A Marketing Plan For Lipton Ice Tea Marketing Essay

A Marketing Plan For Lipton Ice Tea Marketing Essay In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services; and b) the positive press given to tea. American lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Americans fear for their jobs; thus, any product that can fill the consumers need for convenience and speed are almost automatically embraced into the American lifestyle (Mintel 2005). For the last decade, the health benefits of tea have gained wide coverage in the media. Studies continue to show the beneficial properties of teas, with health benefits ranging from lower cholesterol levels to improve arterial health and decreasing chance of cancer. This positive press has definitely catapulted the demand for tea (Mintel 2005). Both the need for convenience and positive press on tea have spurred an increase in sales of tea products, specifically ready-to-drink (RTD) teas sold in single-serve containers (Mintel 2005). Recognizing this trend, various companies in the tea industry have come up with innovative products to take advantage of the booming market for ready-to-drink teas. Lipton tea, one of the global leaders in refreshment brands, launched new products to meet the growing the need for ready-to drink teas and introduced innovative product line to capture the health- conscious market. For over a century, Lipton has been dominating the world tea market with the companys tea-based drinks including leaf tea, infusions and ready-to-drink tea. Its success has been attributed to the firms strong focus on innovation and the expertise of its tea specialists- professionals in tea-growing, tasting, buying, blending and RD teams (Wikipedia 2007). One of the main driving forces for Liptons success is the companys source of tea. Lipton teas are sourced from various plantations in well-know tea-producing countries such as India, Indonesia, Kenya and Sri Lanka. It maintains specialized tasting rooms in seven regional located across the globe. Presently, Lipton has about 30 different tea blends (Wikipedia 2007). As Lipton is a part of the Unilever global consortium, the company ensures that its tea producing farms do not only yield high-quality product but also protect and improve the natural environment and livelihood of workers and local communities. Liptons plantations in East Africa have been working with third party estates to ensure compliance with Unilevers sustainable agriculture guidelines and the Ethical Tea Partnership criteria (Wikipedia 2007). As part of Lipton teas drive to capture the booming market for ready-to-drink teas, the Anglo-Dutch Unilever Company entered into a joint agreement with American PepsiCo in 2003. Through the joint venture agreement, PepsiCo distributes or markets Lipton tea products, specifically Lipton Ice Tea in more than 60 countries where PepsiCo has established its corporate presence (Wikipedia 2007). The 50-50 JV Pepsi Lipton International is the latest move in Unilevers Path to Growth strategy which has mostly involved the disposal of non-core businesses rather than support for existing brands (Unilever-PepsiCo 2003). In a press statement, Unilever announced that the joint agreement with PepsiCo has two main goals: to move the Lipton brand into new distribution channels and into new markets. While Unilever claims that Lipton is the leader in the 16-billion liter world market for ready-to- drink tea, its presence remains slim in a number of key markets; thus, the agreement with PepsiCo is expected to address such concern (Unilever-PepsiCo 2003). Unilever stated that the [50-50 JV Pepsi Lipton International] will target the white space markets where Lipton has no current presence and it is anticipated that significant business opportunities will come from the key high-potential markets where Pepsi is already strong (Unilever-PepsiCo 2003). PepsiCo is expected to build the sales of the Lipton ice tea in 60 countries including Brazil, Spain, Greece, Poland, Czech Republic, Slovakia, Hungary, Albania, Romania, Thailand, Singapore, Vietnam, Australia, Turkey, Egypt, Saudi and the six Gulf States. The Pepsi Lipton International venture is a logical expansion of an earlier collaboration between the two companies. The Pepsi Lipton Tea Partnership was set up by the two companies some 10 years ago to expand sales in the North American market, and is now firmly established as the leading RTD tea player in both the United States and Canada. With the aim of achieving a similar level of market dominance in the rest of the world, the latest joint venture will aim to leverage the strengths of both parents. It will principally sell ready-to-drink tea concentrate to franchise bottlers for distribution by Pepsi. As the worlds largest tea producer, Unilever will bring the brand, knowledge of the tea industry and a substantial research and development capability to the JV; Pepsi will contribute access to its extensive bottling and distribution network with strong customer relations (Unilever PepsiCo 2003). Customer Analysis There are two major target markets for