Pros and Cons of being Malleable

Clay might be more related to the word malleable instead of metal. The word malleability is defined mostly as the property of metal to be shaped into the craftsman’s design.The same word can be attributed to humans but has different meanings. Malleable (in human terms) can either mean being able to adapt to changes or the trait of being influenced easily. This paper discusses about the implications of being malleable as it relates to personality.Pros of being MalleableCharles Darwin should change his theory on evolution. Survival is not about who the strongest specie is, rather, survival is about who can adapt easily to changes in the environment. The positive side of being malleable means that a person can get through with any obstacle that he or she faces.A malleable person can simply ‘contort’ his or her personality to suit the changes that happen in his or her life. Whatever these obstacles are, being malleable allows us to come up with different strategies on how we can cope with the changes. A malleable personality means that we are capable of dealing with difficult people or circumstances.We may need to adjust to avoid conflict with other people. It does not necessarily mean that we have to change, remember, the definition of malleability is not to change entirely but to bend. Sometimes, people with culture alien from us become part of our lives, in work, school, or even in the family, anywhere in the society that has some sort of connection with us.As a sign of respect, we may have to restrain ourselves from speaking out loud about certain practices that we might find weird or even wrong. This does not mean that we are changing for them. It just means that we are willing to tolerate (at a certain extent) unfamiliar customs. Being malleable would come in handy on travels abroad.Another instance when being malleable might come in handy is during tough times, it may be financially or emotionally. During times of ‘financial drought ’ learning how to adjust is vital. Cutting unnecessary expenses is one way of adjusting.Old habits that use money need to be cut. In an emotional sense, adjusting to a new environment is also vital. An outsider has to learn the norms of the new environment if he or she is to move to that new environment. The outsider may have to overcome language barriers, and other aspects of culture.Cons of MalleabilityVirtually everything has cons, in this case, a negative definition. One definition of malleability is the trait of being controlled or influenced easily. This definition of malleability means that we let others control our decisions, and therefore our lives.Some people are too malleable that they hardly make decisions on their own. They allow themselves to be the puppet of others, doing whatever the strings of the puppeteer tells them too. This negative definition of malleability makes a person loose his or her identity because what defines us are the decisions we make in our livesConclusionLike most things, being malleable has its pros and cons. Being malleable can either mean we can adjust easily to life’s challenges or we let others decide for us. Adaptability is key in survival, those who can adapt the easiest survive. While being malleable means we can adjust to changes, it could also mean that we can easily be manipulated.Referenceâ€Å"malleable.† Online Etymology Dictionary. Douglas Harper, Historian. 10 Nov. 2008..

Abu Sayyaf Group Essay

Abdurajak Janjalani’s religious and political thoughts provided the basis for ASG’s original ideology.23 The initial premise for creating the group was for a Muslim Mujahideen that would be committed to â€Å"a struggle in the cause of Allah† or â€Å"fighting and dying for the cause of Islam.†24 To his ASG followers Janjalani was more than a leader, he provided their ideological path and enlightenment. Janjalani was well educated and knowledgeable of various areas that impacted the Muslim population in the Philippines. These included the historical, religious, economic, political, and social conditions that existed at the time25 and it was his aim to build his idea of an Islamic state in the southern Philippines to improve those conditions.26 Funding to initiate and support the movement in the beginning was supposedly supplied by Mohammed Jamal Khalifa, Osama bin Laden’s brother-in-law.27 This was the first reported link to Al Qaeda. Later, in 1992, Janjalani and his group established an official headquarters in Isabela, Basilan naming the Camp Al-Madinah Mujahideen, but the camp was captured by the Philippine Marines in 1993 forcing ASG to relocate and establish a new base in Patikul, Sulu. This fostered greater cooperation and alliance with Ghalib Andang who led the Sulu-based unit of the ASG.28 Working together the combined ASG forces began an aggressive recruiting effort to expand their manpower, acquire arms and munitions, and began the lucrative series of fund-raising activities in kidnappings and demanding high ransoms.29 Before his death in 1998, Janjalani delivered eight radical ideological messages called Khutbahs. These Khutbahs are regarded as primary sources of his radical Islamic thought and depicted the depth of his Abu Sayyaf . . .5 understanding of Wahabi Islam. One of the Khutbahs exposed an intense resentment of Christian missionaries in Mindanao, especially those regarded as criticizing Islam. His interpretation was that â€Å"aggressive preaching of Christian missionaries in Mindanao thus insulted Islam and provoked Muslims to respond violently. As a result, the bombing of the Christian missionary ship M/V Doulos in 1991 was retaliation against Christian missionaries who used derogatory words against Islam and called Allah a false God.†

