Classic Knitwear Case Study Essay

The product is being launched under the brand name of Guardian apparel and it has decided not to include the name Classic Knitwear. Classic knitwear label should be mentioned along with Guardian label in the product. As the all the cost of advertising/marketing is being borne by Classic Knitwear, it should probably create a line extension to avoid confusion with its other  non-fashion knitwear segment offerings. The number of SKUs include 4 designs in 4 different colours. The number of SKUs can be reduced by using only the 3 most popular colours in 2 most popular styles. This way the SKUs can be reduced to 6 units and this will ensure that the company can concentrate on the colours and styles most in demand rather than spread its resources thin by launching many SKUs. The market research is not extensive, only 1000 respondents were sent requests. This should not be relied upon entirely for making such important decisions. More respondents should be interviewed before coming to a conclusion. Initial distribution is planned through major sporting goods and apparel chains which would support the establishment of the brand in the introductory phase. However, the sale at discount stores and sports & retail outlets simultaneously is inappropriate- the prices must not differ extensively across all outlets. This agreement forced Classic to meet series of steadily rising annual net sales targets for the first four years and target for 4th year must be met in each subsequent year. If it failed to meet the requirements then the license would be cancelled and void. Only the Guardian logo is being used on the product. It may be a headache for Classic if there is any conflict between companies over their agreement in the future. With this agreement a short term benefit can be realised as the determined marketing investment has been reduced to $3 million from initial expectation of $8-10 million. As the brand value of Guardian will increase by its promotion they should also bear some part of marketing expense. Moreover, the clause about termination of agreement should be removed/relaxed as it may lead to an investment loss on part of Classic. Conclusion: The Company is able to cater to the demand of insect repellent clothes which is much higher than the break even sales required for company. So, the company can earn profit margins which are much higher than the current levels. Also, company can break into the Niche and the Retail market through this project. Financial Viability and the other recommendations mentioned  above, make it attractive for the company to go ahead with Guardian Project.

The Yellow Wallpaper and the Swimmer

Denial is the refusal to recognize or acknowledge information. Charlotte Perkins Gilman and John Cheever intriguing stories display the struggle of two characters through imagery and symbolism. In the yellow wallpaper, Charlotte Gilman demonstrates the oppression of women by society while showing the struggle to be set free. Alternatively, John Cheever conveys the ignorance of a man’s downfall through time. However, the yellow paper and the swimmer both show gradual loss of reality as the characters oppress their problems while they strive to fit in with the norms of society.The yellow wallpaper takes the readers on a journey that captures the mind through the powerful and vivid imagination of the narrator written diary showing imagery through her words and thoughts. Suppressed by her dominant husband, the creative narrator finds escape through her writing, which she uses to tell her story. The story begins when a socially accepted husband, a physician, tries to â€Å"fixâ₠¬  his wife to fit the standard of society; nevertheless, it only leads to her destruction.Forced to be normal, â€Å"so I take pains to control myself†, she puts on a facade to retain her marriage and social standing by acting as though her depression has not won the struggle. (Gilman) The swimmer, a journey of time that indicates the life of a man living in denial as the days or possibly years goes by. Living in a high classed suburbia, â€Å"†¦had a vague and modest idea of himself as a legendary figure†, Ned thinks highly of himself and less of others. Cheever) He feels as though he could do anything, a brave explorer he was, set on an adventure to cross the county of swimming pools or as he called it Lucinda River. As he embarks on his journey he encounters various people of who was or is close to him. Although motivated by alcohol through the story, it served as an escape from reality and social acceptance. From pool to pool Ned gets weaker and less relucta nt to go on as the season changes. The characters of Charlotte Perkins and John Cheever, both suffering from denial of their situations, each find coping methods to release their anxiety.Through creative writing the narrator of the wallpaper, was able to release her thoughts and tell her story, â€Å"I did write†¦ in spite of them†, her only method of feeling as though she was being heard by someone or something in the yellow wallpaper. (Gilman) While Ned mastered the art of denial and heavy drinking of alcohol, willed his mind to forget and distort his unhappy thoughts. Living in a world of bliss, he forgets about his friend’s illness, moving away of friends and family, and his own misfortune. Depression, Loneliness, and confusion engulfed the narrator of the wallpaper, confinement broke her.During the time of Charlotte Gilman, Postpartum depression was said to be â€Å"†¦temporary nervous depression – a slight hysterical tendency†(Gilman). Wit h her illness, she was unable to perform her role as a mother nurturing her child or as wife tending to her husband needs, rendering her useless. Set in these roles, women at the time were seen as domestic and unable perform any other task. The yellow wallpaper clearly evinces the oppression by her husband, â€Å"I am absolutely forbidden to â€Å"work† until I am well again†¦ Personally, I disagree with [his] ideas . . . , although she disagrees with the treatment, she has no say whatsoever when it comes to the matter of her illness, John does what he thinks is right for her. (Gilman) John decided that the best cure was the â€Å"rest cure†, meaning no brain stimulating activities while lying in a room confined. The narrator of the wall paper, having had to go through the resting cure, began to find comfort with inanimate objects. As a man in John Cheever time, a man was said to be the head of the household who provided for his family. Ned as a man and husband w as unable to perform his duties as a family provider; therefore didn’t fit to the standards of society.Through his mastery of denial, he began to lose friends, his wife, mistress, and kids. Those who he thought would always be there, moved on with their lives without the realization of Ned. Swimming from swimming pool to swimming pool he encounters a lot of his neighbors as he uses his trip as a distraction. Indeed it gave him comfort but also made him realize that he has been out of touch with reality. Not only does he see the changes as he goes from home to home, he experiences the full impact when he comes home to any empty house he expected to be filled with his family.The yellow wallpaper and the swimmer share similar characteristics. With the characters both suffering from mental illness and addictions, both prove to be on a mission to be accomplished: The yellow wallpaper narrator seek liberty to do as she pleases, as the swimmer sought after absolutely bliss in life w ith no consequences. With both wants unattainable, they began alone and end up alone with no one to truly care for them, each being dissatisfied they turn to inanimate objects for their source of attention.The narrator only source of excitement was the yellow wallpaper she despised so much, which shows her loneliness. She describes the wallpaper as having a smell â€Å"a peculiar odor†¦ I have spent hours to analyze it, to find what it smelled like† (Gilman). She claims that john doesn’t know how much she suffers, which shows how little time he spends with her. Her loneliness only gets her more infatuated with the yellow wallpaper, which day by day she seems to find something new and creepy. The yellow wallpaper in a sense seems to describe her in a way.She describes a woman behind the walls, who is trapped and unable to break through or maybe many women who have tried to climb out but had been strangled by the pattern. The woman behind the wallpaper in a sense de scribes the narrator. The wallpaper symbolizes her husband and family members holding her trapped, trapped with their words and confinement of the room. She describes the woman as wanting to break free, meaning she is looking for a way out, a way to free herself and show who she really was.The many heads she describes the many times she has tried to escape but failed or for the many other women who have tried but failed. Her final decision to break the woman free was an expression of herself saying that she has had enough and it was time to become who she really was. Ripping the wallpaper was an expression of tearing away the heavy shackles put upon her to free her mind, to free herself mentally and physically from her husband and her facade of happiness. Ned journey through the county displayed his whole life.The swimming pools and weather change was an expression of time as it flowed by quickly. At the beginning of the story he describes it as being warm but as the story ends it b ecomes chilly. The weather describes the way he felt, being warm was his high point of happiness, when it became chilly it showed that he has finally seen the reality that he lives in; time stops for anyone. The attitudes of the people he visited as he swam their pool changed as he went from pool to pool, from welcoming to trying to get rid of him, he showed a moment of loneliness as realization followed that he would be forever alone.Charlotte Gilman and John Cheever intriguing stories showed the reader a side to their times and ages, showing the ideal male pride and female oppression. Charlotte Gilman character gradual loss of reality due to the characters around her, shows that one should be left to be free. John Cheever conveys the gain of reality as Ned sees the life of loneliness built around him. Furthermore, one cannot always fit the ideal of society.