ready-to-drink ice tea. One group is the consumers on the go. These are the employees, students, and other consumers who lead a busy lifestyle. The hectic American lifestyle demands for optimize productivity with lesser time- consumption. Thus, there is a need for products that are accessible and readily available. Convenience has dominated the market, particularly the food and beverage industry. The other group is made up of health conscious consumers, specifically the baby boomers who patronize anything healthy. The positive reviews as well as the studies on the benefits of tea drinking have stirred an interest in tea drinking. Representing about 10 percent of the world market for tea (Wikipedia 2007), Lipton ice tea is poised to improve its customer base through a joint agreement with PepsiCo and aggressive marketing strategy. Recent report (Winslow 2006) that the main factor for the improving market performance of Lipton ice tea is its health benefits. Consumers believe that tea is very good for the body; thus, it is more logical to drink more tea and less soda pop and other drinks. Consumers drink Lipton tea because of its beneficial effects to ones health. Consumers consider drinking Lipton as a healthy habit. The 100 percent Natural Tea and 150 mg of protective natural antioxidants has made Lipton tea a major participant in the global tea market. Many tea drinkers choose Lipton because it is really inexpensive and you can get it just about anywhere. It is surprising that more people do not drink tea, as they would longer, happier and healthier lives if they did (Winslow 2006). Furthermore, some customers think that taking anti-oxidants are healthy, thus, customers drink a couple of gallons per week: Tea makes you look younger too and gives you energy as well. You know it also costs a lot less to drink tea too, for 100 bags at $2.50 lasts you about 3- weeks. 2-quarts per day are possible when it is really hot out, of course it varies with the drinker (Winslow 2006). Recognizing that majority of Lipton ice teas consumers are the health-conscious and on- the-go drinkers, Lipton continues to develop its product lines to make it more convenient, accessible and health-appealing to consumers. Brand Analysis and Positioning Lipton ice tea is produced to make it great tasting and good for [consumers] because it is rich in protective antioxidants (Unilever 2007). Lipton ice tea is marketed globally as the perfect drink for active, healthy lifestyle (Unilever 2007). It is available in 16 oz plastic bottles with select flavors sold in six-pack cases. Flavors available are: Iced tea Sweetened Lightly sweetened iced tea Iced tea Unsweetened Tea with no sugar and no added flavors Iced tea with Lemon Sweetened iced tea with a twist of citrus flavor Iced tea with Raspberry Sweetened iced tea with raspberry flavor Iced tea with peach Sweetened iced tea with peach flavor Iced tea Diet Sweet Tea Lightly sweetened with Splendid and no calories Iced tea Diet Lemon Lightly sweetened with a hint of lemon Iced tea Extra Sweet Very sweet iced tea, marketed as Southern Style in some areas Half Half Half sweetened ice tea and half lemonade Diet green tea with Mixed Berry Mellow tea diet and lightly flavored with mixed berry (Wikipedia 2007; Unilever 2007). The packaging and marketing strategy for Lipton ice tea is a reflection of Unilevers thrust for consumer welfare and sustainable development. To meet the growing demand for ice tea, Lipton continues to develop new products through its research and development department. New flavors are being added to cater to changing and adventurous tastes of consumers. More importantly, the Unilever-PepsiCo ensures that Lipton ice tea continues to expand its niche in the global market. According to Patrick Cescau, director of Unilever Foods: We [Unilever] have a strong presence in the developing and emerging markets yet there is plenty of white space to move into. These markets are the next in our planned rollout and we see Pepsi as the best partner to help us achieve this. This new joint venture marks a truly significant step in the expansion of the brand, bringing it within the reach of many millions of new consumers.(Unilever PepsiCo 2003). Moreover the alliance between Unilever and PepsiCo is expected to enable Lipton to strengthen its global position. At the same time, we are rounding out our portfolio with a strategic partnership in one of the fastest growing beverage segments and providing consumers with Lipton, the world leader in tea. (Unilever PepsiCo 2003). Direct Competitor Analysis One of the major competitors for Lipton in the world ice tea market is Nestle Refreshment Company, maker of Nestea Ice Tea, well-known competitor for Lipton ice tea. Like Lipton-Unilever, Nestle Refreshment Company has forged agreement with another soda manufacturer, Coca Cola, to form the Coca Cola/Nestle Refreshment Company (Sturdivant 1992). Nestles alliance with Coca Cola has the same purpose as the Unilever PepsiCo joint agreement: global distribution. The strong presence of Coca Cola/Nestle ice tea in the United States and