Budgets Essay Example for Free

Budgets Essay Essay Topic: Budgets Choose cite format: APA MLA Harvard Chicago ASA IEEE AMA company About StudyMoose Contact Careers Help Center Donate a Paper Legal Terms & Conditions Privacy Policy Complaints There are certain elements that are to be considered in studying and defining the budget, especially in the field of public administration. These elements include economic, political, and ideological concerns that affect the processes budget goes through. A fourth element that defines budget is societal concerns, which proves to be an important factor for the success of the budget. The budget is said to be economic such that it paints a picture where there is a supply and demand. The supply of funds available for the organization would likewise be met by a demand by its components. The scarcity in funds, as is mostly the situation for finite resources, results to the competition of the different departments for their share in the budget. On the other hand, the political and ideological concerns would mostly be found in the budget process as reflected by the final appropriations. The debate that it has to go through in the respective legislative bodies entails a political and ideological working where each actor would pursue their interests. The last component is the concern for societal welfare. A budget, no matter how big, if it is hounded by cold gigantic infrastructures is said to be a failure. It is important that behind every amount pursued for in the budget, there should be a corresponding impact on raising the quality of life of the people for whom it is intended for. The elements of the budget? economic, ideological, political, and societal? are important elements that play several important roles during the existence of the budget and will continue to serve their purpose to make an effective appropriation. Budgets. (2016, Oct 31).

Program Enhancement Essay Example | Topics and Well Written Essays - 500 words

Program Enhancement - Essay Example The goal of the IAP is to â€Å"reduce recidivism among high-risk parolees by providing carefully targeted services and counseling to youthful offenders throughout correctional supervision, prerelease, community reentry, and community supervision† (National Institute of Justice, 1998). According to The Center for Delinquency and Crime Policy Studies, the IAP is based on five underlying principles for reintegration for juveniles. These five principles are â€Å"(a) preparing youth for progressively increased responsibility and freedom in the community, (b) facilitating youth-community interaction and involvement, (c) working with both the offender and community support systems on qualities needed for constructive interaction and the youths’ successful return to the community, (d) developing new resources and supports where needed, and (e) monitoring and testing the youth’s and the community’s ability to work productively together† (The Center for Del inquency and Crime Policy Studies, n.d.). The IAP was effective specifically in Colorado, one of the states which initially tested the program. The effectiveness of the IAP in Colorado can be attributed to the strong administrative support backed up by a well-trained and committed staff who developed programs centered on a team approach (Wiebush, Wagner, McNulty, Wang, & Le, 2005). In the case of Nevada, another state which tested the program, it was effective in giving the youth intensive community services. The design of the transition structure is noteworthy. One shortcoming of the IAP in Nevada was the high turnover of the liaison position; thus, hampering the coordination between IAP and the community provider networks, which facilitated the transition strategies (Wiebush, et al., 2005). Another problem which beset the program was the lack of involvement of the families of the juvenile. To enhance the effectiveness of the IAP it is suggested that parental involvement should be

