Food Desert †Analysis Essay

The implementation of this strategy,  specifically by  pioneering small formats in the â€Å"food desert† neighborhoods of Chicago, shows the increased sales opportunities for this market. Walmart’s market segmentation studies have shown the potential strength of this type of strategy. The announcement of these stores, and a similar recent announcement in Dallas, demonstrate the importance of these markets in Walmart’s plans to gain increased market share of the grocery business. Intelligent market segmentation studies by Walmart have proven the opportunities in these types of urban markets in the US as well as the potential in the Hispanic market, especially in California, Texas and Florida. While traditional grocers   struggle to gain market share by minor improvements in their existing formats and offerings, Walmart has identified significant new opportunities through these studies. Implementation of the Walmart strategy may well bring it an increased dominance in the grocery markets across the US. Smaller, regional chains would do well to define more specific market segments to serve in order to hold their own in their markets. While Walmart cannot take over every special format or segment, they will be very tough competition in the markets where they implement the current strategies. Negotiations for Walmart to gain sites in Brooklyn and other boroughs of Manhattan represent another beach head for this strategy. While the resistance by labor unions and community activists in New  York will make this a tough strategy to implement, Walmart has the staying power to outlast some of the opposition. In addition, their ability to publicize the positive impact on the community through increased employment and merchandise offerings may further erode negative public impression. They have also embraced a number of environmental sustainability initiatives which might buy favorable press in areas like New York. The potential  for incremental sales increases is dramatic here. This is an initiative to watch, and one which may be a game changer for grocery  retail in the US.

Eric Schlosser

Halleigh Benner Dr. Wiley English 701 Section 21? Contaminated Meat Every Step Of The Way Eric Schlosser’s book Fast Food Nation, Michael Moss’ article The Burger That Shattered Her Life and the documentary Food Inc. all come together to inform people on the facts about the food industry’s contamination issue. The food industry has many slaughterhouses and meat packing industries in the United States. People never think about where there meat has come from, how it is prepared, stored, or made. Unfortunately, the sanitation of our meat from where it starts to when we eat it is appalling.Many farms now raise livestock in mass groups in dirty environments, they gather into unsanitary slaughterhouses to be killed with unsanitary utensils, methods, and machinery, the meat gets combined with other meat in filthy meat packing industries, and is then packed away for us to eat. Farms should raise cows how they used to be raised, consumers should make healthier and wiser d ecisions on their choices of meat, people need to demand better food safety standards by re-introducing Kevin’s law.The industry doesn’t want you to know the truth about what you are eating, because if you knew then you might not want to eat it, but now the truth is revealed. Our farm animals such as chickens and cattle are not raised how they used to be raised. In the documentary Food Inc. many farmers would not let the camera crew inside the chicken houses, but one woman that was interviewed did. Carole Morison said, â€Å"I understand why farmers do not want to talk because the big companies that they are controlled by can cut pay. Companies control everything about what the farmers do but Carole also stated, â€Å"It is not right what is going on and I made up my mind that I am going to say what I want to say, it doesn’t matter anymore something has to be said. † The documentary showed that her chicken house was full of dust and feces everywhere. The mass amount of chickens cooped up close together couldn’t escape from the unsanitary environment. Many chicken farms are exactly like her’s. Carole said, â€Å"This isn’t farming anymore, it is mass production. The spread of disease is more likely within these mass production chickens because Carole informed us, â€Å"Antibiotics are put into the feed, but the bacteria builds up a resistance and the antibiotics don’t work anymore. † Cattle are not any different than the chickens. The documentary Food Inc. showed viewers that feedlots contain hundreds of cows that stand ankle deep in their own manure all day long. If one cow has a disease such as, E. coli then the others will have a higher risk of getting the disease as well.The unhealthy sanitation of our food even begins when the cows and chickens are alive in their environment that they are being raised. The environment of slaughterhouses where the livestock is killed is horrific and disgusting . To hide these sickening scenes, most slaughterhouses are simple buildings with no windows to see inside. In the book Fast Food Nation, the author Eric Schlosser put on knee high boots because his host from the slaughterhouse said, â€Å"Tuck your pants into the boots, we’ll be walking through some blood† (Pg. 169). Walking through deep puddles of blood is unhygienic.If one cow’s blood is infected and is then mixed with other blood that is gathered into puddles on the ground; workers have to walk through the puddles and it can contaminate machines, utensils, or other meat that is being worked on by the puddles being splattered. Bacteria grows and spreads in moist and humid conditions. Eric Schlosser states, â€Å"The kill floor is hot and humid. It stinks of manure. Cattle have a body temperature of about 101 degrees, and there are a lot of them in the room† (Pg. 170). Bacteria thrive in these places and can be harmful to us in the long run. The process of how our meat is made is unhealthy.The article The Burger That Shattered Her Life by Michael Moss stated, â€Å"Slaughterhouses have the potential for contamination every step of the way† (Pg. 3). It all begins with the removal of the hide from the cows. Food Inc. the documentary brought up a great issue that shows the viewers that when cows come to these slaughterhouses, their hides are caked with manure. To begin, hides must be removed carefully to keep the manure off of the meat but with the commotion and the speed of the slaughterhouse process, this causes high risks of the meat being contaminated with feces.Workers and inspectors from the article The Burger That Shattered Her Life say, â€Å"Much can go wrong, workers slicing away the hide can inadvertently spread feces to the meat, and large clamps that hold the hide during processing sometimes slip and smear the meat with feces† (Pg. 3). Next before transferred to the meat packing part is the gutting station, where the intestines are removed. Eric Schlosser from Fast Food Nation said, â€Å"I see: a man reach inside a cattle and pull out their kidneys with his bare hands† (Pg. 170).After a person reads this statement from Eric Schlosser, it will make people wonder if he washed his hands before he put them back into another cattle. More than likely the worker didn’t because of the speed that the process is going. These careless actions that can be prevented can spread E. coli or other diseases to meats that could cause an entire factory to contain it because of the mixing of meat in the meat packing process. Trimmings in the meat packing industry get mixed with other meat from different slaughterhouses within the United States.For example in the article The Burger That Shattered Her Life, â€Å"Ms. Smith’s patty contained trimmings from a slaughterhouse in Uruguay† (Pg. 4). Mixing meats from different slaughterhouses is not a good idea, because their regulation s could be completely different, especially a slaughterhouse from a different country. Grinding contaminated meat can leave diseases on the machine and spread to other mixed meats that are being mixed in the same grinder. Not mixing meats and sanitizing machines and utensils, every slaughterhouse’s meat can become Grade A.Cattle and other farm animals such as, chickens and pigs should be raised traditionally, in a grass pasture with enough room for them to run around and not having to stand in their own manure. A farmer in the film Food Inc. agreed, â€Å"Having cows in a pasture; they eat and fertilize the grass, the cycle is better for the environment and for them. † The healthier the animals begin their life the more likely; their meat for us to eat will be healthier and not contaminated. The only problem with this solution is that people in this world today are more worried about money and how much they can receive.The more cattle and chickens farmers can raise in the shortest amount of time is better for them and the company, that they are controlled by. Many mass production farmers do not worry about their consumer’s health because it is sometimes seen as the consumer’s own responsibility. Consumers have the ability to choose which meat they want to buy depending on where the meat has come from. They can choose meat that was produced locally or they can read labels to trace back to a preferred and trusted factory and or company. Consumers could also buy their own cow of their choosing and have it butchered for their selves personally.However, many people do not have the time to go into detail to find out where their meat has come from, especially many do not have the money to buy their own cow and have it butchered. Another solution is to reintroduce Kevin’s law for E. coli contamination. The people have the ability notify the congress to enforce food safety standards and re-introduce Kevin’s law. According to th e documentary Food Incorporated, â€Å"Kevin’s law would give back to the USDA the power to shut down plants that repeatedly produce contaminated meat. For Kevin’s law the government is trying to fix this problem with expert inspectors but it will take a while for these experts to be hired and the process to expand everywhere in the United States. Therefore, meat contamination and geting rid of unsanitary utensils, methods, and machinery will decrease at a slow rate.In addition, in the documentary of Food Inc. it was stated, â€Å"People that ridicule the food industry can be charged because the food industry has different protections than other industries do. For example, Oprah Winfrey was sued by a Texas cattleman for demeaning a food product and for the loss of profit. Mass amounts of people need to stand up to this unfair â€Å"protection† over the food industry. One person cannot do it; many have to create a movement. Enhancing food safety programs will b enefit our lives. In conclusion, our future’s health is ultimately at stake and people need to do something to change it. The sanitation of our meat starts from the environment that the livestock lives in and takes a domino effect until their meat ends up on our plates to eat.Surprisingly people have to worry about the food sanitation in the United States, and it is sad to realize that people have to be worried about the food provided in our country. However, this issue can be resolved. Solutions such as, livestock being raised in a healthy environment by the traditional way, consumers can make better choices for their selves, and they can also stand up for the rights of being able to eat meat without worrying. Change in the food industry will change our health for the better.