some parts of the globe remains a threat to the goals of Unilever PepsiCo to make Lipton the most dominant player in the global ice tea market. Coca Cola/Nestle has two major products: Nestea sweetened with natural lemon flavor and diet Nestea with natural lemon flavor. Both are available in 12 ounce cans and in 16 ounce wide mouth glass bottles. In addition to the cans and bottles, Nestea is available in refrigerated cartons (as in milk cartons) in the refrigerated sections of grocery stores and convenience stores. The tea is preservative free and made from a brewed product taken back down to a tea powder. While Nestle Coca Cola continues to develop the packaging and marketing strategies for Nestea Ice Tea, there are no recent announcements of impending new products or new flavors of ice tea to be developed soon. There is a limited flavor of Nestea Ice Tea which is basically the original ice tea flavor. The company has not shown interest to capture the emerging demand for healthy ready-to-drink ice tea products. This can be a good opportunity for Unilever PepsiCo to exploit. Lipton Ice Tea can continue to expand its market niche by capturing the growing market for healthy ready-to- drink ice tea. Unilever PepsiCo can exploit the limited flavors of Nestea Ice Tea. Recommendations/Conclusions: With the expected growth of the billion dollar ready-to-drink ice tea market, Lipton Ice Tea is poised to capture a bigger share of the market with an aggressive marketing strategy: from packaging to advertising. Short Term Goals: Improve market presence by 20% Short-Term Objectives 1) Aggressive Marketing Strategy Unilever can take advantage of the positive press on the health benefits of tea to boost the sales of its ice tea product line. The company can use recent studies on the health benefits of tea as the basis of its press releases and advertising campaigns. 2) Improve Packaging Currently, the Lipton Ice Tea are available globally in two sizes: the 16-oz bottle and 2 liter bottle. Unilever can come up with other packaging sizes to ensure that consumers will have other choices and that Lipton Ice Tea will be easily and readily available to consumers. 3) Improve Shelf Presence Unilever PepsiCo can make a deal with retailers ensure retail shelf space and prominent positioning for Lipton Ice Tea. Although an average shopper may not notice what brands are positioned in prominent places on shelves or how much room is allotted to each manufacturer, à ¢Ã¢â€š ¬Ã‚ ¦shelf space and positioning as make or break factors in introducing new products (Sturdivant 1992). Long-Term Goals: World Number One ready-to-drink ice tea Long-Term Objectives: 4) Product Innovation Unilever PepsiCo must continue its innovative research and development strategy to come up with new flavors and products. Unilever has extensive research facilities on product improvement. The company can use its resources and professional expertise to come up with new flavors that will suit the continuous demand for healthy ready-to-drink ice tea. With aggressive marketing strategy and product positioning, Lipton Ice Tea is poised to take the global lead in ready-to-drink ice tea industry.

Outline for Speech on Giraffes Essay

Specific Purpose: To inform students everything they ever needed to know about giraffes. Central Idea: Giraffes are one of the most interesting mammals out there and there are many reasons why including their anatomy and appearance, their behavior and lifestyle, and their distribution and habitat. Introduction Attention Material: Ever since I was a little girl, I have gone to the buffalo zoo every summer. I have always been completely and utterly mesmerized by the huge animals to the right of the zoo entrance. Every time I go, still to this day, it takes a lot to persuade me to leave that exhibit. There is something so magical about these giant creatures. Something extremely intriguing. The way that they stand so tall, and present themselves so calmly. It’s almost calming just to be around this animal. Reveal the Topic: This animal I am talking about is the giraffe. Credibility: I have done extensive research on these animals over the past few weeks and I have always had a passion for them. Preview the Body: Today I will tell you how interesting the anatomy and appearance of the giraffe, their lifestyle, and their habitat can be. Body Let’s start with the anatomy and appearance of the giraffe. The giraffe’s outside appearance is what makes this animal so recognizable. There is no other animal like it. a. Everyone recognizes the giraffe by its coat. Each giraffe has whiteish yellow skin with brownish or reddish markings that cover the entire body except for their lower legs. Each giraffe has unique markings that are unique to that individual and to their species of giraffe. Just like there are no two snowflakes that are the same, there are no two giraffes that are the same. These spots vary in size, shape, color, and amount of white that is around them. b. Giraffes have the greatest range of vision of any land animal, this is partly due to how tall they are. c. Their height