence is also used in to enunciate how difficult it was for the protagonist to feel these emotions and how all the suffering had amounted to this sudden clarity. Chindasook15 â€Å"When reason fails, the devil helps! † As Raskolnikov thought he couldn’t obtain the axe, he notices the axe underneath a bench, and therefore causes him to exclaim this claim.This quote also foreshadows the sin that he is about to commit, and also implies that the action is not backed by reason, but is rather influenced by the â€Å"devil†. â€Å"Well, if he’s proud of it, he has reason, I don’t deny it. You seem to be offended, sister, at my making only such a frivolous criticism on the letter, and to think that I speak of such trifling matters on purpose to annoy you. It is quite the contrary, an observation apropos of the style occurred to me that is by no means irrelevant as things stand. There is one expression, ‘blame yourselves’ put in very significantly and plainly, and there is besides a threat that he will go away at once if I am present.That threat to go away is equivalent to a threat to abandon you both if you are disobedient, and to abandon you now after summoning you to Petersburg. Well, what do you think? Can one resent such an expression from Luzhin, as we should if he (he pointed to Razumihin) had written it, or Zossimov, or one of us? † When the protagonist receives his mothers letter, he despises the situation that is ha ppening to his family. Raskolnikov’s mood suggests that detests being unable to help himself, as he refuses to accept his mother’s pension. The news that his sister is getting married to Pyotr upsets him, because he knows that Pyotr is simply using the family’s poverty to gain a â€Å"legal concubine†. Raskolnikov also reveals in this chapter that he has a large amount of pride in himself. Chindasook16For that's Katerina Ivanovna's character, and when children cry, even from hunger, she falls to beating them at once. Even though Katerina is constantly portrayed as a heartless character, this line evokes pathos for her. This is due to the fact that her kids remain loyal to her and despite the way that she treats them, they still love her. Her abuse is portrayed as indications of her illness and her poverty, therefore she is not entirely monstrous, however he conditions have forced her to become this way. â€Å"No, mother, it shall never be, not whilst I l ive. I will not have it. † This quote shows Raskolnikov’s attitude towards Dunya’s engagement. It reveals Raskolnikov’s pride for himself.The devoting actions of his mother and sister who were willing to make sacrifices for him may be interpreted as a contribution towards his haughtiness. This reaction to Dunya’s engagement further accentuates his egotism as he disregards the possibility that Dunya could be marrying Luzhin to provide a better life for her and her mother, and automatically assumes that she is marrying Luzhin for his sake. Good-bye, till we meet then—I embrace you warmly, warmly, with many kisses. Yours till death, PULCHERIA RASKOLNIKOV. This reveals that Pulcheria really loves her son, and that a major part of his identity relies on her success as being a parent, therefore when she learns about the crimes that her son has committed, her identity is shattered.Pulcheria callously foreshadows her death in the letter through the s ign off, and also declares how much she loves her son. ‘ So it is true that men going to execution are passionately interested in any object they chance to see on the way. ‘ Chindasook17 Dostoevsky uses a first person narrator to allow the audience to see the attitude that Raskolnikov has towards coming close to being executed. This quote suggests that men who are about to be executed tend to have a greater appreciation towards common things, and will cling onto anything that will give them hope. But of  that  Ã¢â‚¬â€œ of  that  he [Raskolnikov] had no recollection, and yet every minute he felt that he had forgotten something he ought to remember.He worried and tormented himself trying to remember. As Raskolnikov awakens from his illness, his reality is seemingly confused as he apparently has forgotten the things that he wishes he would forget. Dostoevsky foreshadows how the situation is tormenting the protagonist, and accentuates the guilt that lies within his t houghts because even though he seems to not remember, he still feels as if he’s forgetting something. â€Å"His thoughts strayed aimlessly†¦. He found it hard to fix his mind on anything at that moment. He longed to forget himself altogether, to