Veet Promotion Campaign

To better understand the market and shape the key marketing problem, we conducted primary research to find out the general trends of hair removal among women in Singapore. From this we found a significant result of women in Singapore favouring razors over cream due to the main reason convenience. As such, the report seeks to explore different promotional methods that would allow us to help these heavy razor users to overcome their misconceptions of cream being inconvenient and subsequently to trial Veet ® hair removal cream.The promotional campaign incorporates intergrated marketing communications and features efforts including sampling, couponing, talks, and point-of-purchase displays, featured articles on blogs, mobile advertising, trade promotions and tie-in promotions. All in all, we hope that the campaign will successfully expose more consumers to Veet ® hair removal cream samples, convert them into Veet ® users and ultimately increase sales for Veet ® .Our overall ROMI sees a negative figure due to costs incurred from our sampling program but CLV is strong at 107 percent. Section Two: Situation Analysis 2A. Depilatory Industry The depilatories industry in Singapore is a steadily growing one, experiencing a 4% growth in 2009 to reach almost $4 million in total sales. Razors and blades for women are the fastest growing depilatories followed by hair removal creams. Depilatories (or hair removal products that remove hair to the level of the skin) include razors, shavers, creams, bleaches and pre-shaves.Currently, international manufacturers Procter & Gamble (S) Pte Ltd and Reckitt Benckiser (S) Pte Ltd have found dominance in the Singapore depilatories market with their popular brands Gillette and Veet ®  ®. However, with the increasing awareness of epilators (or hair removal products that remove the entire hair from the root), many women in Singapore are also turning to these methods, including the use of wax strips, epilators and lasers. 2B. Com pany & Brand History Company background Veet ® was first launched under the brand name, Neet, in Canada in 1901.It was later bought by Reckitt Benckiser Pte Ltd in 1960 and has since been sold in nearly 200 countries worldwide. Reckitt Benckiser is a British global consumer goods company, making and marketing household, personal and healthcare products. The company’s strategy is to have a highly-focused portfolio concentrating on its 17 Powerbrands which contributes to 62% of its net revenues in 2008. Veet ®  ®, one of its 17 most profitable and recognised brands, has two major products, namely hair removal creams and wax strips. Target marketVeet ®  ®Ã¢â‚¬â„¢s current target market consists of young female professionals and students aged 16 – 35 who are cost-conscious and seek convenience. Some may even be apprehensive of pain. This includes both first-timers who are seeking but have not yet tried hair removal products and also existing users of alternative hair removal products such as shavers and epilators. 2C. Marketing Mix Adopted by Veet ®  ® Veet ® has used the following marketing mix to develop a strong brand recognition, as well as competing for leadership position in the depilatory industry. Product Veet ® promises smooth, glowing skin in just 3 minutes.The hair removal cream/gel works by using an active ingredient to dissolve the hair and the specially designed Perfect Touch spatula enables quick removal of the cream for a smooth and long-lasting finish. The wax strips removes the hair shaft from the root by the mechanical action of removing the strip from the skin, comes in a 20s box. Place Veet ® is mass-marketed to Health & Beauty stores (Watsons, Guardian and Unity) and supermarket chains (NTUC Fairprice, Cold Storage, Shop N Save, Carrefour and Giant). It is also available online via the supermarket chain’s online shopping service. PricePrices of Veet ® ranges from $8. 45 for a 100gram hair remover cre am to $17. 20 for a 150ml hair remover gel. The Veet  ® wax strips (20s) are priced at $12. 90. Promotion In 2007 and 2008, Veet ® organized the Miss Veet ® Standout Challenge which selected 10 finalists to compete for the crowning through their catwalk and Q&A skills where notable personalities including local bloggers were guest judges. Brand Characteristics * Brand image: The product with its use of soothing colours and graphics of nature communicates an image of natural well being which appeals to the brand’s core customers – women. Brand personality: Veet ® relates to the personality of elegant, sensual, graceful and beauty. * Brand equity: The 3 green leaves on the Veet ® logo and the use of floral graphics on the product elude a natural feel to users. 2D. Internal Analysis for Veet ®  ® Veet ® Strengths Strong brand presence in Singapore market Procter & Gamble (S) Pte Ltd that manufacture Gillette series of razor brands and Reckitt Benckiser (S) Pte Ltd that manufacture Veet ® are the dominance brands in the market. Consumers trusted the brands as they provided relative good hair removing results.Strong brand equity allows Veet ® s to use sales promotion to build competition barriers that deter consumers from using private labels. Veet ® removing cream has smoother result as compared to other razors and shavers Clearly, we know the numerous side effects of using razors and shavers. Firstly, cuts happen when blade movement is perpendicular to the blade’s cutting axis. Following on, shaving of hair has been know for causing Hirsutism, a condition in which shaving certain parts of the body hair will result in hair stubbles and accelerates process of hair growth, causing a greater density of hair.Razors and shavers manufacturers through the years have been innovating new razor design to mitigate the problems but are unable to eradicate the shaving aftermath. By using Veet ® remover cream, consumers avoid the ris k of razor cuts, while growth hairs become finer. Veet ® remover cream contains moisturizing content that allows users to remove and moisture their skin at the same time. Veet ® dominates market share for hair removal cream Referring to appendix 456, the depilatories environment in Singapore is mainly dominated by razors and shavers brand (portions highlighted in orange).Following 53. 3% of the market share dominated by razors and shavers brands, Veet ® covers the next prominent portion of the market share (33. 6%). This proves that the next preferred depilatories after shaving is removal cream and/or waxing strips; and this market is primarily dominated by Veet ® . In terms of intratype competition, Veet ® faces weak competition from its rivalry brands, namely Nair removal cream, Marzena wax strip and other smaller brands that are currently sold in supermarkets and personal hygiene stores.Veet ® ’s high market shares also correspond to the net worth of the brand viewed by retailers. This implies that Veet ® distribution network, more specifically retailers, are more willing to cooperate with Veet ® in its upcoming sale promotion – since Veet ® ’s promotion will increase stock turnovers for the retailers. Veet ® Weaknesses Potential target market low expectation about Veet ® performance As highlighted in pointer three (3), consumers are more incline to use razors and shavers as they place focus on convenience when choosing depilatories.Consumers associate Veet ® with inconvenience as they have to apply the removal cream on intended areas and wait for six (6) minutes before washing the chemical away. This lengthy process as compared to shaving tends to discourage consumers from buying them. However, Veet ® ’s previous advertising campaign attempted to change consumer’s belief about Veet ® being an inconvenient product. The advertising campaign also aimed to change consumer’s focus on convenie nce to place heavier importance on the results of hair removing. Wide deviation in user’s review about Veet ® performanceRaise of social media importance will affect potential consumer’s expectation towards a brand and ultimately, affecting the consumer’s decision to purchase the brand. As a consumer engages in information search, it demonstrates her engagement with the brand in the HEM model. A search through users’ reviews in social media review centre explain that there is a huge different between the users’ rating. Some users rated Veet ® one (1) star as the brand did not remove their body hair effectively and it causes red chemical burns.Fortunately the bad ratings are neutralized as other users rate Veet ® five (5) stars as they love the product for being simple and easy to use. More importantly they love the brand because it produces better hair removing result than razors and shavers while not leaving chemical irritation on their skin . The two vast differences in users rating thus imply that potential customers still have to rely on other forms of peripheral cues to evaluate their product choices. Sales promotion will help to attract a portion of this market where consumers eventually have to purchase and experience hair removal results by themselves. E. External Analysis for Veet ® Consumer Evaluation Primary Research Method A primary research was conducted through an online questionnaire (Appendix 1) with one hundred women aging between 16 year and 35 year old. Through the survey, it will help us to gain understanding about target market’s depilatory products usage behavior and motivation. Veet ® Opportunity Veet  ® has relatively high brand awareness (Appendix 2A) According to survey results, Veet  ® products have high brand awareness. Consumers are able to recognize the product category that Veet ® belongs.With the high brand awareness, this shows that advertising efforts are showing positiv e results in the market. Market Share between Razor Market and Veet  ® Market – On Par (Appendix 2B, 2C, 2D, 2E) Majority of Veet ® target market have already performed some form of hair removal procedure as they are image conscious and are concern about how others view them if they appear to be untidy. Currently 18% of our respondents have not engaged in hair removal procedure and a significant portion of this group would either consider or may not do hair removal in the next three to six months period.This highlights that our promotional campaign should not direct at this group of consumers, as sale promotion is unlikely to change a consumer’s behavior. More advertising instead of sale promotion should be engaged to encourage this group of consumer to start removing hair through Veet  ® products. With the remaining 82% of the market that has started removing body hair, we learnt that that is an equal market share between Razor products and hair removal cream pr oducts. As covered previously, Veet  ® is the leader in the hair removal cream industry; therefore we can assume that Veet ® has a market share of 34%.More than half of our respondents who are using razors mainly are very likely to try Veet ® given that there is an attractive sale promotion campaign. With a higher perceive value, there is high potential to convert a portion of the razor users instead of non-hair removal users, to start using / trying Veet ® products. Veet ® Threats Key Performance Factor: Convenience (Appendix 2F) Consumers today are leading increasingly hectic lifestyles and these cause them to regard convenience as the key factor when choosing depilatory products.Consequently razors and blades continued to remain popular among consumers commanding a combine market share of around 40 percent in 2009 with Gillette Venus leading the pack taking 75 percent of the razor market. In addition, as consumers become more sophisticated, they are turning to products that promised a cleaner shave and even opted for products with enhanced functions like moisturizing effect or catered to sensitive skin. This explains why consumers are trading up other depilatories for Veet ® air removal cream which sees it clinching the top position with nearly 34 percent of the depilatory market