Dear My Love Juliet, Oh my Sweat, what a treacherous, remorseful event that has occurred. I am very sorry. I have slain your cousin Tybalt. I did not mean to be the force that killed your cousin, it was from mere impetuous thoughts belonging to me that lead to his slaying. You must be shocked and I donâ€™t blame you as I am too in utter disbelief. I would have never done this in a million lifetimes. Yet this death did have a purpose. Your cousin Tybalt killedÂ my friend Mercutio, kinsman of the Prince. As I saw the lifeless body of my friend, anger swept through my bones.My body got hot and my mind went elsewhere. As a result of this, I did the unspeakable. Prince Escalus ordered making my fate the twin of Tybalt's, but somehow was persuaded to reduce it to exile. But no, this is still not to my satisfaction, but rather contributes to my woe. I cannot stand being without you, for that is worse than a man throwing one thousand knives at my chest one by one. Verona is no longer my home though, so you must understand my predicament. Also, just hope that I can come back soon.I wish to be pardoned by the Prince so I will not be exiled anymore, but I do not ask anything of you. I have hurt you enough, and I do not know how to make any of my atrocious actions up to you. And as I said before, I only want your understanding, not your pity, my dear. I could not know, but yet I do not regret marrying you. That was the most wonderful thing I have ever done. I will ward off any kind of hardships that will try to break us apart. I am looking forward to our next greeting, my love. Love Your Dearest, Romeo Montague
MECCA-COLA: A MESSAGE IN A BOTTLE There is no denying that Mecca-Cola is a political product. Commercially, itâ€™s capitalizing on the growing anti-American sentiment. The interesting part, which probably no one has ever done before, is the fact that the founder is making a political statement as well as embracing others with the same attitude through a consumer product. At some level it looks ironic that an anti-American movement takes form in the very byproduct of American culture; however, this is also saying that not all about America is bad. Itâ€™s not the culture that is being fought, but rather the politics. And Mecca-Cola fights by trying to provide conscience to its consumers, to provide meaning in consumerism (â€œbuvez engagÃ©â€). Mecca-Cola was born as a reaction to the anti-American sentiments, and it primarily appeals to consumers who support American brands boycott campaign. Entry consumers are primarily Muslims, with the product first being distributed in â€œsmall ethnic shops in Muslim areasâ€. While Mecca-Cola may continue to appeal to Muslim consumers, its policy to give profits for charity may appeal to other â€œengaged consumersâ€. By positioning itself as the non-American alternative of a cola, Mecca-Cola directly challenged Coca-Cola and Pepsi as the â€œAmerican productsâ€. However, as in Mathlouthi idealism, Mecca-Cola will keep the focus on providing an alternative cola drinks, not directly challenge those big players as competitors. Now that Mecca-Cola has successfully initiated a new segment of â€œalternative colaâ€, its real competitors are the other alternative cola that position themselves as a product for Muslims while also offering corporate social responsibility like Mecca Cola. Among the major competitors are ZamZam Cola, Qibla-Cola, Muslim Up and Arab Cola. The launch of Mecca-Cola was a success, perhaps because it is providing a fresh alternative to common consumerism, while using political and social charity leveraging advantages. Nevertheless, Mecca-Cola is vulnerable to competition (specific target base, low entry barrier for me-too products), and its positioning appeal may wear out if world politics change. Mecca-Cola could be a sustainable business if it emphasizes on universal values that appeal to a broader, sustainable consumer base, rather than just another Anti-America alternative product. Â Â Â Â Â Mathlouthi and Mecca Cola Taufik Mathlouthi is a Muslim, Tunisian-born French entrepreneur. His exceptional entrepreneurship mindset, along with his involvement in social issues and a sense of pride for his origins, forms the right chemistry that led to the birth of Mecca Cola. Mathlouthi is by nature an involved and exploring individual.
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