forget everything, and then to wake up and begin life anew†¦Ã¢â‚¬  Dostoevsky portrays the protagonist as being lost in his thoughts.He conveys the conflict that Raskolnikov is experiencing through the ellipsis, suggesting that Raskolnikov is deep in thought and trying to prolong his time to think about this. Paradox is used between how his thoughts strayed aimlessly yet he longed to forget them, enunciating the fact that he feels conflicted with the situation that is in. â€Å"I did not bow down to you [Sonia], I bowed down to all the suffering of humanity,† he said wildly and walked away to the window. Chindasook18 At first appearance, Raskolnikov seems to be romantically deatched to Sonya. He frequently displays these types of comments right after he throws himself at her feet, which often happens a lot.However, this quote shows that Raskolnikov views Sonya as a symbol of everyoby’s suffering. â€Å"Even as it is, she was quite right: she was suffering and that was her asset, so to speak, her capital which she had a perfect right to dispose of. † Semyonovitch views Sonya;s prostitution differently to the others. He analyses her proceedings as a practical action to help herself alleviate the suffering. Dostoevsky uses a loose sentence to convey this, as Semyonovitch believes that the suffering of prostitution is a better alternative to the suffering of starving. Allow me to ask you another question out of simple curiosity: have you ever spent a night on a hay barge, on the Neva?Marmeladov lets Raskolnikov know that his home life is so unbearable, that he would rather leave and sleep out on the streets. This conveys the theme of the problems in a household, and accentuates the f act that the crisis in is home is caused by none other than himself. Marmeladov knows this fact, yet does not know how to turn this around. And, of course, too, he [Pyotr Petrovitch Luzhin] did love Dunya in his own way; he already possessed her in his dreams – and all at once! No! The next day, the very next day, it must all be set right, smoothed over, settled This reveals that Luzhin needs a reality check due to the fact that his fantasy of Dunya is by far removed from the reality of the situation. Dostoevsky uses dramatic irony to convey this. Chindasook19Furthermore, Dostoevsky gives the character a form of his own reality check by shortly removing Luzhin from the novel without any explanation. â€Å"Surely it isn't beginning already! Surely it isn't my punishment coming upon me? It is! † Just after the murder, Raskolnikov is fixated over the possible evidence that he left by committing his crime. Dostoevsky uses the phrase â€Å"coming upon me† as a metaph or to suggest that his punishment is being indicated by a force of justice, possibly God, thus also meaning that allusion was also used to convey God. Another interpretation could also be that Raskolnikov is personifying punishment as a force of justice itself. â€Å"Good God! † [Katerina] cried with flashing eyes, â€Å"is there no justice upon earth? Whom should you protect if not us orphans? â€Å"Dostoevsky emphasises the theme of the lack of justice for children, predominantly orphans, throughout the novel. This attitude allows the reader to relate to the story as everyone is familiar with the concept of the life of an orphan. This is a particularly well chosen example due to the fact that it is difficult to find a concept where â€Å"fairness† and â€Å"justice† have meaning. â€Å"You must fulfill the demands of justice. I know that you don't believe it, but indeed, life will bring you through. You will live it down in time. What you need now is fresh air, fresh air, fresh air! † The repetition of fresh air enunciates the urge for Raskolnikov to start a fresh. Fresh air† is used as a symbol to portray the fresh air of hard labour in the Siberian prison camp, which seems to be beneficial for Raskolnikov. This quote shows that Porfiry uses a metaphor to try Chindasook20 to convince Raskolnikov that by serving criminal justice, he can provide himself with a sense of personal justice, which will allow him to begin a new life. It was only in that that he [Raskolnikov] recognised his criminality, only in the fact that he had been unsuccessful and had confessed it. Although Raskolnikov never actually admits to regretting his actions of injustice before prison, there is a copious amount of evidence to argue an implied regret. Nonetheless, at this moment, the protagonist still views Alyona and Lizaveta as creatures instead of humans.This is shown through him stating his inability to bring