share. However, there is still a large part of consumers who are still unaware of the convenience in using Veet ® which is well reflected in our primary research. We saw that 70 percent of the surveyed razor users have never use Veet ® before and hence have no knowledge about its convenience. Strong Price Competition from other Razor Brands The relatively low price of the Bic Soleil Shimmer Clic compared to other brands saw the fastest growth in 2009.We attributed this trend to the slowing down of the economy last year. The treat is not high since the sophistication and affluence of consumers would invest in a more functional depilatory with the recovery of the econ omy. Summarized SWOT Analysis Below is a SWOT diagram summarizing Veet ®  ®Ã¢â‚¬â„¢s internal and external analysis: Section Three: Targeting, Positioning, Objectives Setting, Budgeting 3A. Key Marketing Problem From our situation analysis, it is clear that while there is high awareness level for Veet ® hair removal cream.Being a market leader in the depilatories, Veet ® has generated adequate awareness for its hair removing products. However, Veet ® must compete mainly with razor product brands such as Gillette. The main threat that is stopping Veet ®Ã¢â‚¬â„¢s growth is that target market do not perceive Veet ® as convenience as razors. There is a need for our campaign to address this misconception about Veet ®  ®, and to further strengthen Veet ® positioning with the product benefit that razor product cannot achieve- benefit such bladeless solution to stubble free skin.Overall, the management team of Veet ® wants to find out: â€Å"What should be changed abo ut the current marketing efforts to increase the sales of Veet ® hair removal cream? † In our research to help Veet ® in this management decision issue, we will be looking into the following marketing research problem: â€Å"How can Veet ® promote trial of its hair removal cream in the hair removing market through a promotional campaign? † 3B. Segmentation of the Women’s Depilatories market in Singapore This research segments the women’s depilatories market in Singapore using a behavioural segmentation base.We have divided the market into several segments according to the frequency of using razors and the frequency of using Veet ® hair removal cream, as seen in the perceptual map in Appendix 3. The different segments as follows: 1) The Bladers: Heavy razor users who have never used Veet ® hair removal cream before. 2) The Biased: Relatively heavy razor users who use Veet ® only on special occasions such as parties. 3) The Balancers/Switchers: U sers of both razors and Veet ® . These consumers have no loyalty to either method and switch easily. ) The Professionals: High frequency Veet ® users who use razors occasionally to ensure better hair removal effect 5) The Cavemen: Non-users of hair removal products. These are hairy ‘monsters’ who have never shaved and also includes those who are ‘hairless’ and do not need to shave. 6) The Un-conventional: Non-users of razors and Veet ® but who are users of other hair removal methods such as waxing and lasers. 7) The No Bleeders: Our Veet ® lovers. 3C. Our Target Market Out of the different segments, we have decided to select ‘The Bladers’ as our target market for Veet ® hair removal cream.This is primarily due to the relative ease of conversions of ‘The Bladers’ into users of Veet ® hair removal cream, as compared to ‘The Cavemen’ who are non-users of hair removal products. ‘The Bladers’ alread y have a desire to remove hair, whereas â€Å"The Cavemen† do not even see a need to remove hair. This was based on our survey results, where we found out that there is quite a low percentage, 18%, of non-users who are willing to use hair removal products in the first place (Appendix 2D).However, there is a much more optimistic percentage, 58%, of current users of shavers who are likely or very likely to try hair removal creams since they already have a desire to remove body hair (Appendix 2E). Moreover, the market size for current users of razors is 32. 8% (Appendix 2C) while that of current non-users of hair removal products is only 18% (Appendix 2B). With a larger market, there is a greater potential to tap upon in the current market for users of razors. In addition, we did a targeting specified by personification for ‘The Bladers’.This person would represent the typical non-Veet ® user whom we hope to convert into a Veet ® user. Her profile is seen below: * Name: Rachel Quek * Age: 27 * Occupation: Marketing Executive * Hobby: Loves shopping, online shopping, going to the beach, clubbing, social networking * Personality: Fun, image-conscious, highly regards others’ opinions on her appearance, has a fear for pain * Shopping behavior for personal product: Loves trying products before deciding to buy * Current hair removal method: Uses Gillette Venus because of convenience * Monthly expenses on personal grooming: $300 Time spent on personal grooming daily: 2 hours on weekdays, 3 hours on weekends * Dressing habits: Frequently in dresses and above-knee skirts 3D. Positioning Statement Our positioning statement is: For women in Singapore who currently shave, who now seek a painless, smoother & longer-lasting hair removing effect; Veet ® is a bladeless hair removal product that moisturizes your skin – a total beauty experience that no woman should miss out on. 3E. Objective SettingThere is already high awareness of Veet ® hair removal cream in the women’s depilatories market in Singapore, with 95% of the market being aware of it (Appendix 2A). Yet, only 27. 9% of the market uses it (Appendix 2C). Through the implementation of our one-year campaign, we hope to be able to see an increase in this market share as we move ‘The Bladers’ up the Hierarchy of Marketing Communication Effects (HEM) from the ‘Awareness’ to ‘Trial’ stage (Appendix 4). However, ‘The Bladers’ currently either have no expectations or have a bad expectation of Veet ® where they think that it is inconvenient to use (Appendix 2F).For those who have no expectations, we want to push them to try our product through samples, creating expectations of convenience and pushing them to eventually buy since they have the assurance from trying the product first hand. For those who have poor expectations of the product being inconvenient, we need to give them samples to change this att itude and also further push them to buy our product. We have thus established our campaign objectives below: 1) To see 40 percent of ‘The Bladers’ being exposed to our campaign 2)To have 40 percent coupon redemption among all who received our sample and coupon 3) To achieve 20 percent of our target segment purchasing our tie-in promotion 4) To see 30 percent of the ‘The Bladers’ joining our contest 5) To collect a consumer database from our couponing system for Veet ® ’s future promotional campaigns 3F. Budgeting We will be employing the objective and task method of budgeting so that we can clearly specific what role each component of the marcom campaign satisfy for the brand and set the budget accordingly.The overall campaign budget will comprise fully of promotional dollars. The rationale of this decision links back to our objective of moving ‘The Bladers’ up the HEM from awareness to trial and therefore a heavy focus on promotion wi ll be a better plan. We did not specifically allocated portion of the budget for media and public relation (PR) spending since they consist of only a small percentage of the budget. They are still present in the campaign but act as a support for the main promotional campaign. Therefore they will be accounted under the under the promotion budget instead.That explains a 100 percent allocation of the S$400,000 budget to promotion. Promotion Budget Breakdown We strongly believe that it is crucial for our target segment to test our product before they can move from being ‘aware’ to eventually product ‘trial’. To accomplish this objective, the majority of the promotion budget will be devoted to heavy sampling (50 percent of promotion budget or S$200,000). A self created event will constitute one of the channels for distributing our samples and it will cost us S$10,000. We would like to incentivize our consumers as well and therefore 7. percent or S$30,000 will be allocated to a couponing exercise which will overlay sampling. A tie-in promotion with a complementary product will follow so as to induce purchase and further incentivize our consumers. This component will be given S$50,000 of the promotion budget. An online contest will also be running throughout the campaign but due to the relatively low investment involved, it will be weighted at 1. 25 percent only. S$80,000 will also be budgeting for trade allowances for our partner retailer’s involvement in our full campaign as well as slotting allowances given for erecting our point-of-purchase (POP).Our POP will be given S$15,000 in the budget. The remainder of the promotion budget will be assigned to media and PR efforts to drive the promotional campaign. (Please refer to Appendix 5 for full budget allocation) Section Four: Our Promotional Campaign 4A: Allocation of efforts in the overall Integrated Marketing Communication Campaign Advertising – (1% effort) Through our situat ion analysis, we learnt that Veet ® has very high level of brand awareness, and this is mainly pushed by Veet ® advertising efforts.In addition, the target market has relatively little target consumers who have not started doing hair removing procedure, advertising investment will not be effective as the market coverage is significantly lower as compared to putting the investment in converting current razor users. Lastly, given our campaign objective of moving ‘The Bladders’ from brand awareness level to trial level, advertising will not be effective to move the target consumers into actions – by getting them to start trying Veet ® product.However, we will engage trade promotion tools by getting our partner retailer to advertise Veet ® sale promotion to its customers. Personal Selling and Public Relations – (1% effort) As Veet ® belongs to the FMCG (Fast Moving Consumer Goods) product category, it would unwise for our campaign to invest in sales people to encourage consumers to purchase Veet ® products. Moreover, hair removal procedure is considered a private personal grooming process. Therefore it is difficult to involve ‘The Bladders’ in an open environment for a hair removal demonstration.Little investment will be put into public relations as majority of the target market are aware of Veet ® usage. Direct Marketing – (5% effort) In our campaign, we will be adopting mobile advertising. The customer database will be collected through consumer’s opt in option when they send a SMS (Short Message Service) to obtain a SMS coupon. With the customer details collected, we will direct advertising messages via mobile services in the subsequent promotion campaign. Sales Promotion – (90%) Majority of our investment and efforts will be invested on Sale Promotion.Sale promotion will be the center of our campaign with the remaining IMC tools acting as a supporting role to communicate about the sales promotion to ‘The Bladders’. As consumers have the perception that Veet ® product is not as convenience as razors, the campaign will focus on changing this misperception by allowing ‘The Bladders’ to personally experience Veet ® product. In addition, ‘The Bladders’ will experience the smoother hair removal effects (stubble free), this will help to strengthen Veet ® ’s positioning. Shaping user experiences will be done primarily through sampling.With user experience appropriately shaped, couponing exercise and attractive contest incentives will be used to spur ‘The bladders’ to start trying Veet ® product. With the understanding of how investment will be made in this campaign, following is our proposed promotional campaign for Veet ® . 