Marketing Plan: Maybelline’s New Perfume

Marketing Plan: Maybelline’s new perfume The University of Sheffield Marketing Management (MTG 2410) Blagoy Savov (BS11124) 21 August 2012 Abstract L'Oreal’s Maybelline, a global, mass market cosmetic manufacturer, has decided to develop and market a new fragrance for women. This report includes research, analysis and evaluation of the market environment for female fragrances. Furthermore, it outlines a marketing strategy for the new product which describes the marketing mix to be used by Maybelline in order to sell its new product addition to the target market.Introduction The fragrance market is a very competitive one with large companies having a global presence and well established images and brands. This market is also very profitable and ever growing with signs of great potential. Maybelline is one of L'Oreal’s brands and is well known worldwide for its value based cosmetics products.Now Maybelline is entering the fragrance market with a new female perfume and this report describes how it will take on this challenge. The first part of the report introduces L'Oreal, which is Maybelline’s mother company, its vision and company profile including its financial success. Maybelline falls under L'Oreal’s Consumer Products Division, which offers mass-market products. The report continues by presenting an environmental analysis of the market as well as a competitive analysis. There are three main players in the industry, which represent 24. 5% of the global market in the face of Coty Inc. Maybelline’s mother company L'Oreal, and Procter & Gamble. The first part of the report concludes with a SWOT analysis of the Maybelline, which indicates that the strengths and opportunities outweigh the weaknesses and threats. Based on the market analysis, the second part of the report proposes a target market for the new female fragrance product and a specific marketing mix in order to successfully reach its customers. The company L'Ore al L’Oreal is one of the largest cosmetics companies in the world, producing and marketing a range of make-up, perfume, hair and skin care products in over 130 countries.The company is headquartered in Clichy, France and employs about 68,900 people worldwide in a total of 41 factories. With 613 registered patents in 2011 the company earned 20. 3 billion EURO of sales in that year and currently has a brand portfolio of 27 international brands (L'Oreal 2011). For more than a 100 years L'Oreal has devoted its efforts in the business of beauty. Its mission is to enable all individuals to express their personalities, gain self-confidence and open up to others by offering the best cosmetics innovation in terms of quality, efficacy and safety.The company pushes the boundaries of innovation by heavily investing in research in order to explore new territories and invent new products (L'Oreal 2012). Wrapping up another year of financial growth, in 2011 Company Responsibility (2005 â₠¬â€œ 2011) – Reduced greenhouse gas emissions by 29. 8% – Reduced waste generated by 24. 2% – Reduced water consumption by 22. 6% – 95. 7% of waste is reused, recycled or used for energy production – Reduced total energy consumption by 6. % for 2010/2011 Company Profile – A century of expertise in cosmetics – â‚ ¬20,3 billion sales in 2011 – 27 global brands – 130 countries – 68 900 employees – 613 patents filed in 2011. L'Oreal grew faster than the worldwide cosmetics market and confirmed its position as the world leader in beauty. The company also heavily invests in being socially, ethically and environmentally responsible to ensure a sustainable growth in the long-term. Compared to 2005 the organization significantly reduced its gas emissions, generated waste and water consumption and invested in research in order to foster sustainable innovation.Maybelline As described in the journal by Aaker and Joa chimsthaler (2000) brand architecture is a structure that organizes the company’s brand portfolio and specifies the brand roles and the relationship between them. Coherent brand architecture provides tools to: ? ? ? permit brands to stretch across products and markets, resolve conflicting brand strategy needs, preserve brand-building resources by leveraging existing brand equity, protect brands from being diluted by over-stretching, and signal a new and different offeringAs outlined in the journal by Harish (2008), L'Oreal’s brand architecture is organized around 27 international brands, which are clustered in separate business divisions, each of which focuses on a specific target market. As illustrated in Table 1, L'Oreal’s business is structured under three divisions (Consumer Products Division, Luxury Products Division and Professional Products Division), one department (Active Cosmetics Department) and an ethical cosmetics brand (The Body Shop). L'Oreal†™s brand architecture, showing brands, positioning and sales channels. Consumer Products Luxury Products Profess.Products Active Cosmetics The Body ShopMajor international umbrella brands: L'Oreal Paris Garnier Maybeline New York SoftSheen Carson Le Club des Createurs de Beute (LCCB) Lancome Biotherm Helena Rubinstein Kiehl’s Shu Uemure Perfumes: Giorgio Armani Ralph Lauren Cacharel Victor and Rolf Diesel Positioning: Quality products at affordable prices for the masses Up-market luxury products for discerning consumers Specialist products for use by professional hair stylists and salon professionals Sales Channels: Mass market retail outlets in the case of L'Oreal Paris, Garnier, Maybelline and SoftSheen CarsonDirect marketing for LCCB High-end international department stores, travel retail outlets, brands’ own boutiques and perfumeries Hair stylists and salon professionals Pharmacies and specialist retailers Predominantly through body Shop’s exclusive retail chain Cosmeceuticals with proven safety and effectiveness; backed by pharmacists and dermatologists Ethical cosmetics for socially and environmentally conscious consumers L'Oreal Professionnel Kerastase RedKen 5th Avenue NYC Matrix Mizani Vichy La Roche – Possay Inneov SkinCeuticals Sanoflore The Body Shop Table 1 Within the Consumer Products Division, L'Oreal Paris is the premium brand while Garnier and Maybelline New York are the neighbouring aspirational brands. The company offers these distinct brands in order to satisfy different target groups and avoid losing customers to a competitor (Harish, 2008). L'Oreal’s goal is to make Maybelline a leading global mass-market brand. This brand is sold in about 127 countries and makes up over 45% of the total revenues.Maybelline is positioned to be the leader of massmarket cosmetics targeted at women between the age of 15 and 49 at a reasonable price and it successfully promotes the â€Å"urban American chic† image a cross the globe. Maybelline includes five ranges of products – face, eyes, lips, nails and tools. Each range includes several lines and there are individual products with unique brands under each line. As per Harish (2008) the products of the Maybelline group are mainly promoted through TV advertising and brand ambassadors like the supermodels Christy Turlington and Adriana Lima. Since 1915, the brand has been empowering women everywhere with the impactful slogan â€Å"Maybe she is born with it. Maybe it’s Maybelline. Today Maybelline New York is the leading makeup brand worldwide, which combines technologically advanced cosmetics with trendy expertise to create accessible products with a spirited style that empower women to make a statement by exploring new tools, experimenting without risk, and flaunting their own artistry (L'Oreal, 2012). L'Oreal has a licensing agreement with five different fragrance brands, which complement the firm’s wide spectrum of prod uct offerings. As described in Table 1 these brands fall under the Luxury Products Division, target discerning consumers and are sold in high-end department stores, travel outlets and boutiques. L'Oreal is now developing a completely new perfume under its own Maybelline product line. Environmental Analysis Market AnalysisThe fragrance market experienced a steady growth in sales in the period between 2006 and 2011. Furthermore the overall market growth is expected to accelerate in the next five year period. In 2010 the global fragrance market generated total revenues of $36. 3 billion resulting in a compound annual growth rate of 4. 2% for the period spanning 2006 – 2010 shown in Figure 1 (Datamonitor Global, 2011). Global fragrances market volume: million units 40000 35000 30000 25000 20000 4. 2 3. 1 5. 6 7 6 5 3. 9 4 3 2 $ million % growth 15000 10000 5000 0 2006 2007 2008 Figure 1 1 0 2009 2010 Consumption volume in the fragrance market increased with a compound annual grow th of 4. % between 2006 and 2010 resulting in 1. 3 billion units in 2010. By the end of 2015 the consumption volume is expected to rise to 1. 6 billion units. As shown in Figure 2 female fragrances showed the highest sales numbers generating $23. 1 billion of revenues in 2010, equivalent to 63. 8% of the market’s overall value (Datamonitor Global, 2011). Global fragrances market segmentation by type: % share 5% 64% Female fragrance Male fragrance Unisex fragrance 31% Figure 2 The fragrance market segmentation is distributed between the three major continents.As shown in Figure 3 Europe leads the consumption of fragrances by 45. 1% followed by the Americas with 38. %, Asia-Pacific by 10. 5% and Africa and the Middle East by 6. 4% (Datamonitor Global, 2011). Global fragrance market segmentation by region: % share 6% 11% Europe Americas Asia-Pacific Affrica and Middle East 45% 38% Figure 3 Overall the current fragrance market condition and especially the sub-category of female f ragrances shows to be positive and creates opportunity for new product additions, which is an advantage for Maybelline’s idea to introduce a new perfume (Datamonitor Global, 2011). Market Environment In the book by Perreault et al (2011) it is described that when creating a new product the required marketing strategy planning process includes electing the best opportunities and developing a strategy that will provide superior value to the potential consumer and a competitive advantage to the company itself. In order to find the best opportunity and create a marketing strategy, the company has to analyze and evaluate the important elements of the marketing environment and the occurring trends. Perreault et al (2011) continues by stating that there are different forces that create the market environment. These forces include the direct marketing environment comprised of the customer, the company, and the competitors and the external market environment comprised of the economic, technological, political, legal, cultural and social aspects.In order to create the best marketing mix (product, place, promotion, price and personalization) for the new female fragrance of Maybelline, the marketing environment has to be analyzed. Economic Environment As per Perreault et al (2011) the economic environment refers to macro-economic factors, including economic growth, national income and inflation which affect the way consumers (individual customers? ) and businesses consume. Changes in the economy in general in certain industries or parts of the world could have an impact on the consumption. Technological Environment Technology uses the application of science to convert resources into output.In particular it affects marketing by creating opportunities for new products and new processes. Technological advances allow for better communication and promotion opportunities and it furthers globalization. It also provides for more effective and efficient ways of producing an d delivering products and services (Perreault et al, 2011). Political Environment The political environment of a country is affected by the attitudes and reactions of people, social critics, and the government. The political environment can affect selling opportunities at both local and international levels. In some markets nationalistic feelings can reduce or block marketing activities, which creates a challenge for companies (Perreault et al, 2011).Cultural and Social Environment These two factors have a significant impact on the marketing environment. The cultural and social environment affects the way people live and behave, which in turn affects their consumption behaviour as well as the economic, political, and legal environments. These factors consist of different variables including: language education religion style housing view on work, marriage and family The growth of the fragrance market is different across the various geographic zones depending on the economic conditio ns in that area. The consumption of perfume is largely dependent on demographics and lifestyle trends, in particular the importance of luxury and status.If a particular country is experiencing difficult economic conditions, usually the luxury products suffer the most, as they are not a needed product but rather a nice to have (ReportLinker, 2012). In contrast mass-market, value products are not as impacted by the economy. The US, with the highest market share of 33%,shows steady growth partly due to the fact that the country is coming out of the recession and into better economic conditions. The consumption of perfumes in Asia is relatively low, aside from Hong Kong and Singapore, due to the economic conditions and the perception of perfumes and heavy scents being used as a way to mask body odour.However, the growth potential in these demographics is immense, especially as Asian women are adhering to the Western trends in fashion and personal care, and are receptive to using well-kn own brands for building their self-image (ReportLinker, 2012). The penetration of private fragrance labels in China stands at the low 5%. Brand loyalty and higher levels of disposable income provide popularity for the European fragrance products. Suppliers are targeting the younger population in order to attract new customers, due to the changing age structures in the country. To this day, Chinese consumers favor specialty stores when shopping for fragrances, which is an important consideration for companies wanting to be successful in this market (ReportLinker, 2012). Competitive AnalysisPerreault et al (2011) defines the competitive environment as the number and types of competitors the company is facing and the way these competitors behave in the particular industry. There are four basic kinds of competitive market situations: Pure competition A market state where buyers and sellers trade a uniform commodity such as wheat, copper or financial securities and no single buyer or sel ler has much effect on the market price. In its pure form this market state eliminates the purpose of marketing research, product development, pricing, advertising and promotion. Oligopoly A market state with a few sellers who are highly sensitive and alert to each other’s marketing strategies and pricing.In this market it is difficult for new sellers to enter. Monopolistic competition A market state where many buyers and sellers trade over a range of prices, rather than a single market price. The range of prices occurs due to the fact that the sellers offer a differentiating factor of their product to the buyers. The differentiating factor can be achieved through segmenting, price fluctuations, branding, advertising, personal selling and other marketing tools. Pure Monopoly A market state where a single firm produces a product, for which there are no close substitutes and in which significant barriers to entry prevent other firms from entering the market to compete.The fragr ance market is definitely a monopolistic competition in which many vendors sell to many buyers and there is a range of prices based on differentiating factors created through segmenting, branding, advertising and other marketing tools. The global fragrance market is greatly fragmented with the top three selling companies accounting for 24. 