a positive connotation to the murders, thus leading him to confessing, and establishing the murders as crimes as well as establishing himself as a criminal. â€Å"Am I to get married simply for the sake of the furniture? † Dostoevsky uses an anecdote to create a humourous affect to allow the reader to emphatise with Luzhin at this moment in the novel. This anecdote conveys the fact that Luzhin has gone through quite some trouble to set up a nice home for Dunya, however he wants her there as a slave, thus conveying the irony in the anecdote. â€Å"He was one of the numerous and varied legion of dullards, of half-animated abortions, conceited, half-educated coxcombs, who attach themselves to the idea most in fashion only to vulgarize it and who caricature every cause they serve, however sincerely. †They [Raskolnikov and Sonia] were renewed by love; the heart of each held infinite sources of life for the heart of the other. Chindasook21 This quote shows juxtaposition from the rest of the novel. Dostoevsky gav e the audience the ending that was hoped for, and accentuated the motif that there is hope for everyone in the end. Furthermore, this also enunciates the strength of the bond that Raskolnikov and Sonya have for each other, and that Sonya was faithful and had been willing to suffer and wait for the only man she truly loves. â€Å"There is nothing in the world more difficult than candor, and nothing easier than flattery. If there is a hundredth of a fraction of a false note to candor, it immediately produces dissonance, and as a result, exposure.But in flattery, even if everything is false down to the last note, it is still pleasant, and people will listen not without pleasure; with coarse pleasure, perhaps, but pleasure nevertheless. † Svidrigailov is highly competent in the ways of seduction, and his actions horrify Raskolnikov. Dostoevsky uses juxtaposition in the phrase to accentuate the difference between flattery and candor, and the irony in which people tend to appreciat e flattery more than candor, even if they realise that flattery is just a way of trying to get someone to do something that one desires. â€Å"But at the same time he knew now and knew for certain that, although it filled her with dread and suffering, yet she had a tormenting desire to read and to read to  him  that he might hear it, and to read  now  whatever might come of it! †This quote may seem very perplexing at first glance, however, it further accentuates Sonya’s symbolism to suffering, as even a simple task of reading to Raskolnikov causes her to suffer. She is portrayed to be terrified of reading to him; yet she badly wants to do so. This also Chindasook22 further accentuates Sonya’s love for Raskolnikov as she tries her best to please him. Furthermore, since Raskolnikov was one of Sonya’s father’s only friends at the end of his life, she can also share in mouring her father by reading o Raskolnikov. â€Å"I am all over covered wi th blood† When Raskolnikov talks to the police magistrate, he means both literally and figuratively. He had just helped out with Marmeladov’s accident, which covered him in blood, and was figuratively covered in blood from murdering Alyona.Dostoevsky uses this to convey the internal conflict in which Raskolnikov is experiencing, thus portraying irony, as he essentially comes very close to confessing to a police officer about his crime. â€Å"I've just been kissed by someone who, if I had killed anyone, would just the same†¦ in fact I saw someone else there†¦ with a flame-coloured feather. † Raskolnikov had just kissed Polenka, Sonya’s sister, and this quote suggests Rasklnikov’s attraction to Sonya. Sonya has made such a big impression on Raskolnikov as even when he kissed Polenka, he â€Å"saw someone else there†. Dostoevsky uses the metaphor of the flame coloured feathers to convey vivid imagery and imply that Sonya has remained i n Raskolnikov’s mind as an attractive person. I used to analyse myself down to the last thread, used to compare myself with others, recalled all the smallest glances, smiles and words of those to whom I’d tried to be frank, interpreted everything in a bad light, laughed viciously at my attempts ‘to be like the rest’ –and suddenly, in the midst of my laughing, I’d give way to sadness, fall into ludicrous despondency and once again start the whole process all over again – in short, I went round and round like a squirrel on a wheel. †Ã‚   Chindasook23 Dostoevsky uses a simile at the end of this quote to emphasise the infinite cycle that the protagonist experiences through