Explain the structure and operation of TNCs in the Food Industry Essay

Explain the structure and operation of TNCs in the Food Industry - Essay Example The present study would analyse the structure and operations of the Transnational Corporations in the food industry. According to the United Nations Economic and Social Council a Transnational Corporation is defined as an â€Å"enterprises which control assets – factories, mines, sales offices and the like in two or more nations across the globe (Jenkins, p.1). The global food industry comprises farming, production, distribution and retail sectors. The industry is expected to grow at 3.5 percent growth on a compounded basis and is expected to be valued at approximately 7 Trillion US dollars by 2014. Traditionally, Europe has the largest share in this mammoth industry segment but presently Asian giants like India and China are also emerging as potential markets in the food industry (IMAP, 2010, p.4). The figure below represents the composition of the food industry and the percentage of individuals employed by each of the units. It is very clear from the figure that non-residential catering industry employs the highest number of individuals followed by retailing industry. There are two types of value chains that are prevalent in the industry, namely the producer driven value chain and the buyer driven value chain. Producer driven value chains are employed by large multinationals including transnational companies and the product manufacturers who assume leadership and play a major role in coordinating with other market players. On the contrary, buyer driven chains are characterised by the presence of large market players who play the most influential role in managing different decentralised units (United Nations Industrial Development Organization, 2009, p.3). Producers in the food industry constitute of farmers, fishermen etc who use natural resources. The product in this stage is said to be in the input stage where raw materials are used to make the finished product (Kannan, Sivakumar & Gilani, 2010). Transformers

Case Study Essay Example | Topics and Well Written Essays - 750 words - 2

Case Study - Essay Example It is also regarded as the third largest public organization in the world according to a list released by Fortune Global 500 in 2012. Wal-Mart belongs to the retail sector industry (Adair 41). In addition, Wal-Mart is perceived to be the largest private employer in the universe employing approximately 2 million workers. The departments of Wal-Mart are divided in three retail designs that are popular in America. They include Wal-Mart Markets, Supercenters, and Discount stores. Wal-Mart Markets are utilized to fill the gap between supercenters and discount stores, providing several commodities, for example, pharmaceuticals, groceries, among others. Supercenters are hypermarkets which contains everything in a discount store and a full-service supermarket. Finally, discount stores contain a selection of groceries and general commodities. Organizational Strategy Wal-Mart incorporation has a mission of assisting individuals to save finances so that they can have better lives. This mission was devised by the company’s chief executive officer, Sam Walton. The mission directs all activities undertaken at the company. This means that numerous clients can believe Wal-Mart has daily affordable prices. The vision of Wal-Mart is to provide quality products at daily minimal prices, combined with the provision of pleasant services. This has pushed the company to its position as the largest retailer in the whole world. Wal-Mart employs its vision to establish the value of every innovation it takes into account (Vance and Roy 31). The values of Wal-Mart Include respect for the clients, aiming for excellence, and service to the clients. The values help in showing consideration and respect to the suppliers, customer, neighbours, and associates. The company has developed a strong retail brand and a reputation for value of money as action plans for implementing its strategy. In addition, the company has convenience and contains a broad range of commodities in a single store. Wal-Mart plans to purchase addition retail stores in different areas of the world to implement its strategy of aggressive expansion. How the Principles of Management Are Used In the Application of the Strategy The planning for the organization is carried out by managers who get feedback from every worker, every year, with regard to their points of view of their work situation and the implementation of the beliefs and values in the company. This helps them plan for the company’s activities. The managers organize responsibilities among their workers by placing them in strategic areas in the stores where they carryout tasks such as assisting clients find the commodities they need. They use Sam Walton’s personal values to design tasks that will make sure employees engage in activities that improve the company. The management also has developed a business paradigm meant to satisfy the needs of the customer. This outlines the way employees will work. Wal-Mart has managers wh o aspire to offer clients the services and products they require when they need them. They use the outside-in thinking to lead their teams. Their philosophy and approach put the interest of the client before the capabilities of the organization. There have been control issues in Wal-Mart in the past. The company’s acquisition of local retailers in a number of countries generated control issues between Wal-Mart and the people of the local country, for example, the purchase of