is used to their advantage. Worlds tallest mammal! They grow to about 20 feet tall. That would be like taking four of me and stacking them on top of each other! The proportion of their body is 9 feet long for their neck and head, 5 feet for their torso, and 6 feet for their legs! They use their height and their 21 inch black tongue to reach the highest of branches. The giraffes anatomy is very unique as well. a. Would you believe me if I said that a giraffes neck has the same number of vertebrae that you do? Well we both have 7 vertebrae. The giraffe just has longer and larger vertebrae! b. Giraffes also have incredible weight to carry around. Their heart weighs 25 lbs, and their neck weighs 550 lbs alone. Giraffes weigh on average anywhere from 1500 to 4250 lbs. c. Female giraffes have a gestation period of 15 months. When they give birth, they have to do it standing up and the baby will fall 5 to 6 feet to the ground. It can stand within 30 minutes, and within a half of day it will run across the savannah with its mother. The second thing that makes giraffes so interesting is its lifestyle. The giraffes behavior and lifestyle are kind of grouped together. a. The giraffes large size means it must spend most of its time eating. On average, a giraffe consumes 77 lbs of food a day. They are herbivores and live on leaves from up to 60 different species of plants and trees but the most common tree for them to eat from is the Acacia tree. The giraffe first catches a branch in its mouth. It then pulls back its head to get a mouthful of leaves. They feed anywhere from 16 to 20 hours a day. b. The giraffe gets 70% of their water intake from their food so they have to drink very little. To drink they have to spread their legs and bend over just to get their head close enough to the ground to drink. This puts them in a vulnerable position to their biggest threats the lion and the crocodile. These animals can drink 12 gallons of water in 1 sitting. They only need to drink water every couple days though. They can go longer than camels can without water! c. Giraffe are most active in the early morning and late afternoon but also feed at night in bright moonlight. However, unlike many of Africa’s wild animals that â€Å"disappear† under shady trees during the heat of the day, the giraffe continues browsing and because of their size, they can be spotted throughout daylight hours. They just try to stay out of the heat of the day. d. They get 30 minutes of sleep each day. They only sleep for about 5 minutes at a time as well. e. There is a myth that says Giraffe are usually silent. This is not true, they bellow, grunt or snort when alarmed, as well as when confronted by lions, and can also moo in distress. f. Giraffes have a peaceful nature. This is seen when males fight. The winner never chases the loser. When the fight is over, the two males rub muzzles. They then rest together. They rarely fight, But when they do fight, it is something unlike any other. They fight by â€Å"necking†. They swing their necks into eachother repeatedly until one decides to walk away. It is violent but no one usually gets hurt. g. They are capable of running at a speed of nearly 35 miles per hour over short distances and are one of the few mammals that walk by pacing which is by simultaneously carrying both feet on the left side forward and then simultaneously moving both feet on the right side forward. The final thing about giraffes is their habitat. The giraffes habitat is unique to them. a. Giraffes are social animals, and they live in open herds and travel in packs of 5 or 6. When there are a lot of leaves on the trees the giraffes scatter around to enjoy it. However, once winter approaches and food begins to become scarce, they congregate and live together to collectively look for food. b. Previously found even in North Africa, today the remaining Giraffe populations are restricted to parts of sub-Saharan Africa with the largest concentrations being found in National Parks. Giraffes inhabit open woodlands and savannah where using their height they are able to see for great distances around them to watch out for approaching danger. c. Despite being the tallest land animal in the world, the Giraffe is actually preyed upon by a number of large carnivores that co-inhabit the dry savannah. Lions are the primarily predators of the Giraffe that use the strength of the whole pride to catch their victim. Giraffes rely on the vast open plains so that they can have the best view possible of their surroundings but if a predator does get too close, Giraffes kick their attacker with their large, heavy feet to defend themselves. d. In their natural habitat, they will live for about 15 years, but in a zoo they will live much longer than that. Conclusion In conclusion, Giraffes are one of the most interesting mammals out there and there are many reasons why, including their anatomy and appearance, their lifestyle, and their habitat. The next time you get the chance to go to the Buffalo Zoo, take time to stop and watch the giraffes because I guarantee you will be mesmerized just like me.