being trapped by comparison. The phrase â€Å"used to† conveys the fact that he is now looking back on his negative thoughts and reflecting on the type of person he used to be, suggesting that he has now moved on from this point in life.The irony in the phra se â€Å"laughed viciously at my attempts to be like the rest† further emphasises that he felt innately excluded from the rest of society, and the juxtaposition between laughing and sadness further accentuates the idea in which Raskolnikov is at the two extremes of insanity, implying that he was not like everyone else. â€Å"I do not withdraw from my chief point. It is me or Luzhin. If I am a scoundrel, you must not be. One is enough. If you marry Luzhin, I cease at once to look on you as a sister. † Raskolnikov takes on the stereotypical role of the protective big brother in this instance. He believes that his sister deserves better than Luzhin, which also implies that he furtively believes that no one is good enough for his sister. His egocentric behaviour also suggests he believes that his sister is doing this for the sole purpose of alleviating his suffering and thus feels like he is responsible for his sister’s suffering in the future. I am  Rodion  Rom anovitch  Raskolnikov,  formerly  a  student, Ilive  in  Shil's  house, not far  from  here,  flat  Number  14, ask the porter, he  knows  me. †Ã‚  Raskolnikov  said  all  this  in a  lazy,dreamy  voice, not  turning  round, but  looking  intently  into  the darkening  street. This quote foreshadows Raskolnikov’s descend into the guilt that the murder has caused him. Dostoevsky uses the darkening street as a metaphor to convey that the future that lies ahead for Raskolnikov is a dark and unsettling place, and he needs to find a way to get out of it. Moreover, the fact that Raskolnikov answers the answers the question in a very lethargic way Chindasook24 implies that he has not yet realised the extent of his actions, and the word â€Å"dreamy† suggests that he does not believe that this is reality yet.There was lack of precaution on both sides, however, for Porfiry Petrovitch seemed to be laughing in his visito r's face and to be very little disturbed at the annoyance with which the visitor received it. The latter fact was very significant in Raskolnikov's eyes: he saw that Porfiry Petrovitch had not been embarrassed just before either, but that he, Raskolnikov, had perhaps fallen into a trap; that there must be something, some motive here unknown to him; that, perhaps, everything was in readiness and in another moment would break upon him . . As Raskolnikov discloses to Porfiry that he realises the type of â€Å"cat and mouse† game that he is playing, Porfiry attempts to detain Raskolnikov by evealing that he knows things about the protagonist, such as his trip to the crime scene. This suggests that Porfiry presumably knows more that he lets on, and has the authority to arrest Raskolnikov at any time, thus implying that Porfiry is doing this out of a â€Å"sincere liking† for Raskolnikov and to make the protagonist aware of the error in his theory. â€Å"It matters nothing, sir. This wagging of heads does not discountenance me, for all these things are already known to everybody and all secrets are revealed, and I bear myself in this matter with humility, not with scorn. Suffer them, suffer them! ‘Behold the man! ’ Allow me to ask, young man, can you . . . say with conviction that I am not a swine? †Dostoevsky portrays many allusions through the character of Marmeladov, he seems to be the connection of the story to biblical parallels. Many lines in this quote correlate with biblical parallels, as in the paradox of the Christian story, it is when Marmeladov has nothing left which is the moment that he puts his faith in the hands of God. Chindasook25 No, Dunechka, I see it all, and I know . . . what you were thinking of, while you paced the room all night, and what you prayed for, kneeling before the icon of Our Lady of Kazan in mama’s room. The way to Golgotha is hard Dostoevsky’s story contains a sacrificial victim obt aining money earned from public degradation of her body.Sonya’s offering of her own body for a public offering creates an allusion which correlates to the bodily sacrifice of Jesus’ public death on the cross. Moreover, this biblical parallel is further accentuated by Raskolnikov’s sister, Dunya, who intends to marry a terribly unsophisticated character, Luzhin, for the sake of her family. â€Å"[Svidrigailov’s] evil-doings could not be of the same kind. † Here we see that Raskolnikov is