IT MANAGEMENT Assignment Example | Topics and Well Written Essays - 1000 words

IT MANAGEMENT - Assignment Example Then launched it on the internet in August that year, to judge the response from the people for such a technology in which they can let the whole world know what they are doing in their lives by simply sending micro-blogs. The Twitter technology is also equipped with the concept of receiving tweets on mobile phones in form of messages. Arthur (2008) states that Twitter is often called the â€Å"SMS of the Internet† and the character limit of twitter is also chosen in accordance with that of the SMS. McIntyre (2009a) states that since Twitter can be used by PCs and mobile devices both and it offers a very small blog message of maximum 140 characters, due to this advantage it has become one of the biggest mediums globally for sharing real-time data. The size of the messages have also decreased the problem of information overload on the Web. Payne (2008) states that the technology that was used to handle messages from 2007 to 2008 was of a Ruby persistent queue server called Starling. Venners (2009) states that in 2009, they changed the technology and started using software written in Scala. Twitter has been one of the most successful social networking services and has gained its name among the top league including Facebook, video sharing platform of YouTube etc. McIntyre (2009a) states that according to a research by Wall Street Journal; Twitter has had an increase from 2 million users to 32 million users since last year only. There have been some internet measurements services stating that the figures are continuing to grow from 50% to 100% month after month. With such a huge and increasing market; Twitter and other businesses have a great future lined up. McIntyre (2009d) states that consumer feedback plays an important role to any organization in improving their products. Companies spend a great deal of their resources in market research and collecting consumer feedback.

An Analysis of Jane Austin's Emma Essay Example | Topics and Well Written Essays - 1000 words

An Analysis of Jane Austin's Emma - Essay Example The protagonist belongs to the highest social position in Hartfield’s estate in Surrey, in the village of Highbury of Regency England. He has social responsibilities towards other members holding lesser or poor social positions. Emma is a young woman possessing great amount of charm and tenacity, but misguided by imaginative skills that cloud her judgment. Jane Austen's â€Å"Emma† is a sophisticated example of fiction employing the art of high wit, elements such as irony, subtlety, diction etc to achieve overall effect to the narrative. "Emma," set in a fictional village of rural England within the timeline of the early nineteenth century, is structured around consummated and/or anticipated marriages. The narrative implies the relationship among different characters in a subtle way, providing deeper understanding of the characters that are apparent to only a vigilant reader. The novel involves the development of the character, Emma, from being an ambivalent and naive p erson to a mysterious individual. The plot involves the courtship and romantic connections of three major couples and their ultimate marriages. Austin presents marriage as a fundamental aspect of the society that appropriates and solidifies the social status of individuals. In â€Å"Emma† the institution of marriage is also used as the reason for all conflicts and excitement among its characters. Apart from the primary theme of courtship and marriage, the theme of social class also plays a vital role in the novel. Through this novel, Austin asserts the necessity of compassion and charity among the members of higher classes, which is evident from taking Harriet Smith of the lower class and bringing her to almost an equal social level. The readers can also see Emma pointing out the lower - class distinction of Harriet and the assertion that she would not have been accepted by the higher class, if she did not have Emma's influence. This causes confusion for Harriet who is caught between the desire of marriage and acceptance from higher class and the fear of rejection from her peers, like the Martins. Love is another major theme of the story. Even though Emma considers the possibility of her marriage to Frank Churchill, the reader finds that she is immune to romantic love. She even acknowledges that she does not love Churchill and that she is happy in his presence as well as in his absence. Here, Austin seems to argue that for the society, love is not a requirement for marriage. On the other hand, the social class, fortune and logical qualities become the decisive factors for marriages. However, we can see that Emma, who is financially independent, does not need to succumb to the above logical considerations and that she is able to marry Mr. Knightley solely for love. The marriages of Harriet Smith and Jane Fairfax also involve love, though their alliances also serve the purpose of financial and social security. The novel also involves the theme of imaginat ion vs. reason, which becomes unraveled only to the eyes of the audience. There exists constant conflict between desires and judgment in this novel. When Emma misreads Mr. Elton's behavior, she imagines that he is in love with Harriet. Mr. Elton, on the other hand, is in love with Emma and misreads her behavior for encouragement. Mr. Knightley is unable to form an infallible judgment of Frank Churchill, as he is jealous of Churchill's