5% of the market value. Most of the leading companies are either large manufacturers of personal care products or large fashion houses and are geographically diversified. As most companies operate large production facilities, fixed costs are high in this market the vast business diversification eases the competitive pressure.In conclusion the rivalry in the fragrance market is moderate. Shown in are the top three leading players in the fragrance market, which are Coty Inc. with 10. 2% share, L'Oreal S. A. with 7. 7% share and Procter & Gamble Company with 6. 6% share. The rest of the market is divided between much smaller fragrance vendors and acc ount for 75. 5% of the market (Datamonitor, 2011). Global Fragrance Market Share: % share, 2010 10% 8% 7% Coty Inc. L'Oreal S. A. Procter & Gamble Company Others 75% Figure 4 Coty Inc. Coty Inc. is a privately held company that manufactures and markets fragrances, color cosmetics, toiletries, skincare, sun care and personal care products.It is headquartered in New York City, employs more than 8,500 people and distributes its products to around 90 countries. The company distributes its products utilizing different channels including department stores, specialty retailers, upscale perfumeries, pharmacies, mass market retailers and duty free shops. The company recorded total revenues of $25. 8 billion in FY2010, an increase of 11. 6% over the previous year. Revenues from the fragrance product category for the company reached $2. 2 billion in FY2009. North America accounted for 32% of total revenues, whereas Europe as its largest ? geographical market accounts for 57% of the total reven ues in FY2010, Asia with 7% in FY2010 and the rest of the world with 4% in FY2010.L'Oreal Even though L'Oreal is the mother company of Maybelline it still needs to be considered as a competitor in a way since it does have five fragrance brands under its umbrella. These brands are placed under the Luxury Product Division and include Giorgio Armani, Ralph Lauren, Cacharel, Victor and Rolf, and Diesel. Procter & Gamble Company (P) P manufactures and markets consumer products with over 300 brands in over 180 countries. The company is headquartered in Cincinnati, Ohio and employs about 129,000 people. The company offers its prestige fragrance products under its beauty division which recorded revenues of $20. 2 billion in FY2011, an increase of 3. 4% over the previous year. P earned 36. 9% of its revenues in the United States and 63. 1% internationally. SWOT Analysis of MaybellinePerrault et al (2011) describes SWOT analysis as a marketing tool used to create a marketing strategy which id entifies screening criteria (and identifies) and outlines the company’s strengths and weaknesses, and its opportunities and threats. The analysis has two categories: internal factors such as strengths and weaknesses, which analyze the company’s resources and abilities; external factors such as opportunities and threats, which are observed by analyzing the external market environment, customers, and competitors. This marketing tool helps the marketing department create a marketing strategy that takes advantage of the company’s strengths and opportunities while avoiding its weaknesses and threats.SWOT analysis is usually illustrated with a diagram consisting of four squares and each one of them summarizes the company’s strengths, weaknesses, opportunities and threats. Maybelline’s SWOT analysis is illustrated in Figure 5. Helpful Harmful Strengths ? Owned by the biggest cosmetics company in the world Solid financial backing Distributed in 127 countri es Leader in mass-market beauty products ? ? Established image Established production and distribution infrastructureWeaknesses Lack of expertise in manufacturing fragrances Product division completely focused on females Lack of expertise in producing natural and organic products Internal Opportunities Growing presence in emerging markets (Asia, South America) Natural and organic fragrances Men’s fragrances   Threats Counterfeit of fragrances Established strong competition Weak economic conditions worldwide External ? ? Figure 5 Strengths Maybelline enjoys a few significant strengths when it comes to its entry into the female fragrance market. One of them is the fact that Maybelline is owned by the biggest cosmetics company in the world in the name of L'Oreal, which has a solid financial foundation, an established image and existing production facilities and distribution channels. Maybelline itself has strengths in terms of its already established image and worldwide presen ce in the mass-market of beauty products. WeaknessesThe most significant weakness of Maybelline is the fact that it has no realistic expertise in developing and manufacturing fragrances and specifically female perfumes. The brand is well known for making and selling makeup, but the fragrance industry poses its own unique challenges. Maybelline’s complete product set is targeted only towards female’s including their research and marketing departments. This is considered a weakness since the men’s fragrance segment of the market is (still) emerging, which is outlined in the opportunities section of this paper. Another opportunity, which Maybelline is not ready for is the emerging segment of natural and organic products, which makes it a weakness for the company.The production of natural fragrances requires investment in research and development and different know-how and expertise, which Maybelline has not fully developed. Opportunities By the year 2020 countries in Asia and South America (emerging market) may represent more than 50% of the total cosmetics market, which directly affects the fragrance portion of the market. Currently, people living in emerging countries consume fewer cosmetics products than the rest of the world (Western Europe, North America, Japan, etc. ), but as their GDP is increasing, the consumption level should increase accordingly creating a great potential for penetration (Marketline, 2012). This presents a serious opportunity for Maybelline to offer its new fragrance in these demographics. Threats According to Global Insight Inc. 2007) and research performed by the Global AntiCounterfeiting Group, counterfeit perfumes and cosmetics cost the industry 3. 0 billion EURO annually in lost revenue and 555 million EURO in lost profit. The effects of counterfeiting include loss of profit, reduced investment and innovation, and an overall slowing down of the economy as a result of lost jobs and reduced tax revenues. Counterf eiting poses one of the biggest threats to Maybelline and its plans to introduce a new female fragrance on the market. Another threat is the long-time established competition in the female fragrance market including stable companies with an established image. This makes it difficult for Maybelline to penetrate the market with yet another new product.Currently, the global economy in general is struggling and especially in some European countries and the United States. As fragrances and cosmetics in general are not a ‘need’ but rather a ‘want’ product, the effects of lower income and higher unemployment rates are posing a threat to this industry and Maybelline itself. SWOT Conclusion By performing a SWOT analysis for the opportunity for Maybelline to introduce a new female fragrance into the market, it becomes apparent that the strengths and opportunities outweigh the weaknesses and threats. An already established company such as Maybelline is more than halfw ay of creating and marketing a new fragrance regardless of its inexperience with this specific product type.The struggling global economy and counterfeit products are challenges that every fragrance company faces, still this industry is strong and has the potential for growth. Market Strategy Perrault et al (2011) describes that to plan a marketing strategy is to find attractive opportunities and develop a profitable marketing strategyThere are two interrelated parts to a marketing strategy and they are the target market and the marketing mix. As defined in this book, a target market is a fairly similar group of potential customers to whom the company wishes to appeal. A marketing mix is the controllable variables the company puts together to satisfy this target group.These variables include the characteristics of the product, the place where the product will be sold, the price the Figure 6 product will be offered at and the promotion that would be used to market it. As illustrated in Figure 6 at the centre of the marketing mix is of course the target customer. Perrault et al (2011) states that the customer is placed in the center of the diagram to show that the customer is the target of all the marketing efforts. Target Market Currently, Maybelline targets women between the ages of 15 and 49 in more than 127 countries worldwide. Based on this wide market the new fragrance being introduced will be targeted to a narrower target, which is women between the ages of 18 and 34 living in Europe.Although as outlined earlier in this report, the men’s fragrance market is rapidly growing and has great potential, Maybelline offers products only to the female part of the population and has an already Figure 7 established image as such a brand. The new perfume brand will follow that image and target females only. The decision to initially introduce the product in Europe only is based on the fact that this is the strongest market for fragrances. If the product succee ds in this market its reach can be expanded to North America and even Asia. Furthering the definition of the target market, Maybelline will focus its marketing efforts on women between ages of 18 and 34 that are either single or freshly married with little or no children, have an active lifestyle and are young professionals. The target market is summarized in Figure 7. Marketing MixAs described in the book by Perrault et al (2011) the marketing mix specifies the details of the new product being developed and includes four P’s (product, place, price and promotion).1. The first P for Product may involve a physical good (a perfume in our case), a service, or a blend of both as well as its branding, packaging, and warranties. The basic idea is that the product has to satisfy a specific customer need.2. The second P is for Place, which defines how the product will reach its customer when and where it is needed. This includes the distribution channels used for getting the product s old.3. The third P is for Promotion and it describes the way the product will be marketed or sold to the customer, which includes advertising and public relations.4. The fourth P is for Price and specifies the amount of money a customer has to pay to acquire the product. When setting the price, the producer must account for the competition in the target market and the cost of producing and marketing the product. Based on the marketing principles and the research described above in this document a marketing mix for Maybelline’s new female fragrance follows. Product Name Maybelline’s new perfume will be called DENI which is an abbreviation for Desire, Exquisite, Natural and Intimate. The name describes what the perfume stands for. When a woman wears the DENI fragrance, she is desired, the scent is exquisite, the product is natural and the connection with it is intimate.Scent The scent of the perfume will be light and fresh, to be worn by females with an active lifestyle when going to work or being active. It is meant for everyday use and does not intrude, since the individual wearing it will be around people interacting. The perfume will only be available in Eau de Parfum spray since it is the lighter and more affordable version of the original scent. Ingredients An increasing trend in the market is the demand for natural products; therefore the DENI perfume will be made out of natural ingredients. This will possibly raise the production cost but compensate with a differentiating factor and the increasing demand for such products. Packaging DENI will be offered only in a 50ml glass bottle, which is compact and utilizing a screw on cap.The bottle design is meant for being carried in a small purse or a bag without the possibility of the cap coming off and being sprayed inside. To keep with the company’s green ideology, the bottle utilizes an aluminum removable pump, which can be separated from the glass bottle before disposal, so the glass bot tle can be easily recycled. The bottles are packaged in a cardboard box made completely from recycled paper and painted with natural paints. The bottle can also be returned to one of the stores where DENI is offered for a refill. Place DENI perfume will be manufactured at the current Maybelline plant located in North Little Rock, Arkansas.There will be an additional facility built for the manufacturing of the new perfume adjacent to the current massive factory. The administrative and transportation functions of the existing plant will be utilized for the new product as well as the distribution channels. DENI will be sold in Specialist Retailers, Department stores (including Duty-Free Shops), supermarkets and hypermarkets as it is a mass-market product with a low profit-margin. Price DENI will cost 38 EURO for the 50ml bottle to the final customer. The perfume is a mass-market product under L'Oreal’s Consumer Product Division and it is meant for everyday use and hence the pric e must be lower than the more luxurious products that the company itself offers as well as the competition.Table 2 shows a comparison of the prices for 50ml Eau de Parfum spray bottles of some of the bestselling perfumes on the market. For instance Chanel No. 5, as one of the best perfumes on the market costs nearly double compared to the price of an equivalent DENI bottle. The product however cannot be the cheapest since it has to be corresponding to L'Oreal’s image of offering high quality products. Perfume price comparison (EURO per 50 ml) 79 62 43 43 40 38 36 30 Table 2 Promotion Even if Maybelline creates the best product at the best price, no one would buy it if customers do not know about it. A very important part of the marketing strategy is the way the product will be introduced and advertised to the target market. As mentioned above, the target is women