confused, after his confession to Sonya, the protagonist is suddenly drawn to Svidrigailov without realising that he represents an aspect of the protagonist’s character. Svidrigailov has recurrently affirmed that they had something in common, thus making Raskolnikov feel as if they have a bond, even though he despises Svidrigailov for his flirtatious ways.However, this thought made Raskolnikov rather repulsed by thinking of Sonya, as he feels for her differen tly than how Svidrigailov treats his women, and eventually attempts to convince himself that even though he murdered someone, they sin differently to each other as Raskolnikov still is able to experience the feelings of love for another being. Chindasook26 â€Å"He is morose, gloomy, proud and haughty, and of late — and perhaps for a long time before — he has been suspicious and fanciful. He has a noble nature and a kind heart; he does not like showing his feelings and would rather do a cruel thing than open his heart freely. . . It's as though he were alternating between two characters. † In a morbid condition, dreams are often distinguished by their remarkably graphic, vivid, and extremely lifelike quality. The resulting picture is sometimes monstrous, but the setting and the whole process of the presentation sometimes happen to be so probable, and with details so subtle, unexpected, yet artistically consistent with the whole fullness of the picture, that even the dreamer himself would be unable to invent them in reality, though he were as much an artist as Pushkin or Turgenev. Such dreams, morbid dreams, are always long remembered and produce a strong impression on the disturbed and already excited organism of the person. Raskolnikov had a terrible dream. †Such dreams, morbid dreams, are always long remembered and produce a strong impression on the disturbed and already excited organism of the person – this indicates his guilt as well as inner turmoil to which â€Å"morbid dreams† disturb his sub conscious state. The resulting picture is sometimes monstrous, but the setting and the whole process of the presentation sometimes happen to be so probable, and with details so subtle, unexpected, yet artistically consistent with the whole fullness of the picture, that even the dreamer himself would be unable to invent them in reality. The horrors committed are so malevolent and wrong that it is hard to fathom as reality.The word subtle is an oxymoron as the deed itself is not subtle but manifests itself in dreams as a subtle sign of guilt. Chindasook27 â€Å"What do you think? † shouted Razumihin, louder than ever, â€Å"you think I am attacking them for talking nonsense? Not a bit! I like them to talk nonsense. That's man's one privilege over all creation. Through error you come to the truth! I am a man because I err! You never reach any truth without making fourteen mistakes and very likely a hundred and fourteen. And a fine thing, too, in its way; but we can't even make mistakes on our own account! Talk nonsense, but talk your own nonsense, and I'll kiss you for it.To go wrong in one's own way is better than to go right in someone else's. In the first case you are a man, in the second you're no better than a bird. Truth won't escape you, but life can be cramped. There have been examples. And what are we doing now? In science, development, thought, invention, ideals, aims, liberalism, judgme nt, experience and everything, everything, everything, we are still in the preparatory class at school. We prefer to live on other people's ideas, it's what we are used to! Am I right, am I right? † cried Razumihin, pressing and shaking the two ladies' hands. †Ã‚   The fact that raskolikov was â€Å"watching her and following her at her heels† indicates a perverse compulsion and obsession.His lingering on her actions and words suggests that not only is he in love with her, but there is also a deeper and darker side to his affections and alluded to in his passion towards her. The fact that the protagonist struggles to not â€Å"betray his interest† also suggests that he is mentally and physically devoted to her; an obsession of sorts as he has to remind himself and consistently restrain himself. Furthermore the fact that he â€Å"walked on more slowly as though waiting for something† undermines his rampant desires, in truth, he walks slower to catch g limpses of Sonia; his erratic behavior is a result of his ‘love' and passion towards her. This is ironically shown through the tone and pace of his movement that is slow, in contrast to his emotions that are very much active.