Organization Balanced Scorecard Assignment Example | Topics and Well Written Essays - 2500 words

Organization Balanced Scorecard - Assignment Example re is revenue growth by proposing income generating projects, operation on the profit growth and ensuring determining the short term solvency of the company. These objectives are in line with the vision of the company as they ensure which is offering low prices to the consumers. The company makes sure that it capitalizes on the large market by selling its products at lower prices. The need for a balanced scorecard in order to determine whether the company is headed in the right direction in terms of profitability cannot be understated. Therefore, this is done by measuring each objective in the financial sector with a quantified target metric that is associated with it. This process has helped companies understand their position and the weak and strong areas in the organization. In this way, the priority of the objectives can be understood in the organization and therefore, it becomes easier for the management to understand which objective should be implemented first based on its impo rtance. Further, it shows how the different sectors of the company are performing in relation to the vision and the mission of the company. Traditionally most federal agencies measure their managerial presentation by mainly focusing on internal process performances; they also looked at factors such as the number of full time equals that were allotted. However, on the other hand the private sector has always focused on the monetary procedures as their bottom line; this includes return on investment, earnings per share and even market share. It is imperative to understand that alone, neither of the approaches can be able to give stipulation for the full viewpoint of an organization’s routine. However, by ensuring that there is a balance that exists between the internal process as well as results from financial measures, managers can be able to have a complete picture as to whether the company should be able to make improvements. For this reason, the balanced score card was used as it

The novel of life in rural Mississippi in the 1930 Essay Example for Free

The novel of life in rural Mississippi in the 1930 Essay She had been making her own stories out of it. The subject was slavery and a racist, white man published the history book that she was given and she thought the book was wrong. She had eventually got fired due to T. J getting revenge on her for accusing him of cheating. Mr Granger was a man who leased out sharecropping land to the black community and took almost all of their money after the harvest. On top of that, the Logans had financial problems and mortgage problems. People had to face the consequences without hardly any money. Black people had to pay their mortgage at the bank but the white people employed at the bank just caused more trouble. This novel examines many issues for example: courage, bravery, prejudice, the power to succeed and the strength to survive. Black people have known that courage comes only to those who earn it. Friendship is an important part of life. You need people to look you up to, someone on your side so you can be brave and someone you can depend on for giving you advice if youre in trouble. You will hardly ever see any black people and white people, as thats the way life was. Jeremy was a good friend of the Logans. Jeremy Likes T. J and the Logans Tree House and their generosity and friendship. Some white people would be scared of some blacks. I know this because of when Kaleb Wallace gazed up at Mr Morrison, then at the truck as if trying to comprehend the connection between the two. The major conflict in this story is when two white children beat up T. J and accuse him of robbing a store. The two children were the actual robbers with stockings over their faces. Then the white children go to T. Js house and tried to hang and burn his whole family. The Logans try to stop this by setting fire to their own cotton field so everyone will stop to put the fire out before it reached their own. Luckily, the lightening had struck the cotton field. This was the turning point in Roll of Thunder, Hear My Cry. Everyone stopped what they were doing just to put out the fire, including the whit people. They all worked as one without hate or dislike. This would also be considered the resolution because the prejudice is gone for a moment. The falling action is when the fire is out and everyone goes home. Mama had explained that we have no choice of what colour were born or who our parents are what we do have is some choice over what we make of our lives once were here. Something more important in our life is education. There were two separate schools that separated the black children with the whites. Children used to travel by bus, car or just walk. Either way, there could be disaster waiting to happen whilst on the journey. Uncle Hammer gave warnings about these situations all the time. He thought that things seemed worse than usual up there. It gets hot like this and folks get dissatisfied with life, they start looking round for somebody to take it out on. So everyone should be careful and to always be aware of danger. As I read Roll of Thunder, Hear My Cry, I have noticed the particular language that the people use. They use local dialect for when they talk. The local dialect in Mississippi often involves shortening words and blurring words together as well as creating new words, for example: mopin round, cuttin up, bout, farmin, yall. The apostrophes show where letters have been dropped when words are shortened. When T. J talks about friendship in several local dialect speeches. He once said to Stacey, I swear everything I told yall is the truth. I I admit I lied bout tellin on your mama, but I aint lyin now, I aint. People used to talk like this because it was shorter and easier for them to say it. There are several themes in Roll of Thunder, Hear My Cry. One of them could be described as when someone feels that is bad, he can still have the pride of his family and friends. Courage comes only to those who earn it could be another theme. The last theme involves the difficult situation life presents and a need to stand tall. This book, I think, was well written to let people see things through a childs eye and experience their innocence and disbelief in the cruelties of life brought in by racism and prejudice. The lesson I learned in reading Roll of Thunder, Hear My Cry is that when people are found to be tough, they can be; especially a child. Sometimes they come out stronger than the adult in one of lifes crisis. There has been a lot of trouble in this book and people like Mama always sense trouble. She says your lucky no worse happened and were glad to have you here especially now. When Cassie had racial situations approach her, she likes to get vengeance and after she had achieved her goal, she tells herself, oh, how sweet was well-manoeuvred revenge. Now you know that if you have an ounce of hope inside you, youll have the power to succeed and all live as one. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Mildred Taylor section.