Points of View Essay Example | Topics and Well Written Essays - 500 words - 1

Points of View - Essay Example If only we would get fulfillment from the natural resources available to run our daily life then would not be discussing climate change since it would not be happening. Though the harm is done, we still have the chance to correct the mistakes we made and rescue planet Earth. According to scientists, climatic change is natural. To support their claim they pieced together a picture of the Earth’s climate hundreds of thousands of years back and analyzed some indirect measures of climate. For instance ice cores, tree rings and oceanic sediments while also including studies of changes in earth’s orbit around the sun. The climatic system varies over time according to historical records. For instance, climate change experiences happening prior to industrial revolution around 1700 can be explained by natural causes like changes I the solar energy, volcanic eruption and natural changes in the greenhouse. This information is highly reliable as it provides evidence for its stand. The author is credible as well as most of his works including this article give reference to several studies with different opinions (Zedillo, 2008). The greenhouse gas emission is to blame for the global warming the world is experiencing. Human activities produce carbon dioxide that plants absorb by the plants, oceans and soil. Instead, all these move to the atmosphere and thus destroying ozone layer by making it thinner. As a result, harmful sun rays directly hit the earth, and the result is climatic change. Chemicals such as chlorofluorocarbons that spray cans and foam cushions that we use daily contain are to blame. A tree that may have absorbed these gasses is cut without replacement around the world. The human person only thinks of their immediate need and not ignores the effect of their long-term actions. This information is the work of environmental experts with authority in this

The Life and Writing Style of Mark Twain Essay Example | Topics and Well Written Essays - 1750 words

The Life and Writing Style of Mark Twain - Essay Example By employing humor in his works, Twain was able to expose the bitter, realistic attributes of of society, religion and humanity. In fact, Twain’s two masterpieces â€Å"The Celebrated Jumping Frog of Calaveras County† and â€Å"Letters from the Earth† demonstrate Twain’s two kinds of humor. Mark Twain was born in 1835 as Samuel Langhorn Clemens, a man who had had numerous careers before he even turned 30 from being a journeyman printer to being a riverboat pilot. When he found a job at a newspaper company, he immediately adopted a pen name – Mark Twain. It was in 1865 when he gained overnight fame from his first masterpiece – a short story entitled â€Å"The Celebrated Jumping Frog of Calaveras County,† and also a piece of work that practically displays Mark Twain’s typical writing style (Schultz). Most of Twain’s writings had in them local color realism and mainstream realism. For â€Å"The Celebrated Jumping Frog of Calaveras County,† Twain employed local color realism and mainstream realism, while for â€Å"Letters from the Earth,† the author used sharp sarcasm and wit. In â€Å"The Celebrated Jumping Frog,† local color realism can be proven by Twain’s use of the dialect of the deep south. The vocabulary used by the character Simon Wheeler in short story is typical of local color realism. In the story, Wheeler uses â€Å"feller† instead of fellow, and contractions like â€Å"reg’lar† and â€Å"solit’ry† (Twain, â€Å"The Celebrated†).... ost curious,† â€Å"she don’t,† which is supposed to be â€Å"she doesn’t,† and â€Å"ketched† which stands for â€Å"catched† but which is supposed to be â€Å"caught.† (Twain, â€Å"The Celebrated†). Moreover, mainstream realism is also used in â€Å"The Celebrated Jumping Frog† as Twain mentions real life events like gambling and cheating. Both local color realism and mainstream realism attribute the realistic aspect of any literary work during the era of realism in literature. On the other hand, Twain employs sarcastic humor in â€Å"Letters from the Earth.† In fact, the whole story is heavily peppered with sarcasm. One of these instances is in saying that â€Å"[man] believes the Creator is proud of him; he even believes the Creator loves him† when in fact He does not (Twain, â€Å"Letters,† I). In fact, the picture of man as otherwise arrogant and proud is what he means by the aforemention ed example. Twain was therefore trying to awaken people through his sense of humor coupled with realistic elements. Satan also mentions in his letters that although human beings place sexual intercourse â€Å"far and away above all other joys,† they have somehow forgotten to include it in their idea of heaven (Twain, â€Å"Letters,† II). This now addresses a confusing issue about sex. If human beings consider the act as sexually and physically pleasurable as it is stated in the Bible, then why would the idea of sex be excluded from one’s perception of heaven? Twain addresses this issue in â€Å"Letters from the Earth† (Twain). As an addition to sarcasm, Twain used religious references in â€Å"Letters from the Earth† but references to the government in â€Å"The Celebrated Jumping Frog.† The purpose is to instill humor. Through the characters of the archangels Michael and Gabriel and

Pornography in a Contemporary Culture Essay Example | Topics and Well Written Essays - 1000 words

Pornography in a Contemporary Culture - Essay Example There are several reasons why it should be treated in such a way. To begin with, it would not be an exaggeration to suggest that many people use pornography as exhaust valve to release sexual tension. Indeed, such movies and clips are primarily targeted at lonely people who would like to experience intimacy, but they are currently not only to do so. In addition to that, it may help a person to deal with tension that may be built inside without any harm to other people around.Another point that should be mentioned that individual people or even couples might watch pornography in order to improve their sexual technique (Strossen 163). There is no doubt that the actors that are featured in such movies have mastered different aspects of this activity and are able to help those who struggle. Indeed, in this case pornography should be seen as a learning material that is watched privately. One can hardly object to the fact that healthy sexual relationship contribute to stability of romantic relationships. That is why to a certain extent such movie can reinforce a relationship.Finally, one should also note that in many countries pornography is a highly develop industry that occupies an important place in the social life. The amount of money that is generated by it is tremendous (Waskul 235). In addition to that, with the economic prosperity comes the quality of the material as well as safety for the actors. In other words, pornography should not be seen as some kind of illegal activity.

Rehabilitation Essay Example | Topics and Well Written Essays - 750 words - 1

Rehabilitation - Essay Example The discussion in this paper focuses on the rehabilitation as the most efficient way of addressing crime compared to each of the other three methods. In this paper, rehabilitation is considered to be the most valuable rationalization of punishment since it does not concentrate more on punishing the offender but on reforming the offender to be useful to self and society (Duker and Malsch 1957). Through rehabilitation, it is clear that the obligation of the state is to assist those who fell short of society’s expected moral behavioral standards. The argument is that restoring a socially acceptable life for criminals through rehabilitation will enrich them with skills that can make them self dependent beyond the disadvantages of their constrained life that led to crime. This way, rehabilitation considers the offender and the society which is why it focuses on changing a person to become part of the society and contribute to its growth (Lippman 56). However, the process of making the offender to be part of the society is gradual as the penal system assists the offenders to secure jobs, and become valuable society members. The result is that there are lower crime rates compared to the use of retributive, incapacitation, deterrence, and restoration. Additionally, the implementation of rehabilitation ensures that criminals are off the streets while justice and revenge is granted on victims (Samaha 30). Other advantages of focusing on rehabilitation are that there is reduction in prison overcrowding which goes hand in hand with the reduction on federal spending. For the rehabilitated offender, there are very low chances that the person will resort to crime anymore and this avoids second or more times crime. Besides jobs skills, rehabilitation focuses on granting the offender skills to resolve conflicts, manage money, among other crucial life skills (Duker and Malsch 1958). On overall, rehabilitation results to increased access to safety for the

Coroner system and medical system Research Paper

Coroner system and medical system - Research Paper Example Later on the coroner system established itself as an agency and in 1888 the system of election for coroners was abolished. It was then that the coroners had to be appointed by the designated authorities (Iyer et al 2006). Medical Examiner system also takes its root from the coroner system as it was introduced in America in early 1600s. It was in those times that the coroner and sheriff’s office was the same. It was in 1860 that collaboration of physicians with the coroners began to develop in the New World. It was in 1877 that a system was established in Massachusetts that a coroner has to be assisted by physicians who were known as the medical examiners. However in those times the physicians were only involved when the death occurred in violent conditions. Pathology soon became a branch of jurisprudence in the 19th century and it was in 1890 that the Board of Baltimore announced the integration of two physicians in examination of dead bodies. It was here that the medical exam iner system was established and these physicians had to perform autopsies on the order of the coroner or attorney. In 1915 the office of coroner was abolished and the medical examiner system took over the states (Iyer et al 2006; Institute of Medicine 2003). Education Requirements The requirement for the post of coroner is a degree in medical or legal field. In some cases it is seen that an attorney, advocate or even magistrate has been made a coroner. The medical examiners on the other hand should have a degree related to medicine or pathology. These examiners have a certificate in medical specialty and are termed as forensic pathologists (Iyer et al 2006). Duties The duties of coroners and medical examiners are almost the same with regard to the conditions in which the death has occurred. The medical examiners are entitled to find out the cause of death and whether it is natural or unnatural. They use their skills of forensic laboratory to find out that as to if the death has occu rred on that spot or not. Moreover they conduct autopsies and laboratory tests to find out the exact physiological mechanism of death. The coroners on the other hand are also involved to find out the time, cause and mechanism of death. The coroners do not necessarily have medical knowledge to interpret the physiological functions of the body hence they rely upon the evidence that is present on the site. In some cases the coroners also use their prior experience to find out the causes of the death which is not the case of a forensic pathologist (Iyer et al 2006). Appointment of Coroners and Medical Examiners Coroners are appointed by election by a group of people but they must have some qualification in relevance to the field of law or medicine. It is not necessary that they have expertise in the field of forensics whereas Medical Examiners are appointed through an executive council. The council looks forward to the qualifications of the medical examiners and they are then appointed on the basis of merit. Coroners on the other hand are appointed by a group of officials or a group from the general public. Both the offices of coroners and medical examiners have their own position in the society. There are some countries which follow the old system of coroners whereas some follow the new medical examiner system. The integrity of both the systems has been argued at many instances (Iyer et al 2006