4B: Our promotional campaign for Veet ® Overview of campaign Our promotional campaign will be primarily revolving around bringing across the mindset of Veet ® hair removal cream as one that is convenient coupled with a plus point of better hair removal results to our target group ‘The Bladers’.The entire promotional campaign duration will be 12 months, and staged in three phases: (i) Feeling the stubbles, (ii) Long-lasting smoothness and (iii) The Veet ® Contest. Phase 1: Feeling the Stubbles Objective: Expose ‘The Bladers’ to our campaign and drive word-of-mouth As we are targeting ‘The Bladers’ who are already experienced customers in the hair removing market, they will be less likely to take notice of the convenience and added benefits of Veet ® if it is done through the mass media channels like commercials, ads or any other imagery that is forced upon them.Thus in ‘Feeling the Stubbles’, we will seek to first roll out the promotional campaign in a subtle manner with heavy sampling also known as tryvertising, by conveying the intended messages based on their experience with our product and also conc urrently incorporate mobile couponing as a piggyback to that to have a best reach to our target group. Diagram 2: Sample & Couponing Sketch The sample we will be giving out is a 30ml Veet ® hair removal cream tube that comes with the brand’s signature perfect touch spatula and tied together with the tube is a double sided information card.On the front side of the information card, it is a surface full of protruded patterns that resemble the stubbles after shaving with a razor following a tagline of ‘Feeling the Stubbles? ’ And on the flipside, it will feature our tagline of ‘Stubbles-Free in 3 minutes’ following our couponing exercise. Diagram 3: Mobile Couponing Process The recipients of the sample will be required to text in to our number with their name and identification number for a mobile coupon.The mobile coupon will then entitle them to a 10 percent discount on a full sized Veet ® hair removal cream at any of the stores of our partner ret ailer and also a contest entry chance. Each mobile coupon will come with a uniquely coded two-dimensional Quick Response (QR) code for tracking the redemption levels and from the codes to track which the efficiency of the sampling mediums deployed. The retailer will be incentivized with every mobile coupon redeemed. Sampling MediumsIn this heavy sampling exercise, we will be distributing our samples through three sampling mediums namely digital media platform, collaborative events and through our partnering retailer. The three mediums are The Sample Store, Corporate Luncheon and in the stores of Watsons. The Sample Store (www. thesamplestore. sg) is a local platform that distributes product samples online. Since its launch in 2008 it has since built a huge database of members both on its website and facebook fansite and still growing its popularity as many recognize it as one that operates on unbiased reviews that are given by members.Members who redeem any samples will receive them via mail. Other than having our samples be placed on the site, we will also want to minimize or prevent any possible clutter of the many different brands and products on The Sample Store. We will be working with the team over there with three additional features. First, we will have our product featured in The Sample Store’s blog as a new sample which members will be able to access directly to this page or link through the main site.Currently the site’s blog maintenance team has an updates indicator of how recent is the blog updated for the ease of members to track new entries. On the blog entry, there will be a link for the readers to direct them to page to grab our sample. Hello Rachel Veet ® Hair Removal Cream Sponsored Link The Sample Store Blog The Sample Store product placement Secondly on the actual product placement page, we will also be having our product be featured in the section of ‘Sponsored Link’ to further minimize the brand and product c lutter in our sampling exercise.Be it on the main page of ‘Samples’ or when members scroll through the pages of samples, the ‘Sponsored Link’ function will come in handy as it is a permanent display on the top of every page that effectively maximizes the chance of reach and redemption. Thirdly, we will also put up a special request to have our product placement be strategically located beside Gillette or any other razor products so as to have a better chance in reaching our target group ‘The Bladers’.Veet ® Corporate Luncheon is a series of collaborative events with the National Skin Centre’s Health Talk aiming at bringing these talks to the premises of 48 companies. These series of lunch talks will be done in a form of registered events in which employees register with the human resources department and there will be a seat limit capped at 50 for each session. During each hourly session, there will be a 40 minutes skin talk by the Nat ional Skin Centre’s dermatologists.Following up will be a 20 minutes product talk and interactive demonstration session by Veet ® whereby the models for demonstration will be picked from the audience. Thereafter, the dermatologists will wrap up the entire talk by testing the skin hydration levels of the models after using Veet ® hair removal cream product. Lunch will also be catered to encourage participants of the talk to clear any doubts regarding Veet ® ’s products while handling out Veet ® ’s samples. Sampling @ Watsons is the main highlight of the three sampling exercises as it is a highly targeted sampling exercise in conjunction with the ones mentioned above.From our primary research it shows that when ‘The Bladers’ want to make any purchase regarding personal care products, Watsons will be their first choice. Thus, to be in line with that, we will be making Watsons our exclusive partner for distributing Veet ® ’s samples acr oss Watsons’ good scalability of 101 outlets islandwide. Also derived from our primary research, we found that there are some complementary products that the razor-users are most likely to use before, during or after shaving. Diagram 6: Determinants of scanner-delivered samplingWith this information, we have designed a scanner-delivered sampling exercise whereby once any of these 6 items (body lotion, tights, sunblock, deodorant, razors and shaving aids) is purchased, a Veet ® sample will be automatically be presented to the customer. To gain retailer’s agreement and cooperation, a heads-on competition with other razors and shaving aids companies will be eliminated by having these two items as an exception. Only with purchase of other items on top of razors and shaving aids, will the customer be entitled the Veet ® sample.In addition to the scanner-delivered sampling conducted, we will be purchasing retail spaces at Watsons to have a point-of-purchase display at th e storefront of Watsons’ outlets. This will allow us to cast a bigger net to reach and expose our target group ‘The Bladers’ to our campaign should they coincidentally fall out of the sampling determinants during our campaign period. Diagram 7: Point-of-Purchase Display The display will be in line with the sampling exercise, seeking to convey the message of convenience being ‘Stubbles-free in 3 minutes’.Wobblers will be attached to the fixture indicating information including the mobile couponing exercise and contest entry chance. The entire Phase 1 sampling exercise will be held in a 4 months period, with the exception of the featured article on The Sample Store’s blog which can be posted up for the entire campaign. Couponing and redemption exercises will be conducted for a 5 months period. Diagram 8: Phase 1‘Feeling the Stubbles’ timeline 4B. Phase 2: Long-lasting Smoothness Objective: Build brand associations of better hair rem oving effect and experience After exposing our target group to the campaign in Phase 1, Phase ‘Long-lasting Smoothness’ will seek to build brand associations of Veet ® as one that provides a the total hair removing effect and experience. To be in line with that, we will be partnering with Vaseline a brand that is known for its long heritage of body lotions and the effectiveness of hydrating skin, bringing a great boost to both brands when seen as complementary products. Together, we will be offering a tie-in promotion bundle which includes a 400ml Vaseline body lotion and 100ml Veet ® Hair Removal Cream.Diagram 9: Vaseline and Veet ® bundle Pricing of the bundle will be at $15. 90, strategically seeking it to be lower than a separate purchase of either items and also importantly be lower than that of a combined purchase of razors or razor refills and Vaseline body lotion altogether. Based on the respondents of Phase 1, we will be deploying a closed-loop marketing tactic whereby we will be sending text messages to the people who redeemed our coupon in Phase 1 to inform them of the tie-in promotion.Similar to the point-of purchase display in Phase 1, we will be purchasing retail spaces at Watsons to have a point-of-purchase display at the storefront of Watsons’ outlets in addition to the closed-loop marketing text messaging. This will allow us to cast a bigger net to build brand associations of a total hair removing effect and experience to our target group ‘The Bladers’ should they not be in time to redeem our coupons during our couponing period. The same point-of-purchase fixture will be used from the previous occasion to lower costs.Wobblers will be attached to the fixture will be changed now to indicating information Diagram 10:Bundle Point-of-Purchase Display including the 15 percent savings with the special bundle pricing drawing comparison with its usual price, reinforcement of a total experience of long-lasting smoo thness and a contest entry chance. Bundle packages will also be concurrently placed on Vaseline’s shelves. Cards regarding contest information will be slotted in the bundles. The entire Phase 2 tie-in promotion will be held in a 4 months period after the sampling and couponing exercise of Phase 1.Diagram 11: Phase 2‘Long-lasting Smoothness’ timeline 4C. Phase 3: The Veet ® Contest Objective: Drive trial and traffic to Veet ® Singapore Facebook page. Build brand excitement and buzz Phase 3 of the campaign will act as a overlay campaign to both Phase 1 and Phase 2. To effectively drive product trial and building brand excitement, a Veet ® Singapore Facebook fanpage will be set up as currently Veet ® do not have any adoption of social media locally. Diagram 12: Contest Card SketchWhen the recipients of the samples make a purchase using the mobile coupon in Phase 1, purchase a bundle in Phase 2 or making a regular purchase after the 2 phases, the retailer wil l be handing out contest cards for every purchase. On the flipside of the contest card, it will visibly tell recipients that they have won one chance to ‘The Veet ® Contest’ by entering the scratch code on the contest card on Veet ® Singapore’s Facebook fanpage. Every additional purchase will entitle them an additional chance in becoming the grand winners of the contest.Diagram 13: Veet ® Singapore Facebook fanpage In addition, by liking Veet ® ’s page will entitle the contest participants 5 more winning chances to the contest. The top 3 winners of the contest will walk away with a $500 Watsons Gift Vouchers each and there will also be 5 winners who will walk away with a year’s supply of Veet ® hair removal cream as consolation prizes. Such information will also be detailed on the Facebook fanpage. At the end of the entire contest, announcement of contest winners will also be conducted via the Facebook fanpage.Phase 3 will be held as a sup porting role in the entire 12 months period, concurrently with Phase 1 and 2. Diagram 14: Phase 3‘The Veet ® Contest’ timeline Section Five: Conclusion 5A. ROMI and CLV (Appendix 6) Retail price of Veet ® hair removal cream is at S$10. Our profit margin for the product is at 40 percent or S$4. We will take annual discount rate to be at 12 percent and this will translate to 1 percent monthly discount rate. We are looking at a three tiers conversion model with light users purchasing once in two months, medium users once a month and heavy users twice a month. 