Leadership Effects On Business Ethics - 1589 Words

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Analysis Of Nathaniel Hawthorne s Young Goodman Brown

â€Å"Young Goodman Brown† is a story written by Nathaniel Hawthorne in 1835. This was the period around the crazy incidents of the Salem Witch Trials. This piece is covered with topics that can be described as having alternative meanings. Through the symbolism in the story, the audience is able to make ties between the old relationships Goodman Brown had with the other townspeople. The series of event in the story bring him to believe that his entire life was a lie and no one was worthy of his trust. All of the misconceptions in his life were brought on by the occupations and actions that his fellow townsfolk underwent while Goodman Brown was around them. Through the regards of symbolism, new meanings of this nighttime experience are†¦show more content†¦It was stated that the man he encountered had known Browns’ elders as well. Goodman was led to a large assembly and he found many townspeople that he knew gathered around an altar surrounded by burning trees. He recognized many of these faces and it changed the image he had toward them. From the audiences’ perspective, we understand many of the stories â€Å"characters have the names of Salem residents charged with witchcraft; and its major action takes place in the noisy pasture historical documents of, the period designate as a witches gathering place† (Bunge 434). At the time, Brown had seen many of the people that attended the assembly to be sin free. This is symbolic because the assembly takes place in what the audience knows to be as a town that has had numerous witch trials. This led him to realize that everyone has their flaws but he may not be able to accept them. This explains a concept of the story involving the loss of innocence. When he discovers the town in this meeting, his faith is being tested. He is not able to cope and has reason to believe that he is now held to a higher standard than others because the ones he thought were saints are no l onger faithful in his eyes. 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This analysis will breakdown the techniques that the author uses to critique the puritan society, and to show the difference between how people appear to be in society and the true colors that they are hidden inside of them. There has been a lot of great authors in our time, but none more interesting than Nathaniel Analysis Of Nathaniel Hawthorne s Young Goodman Brown Majok Lem Tim McNeil English 95s May 24 2016 Faith versus Evil Nathaniel Hawthorne, author of the short story â€Å"Young Goodman Brown†, he was an American writer in the 19th century. He was born in Salem village, and he died at the age of 60. His short story about a man named Young Goodman Brown, who lived in Salem village with his wife Faith. They have been married three months. Mr. Goodman Brown has left his wife for one travel night although his wife does not want him to go. He insists on leaving without telling his wife where he is going nor why he is going at night. Then Faith says, â€Å"Then God be with you, and may you find all well, when you are back.† So Brown left; he started his journey at night through the dark forest. Mr. Goodman Brown saw many things that caused him to wonder and to fear: scary trees, witches, and a walking staff look that looked like a snake rising up. His determination to leave and experience the dark side turns Brown from a hero to a coward; he is fearful of what might happen if he does not go i n to the forest, because he is not confident in his faith, and he is not trusting God anymore, and he take the devil as his guide. Young Goodman Brown is not a hero: he hiding something he is afraid of, and he does not speak it out to his wife, Faith, and deciding to leave her alone and to the forest. If he could had a faith, the devil could not have defeated him; he has lost his hope and faith in the process of his fear. Satan takes over his faith away,Show MoreRelatedAnalysis Of Nathaniel Hawthorne s Young Goodman Brown 1474 Words   |  6 Pages The works of Nathaniel Hawthorne deal with dark themes and are considered to be the first works of gothic romanticism. While these stories do deal with strong dark elements, these works are also heavily inspired by Puritanism and the Puritan colony at Plymouth. To begin with, the short story â€Å"Young Goodman Brown† has strong themes of faith. The story is about a man by the name of Brown and his wife Faith. Brown walks into the forest against Faith’s wishes and meets an old man and the two walk deeperRead MoreAnalysis Of Nathaniel Hawthorne s Young Goodman Brown 1102 Words   |  5 Pagesâ€Å"Young Goodman Brown† is a story written by Nathaniel Hawthorne in 1835. This was the period around the crazy incidents of the Salem Witch Trials. This piece is covered with topics that can be described as having alternative