Hacker Culture and Cyber Security Issues Assignment

Hacker Culture and Cyber Security Issues - Assignment Example Black hat hackers are the most daring because they use their knowledge to obtain information and data for their own personal gains or with the intention of disrupting network systems. These are the hackers that have given hacker culture a bad reputation in America because they have been involved in activities of getting military secrets and accessing banks secret information. On the other hand, white hat hackers use their knowledge and skills to develop computer securities while grey hat hackers are mainly motivated by money. In this new era of digital, cyber crime is the most imperative type of crime that worries many people around the world. Government agencies, financial institutions, businesses and other entities that store their data and information in digitals should be aware of possible breaches of security in their data. This is because very sensitive data such as financial accounts and social security can be accessed and manipulated by other people with wrong intentions. The se people commonly referred as hackers use their outstanding knowledge to find out weaknesses in computer networks. Multitude of reasons such as challenge, profit and protest is what motivates them to cracking into other people’s computer system to get information. ... In addition, the advancing technology has increased international treaty of crimes committed through computer networks and internets (Fideral Bereau of Investigation, 2010). Some of the crimes that take place in the internet are computer related fraud, violation of internet security, child pornography and information hacking. Although many people do not know much about hackers, they are aware of the cruel damage they can accomplish in computer networks. This is because they have the capability of circumventing security to get into the unauthorized systems. Today’s cyber world has been facilitated by different hacker cultures which are made of both good and bad hackers. Accessing information and data from network systems and selling in the black market has become a way of life for many hackers in the nation. They have reshaped their own place in the current technological societies by robotic lifestyle (Seltzer Law, 2012). Hacker culture, which was considered as part of undergro und activity, is now part of the modern societies that consist of very educated criminals. This is because nowadays due to growth of technology at an alarming rate, societies are getting accustomed to hackers’ threats. This has created security concerns for businesses, public institutions and individuals across the world. Although the government is making positive steps to deter cyber crimes, it is unable to keep the pace of groups and individual hackers (Federal Bureau of Investigation, 2011). The pledge of computer system hacking was first developed by students from Massachusetts Institute of Technology (MIT) in 1800s. They created a blueprint that facilitated their skills to break through telephone companies. These skills were then developed and allowed the students to break into

Women in Medicine Essay Example for Free

Women in Medicine Essay One of the reasons why there was so much opposition to women becoming doctors was because society expected women to marry young and produce children. The thought of women working shocked many as people did not expect their daughters or wives to work for a living. The men believed that it was them who were superior, both physically and mentally. They did not see sense in educating women as they believed that women were too stupid to understand medicine anyway. They assumed that they could not trust these women with patients’ lives and accept that they would not make silly mistakes which could lead to the death of the patient. Any woman that succeeded in becoming a doctor was still thought of as inferior to the men because they believed she would not be able to understand their complex minds. This opposition also could have been due to the reputation of nurses in the first half of the nineteenth century. With no sense of professionalism, the nurses were nearly always drunk and dirty which encouraged the men to believe that all women would be the same if they were to enter the world of medicine. Nurses often took up prostitution to earn extra money therefore further disgusting men and making them believe that it was not a sensible idea for a respectable woman to enter the occupation. So even the women who were genuinely interested in becoming professional doctors would have been excluded and labelled under the same category as these nurses. Another reason may have been that men simply did not like being told what to do by women. If intelligent women were to enter the profession, they may make important discoveries before the men therefore hurting a man’s pride and ego. Men may have felt threatened by women that they thought were trying to usurp the profession, and therefore dismissed them as stupid and unprofessional so that they could ensure that it was only them who made great discoveries. Finally, religion was an important reason as to why there was opposition from men. The church prohibited women from achieving education and therefore many religious men may have excluded women because they were following the church’s rules and their religion. If they allowed women to receive medical training, they would have been going against the Church which was very powerful in the Middle Ages.

Fight Against Crimes And The Effect On Community Criminology Essay

Fight Against Crimes And The Effect On Community Criminology Essay To aid in the fight against crimes, community policing is a philosophy that has re-defined the police roles ,from that of serve and protect by responding to incidents and addressing criminal problems so they would be viewed as member of society who can help those in trouble and as well as persons who can be trusted. Todays police force has been focus on crime prevention through the diligent implementation of a strong neighborhood watch program. Community policing programs policies have remained active in almost all police departments in the united states. Although we might come to know such methods of policing by several different names such as neighborhood watch, block watch etc. We have acknowledged those communities who have successfully reduced and prevented crime to re-occur in their neighborhoods. These communities have successfully demonstrated that police departments can be more successful at crime analysis and problem analysis (S.A.R.A), fighting Methamphetamine usage, addressing property theft problem properties through collaborations with local institutions and neighborhoods by allocating police resources to aid communities in reducing crime and criminal disorder. These are successful community policing policies that implemented the problem solving processes to address the public safety issues in their communities. Successful Strategies to Combat Methamphetamine (Phoenix, Arizona) Public safety concerns such the production, distribution, and use of methamphetamine lead to drug use ,larceny, prostitution and theft have become chronic problems for the Arizona police agencies .To combat the ever increasing production ,use of meth(methamphetamine) in 1998, the COPS Office began funding state and local law enforcement agencies though the valley(cops). The initial grant went to Phoenix, AZ along with grants awarded to five other cities ;( Dallas, Texas; Oklahoma City, Oklahoma; Salt Lake City, Utah; Minneapolis, Minnesota; and Little Rock, Arkansas) . The COPS grant aided the phoenix to enforcement in creating advanced technological problem solving strategies such as aggressive advertising campaigns targeted to all students in the state. These campaigns included the use of television ads, radio campaigns, YOU TUBE, face book, my space, twitter and other popular social web medias. The COPS grant allowed the phoenix police department to invest in community events and increased the participations of students, teachers, parents and local businesses. The City of Phoenix is committed to working with schools, law enforcement, neighborhoods and other local governments on the crystal meth issue, with the goal of making our community even safer (phoenix.gov). The grant allowed for the creation of a Crystal Meth Task Force. By targeting a specific problem such as the production, distribution, and use of methamphetamine (meth). The city of phoenix was able to pass legislation that allowed neighborhoods to take their communities back from drugs. By educating the community to identify and attacking the causes and conditions that lead to meth use and delinquency, finding truant kids, and work in the shop and recreational facilities the kids use. Resulting in widely accepted zero tolerance for meth consumption. Local and state partnerships were a key component in the successful funding of the meth campaigns. Also the Creation of policies addressing tough prosecution policies, increase public awareness though training and community involvement and an increased police involvement in the communities. The Phoenix department serves as successful community policing program that developed solutions to better deal with the local meth problems Developing Police collaboration in the Native American Community (Scottsdale, Arizona) The city of Scottsdale, though the collaborations with the Scottsdale Police Department and Salt River Pima-Maricopa Indian Police Department , established a goal to provide the Salt River Pima-Maricopa Indian Community with Indian officers within their social ranks and aided in changing the restrictive social system of the Native American community. To successfully accomplish this goal the Scottsdale Police Department along with the Salt River Pima-Maricopa Tribal Council selected young native American Indians between 16 and 20 years of age from different reservations and created the Community United in Finding Criminals (C.U.F.F.) Crime Stoppers Program. They trained them in become effective participant in the fields of drug and law enforcement and community service. The Indian participants would successfully complete a 10-week course which offered training by experienced Scottsdale police officers on crime deterrence policies. The successful implementation of this community progr am also served to deter delinquency, drug trafficking, car theft and a decrease of petty crimes which involved the Native American Community. Established in 1994, the Salt River Police Department was the first in Indian Country Law Enforcement to begin a CRIME STOPPERS PROGRAM. The program allows individuals with information about any unsolved crime to call the program 24 hours a day, 7 days a week, remain anonymous and receive cash rewards of up to $1000 for information leading to the arrest or conviction of persons who have committed a crime. Since inception, several homicides, narcotics and drug trafficking cases have been solved.(Salt River Police Department) Through the Indian community, officer aided training programs increased public awareness and the development of successful community policing strategies by local police and tribal government there exist a positive impact on the quality of life in the salt river Indian community. Shield of Confidence (Littleton, Colorado) To prevent home burglaries, a shield of confidence program established by the Littleton Police Department .The Littleton Police Department (LPD) identified and increased in burglaries and robberies of residents in predominantly Hispanic apartment communities as a significant criminal problem. The CMPD will demonstrate how the process used to respond to this problem has been successfully replicated in five additional predominantly Hispanic apartment communities. The Littleton Police Department (LPD) will discuss how it has reduced crime in areas where problem properties exist. Partnering with property owners and the City Housing Department, the LPD identified properties having the highest number of calls for service. Littleton Police Department (LPD) community program focused on its use of the SARA model and community policing -related resources to rehabilitate high crime areas. This community program allowed the property owners to identify and track incidents of home burglary. The Littleton Police Department (LPD) goal of the community intervention program was to establish a data base that ready available to the community and the burglary victims .The (LPD)used the data base to conducting home security checks and assist residents by make home improvements to deter future break-ins. The communities also establish a burglary deterrent program (Shield of Confidence) that certified homes after recommended changes from the (LPD) had been made by the home owner. This type of security check program has been used by residential building companies, business owners and one local insurance agencys to offers additional insurance premium discounts to program participants. Littleton Police Department (LPD) through information provided in Active community Problem-Oriented Policing programs attempts to actively address the needs of all crime victims through partnerships between law enforcement, community groups, businesses, and citizens. These communities have successfully demonstrated that police departments can be more successful at fighting crime through collaborations with local institutions and neighborhoods by allocating police resources to aid communities in reducing crime .These are successful community policing policies that implemented the problem solving processes to address the public safety issues in their communities. In having successful community policing policies ,these communities we able to promote local organizational strategies, which supported the police relationships and the success in establishing partnerships and implementing the problem-solving techniques, to address the communities public safety issues such as crime, social disorder, and an increasing fear of becoming a victim of crime These police agencies are great examples of successful community policing program implementation: each employed the SARA model and demanded active participation from its citizens, police department and community religion based community members which included local private business no/ charities, government agencies and the local news media. There must always be an ongoing effort to reduce crime while improving the quality of life for its residents. By working with citizens, partnering with the local high school, and involving students, these type of programs become instrumental in increasing the quality of life by ultimately reducing and preventing crime in the neighborhoods. These police law agencies used problem-solving models to greatly enhance their community projects likelihood of success. Community Policing programs benefit not only police agencies that wish to adopt such policies but it also reduces their work load creates safer work environments, and allows police officers t o focus more on addressing specific types of crimes and enhance the quality of services being provided to a community and increased the necessity of the community to develop solutions to problems and increase trust in police.