1. Phase 1The sampling exercise overlay with couponing will see an estimated 40 percent conversion rate in total out of the sample/coupon given out over the four months. Of the 12,500 potential converts per month, we will be looking at 4 percent becoming heavy users, 16 percent medium users and 80 percent light users. This will transit to a monthly profit of S$32,000 but a negative return of marketing investment ( ROMI) of 56 percent. However, we are projecting a relatively high constant retention rate of the converts at 90 percent for heavy users, 85 percent for medium users and 80 percent for light users.Therefore this will give us a positive customer lifetime value (CLV) of 106 percent. 2. Phase 2 Our tie-in promotion with a moisturizer brand will see a conversion rate of 20 percent. However we foresee that three-quarter of them will be those who used the coupon in Phase 1 and are returning customers. Therefore we are looking at 1,560 new converts per month from the tie-in promotion. Although we will have a negative ROMI of 53 percent in this phase, we will be looking at the same retention rate for all three conversion segment hence getting a positive CLV of 124 percent. . Phase 3 The Veet ® contest will run from the start to the end of the one year campaign and we are expecting purely new converts (not from Phase 1 and 2) only from those who picked up a contest form from our POP at our partner retailers. Since we foresee that a percentage of them would be purchasing for the contest, we lowered their retention rate to 80 percent, 60 percent and 40 percent for the heavy, medium and light converts respectively.Given that our main intention of the contest is to create hype for the campaign and rewarding the real converts who purchase through Phase 1 and 2, we are expecting to see only 310 converts per month which will transit to a slightly positive ROMI of 5. 3 percent and only 25 percent in CLV. 4. Overall The overall campaign will see a conversion of 14,730 users per month and a total of close to 60,000 converts throughout the full one year campaign. Although we will be getting a negative overall ROMI of 55 percent and a slightly high average acquisition cost of S$5. 74 we will be achieving a strong CLV of 107 percent. . Best and Worst Case The best case scenario will see us having 25 percent more conversions from Phase 1, 50 percent more from Phase 2 and Phase 3 an d this will increase the ROMI to -44 percent and CLV to 162 percent.As for the worst case scenario, it will be the reverse having 25 percent lesser in conversions for Phase 1 and 50 percent lesser for Phase 2 and 3 will see us having a negative CLV for both Phase 2 and 3 but an overall CLV of 66 percent. ROMI will stand at negative 64 percent. 5B. Evaluation of Campaign The success of our campaign will depend on meeting our pre-set objectives. To have 40 percent coupon redemption among all who received our sample and coupon * To collect a consumer database from our couponing system for Veet ® ’s future promotional campaigns We can easily track this by tabulating the number of request for the mobile coupons. As the distribution of the samples with the coupons are highly targeted at ‘The Bladers’, we can foresee near to 100 percent of the mobile coupon being redeemed by our target segment. As for the database, when our consumer sends in a message requesting for t he mobile coupon, we would locked in their numbers and consolidate it into a database.This database will be straightaway put to use in Phase 2 of our campaign where we will send them a message informing about the tie-in promotion being offered in our partner retailers. * To achieve 20 percent of our target segment purchasing our tie-in promotion * To see 30 percent of the ‘The Bladers’ joining our contest The numbers for these two objectives can be tracked when our target segment sign up for the contest. When entering the contest on Facebook, they will be asked a simple question regarding when they were first exposed to the product.If they choose either through the tie-in promotion or through the sample with coupon distributed, we would know that they are our target segment ‘The Bladders’. As the contest card comes with a unique code for entering into the contest, a consolidation of the unique codes keyed in for each Phase of the campaign will indicate to u s the number of our target segment who participated in the online contest. * To see 40 percent of ‘The Bladers’ being exposed to our campaign The number of samples given out, coupons redeem and contest details will give us a rough estimate to how many of our targeted segment was in face exposed to our campaign.Appendix Appendix 1: Questionnaire Done Through Online Medium S/N| | Options| 1| Have you heard about the brand Veet ®? | Yes No| 2| Veet ® is product that| ShampooBody WashHair Removal CreamHand LotionNail Protection CreamFeminine Wash | 3| In the last 12 months, have you done any hair removing procedures? | Yes (Go to Qns 5)No (Go to Qns 4)| 4| Will you consider starting removing body hair in the next 3 to 6 months time? | Yes NoMaybe| 5| Which of the following hair removing method do you use dominantly? Razor blade (Go to Qns 6)Hair removal cream Wax Strips (Go to Qns 6)Saloon (Go to Qns 6)Others (Pls Specify: ______________)| 6| What is your reason for usi ng the particular hair removing method? | (Open ended answer)| 7| Given an attractive promotion, would you consider using Veet ® to remove body hair in the next 3 to 12 months? | YesNo (Go to Qns 8)Maybe(Go to Qns 8)|8| What is your reason for not considering using Veet ® to remove body hair? | (Open ended answer)| About Yourselves| | Age| 11 – 1515- 2021 – 2526 – 3031 – 3536 – 4041 – 4546 – 5051 – 55| | Occupation| (Open ended answer)| Amount of time spent on personal grooming daily (Weekday)| | | Amount of time spent on personal grooming daily (Weekend)| | | Amount of money spent on personal grooming monthly| | | Where do you usually purchase personal grooming products? | NTUCGuidanceWatsonVenusProvision ShopsGiantShop and SaveThe Market PlaceOthers (Pls Specify:________________)| | What are some products that you would usually purchase with hair removal product? | (open ended answers)| Appendix 2: Descriptive Survey Resu lts (Important insights) – Total Number of Respondents: 30 Appendix 2A: Graph Showing Awareness Level of Veet Hair Removal Cream 1.Have you heard of Veet Hair Removal Cream? Appendix 2B: Graph Showing market doing hair removal 2. Have you done hair removal before? Appendix 2C: Graph Showing Type of Hair Removal Method Used by Women 3. (For the 82% of women who have removed hair before) which type of hair removal method do you use? Appendix 2D: Graph Showing Percentage of Non-Users on Whether They Will Ever Do Hair Removal 4. Do you think you will ever do hair removal in the next three to six months period? Appendix 2E: Graph Showing Percentage of Razor Users on Whether They Will Use Veet 5. For current razor users) Will you use try using Veet hair removal cream? Appendix 2F: Summary of Reasons of Current Razor Users for Not Wanting to Try Veet 6. (For those who are unlikely to try Veet hair removal cream in Q5) Why not? * Inconvenient (Most responses) * I am unsure of the eff ects of using cream * May not remove all the hair as effectively as razors * Using cream makes my skin dry * More expensive * I am used to using razors already Appendix 3: Segmentation Map of the Women’s Depilatories Market in SingaporeAppendix 4: Graph Showing How ‘The Bladers’ Will Move Up the Hierarchy of Marketing Communication Effects (HEM) Appendix 5: Budget Allocation Appendix 6: ROMI and CLV Bibliography Veet Hair Removal Cream Review, retrieved on 19 October 2010, retrieved from http://www. reviewcentre. com/reviews74276. html Veet Bladeless Razor Review, retrieved on 19 October 2010, retrieved from http://www. viewpoints. com/Veet-Rasera-Bladeless-Razor-reviews Depilatory Industry Overview in Singapore, Euromonitor International: Country Sector Briefting, June 2010, retrieved on 22 October 2010

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Goals in life - Essay Example Starting with what you know involves getting to know yourself a little better without all the hang-ups and expectations of the world you were brought up in. To get to know yourself better, you have to sit down and really think about what’s important to you, what your morals are and what you feel is ethically correct. This is all about those intangible things that are meaningful to you. If you’re thinking about how impressive a 15 bedroom house would be to your friends and family, you’re on the wrong track but if you’re thinking about how it might be necessary to have 15 bedrooms in order to house all those children you want to have, you might be onto something. Follow the thought a little deeper and you might discover that what is important to you is that you have a close relationship with a number of different people. The next step after figuring out what’s really important to you is to experiment with those areas that you aren’t all that familiar with. Do you like to do things outdoors? If you’ve grown up in the inner city, this might be a very difficult question to answer. While you’re young is the time to experiment with different ways of living, different ways of looking at the world and different ideas of what you might wish to do in life. Talk with people who are from different countries, different backgrounds and different socio-economic classes. You might learn something about yourself and you will certainly gain a greater appreciation for the diversity of the world around you. You may discover that your inner city dreams of the 15 bedroom house meant that you want close relationships with people but that you also desire more personal space, meaning an office job will not make you happy. Finally, knowing what is really important to you and having had the chance to experiment with a variety of viewpoints, you are ready to begin setting your goals. Envision what your life might look like in 20 years

Papaya - Lemon Energy Drink Essay Example for Free

Papaya Lemon Energy Drink Essay I. Problem What is the importance of energy drink to our lives? Why ____ is a good Energy Drink? II. Title: III. Rationale Energy drinks are beverages which contain legal stimulants, vitamins and minerals, including caffeine, guarana, taurine, various forms of ginseng, maltodextrin, carnitine and ginkgo biloba. Lemons have high energy content and rich in vitamin C. They are low in calories and high in potassium content. 100 grams of lemon gives 57 kcal energy and 0.9 gram of fat and have 1.7 grams of fiber. These properties of lemon make it a suitable refreshing drink for all including calorie watchers. IV. Materials * Papaya juice * Lemon * Blackstrap Molasses * Chopping Board and Knife, Gloves * Purified water VI. Implication The _______can help us people to be strong in doing any kinds of activities everyday. It will also help a lot in making our body strong and healthy because of the vitamins it has and the price is affordable. It is also less pollution because of the utilization of organic substances so it also helps our environment. I VII. Time Table TASK| TARGET DATE| TEACHER†S DEADLINE| a. Submission of the Problem/Title| | | b. Writing the IP Proposal| | | c. Submission of the IP Proposal| | | d. Investigation Period| | | e. Submission of Gathered Data| | | f. Writing the IP report| | | g. Submission of the IP Written Report| | | h. Making the Exhibit Board| | | i. Preparing for the Oral Defense| | | VIII. Our budget is not that expensive for one of as has already a plant of papaya and a lemon at home we just need to find and buy the Blackstrap molasses which the price is affordable that’s why we are allowed by our parents to do this Investigatory project.