Major Depressive Disorder Case Study

Major Depressive Disorder Case Study Case Study Idalhà ­ Barnes Jessica J. Ruiz Case Study Barbara Torres is a 36 year-old Hispanic married women and the mother of male twins of seven years old. She lives in Kalamazoo, in the state of Michigan. She has a very challenging, high stress occupation as a Chief Executive Officer (CEO) in Stryker, a multi-billion manufacture corporation that develop medical devices and medical equipment. Ms. Torres has always been a hard worker and high achiever. She graduated from Harvard University with top honors in both college and graduate school. She has very high principles for herself and can be very self-critical when she fails to meet a goal. Barbara Torres arrives to the Pan-American Mental Health Center seeking for psychological services for possible symptoms of depression. Before the intake interview began, the psychologist introduced herself to Ms. Torres, explained the mission, values and services provided in the mental health center, the purpose, form and time of the interview, the information that it will be gathered, and the basis for a good working client/therapeutic relationship, among others. The client complete and signed the consent for treatment form, authorization to contact form, release of information, and other necessary or relevant paperwork. Once the documents were signed, it was proceeded to explain confidentiality and its limits. Presenting Problem During the initial interview, the client was inquired about information about the present problem, the symptomatology, when did it start, how often does it occur, how long does the symptom last, how it affected her everyday life, any incidents that precipitated the symptomatology, and if this mood episodes occurred previously. The client chief complaint was symptoms of depression and excessive distress that started about three months ago with daily depressed moods, decrease of interest or pleasure in everyday activities, difficulty in sleeping, decreased of energy, weight loss and lack of concentration because of worry. Then the symptoms just get worse. There was no incident or psychosocial stressor that could precipitated the symptomatology. Ms. Torres was asked what motivated her to look for help at this point, and she explained that after much deliberation with her family, friends, primary medical doctor and pastoral counseling, she decided to look for help, because the symptoms she was and still experiencing, are deteriorating the relationship with her husband and kids, with her ability to accomplish her work, and were interfering with her daily functioning. The client explained that in her job she has struggled with significant emotions of worthlessness, embarrassment and guilt due to her inability to perform as well as she always has in the past. The client described that she’s having a lot of stress and preoccupation that she cannot handle the situation or that something awful may happen (like lose her job or family). Her colleagues have noticed that she is often short-tempered and reserved, which is quite dissimilar from her normally cheerful and friendly character. She has called in sick on numerous times, which is absolutely unlike her. Those days she stays in home ruminating about the present problems, viewing TV or sleeping. This behavior has occurred four times in a month. In her home, Barbara’s spouse has observed changes as well. She’s presented little interest in sex, had diminished interest in almost all activities with him and the kids, had drop twenty pounds in three months and had difficulty in sleeping (3-4 hours’ sleep per night and does not feel rested upon waking). Her sleeplessness has been keeping him awake, as she tosses and turns for a couple of hours or two after they go to bed. He’s heard her having recurrent crying phone conversations with her closest friend, which have him worried. When he attempted to talk to her to open up about what’s disturbing her, she pushes him away with an immediate â€Å"the whole thing is fine†. The relationship with her parents and sisters also has been impaired because she lacks of motivation to visit them or talk to them frequently as she used to do. Even though she hasn’t ever deliberated or think about suicide because of her faith and Catholic religion, Barbara has found herself increasingly unsatisfied with her life. Ms. Torres