Sande Society and the Sowei Mask

Sande Society and the Sowei Mask Political, Educational, and Gender Aspects of the Womens Society of the Mende The Sowei Mask of the Sande Society is a symbol for the Mende people of Sierra Leone representing the ideals of feminine beauty, but the Sande Society also plays a key role in the nurturing, livelihood, and induction of young women into adults. This mask defines a goal for young women as well as symbolizes their transition from children to adults and, the Sande are the tools behind the Sowei which shape and mold the initiates of their society into women capable of managing marriage, political power, and even spiritual secrets. The Sowei Mask itself is carved from wood carefully with close attention to detail. Each mark is made with a greater picture in mind and at the end of the process the mask will epitomize the Mendes idealities of grace, beauty, and serenity. After the carving, the mask is painted and polished to a black, glossy shine. There are many Sowei Masks, all of which possess the black, glossy shine, but each mask can differ in many areas. The Sowei Masks can possess rolls of fat on the neck, scarification patters on the face, elaborate hairstyles, raffia around neck, and many other qualities which give it the elegance that it possesses. (Cosentino 17) The particular mask on display in the Stanley Collection has two small scarification patterns in low relief on either cheek of the mask, a beautiful hairstyle with a small bird perched on top. The mask is full of curves and the light catches off the surface to accent the slight cuts made along the hair of the figure give it a life like quality wh ich complements the serenity of the masks expression. Not only does the mask represent outer beauty, but also references the beauty of a womans inner strength and character. (Becker 82) The encircling ridges of a Sowei Mask which represent rolls of fat also are part of the origin of the mask. When a Sande society member who is particularly renowned for her choreography and dancing skill she is said to dream of diving into a pool, which is the dwelling place for female spirits. As she rises from the water, the ripples of the water on the surface form the rings around the base of the mask. The often complex and always elegant hairstyles of Sowei Masks are said to have come from Sande officials falling into water and emerges with a beautiful hairstyle.(Textbook 180) In performance, the Sowei is danced by the ndoli jowui alongside a second mask, the gondei, which is the antithesis of the Sowei. The gondei is sometimes a discarded Sowei Mask which has been worn down or broken. Occasionally pieces of trash such as tin cans or shells are attached to the gondei, further separating it from the Sowei. It is only when we see both masks that we separate the beauty and grace of the Sowei further from that of the grotesque and hideous form of the gondei. By having the two masks juxtaposed, we can see the grace and elegance in which the Sowei is danced in comparison with the ugly, stumbling dance of the gondei. The performance itself occurs in the weeks before the public portion of the Sande initiation. When the Sowei emerges from the bush to dance, she is admired and greeted by the entire town. (Cosentino 16-7) When the initiates themselves are present at the dance, they wear braclets of palm leaf fibers and body nets with small iron plates. Their faces ar e smeared with animal fat giving them a more youthful appearance. (Newland 125) To the Sande the Sowei Mask as a manifest of power from the spirit world. It is for this reason that while the Sowei Mask is the integral piece to bring the power needed to invest the initiates with everything they will need to marry, the mask also can appear in other places. Smaller versions can appear on the staffs and other objects used by higher ranking members of the Sande and small figures also are common. These objects represent the medicine of the Sande and their connection with the spirits. (Textbook 180) The Sande society itself is enormous; each village usually has its own Sande society governed by a council of elders. (Ellis 200) These elders are not only in charge of initation rites into the Sande society, and thusly into adulthood, but also the birthing, education, circumcision, political aspects, and spiritual aspects of the initiates underneath them. Once puberty is reached, the initiates are taken into the bush and taught the things they need to know to become adult women. Topics such as sex, dancing, fishing, cooking, and secrete medicines are discussed and generally a clitoridectomy, a female circumcision, is performed. After the initiates complete their training, they are eligible to marry and invested with fertility (Leach 58), but are taught that jealousy for ones co-wives is greatly discouraged. Initiates are also called and described by sex-specific terms from the moment they graduate into full genderhood. Men are forbidden from the Sande bush just as the women are from the Poro, the mens secrete society, bush. It is the responsibility of the Sande elders to punish any man who takes an initiate from the bush severely. The Soweis medicine is feared and when a man is pointed out as having broken a Sande law there is a fine or some other penalty which an elder determines. (Newland 125) Elder Sande officials are still susceptible to medicines which can affect their ability to deliver children, circumcise the initiates, and other tasks which are key to their position. The Poro and Sande societies together govern Mende ideas about gender and men and womens lives. Both genders have gender-specific tasks that are used to define a persons masculinity or femininity. Each group gives access to specific male and female medicines and social and political support. Both groups also give elders of the societies access to a higher status position in the villages. This status is known as a big man or big woman. The title comes with the responsibility of caring for the political or financial assistance of others. In Mende society both men and women can become a big person or numu wa. While the Sande will protect women from exploitation, abuse, and give them political and social support, the society also produces asymmetry. The high-ranking members usually gain their position from descent, and by controlling the important knowledge of the Sande, they are able to elicit loyalty or even material goods from the initiates and their families. In this way, the Sande s ociety acts as a driving force in socio-political structures in what would otherwise be a male dominated society. With the polarized and parallel powers of the Poro and Sande societies, women are not considered inferior to men, they are only considered different. (Leach 59-60) The Sande serve as mentors for young girls becoming women, but they also serve as friends and colleagues. Every woman who is considered an adult in Mende culture has been initiated and graduated from the Sande society. The initiates they graduate with become their social system of support and the society leaders are there to protect them as well. It is in this way that we see that all Mende women are connected. In summary, the Sowei Mask demonstrates the inner and outer beauty of the perfect woman, which every initiate of the Sande society and thus every woman considered an adult, strives to attain. Not only do the Sande teach young women about life, but also provide them with a network of support for the rest of their lives. In this way, the Sowei Mask represents not only the Sande, but all adult Mende women and their unavoidable connection to each other.

The Relevance of Edith Wharton’s Roman Fever to the Modern World Essay

The Relevance of Edith Wharton’s Roman Fever to the Modern World According to the World Health Organization, â€Å"of the 75 million children under five in Africa a million and a half die each year of pneumonia.† As distressing and sad as this statistic is, it points out the great danger pneumococcus still is to young people in the developing world. It’s in the developed world, but at a time before antibiotics, at a time when acute respiratory ailments posed an even greater but still preventable threat to the younger set that concerns us here and that inspires a deeper look at the full implications of respiratory disease. The WHO goes on to say that acute respiratory infection (ARI) â€Å"is one of five conditions which account for more than 70% of child mortality in Africa.† So not only is pneumonia prevalent, it is still deadly. The danger it poses to young people has life-influencing ramifications, ones with an incredible emotional content. Though more treatable now, as we’ll see later, the persistence of pneumonia f its in with the puzzle as it presents itself, since it is linkable to a much more fundamental human ailment. In Edith Wharton’s â€Å"Roman Fever† we also see ailments of a pulmonary and life-changing import. Indeed, the entire story seems shot-through with infection. Wharton writes of Mrs. Slade and Mrs. Ansley, both widowed, both taking their daughters to Rome on holiday as they had been. Their own intertwined histories Wharton describes at the story’s onset as â€Å"all of the movings, buyings, travels, anniversaries, illnesses† (emphasis mine) (751). Wharton then begins the tale with illness. It is only as the narrative progresses that we get a sense of how important illness is to become: Yes; being the Slade’s widow wa... ...an be treated with antibiotics, it can be treated with aversion therapy or the simple addition of marriage. Other love preventatives such as war and country music are both quite feasible and can actually be very profitable for Western nations, though they seem a little cruel, especially the latter. Wharton’s â€Å"Roman Fever† at the very least points the way; it is a warning that love and pneumonia are inextricably linked, an idea that we’d do well to pay more attention to today when the ease of a high technology lifestyle fosters an arrogance that all the world’s problems have been solved. Works Cited Wharton, Edith. â€Å"Roman Fever.† Edith Wharton: Collected Stories 1911-1937. New York: Literary Classics 2001. 749-62. World Health Organization. â€Å"Childhood Diseases in Africa† Fact Sheet N 109. March 1996. 14.3.2003 http://www.who.int/inf-fs/en/fact109.html