The Web Browser Comparison Computer Science Essay

The Web Browser Comparison Computer Science Essay In this assignment, I am going to discuss about the comparison between web browsers. First, what is a web browser exactly. Actually it is a software application for retrieving, presenting and traversing information resources on the World Wide Web. Not only that, it can be also defined as an application software or program designed to enable users to access, retrieve and view documents and other resources on the Internet. Internet has enormous of information. We can find out any information in internet. By going to the internet, we require web browser to show us the information such as text, image, video, sound and graphic. Web browser would arrange the information well and present to user in an orderly manner. Browsers are primarily planned to use the World Wide Web, however they can also be used to access information provided by web servers in private networks or files in file systems. The major web browsers are Google Chrome, Firefox, Internet Explorer, Opera, and Safari History In 1991, the first web browser was released by Sir Tim Berners-Lee. It was named WorldWideWeb and was later renamed to Nexus to avoid confusion with www system. It was the first graphical web browser and WYSIWTG HTML editor. In 1993, browser software was further revolutionized by Marc Andreessen and with the release of Mosaic (later Netscape), It is the worlds first popular browser which made the World Wide Web system easy to use and more accessible to the typical person. The introduction of Mosaic became one of the first graphical web browsers which led to an explosion in web use. Andreessen who the leader of the Mosaic team at NCSA has soon started his own company, named Netscape, and released the Mosaic-influenced Netscape Navigator in 1994, which rapidly became the worlds most common browser, accounting for 90% of all web use at its peak. In 1995, Microsoft responded the release of Navigator with its own browser, called Internet Explorer. It is heavily influenced by Mosaic, initiating the industrys first browser war. Then, Internet Explorer gained dominance in the web browser market; Internet Explorer usage share peaked at over 95% by 2002. Opera debuted in 1996 Although it has never did widespread use, having less than 2% browser usage share as of February 2012 according to Net Applications. Its Opera-mini version focused on the fast-growing mobile phone web browser market, being preinstalled on over 40 million phones. It is also obtainable on several other embedded systems, as well as Nintendos Wii video game console. In 1998, Netscape start the open source Mozilla project to develop the next generation of Communicator. That browser would sooner or later evolve into Firefox, which developed a respectable following while still in the beta stage of development. As of August 2011, Firefox has a 28% usage share. Apples Safari had its first beta release in January 2003 Apple joins the scene with the release of Safari. It introduces a solid layout engine called Webkit which has been adopted into many mobile devices including Google and Nokia phones. In 2006, Internet Explorer 7 is released after five years of IE 6, adopting some features from its open source competition such as tabbed browsing and anti-phishing protection. The most recent major applicant to the browser market is Chrome. Google launches its own web browser in 2008. Chromes take-up has increased significantly year on year, by doubling its usage share from 8% to 16% by August 2011. In December 2011, Chrome overhauled Internet Explorer 8 as the most widely used web browser. Objective The objective of this research is to determine the advantage within web browsers. Nowadays, there are countless of web browser software application is available to every one of online users. The most major web browsers are Google Chrome, Firefox, and Internet Explorer. As it has too much of web browsers is available, I only choose to discuss about the 3 major web browsers which I mention above. There are many factors affect users to determine which of the browsers they choose use. Among those factors, I have chosen 5 of them to discuss. First is Feature. A web browser should offer useful, convenient features that make surfing the web easier and faster. For example, a browser should provide tabbed browsing, an integrated search engine and customizable toolbar. For a more humanize web experience, the browser should also provide the ability to save bookmarks, set parental controls and create RSS (Rich Site Summary) feeds. Generally speaking, the more features an internet browser provide s, the better. The second is Security. While online security measures have come a long way since the beginning of the internet, the web is still widespread with security risks to hack our electronic data. Security features like privacy settings, pop-up blocker and antispyware enable security on internet and help keep private information such as passwords secure. The third factor is Speed and Compatibility. Web browsers should load fast and be well-suited with all major operating systems. A top internet browser will load between pages within only a few seconds. Fourth factor is Ease of Use. The best internet browsers are those that have a smooth balance between features and ease of use. While features on a web browser are important, they become valueless if a browsers interface hinders your capability to use them. The last factor is Help and Support. Although some internet browsers are open source and therefore not enhanced with dedicated technical support, I still considered the qua lity of support options available. When it comes to internet browsers, available support can come in many forms, from FAQs to tutorials, email support to a product manual. Comparison of Web Browsers This chart shown that the first rating web browser is Google Chrome, followed by Mozilla Firefox, Internet Explorer, Opera, Safari. There must be factors why these web browsers could get this rating. Feature Set Google Chrome The latest version of Chrome is packed with highly convenient features, including tabbed browsing, synchronization, and privacy functions. By using personal Google account, Chrome can sync your bookmarks, browser preferences and extensions. Therefore, those things will available on any computer once you sign in. This is advantageous because it allows you to easily access your own add-ons and preferences without counting on what computer you are using. Chromes tabbed browsing, tabbed browsing is the capability to speedily switch between a number of open webpages within one Web browser window by clicking on tabs. Tabs appear in the browser window when more than one webpage is opened. By clicking on a tab the user switches that page up front for quick viewing. Tabbed browsing is extremely useful when you are reading a webpage and would like to click a link without losing your current page. After reading the link you can close the tab or just go back to the previous page, keeping both pages available. Tabbed browsing eradicates the need to frequently reload pages or use the back button. Chrome also provides a feature which is privacy browsing. The browser provide incognito mode, which doesnt track your browsing as you surf internet. Once you enter with incognito mode, it also deletes cookies and passwords from that session. You can open in normal mode and in incognito mode in a browser simultaneously. Another innovative feature that came out by Google is task manager. Google takes from traditional operating systems and put on to internet browsing. You can open the online task manager and observer how much computer memory are running by each websites and applications. Not only that, Google Chrome also got automatic updates, RSS feeds and a password manager. The browser does not offer any parental controls and probably wont in future versions as Google has said that there are other ways to monitor internet use, and there are already numerous third-party applications that exist for monitoring. Mozilla Firefox Just like many other major web browsers, Mozilla Firefox has synchronization feature, tabbed browsing which allowing you to quickly switch between webpages in a single window. The find-on-page is a function that allows you to find a word or phrase on a certain webpage without difficulty. Firefox sets the feature right on the bottom of the browser so you dont have to handle the pop-up window. The internet browser also has a voice interaction add-on. The feature allows you to browse the internet with voice commands. Firefox is an ideal browser for college students and other persons who do research online. Mozilla has designed a virtual sticky note which is a feature exclusive to Firefox. You can add your own notes to particular webpages and access them through the toolbar. You can also access your saved bookmarks, archived browsing history and pinned apps. The pin as app tab feature lets you to save commonly visited websites like Facebook or your web-based email and drag an icon on the toolbar. That way, you can easily visit them without opening a new tab. The browsers innovative Smart Location Bar will adapt to your use and preferences. This convenient tool makes it easy to return to websites you previously visited, even if you do not remember the exact URL. It also supports you find sites based on titles and content. Firefox also consist pop-up blocker, password manager as well as parental controls. Not only that, it also have the feature that is drag-and-drop functionality, which offer you to drag text or a link from anyplace on a web page and put it directly into your search bar. Internet Explorer Internet Explorer has offers several features to improve browsing. The browser uses tabs and when you open a new one, it