meanings. Through the symbolism in the story, the audience is able to make ties between the old relationships Goodman Brown had with the other townspeople. The series of event in the story bring him to believe that his entire life was a lie and no one was worthy of his trustRead MoreAnalysis Of Nathaniel Hawthorne s Young Goodman Brown 1471 Words   |  6 Pages29 September 2015 Testing Faith In the allegorical short story Young Goodman Brown, Nathaniel Hawthorne uses suspense and mystery to keep the reader interested. Throughout the story, Hawthorne makes the reader wonder what all the witchcraft, mysticism, and the double-sided lifestyles of the characters really means. Young Goodman Brown may be suspenseful, but the reader also has to look at it from a symbolic point of view. Hawthorne shows that a strong faith can basically make or break a man orRead MoreAnalysis Of Nathaniel Hawthorne s `` Young Goodman Brown `` And `` The Yellow Wallpaper ``2005 Words   |  9 Pagesfor a change in their respective eras and cultures. In three particular short stories, namely Nathaniel Hawthorne’s â€Å"Young Goodman Brown†, â€Å"A New England Nun† by Mary E. Wilkins Freeman, and lastly Charlotte Gilman’s â€Å"The Yellow Wallpaper†, each individual author speaks out against the established norms of their time in search for moral change. In Nathaniel Hawthorne’s short story, â€Å"Young Goodman Brown†, he addresses the value of the intense religious culture of that early American time period andRead MoreAnalysis Of Nathaniel Hawthorne s Young Goodman Brown 1144 Words   |  5 PagesHawthorne s Ideal Woman In Nathaniel Hawthorne s short stories, Young Goodman Brown, The Minister s Black Veil, and The Birthmark, he provides us with female characters with very similar attributes, and they all have the same inhuman acceptance for the men they love. No matter what is thrown at these three unprecedented women they still show a extreme tolerance for their companions. While Goodman Brown, Mr. Hooper, and Aylmer struggle with their own appalling desires, their partners continueRead MoreAnalysis Of Nathaniel Hawthorne s Young Goodman Brown Essay1248 Words   |  5 Pagessituations and is able to advise others what to do if one ever encounters something similar. Consequently, Nathaniel Hawthorne was the primary author who influenced me the most because I was able to connect and sympathize with the author. Also, when I attended the academic conference that I was so greatly invited to take a part in, I was able to understand and see the short story â€Å"Young Goodman Brown† in a new persp ective. Besides understanding that the short story is about society wearing different facesRead MoreNathaniel Hawthorne s Young Goodman Brown1543 Words   |  7 PagesIn Nathaniel Hawthorne s short story of Young Goodman Brown, the author uses symbolism and allegories in order to showcase the Puritan faith as well as man s conflict between good and evil. This analysis will break down the techniques that the author uses to critique the puritan society and to show the difference between how people appear to be in society and the true colors that they are hidden inside of them. There has been a lot of great authors in our time, but none more interesting thanRead MoreYoung Goodman Brown from a Moral Standpoint1352 Words   |  6 PagesNathaniel Hawthorne was born in Salem, Massachusetts. At the age of four, his father passed away from yellow fever, forcing his family to move in with his uncle. The positively influential Uncle Robert Manning pushed Hawthorne to succeed in school and insisted he go to college. Following his education at Bowdoin College, Hawthorne spent years in isolation mastering the art of writing. It was during those years when Hawthorne discovered that his ancestors were founders and Puritan leaders of the SalemRead MoreYoung Goodman Brown By Nathaniel Hawthorne1620 Words   |  7 Pages Young Goodman Brown by Nathaniel Hawthorne Nathaniel Hawthorne’s work Young Goodman Brown reveals how hard it is in the revelation of the harsh realities of the society.  The society with is characterized by secrecy.   People hide behind the curtains of daily practices and a normal life despite the odd their practices. However, anxiety reveals the realities of people in the community that may come with great prices as for the Nathaniel Hawthorne’s main character Goodman Brown.  Viewing theRead MoreNathaniel Hawthorne s Young Goodman Brown1492 Words   |  6 PagesIn Nathaniel Hawthorne’s short story of Young Goodman Brown, the author uses symbolism and allegories in order to showcase the Puritan faith as well as man’s conflict between good and evil. This analysis will breakdown the techniques that the author uses to critique the puritan society, and to show the difference between how people appear to be in society and the true colors that they are hidden inside of them. There has been a lot of great authors in our time, but none more interesting than Nathaniel