The History of Alcatraz Island Essay -- Alcatraz Federal Prison Jail E

The History of Alcatraz Island Alcatraz Island has quite a distinct history. Many people know that Alcatraz served as a federal prison, but most are reluctant to know that this island served as fort. Built before the Civil War, it served two main purposes. First, that it was to guard the San Francisco bay area from enemy ships against a foreign invasion, and second, to hold hostage prisoners of war or POW's as they were called. In this report, I'll show you how this fortress came to be a federal prison, why it is no longer in operation today, and most importantly, to show why it was built in the first place. When the great "Gold Rush" of 1849 first started, California grew from what would be considered a small, unpopulated state, into what it is now. California is now one of the most populated states and it was mostly the gold rush that brought attention to California. As the government saw all of this happening, they realized that California was much more important than they ever realized. In their realization, t hey decided that California must be protected. San Francisco has one of the largest bays in all of California, and so this was where enemy countries would most likely to try to invade the country. So this is where Alcatraz was to lie, to serve as a military fort. It was supposed to serve as a secondary base in companionship to another base located on the other side of Golden Gate Bridge. But with severe problems trying to build this other base, Alcatraz was to remain alone. "Out in the middle of the San Francisco Bay, the island of Alcatraz is definitely a world unto itself. Isolation is just one of the many constants of island life for any inhabitant on Alcatraz Island. It is the most reoccurring theme in the unfolding history of Alcatraz Island. Alcatraz Island is one of Golden Gate National Recreation Area's most popular destinations, offering a close-up look at a historic and infamous federal prison long off-limits to the public. Visitors to the island can not only explore the r emnants of the prison, but learn of the American occupation of 1969 - 1971, early military fortifications and the West Coast's first and oldest operating lighthouse. These structures stand among the island's many natural features - gardens, tidepools, bird nests, and bay views beyond compare." (1) Fortress Alcatraz ran in operation from 1850 - 1933. It served as San Fr... ...worth THIS?" We can either learn from what valuable lessons that were taught at alcatraz, or we can be ignorant and let it happen again. Alcatraz was considered hostile, cruel, and unjust, and it was. But there was a lesson to be taught, now if we don't learn that human life is the most precious gift that we take for granted, then Alcatraz was a good idea and it needs to be reinstated. But when you allow a man to lose his freedoms that our forefather fought for, with impunity, it is simply the worst thing to happen. Alcatraz was built for a good reason, it served for a good reason. Then it was transformed into "The Rock." Al! l the good that went into was lost. We as a country lost sight of what was important to us, and now if we don't learn from it, we are only asking ourselves for it again. Bibliography 1. The Alcatraz WWW Homepage, Yahoo Search Engine, 1996 2. Professor Clyde W. Richins, University of Michigan, 1990, Vol. 1 of "In the life of Alcatraz" pages 1944- 46 3. Doctor William M. Hellem, Medical Physician on Alcataz Island, 1983, Vol. 1 of "In the life of Alcatraz" pages 132-134 4.Lutenient George R. Hendershaw, Guard that seved on Alcatraz Island,

Hitting and Fighting in Hockey Essay

Many people have been talking about taking hitting and fighting out of hockey in the last few years because of the rise in career ending injuries, but the cause is from the fact that hockey players having been getting faster stronger and more skilled. Although people do get severe injuries and some take it too far it’s the risk that they face every time they step on the ice. Hitting starts at the age of 11 which I think is an appropriate age to start hitting. Taking Hitting and fighting out of hockey would change the game forever. Hitting is one of the main components of the game and makes the game what it is today. A lot of people think that since girl’s hockey has no hitting and fighting we could do the same but I don’t believe girl’s hockey is real hockey because it has no hitting. Contact started out as the defensive player being able to physically separate the player, but hockey got faster and people got stronger so hitting is much more of a threat to other players. Hitting in Minor hockey is also a huge concern but I think it should still start at 11 years old because if you start at around 14 or 15 kids are already a lot bigger and if you start hitting at 11 kids will be prepared and know how to take and receive a hit but if you started at 14 you would have a lot more injuries because no one would know how to take hits.

Emily Bronte’s “Wuthering Heights” Essay

The story of Heathcliff, the sadistic protagonist of Emily Bronte’s â€Å"Wuthering Heights† is so upset that Edgar Linton does not want his lovely daughter, Cathy, to hear it. Heathcliff and Cathy, two prominent characters in the novel, interact in the second half of the novel. Heathcliff’s passages reveal that the tortured character comes about from a childhood without the care of parents (33) while Cathy’s goodness (164) reflects her being raised by a loving father. The different supervision each character experienced while growing up is reflected by their behavior, showing that nurture is a greater factor over one’s personality than nature. Beginning her description of Heathcliff with the lowly word â€Å"degradation†, Nelly, the narrator, tells Lockwood how Heathcliff and Catherine (the mother of Cathy) grow more reckless daily without parental guidance. Nelly recalls these events right before Catherine is injured and stays at Thrushcross Grange for five weeks. Nelly also said that Heathcliff and Catherine â€Å"promised†¦ to grow up rude as savages.† The punishments the two received from Joseph and the Curate, Nelly notes, haven’t helped her increase the â€Å"small power† she holds over the two, due to the lack of parental guidance. It is also important to note some of the foreshadowing that occurs here: Heathcliff’s return alone in the rain foreshadows his demise. His lack of respect for the church also symbolizes his lack of will and later on immense greediness. Bronte’s genius shines throughout this passage, mixing savagery, love, symbolism, and foreshadowing all in o ne page. Nelly’s description of Cathy is spoken on a very positive note, including many of the same devices seen in Heathcliff’s passage. She says that Cathy has not seen or even heard of any bad deeds except for her â€Å"slight acts of disobedience†, and that Cathy is â€Å"amazed at the blackness of spirit† of Heathcliff. Nelly describes Cathy as a sheltered, gentle, book-loving young daughter of Edgar. In addition, Cathy is said to be extremely well mannered within this section. Edgar tries to protect his daughter from having to know about an evil soul such as Heathcliff, attempting to prevent the malicious outside force from corrupting her personality. The passage even contains Cathy crying over the miseries of someone she has only met twice so far. She also has a pretty convincing argument as to why she should meet Linton  again, foreshadowing her disobedience of her father by going to meet Linton, her only companion outside of Thrushcross Grange. This disobedience will be the main factor in her future encounters with Heathcliff. Cathy’s extreme kindness and Heathcliff’s great roughness contrast very well. Heathcliff’s description shows him as a wild, undisciplined being. Cathy, on the other hand, is portrayed as a very nice, helpful daughter and a devoted friend to Linton. Heathcliff’s lack of education (Catherine being his only educator) also differs from Cathy’s â€Å"lessons for a couple of hours† that she has. Heathcliff’s vow to â€Å"grow up as rude [as a savage]† is far from Cathy’s melancholy over not being able to meet Linton again. There is not much that is similar between the two characters, due to both of them being on opposite ends of the spectrum. This lack of similarities is what makes these two characters interesting to follow throughout the novel. The language in these passages is quite interesting. Nelly uses much harsher language in the passage with Heathcliff than the passage with Cathy, representing the behavior of the two characters. The paces of the narratives also differs, with Heathcliff’s being a more intense rate than Cathy’s, also due to their contrasting actions. Another interesting thing to note is the use of the word naughty. Both passages employ this word, showing a mild form of being disobedient, which cannot be explained by any other means other than just saying that the both have the same author and narrator: Emily Bronte and Nelly Dean, respectively. Also, as seen throughout the book, an unusal amount of referrals to doors are present, most likely to show frames within the framed narrative. Studying these two passages against each other brings one to a deeper meaning than reading each one separately. Nelly’s descriptions of Heathcliff and Cathy shows that nurture predominates over nature. Cathy, the mix between the peaceful Edgar Linton and the wild Catherine Earnshaw, shows only her positive traits, due to the fact that she was brought up by Edgar alone. Heathcliff, an orphan brought home by Mr. Earnshaw, has had his good qualities disappear through a process which Nelly calls â€Å"degradation;† because he was raised up with Hindley, who constantly thought of Heathcliff as an â€Å"other.† These two characters are so  dramatically different, even though they were both blessed with good looks and intelligence. One might argue, however, that because Bronte does not give the origins of Heathcliff, he might be born of a family with a tendency to be selfish and greedy. This idea can be countered, though, because Heathcliff was said to have â€Å"bore his degradation pretty well at first†, a quality that not many natural tyrants can boast of. Also, the fact that Cathy is the daughter of Catherine and yet shows few of the violent characteristics of her mother tells us that genes play no, or very little, role in how she behaves.

Virus- – Malicious Software – Introduction

Introduction This assignment will explain about today’s most dangerous challenges for computer users, developers, professionals and all, one common step of assault on computer is ‘malicious computer program called Virus’. They have many different types; some of them can do very devastating effect on system and cost fortune as well. Most of the organisations have big challenges to block such a data effecting viruses. Estate agency business is the one of the organisation which is always a treat because of there confidential data-transferring between clients and staffs, so it’s effecting companies network performances and productivity.We will see some of them and understand how we can protect systems. About There have been well said about viruses from Microsoft (2006) â€Å"Computer viruses are small software programs that are designed to spread from one computer to another and to interfere with computer operation. A virus might corrupt or delete data on your computer, use your e-mail program to spread itself to other computers, or even erase everything on your hard disk†. Computer viruses are some well written programs by programmers. They will upload on your computer or server without your information and execute without your knowledge.Some of them will corrupt or delete your important data as well as application files. An even more they will attack on your system files, networks. They will distribute your data form one computer to another. It’s depends on different kind of viruses and there own capability. History â€Å"There are times when people want to destroy computers. In a time of war, a country may want to hamstring their enemy by destroying their intelligence databases (Ludwig, 1996)†. According to Spamlaws (2010) ,There are plenty of malicious software ,which is effected on computers . ostly know as viruses, spywares, trojan hourses and worms, rootkits and many other dangerous program which effect on syst em . As per comparisen these are different to each other : Viruses : Comuter viruses make system halt or keep contatly shuting down and do damages to files so user have difficulties to access documents or any other applications. These type of virsues make such damages which can be seen. Spyware:These types of software is installed on computer without user’s knowladge. They will change computer settings, make computer functionality difficult to use. They will collect data from users computer and sendback to remote host.Capable to hack your password,financial information. Trojan hourse: According to Cicso(2010), it is harmful piece of software,after it is activated,it can irritating the user by popping up windows,changing desktops,damaging deleting files,staling data as well as activating and spreading viruses. Worms:Worms are damaging and irritating others network than host computer, it is dangarous to sending viruses to other computers without effecting host computer. Athors claim,(Ianelli,Kinder and Roylo,2007)â€Å"If attackers can get their malware downloaded on victims system,they can earn money by causing the system to run the pay-per-install software†.Causes to Estate Agency Bussiness : Unlikely other businesses Estate agency is always an attackers target because of ‘Confidential’ data transfering on Internet with its clients. By virus attack it can be posible to change in important documents or companies policy,as per McAfee (2000),In 2000 ‘ILOVEYOU’ virus had similarly damage to thousands of computer. Virus can make very devastating effect on Estate agencies e-mail system,which is always busy for transfering important application files (DOC,.EXL,PPT etc) between millions of computer,as per CERT (1999),In1999 ‘Melissa’ virus was so powerful that it forced Microsoft’s and other big organisation to switch off their Email systems. Similarly ‘Twitter worm’ has effected upto quarter of millions twitter accounts in Jan 2010. Suggetion for better use of computer systems in Estate agency : ? Manage and admin all data, email system and applications centralized. ? Keep backup regularly and easily. ? Add new clause in ‘Turms of use’ for fair use of data handling to all users. ? Install Anti-virus software that will update regularly to check all downloaded files and block new spywares.Show and prove more commitement to data security within organisation. ? Use more secure operating systems like UNIX, LINUX. ? Avoid downloading unsecured data software from third party web sites or unathorized CD, DVD or external memory stick’s. ? Provide technical support to staff about how to deal with such odd files or data. For example, never run executable files (. EXE) which comes with email attachments. ? It is an advantage to use malware analysis software with the email system. Conclusion : Investment into Companies IT infrastructure will help to block malicious software and improve security for online communication.It can be reduce cost on system maintenances and additional accessories like software, hardware. Staff can work more efficiently and more positively to produce better results. Customer’s as well more assured about data security with the organisation. They don’t be worried about confidentiality of sharing personal data with the company. Satisfied customers is the most important key factor to become a successful organisation.References used in this assignment : o CERT,1999, http://www. cert. org/advisories/CA-1999-04. html ( Last accessed 31/10/2010) o Cisco, 2010, What is the difference:Viruses,Worms,Trojans and Bots? http://www. cisco. om/web/about/security/intelligence/virus-worm-diffs. htm l( Last accessed 30/10/2010) o Ianelli,N. ,Kinder,R. and Roylo,C. (2007) The use of malware analysis in support of law enforcement (P. ) Carnegie mellon university o Ludwig, M. A. (1996) The little black book of computer viruse s (p. 11). Arizona: American eagle publication. o McAfee,2000, http://vil. nai. com/vil/content/v_98617. htm (Last accessed 30/10/2010) o Microsoft,2006, http://www. microsoft. com/uk/protect/computer/basics/virus. mspx ( Last accessed 30/10/2010). o Spamlaws ,2010, http://www. spamlaws. com/malware-types. html ( Last accessed 01/11/2010)