suggests links based on your previous browsing history. The browser also has a box for both searching and website addresses as well as full combination with Windows 7. For instance, you can make what the browser calls a jump list which is the list of your most frequently visited websites pinned to your taskbar. In the same way, you can select an individual tab and drag it to your toolbar. There are four different categories of add-ons provided by Internet Explorer: security, time savers, browsers and entertainment. You will find a number of downloads in each category, each with a description. Major are free, but some you will have to purchase. However, internet browser does not have spell check and integrated download manager, therefore downloads will appear in a pop-up window. And different to some of the other internet browsers we studied, Internet Explorer is not open-source. Open source means the software is made and maintained by a network of users. The coding is made available to everyone, and volunteer software programmers are encouraged to improve it. Security Google Chrome Chrome is made to keep you harmless and more secure on the web with built-in malware and phishing protection. Chrome also has auto-updates feature to confirm you have all the latest security fixes, and more. When you navigate to a website suspected of phishing or containing malware, the internet browser displays a warning. The browser also has auto-updates to make sure your security features stay current without any action on your part, and it applies the sandboxing method. Sandboxing is software that helps block malware and isolates what happens in one tab from affecting the others, so once you close a tab, that process is absolutely ended. Sandboxing is an effective method for stopping malware from installing itself on your computer and monitoring your online activities. Mozilla Firefox Firefox has integrated private browsing. You can simply enable and disable the private mode. Furthermore, different from other browser privacy modes, there is no visible icon on the interface when in private mode. Mozilla Firefox protects against viruses, malware, spyware and phishing sites as well as pop-ups. Automatic updates are also available, so your browser is always up-to-date on the latest security fixes. You also can modify your security settings and control the level of security placed on sites and customize settings for cookies, downloads, passwords and add-ons. An additional impressive security feature the internet browser owns is the one-click site info. You can simply click on the site in the address bar to view important safety information. You can simply delete your personal information, including history, cookies, passwords and web-form entries with the click of a button. Remove all traces of visited website is also available. Internet Explorer One thing Internet Explorer has but many competing browsers lack of is parental controls. You can control the content that access by kids and use the integrated reporting tools to control their activity. For privacy, like normal, the Internet Explorer also provides private browsing. You can surf the web without the browser having a history, cookies or temporary internet files. The internet browser also does a good job of against in spyware, viruses and phishing schemes. A cross site scripting filter is applied to prevent attacks from duplicitous websites that trying to get personal and financial information. Internet Explorer also uses sandboxing which is a security technique in which all the browser tabs function as independent processes. This can avoids happen crashed tab that can taking down the entire browser. Speed Compatibility Google Chrome Google Chrome is abnormally fast. In fact, this internet browser is the fastest of all major browsers. During Chrome timed trials, Chrome initialized for the first time within seconds, as it did the same during the following times we launched the web browser. Navigation time is extraordinarily fast as well. Google has made the Chrome very well-suited with the internet. Chrome was especially designed for quickly and efficiently loads display and conduct with the enormous array of applications on the web. Mozilla Firefox Firefox has always been recognizing as fast internet browser. It beats most of the other web browsers. Firefox has no problem quickly navigating from page to page and yet provides a fluid web browsing experience from start to finish and boasts compatibility across the web. Furthermore, Firefox is fully well-appointed to multi-touch gestures. Internet Explorer Internet Explorers speed is highly competitive. It is not the fastest internet browser we look over, but initiate the application and navigating between pages took less than five seconds. Internet Explorer does not exist any compatibility problem, as the browser supports all current and developing web standards. Ease of Use Google Chrome Most internet browsers are built for function over form, but Google Chrome is a web browser that do well in both. The layout is clean, intuitive and tidy, and Chrome able to achieve a level of simplicity which other internet browsers lack of. Its features are undoubtedly designed for efficiency and ease of use. Moreover, the browser lets you to conveniently create shortcuts to web applications you frequently use, which you can placed on your desktop for quick and easy access. When the browser has multiple tabs open, it would become smaller as more are open. Mozilla Firefox Quite similar to the other top-rated internet browsers, Firefox is well organized and intuitive. The browser has an interface that easy to use and stocked with the essentials. Firefox features are great and useful, yet simple and available. Firefox has numerous extra features that advance improve usability. A fully integrated spell-checker lets users to work directly on the web and still have spell check. One more great utility is an automatic session restore. When Firefox reopens, you can proceed where you left off, even if the browsers have closed unexpectedly or by accident. Session restore can even return text that you were writing in an email and also download in progress. The browser interface integrates perfectly with Firefox download manager. Download manager offers an ability to pause the download and then continuous where you left off. This resume function is even accessible after a system restart. Internet Explorer Likely to our other top-notch internet browsers, this one is clean and easy to use. Basic web navigation is intuitive, and the browsers navigation controls are simplified. There is one thing special about Internet Explorer which is Notification Bar. Instead of dialog boxes opening in separate windows, all notification messages are merged in the Notification Bar, located at the very bottom of the window. You do not have to act on the notifications straightaway, they remain in the bar until you take action. Help Support Google Chrome Google Chrome has an in-depth help center that offers support in all sorts of categories. A lot of resources are provided by help center to help new users started, and advanced users fully customize their browsing experience. Help forum is there provided by Google where users can post issues and interacts with other users as well as giving useful feedback for other users who experiencing same issues. Mozilla Firefox As usual, a lot of useful online documentation, including FAQs, a knowledgebase and a tutorial is provided by Mozilla. The knowledgebase is searchable and consist of standard help. Not only that, there is also personalized help which in the form of live chat with the Firefox community. Direct support via email is also available. Internet Explorer Internet Explorer has the best help and support while reviewing internet browsers. On its website, you would find in-depth documentation, tutorials and FAQs. You can simply search the online resources by keyword. Internet Explorer is also one of the only internet browsers that is enhanced with direct technical support. Personal assistance via email and telephone are provided by Microsoft. Analysis and Critical Comments Browsers Factors Google Chrome Mozilla Firefox Internet Explorer Feature Set Tabbed Browsing Add-ons Integrated Search Engine Save Tabs Customization Options Customization Options Bookmarks RSS Feeds Zoom Find-On Page Function Password Manager Auto fill Automatic Updates Synchronize Spell Check Seamless Download Manager Open-Source Development Parental Controls Mouse Gestures Voice Interaction X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Security Pop-up Blocker Clear Data Anti-Spyware Anti-Virus Anti-Phishing Private Mode X X X X X X X X X X X X X X X X X X Help and Support Online Knowledgebase User Manual/User Guide User Forums FAQs Tutorials Email Support Telephone Support X X X X X X X X X X X X X X X X X X Compatibility Windows 8 Windows 7 Windows Vista Windows XP Mac OS X X X X X X X X X X X X X X Speed Initial Startup Time Average Startup Time Navigation Time 4 6.3 4.3 4.3 6.3 4 4.4 5.7 4.5 Conclusion In my conclusion, there is always some difference between these several browsers. However, each browser has strengths and weaknesses. There is hardly to find a perfect and seamless web browser. Google Chrome, Mozilla Firefox and Internet Explorer all have its good and bad. Most of us here are preferred using Google Chrome, it is because, compare to Firefox 4 and IE9, it was unquestionably the fastest browser. Though Chrome is now leading the web browser, IE and Firefox also have strengthened its performance and offering new features that benefit and contribute to users. For the long term, we could not claim a strong victor here as all three major browsers provide a solid browsing experience with few downsides. Things are heating up in the browser world.