Mktg 2101 Red Bull Case Study

MKTG 2101 Consumer Behaviour Case Study -Red Bull: Rampaging through Global Markets 1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future? Red Bull have adopted a segmentation base strategy relating to market demographics. In particular the company has targeted young active people aged 16 – 29 years. Red Bull also use geography, identifying mainly university students and urban professionals who needed an ‘energy boost’ throughout their busy schedules and activities.Mateschitz’ strategy aimed to target opinion leaders, believing that â€Å"the authority of one alpha bee can influence the buying habits of hundreds†. The Red Bull segmentation strategy also has an important psychographic component, particularly focussing on young people with attitudes, perceptions and lifestyles that are consistent with risk taking, fast paced and energetic behaviours; highlighted with the company motto â€Å"No Red Bull, No Wings†. In order to continue to succeed, I believe that Red Bull must optimise opportunities in the growing economies of India and China.With greater economic freedoms and increased population growth in the middle class there are millions of young people falling into an attractive demographic for the Red Bull product. These young people will be the opinion leaders of the future in their countries, therefore holding the key for a success. Ways in which the company can expand its current activities to begin the process will lie in the correct marketing strategies; in particular I believe that the continued sponsorship of extreme events in these regions will be the perfect way to introduce young people to the product in an exciting new way. . How does Red Bull arouse the motivations of customers to purchase its energy drinks? Red Bull and Mateschitz explain â€Å"we are always looking for a more creative, different point of view† (Dolan 2005) to promote and present the product to the customer. This attitude is consistent with the brand personality and the image of its customers. It is for this reason that the company aligns itself with the young male – fast paced and energetic, interested in extreme sports, risky behaviour and never satisfied with the last thrill.The company too, is never satisfied, continuing sponsorship of extreme sports, owning Formula 1 racing teams and even developing its own sports such as BMX bike riding, Kite Boarding, Freeskiing, paragliding and more! The company is able to continually satisfy the needs of the market, arousing the customer with exciting new promotions and events which challenge the limits of human belief. For example, the Red Bull sponsored BMX events where the riders are attempting and completing unseen tricks and ‘death defying’ acts on a weekly basis.The company has also attempted a viral marketing strategy, in order to get the product to the consumer in a cheap and effective way. However, these efforts are also well calculated, for example, the drivers of the Red Bull VW Beetle are generally extremely good looking females aged 19 – 28 years, attractive and corresponding for the targeted young male. 3. Describe the brand personality of Red Bull. Why do you think the concept of brand personality is so important to Red Bull?Brand personality allows the consumer to develop a meaningful attachment to the product. People do not develop meaningful, long lasting relationships with the thing itself, it is when the consumer is able see the product with a certain persona, with feeling and meaning; it is then that the relationship develops and potentially blossoms. Red Bull and Mateschitz understand this and have created a brand personality that embodies excitement, energy and exhilaration, â€Å"Red Bull isn’t a drink, it’s a way of life†.People are overwhelmed with the image, the amazing aura around the events and the excitement created by the athletes. Young people feel the product, the brand and the colours when they see these competitors doing the amazing things that they aspire to, enshrouded with the simple colours of silver and blue. A clean, refined image burned into their brain, connected to the memories of thrilling moments when their heart was pumping, hands were sweating and adrenalin was frantically pulsating through their bodies.By creating these experiences for their consumer Red Bull are facilitating the development of important relationships with their product. In my opinion, maintaining brand personality and relationships is imperative for Red Bull. Mateschitz himself states, â€Å"We don’t bring the product to the people. We make it available and those who love our style come to us† highlighting his acknowledgement of the importance of people aligning themselves with the brand personality and developing a meaningful and long lasting relationship with the Red Bu ll productReferences * Dolan, K. (2005). The Soda With Buzz. Forbes. com http://www. forbes. com/global/2005/0328/028 print. html * Sciffman, L. , O’Cass, A. , Paladino, A. , D’Alessandro, S. and Bednall, D. 2011. Consumer Behaviour, 5th Edition. Pearson Prentice Hall: Australia * Gschwandtner, G. (2004). The Powerful Sales Strategy Behind Red Bull. Selling Power. September. http://www. sellinpower. com Mktg 2101 Red Bull Case Study MKTG 2101 Consumer Behaviour Case Study -Red Bull: Rampaging through Global Markets 1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future? Red Bull have adopted a segmentation base strategy relating to market demographics. In particular the company has targeted young active people aged 16 – 29 years. Red Bull also use geography, identifying mainly university students and urban professionals who needed an ‘energy boost’ throughout their busy schedules and activities.Mateschitz’ strategy aimed to target opinion leaders, believing that â€Å"the authority of one alpha bee can influence the buying habits of hundreds†. The Red Bull segmentation strategy also has an important psychographic component, particularly focussing on young people with attitudes, perceptions and lifestyles that are consistent with risk taking, fast paced and energetic behaviours; highlighted with the company motto â€Å"No Red Bull, No Wings†. In order to continue to succeed, I believe that Red Bull must optimise opportunities in the growing economies of India and China.With greater economic freedoms and increased population growth in the middle class there are millions of young people falling into an attractive demographic for the Red Bull product. These young people will be the opinion leaders of the future in their countries, therefore holding the key for a success. Ways in which the company can expand its current activities to begin the process will lie in the correct marketing strategies; in particular I believe that the continued sponsorship of extreme events in these regions will be the perfect way to introduce young people to the product in an exciting new way. . How does Red Bull arouse the motivations of customers to purchase its energy drinks? Red Bull and Mateschitz explain â€Å"we are always looking for a more creative, different point of view† (Dolan 2005) to promote and present the product to the customer. This attitude is consistent with the brand personality and the image of its customers. It is for this reason that the company aligns itself with the young male – fast paced and energetic, interested in extreme sports, risky behaviour and never satisfied with the last thrill.The company too, is never satisfied, continuing sponsorship of extreme sports, owning Formula 1 racing teams and even developing its own sports such as BMX bike riding, Kite Boarding, Freeskiing, paragliding and more! The company is able to continually satisfy the needs of the market, arousing the customer with exciting new promotions and events which challenge the limits of human belief. For example, the Red Bull sponsored BMX events where the riders are attempting and completing unseen tricks and ‘death defying’ acts on a weekly basis.The company has also attempted a viral marketing strategy, in order to get the product to the consumer in a cheap and effective way. However, these efforts are also well calculated, for example, the drivers of the Red Bull VW Beetle are generally extremely good looking females aged 19 – 28 years, attractive and corresponding for the targeted young male. 3. Describe the brand personality of Red Bull. Why do you think the concept of brand personality is so important to Red Bull?Brand personality allows the consumer to develop a meaningful attachment to the product. People do not develop meaningful, long lasting relationships with the thing itself, it is when the consumer is able see the product with a certain persona, with feeling and meaning; it is then that the relationship develops and potentially blossoms. Red Bull and Mateschitz understand this and have created a brand personality that embodies excitement, energy and exhilaration, â€Å"Red Bull isn’t a drink, it’s a way of life†.People are overwhelmed with the image, the amazing aura around the events and the excitement created by the athletes. Young people feel the product, the brand and the colours when they see these competitors doing the amazing things that they aspire to, enshrouded with the simple colours of silver and blue. A clean, refined image burned into their brain, connected to the memories of thrilling moments when their heart was pumping, hands were sweating and adrenalin was frantically pulsating through their bodies.By creating these experiences for their consumer Red Bull are facilitating the development of important relationships with their product. In my opinion, maintaining brand personality and relationships is imperative for Red Bull. Mateschitz himself states, â€Å"We don’t bring the product to the people. We make it available and those who love our style come to us† highlighting his acknowledgement of the importance of people aligning themselves with the brand personality and developing a meaningful and long lasting relationship with the Red Bu ll productReferences * Dolan, K. (2005). The Soda With Buzz. Forbes. com http://www. forbes. com/global/2005/0328/028 print. html * Sciffman, L. , O’Cass, A. , Paladino, A. , D’Alessandro, S. and Bednall, D. 2011. Consumer Behaviour, 5th Edition. Pearson Prentice Hall: Australia * Gschwandtner, G. (2004). The Powerful Sales Strategy Behind Red Bull. Selling Power. September. http://www. sellinpower. com