System Analysis And Design Learning Outcome

System Analysis And Design Learning Outcome Before getting into detail, it is important to understand the concept of System Analysis and Design. It is a study of interactive entities, including computer system analysis and designing the process of defining components, modules and etc. In this assignment I will work on the following three different phases. Each phase will cover the related content in detail. In the first part we will understand the different system life cycles models. In this part, I will discuss different life cycles and will discuss the importance of a following a procedural/staged life cycle in a system investigation. In learning outcome 2, I am going to explain the feasibility report, feasibility study and impact of different feasibility criteria on a system investigation for a particular garment shop. The purpose of feasibility study is to find the solutions or to investigate the tasks requirements, referencing this I will discuss the contents of feasibility report and when to use the feasibility study Third learning outcome is to be able to perform a system investigation in this we will undertake a system investigation to meet a business need. Use appropriate system analysis tools and techniques to carry out a system investigation. Then I will create documentation to support a system investigation and at last I will evaluate how user and system requirements have been addressed. In this assignment, each issue process would be discussed in detail to understand the basic concept. Task-1: (a): Waterfall Model: It is a very useful model which is widely used and its easy to understand as well, its a sequential design process which is flowing steadily downwards like water. It is a step by step process, if we will find any error so we would check from backward instead of directly going to that point of error. The following diagram shows the steps. images Analysis and Gathering Requirement: In this first step of waterfall model, the developer has to conduct a meeting with the costumer to know about his requirement for the software. He discusses the things in details and analyzes the whole project system and then collects requirements based on software development. System Design: In this stage based on the requirements he has collected, he will make a rough model so that the software process becomes easy for implementation. After this stage they would have documentation so that it would be easy for the user to understand. Detailed Design and Coding: In this step the developer will make an actual model of software. The developer sees the problems in details. And if there is any error they would check and correct that which is also called coding. Testing: After implementation the developer sees the software weather it is working properly or not then he will do the testing. Delivery: This is the last phase, in which the developer correct all the errors and he will hand over the software to the client. Merits of Water Fall Model: This model is easy to understand for the user. It is good for small projects where requirements are well understood. Waterfall model is preferred in projects where quality is more important than schedule or cost. Demerits of Water Fall Model: It is costly and time consuming. If we want any change we have to go from below so its difficult. Not suitable for difficult or moderate projects. (b) Some of the models that dont have specific structures are: a) Code and fix: Its very easy and simple kind of model and consists of two steps. a) Write coding to the program b) Fixing the problem in that code This model is very simple as it doesnt need any proper team work, and each one would not be able to convince his point to the others so it saves time by fixing errors in the early ages. Merits of Code and fix: It is actually less time taking. Easy to use. Good for small projects as risk is reduction. Demerits of Code and fix: Its difficult to detect the errors. No time limits. Difficult for the large projects. b) Rapid prototyping: In this model the costumers are not familiar with the software so they dont know what kind of program they actually want. It is one among the easiest and user friendly model. It does not require any team work. It will be easy to understand for non-technical management. a) The developer will do that phase or step first according to the customers wish. b) The developer will do that step first which is easy and the phase which is difficult that part he will do at the end. Merits of Rapid Prototyping: a) Less chances of risk of incorrect user requirement. b) Its a user friendly. c) The developer can save the changes and it is easy to change the changes. Demerits of rapid prototyping: The developer only can make the project for just one company. Very expensive/costly. c) Cots: (Commercial off-The Shelf Software) This is the easiest and cheapest model. In this model the developer takes the model which already is exists and they make changes in that same model only according to the user requirement. Merits of cots: a) It is a well worked model. b) It has to make changes minor. Demerits of cots: a) When we put it on internet, we face problems because the internet asks for the security code. d) Agile (XP) Manifesto: This model is used for companies only. In this model, the developer wants the team for the other skills to complete the project. Communication must be there with the client. It is easy for the developer to make changes in the software from start to the end itself. The developer gives all the updates to the client about the software. Merits of Agile: a) It is easy to make small projects. b) Main aims to final the product. c) The company can test for a good result in every week. Demerits of Agile: a) For this model it is difficult to make large projects. b) We should need to have proper planning and documentations. c) If the program will make in pairs then it will be much costly. 1.2) (a) SDLC (System development life cycle): images The System Development is consists of the following stages: a). Preliminary Investigation: The developer has to spend for some days to understand the problem; he can install the proper system. In this stage, the developer collects all the information available for the system which they need and he is also gathering the whole workers with him to collect the requirements for the system. b). Analysis of the Requirement: The developer understands the information and functions of the software which all he requires for the system. He briefly goes through the requirements and to develop the performance of the system. He also wants to get more information and resources to build the suitable system. c). System Design: The developer makes rough designs on paper or on the computer, to check whether the rough image of system includes all the requirements or not. Once this stage done, then he will choose and finalizes the suitable designs for the development of the system. d). System Coding: The developer translates the code or the program in machine language so that it can be readable easily. The coding step is time spending and it has many errors. e). System Testing: Once the programming stage done, then he tests the systems whether it is working according to the clients needs or not. And he corrects the error if there are any. f). System Implementation: This is the most important phase. In this stage the developer finally gives the system to the client and expecting for a positive response. g). System Maintenance: In this last stage, the developer wants to maintain the system and checks whether its working in the way he made it or not. Then he again maintains the system by removing the defects of flaws if happened. 1.2) (b) Rapid Prototyping: I would prefer rapid prototyping life cycle model to develop software for university works because it is one among the easiest and user friendly model. It does not require any team work and even for the non technical management it will be easy to understand. At each stage of development the progress details has to submit to the management. Here instead of presenting report we submit rough model. It will be more convenient as the management could see the development physically rather than theoretical documents. In universities any time there could be change in system or introduction of new courses. So if the management demands change in the software developing in the middle also it can be done easily. It indicates advantage over other models because complex models like water fall or spiral, if user demands changes it will be great loss because they have to follow step by step procedure and then make changes. It will consume more time and cost high. As this model is completely customer oriented theyll proceed only after the management finds satisfaction. LEARNING OUTCOME # 02 2.1 a) Feasibility Report: It is the end stage of a feasibility study. It verifies the effect of the changes suggested in feasibility study. This report used by management is brief and nontechnical to be understandable. In other words, feasibility report basically the report which gave the advice weather the project is feasible or not. Basically the report contains the summary of findings and recommendations, followed by documentations. The components of the feasibility report are the following: a) Cover letter: presents the report formally and indicates the findings and changes to be made briefly to the management b) Table of contents: an index to understand the location of each and every part of the report. c) Overview: it explains the reason for undertaking a feasibility study and includes the people affected by it and the names of the persons who conducted the study. a) Detailed findings: provides the details regarding the present system and its defects. b) Economic Justification: Here detailed cost comparison and cost estimations are presented. c) Recommendations and conclusions: Here the proposed changes and its effects on present system all are mentioned and as per the study a conclusion is provided for the report. d) Appendixes document to provide all the necessary documentation within the report for reference. b) Feasibility Study: The purpose of feasibility study is to find solutions or to investigate the tasks requirements and to determine whether its worthwhile/feasible to develop the system, collecting data or analyzing that how the project will be operate, relating it consulting the recommended business requirements. In other words, a feasibility study can help us to confirm the outcome of solution we are unaware off. A feasibility study becomes necessary when sometimes the customer is not an ideal customer. Thus it becomes necessary to confirm the assumption of project based on the client ideas. In expense terms its better to have feasibility than making poor decision from improper analysis. We should have basic information about business ideas to make the study best. We should know one or more business models or scenarios that might be used. Sufficient investigation about these models should be conducted to determine viability. A feasibility study cannot be just conducted by making few calls. For this early investigation is done before the study. For this we can seek committee member of business itself or consultant. It starts with the marketing feasibility to confirm if the present idea influences it by checking their current marketing. Its then proceeded by technical and financial feasibility by checking resources, location, current availability, budget of the project etc. since its essential to analyze before starting a project. If the idea goes with market availability, we can proceed with feasibility analysis and use it for feasibility study. 2.2) Impact of Feasibility Criteria on a System Investigation for a Garment Shop: Before starting up a garment shop a feasibility study can help us in increasing chance of our success by analyzing our ideas, shop localities, types of clothes, management staffs etc before starting. Let us discuss about the feasibility criteria on garment shop on social, economic and time scales. Social Factor: The garment shop is a socially responsible business; it has the responsibility to form a good impact on the environment as well. Earning profit is not only the aim of the project but also to provide a healthy environment with proper clothing. Considering in social basis it is necessary that the garment should variety clothes belonging to different cultures, such as western and eastern out fits. While checking viability of the project, it is necessary to include aspects like how it will work in the market, how it will differ from other organizations and how long our idea will be effective. Well profitability cannot be judged during initial months as competitions are there in all fields and shops like garment shop can provide high cash returns if it attracts customers for quite long. Economical Factor: On economic basis it is a preliminary analysis in order to determine our idea is effective. Before doing analysis there are certain criteria to keep in mind such as: a) To evaluate whether we and our management staffs posses the idea and methodologies in common that lead the company to success. b) We need assess the market for the idea we have come up with. c) To estimate basic financial feasibility our project is necessary as it is initial requirement including revenue sales, fixed prices, stock availability, financial access etc. d) To identify drawback of the garment shop as it a business it have strong competitors and analyze how to defend them. e) Finally make a right choice that whether ideas can be still effective and practical. Time Scales: The basic idea implanted of timescale in here is that, the time to market the product, which means the changes which we apply on the present system and as per the cost estimation when the shop would be ready to hit the market? The time as a constraint has always been considered by system analyst and programmers, but here in garment shop the estimated time might differ as per the budget, resources, design, etc. needed for the change. These three phases of feasibility study are observed in a system investigation for a garment shop to improve the accuracy and to make the shop much more efficient. All these stages are covered so that in future the shop would face no consequence in matter of Legal, Economical and Social. Learning Outcome # 03 Opening a new Garment Shop:- a). Introduction: I am going to explain that how a system investigation is held for opening a new garment shop and that what are the actual and basic techniques, needs and requirements at business scale. Regarding this I would make documentation on system investigation and would discuss that how user and systems requirements have been addressed. b). Descriptions of the Business: It is a clothing retail shop (a garment shop). c). Market Consideration: Clothing items and stuff would be targeted especially for teenagers and young adults; this would the starting point so it would b little bit challenging of course, especially keeping up with each of the seasonal trends. They always expect to have material to be available of their choice in color and size. Dissatisfaction of the customer in purchasing can bring lose in my sales. To store clothing in a temperature controlled ware house, cost varies. It can be reduced by proper inventory management. d). Management Team: Since it is a small-business, hiring staff increases costs dramatically, both in salary and taxes. To hire someone, looking for part-time help well in advance of the opening day would be suitable. I would provide them with adequate training on how to run the cash register, store policies and regulations, and information on the merchandise. e). Technical Specifications and Production Plan: I recommend purchasing retail fittings for the shop. These may include special needs such as display cases, racks, counters, cashier, landlines, credit cards, changing rooms for men and women and shopping bags and gift wrapping. As trend in the fashion industry is ever changing, a successful store always focuses on the latest trends and identifies which trends are on the least. A single mistake can bring great lose ending up in excessive goods, undetermined costs and collaborated brands names in the shop. And eventually causes destruction of the business. f). Marketing Plans: By adopting proper marketing strategies, I would create a buzz in the market about my clothing retail store business. Marketing would be done in such a manner that it grabs the attention of my targeted customers. For example, the design of the store and the stores website are made with the target customers in full consideration. Advertising would be done later since it needs to be well made in order to be successful and successful advertising can be costly. g). Financial and Economic Plans: A good location can do wonders to the success of any retail business. Realtors would give estimates on traffic patterns near the store location. Convenience factors, such as handicap access and parking are important for the success of the garment shop. If the store was already a clothing store, careful inquiries about the previous tenants are necessary. h). Evaluation and Conclusion: This system investigation provides a good outline and vision over the starting of the clothing retail store, committing to this plan would give a smooth start over the starting of a small business as such. However later on, modifications are necessary to keep up with new challenges introduced by this ever changing market. I would analyze about the other companies achievements and draw backs that I need to work on and get better. Then I would have extra working hours comparing to other shops and have staffs for working shifts.