gets frustrated because she knows she has all the reasons to be happy, but yet can’t enjoy all her success. The client expressed to be overwhelmed and with much stress for not knowing what is happening to her; also reported performed excessive rumination about the problems that this symptoms has caused in her job and family. According to Nolen, Wisco, and Lyubomirsky (2008), rumination is the method of thinking constantly about one’s emotional state and difficulties. Studies has shown that rumination have an exclusive association to depression symptoms and its negative cognitive features. Ms. Torres was asked how intense where her symptoms in a scale of 1 to 10, where 1 means low intensity and 10 means high intensity, and she described that her symptoms were positioned between 6 and 7. In the same manner, she was asked how that symptoms’ intensity impaired her daily life activities, and she reported that the symptoms impair her daily functioning between a 7 or 8, stating that she couldn’t performed any activity as she used to. Ms. Torres was asked if she experienced these symptoms in the past and she stated that she experienced two of the present symptoms (lack of energy and decreased weight) in her adolescence when she broke up with her first boyfriend at the age of seventeen. The symptoms last three weeks. Mental Health Status The client arrived to the Pan-American Mental Health Center in a clean state, properly dressed, and seemed according to her chronological age. Her physical appearance seems to be thin or underweight. Ms. Torres was attentive and well oriented on the three spheres (time, place, and person). Ms. Torres maintained eye contact, her voice tone was normal and her body movements and general attitude were according to what she expressed. The client expressed to be overwhelmed and with much stress for not knowing what was happening to her. She voluntarily provided information about herself, the present problem and symptomatology, medical, psychiatric and family history, among others. Throughout the interview the client understood everything that was explained, proved to be rational and seemed to have good understanding of her psychological difficulties. Developmental History Ms. Torres stated that her childhood was remarkable. She grew up in a small town in Michigan with her parents and two older sisters. Her father was a manager in a retail store for 45 years and her mother was a Tennis trainer in a school for 25 years, and both were very caring and attentive with the kids. The parents have 55 years of matrimony. The family relationship was described as positive and the client explained that throughout her life she has a very good relationship and communication with both sisters and both parents. She considered her family very close and united; they spend almost every Christmas together. She and her sisters were raised in the Catholic religion, and stated that ever since have a very strong faith. In her childhood, Barbara enjoyed participate in all kind of sports, but mostly she excelled in Tennis. In school, Barbara developed very good relationship with peers, always had excellent grades, and the teachers described her as an outstanding student and an innate leader. In her adolescence and adulthood she reported that she never used drugs or has any problem with the law. She also stated that there was no substance abuse history in her family. Medical and Psychiatric History Ms. Torres reported that she’s never been diagnosed of any medical or mental disorder. Since she was young, her parents took the children regularly to visit the primary doctor. One of her sisters was diagnosed with asthma. A well-known family history of medical illnesses including diabetes, hypertension, strokes, multiple sclerosis, and hypothyroidism was refused. Before looking for psychological services, Ms. Torres visited her primary doctor one month ago to see if everything was good with her health. Her doctor sends her to take several routine physical exams and tests (complete blood count, chest x ray, urinalysis, cancer screening test, mammogram, pap smear, pregnancy test, sexually transmitted diseases, stress test, among others) to discard any health conditions or concerns that could be producing her symptoms. The test showed that Barbara’s health was in good condition. Her doctor advised to use vitamins supplements to prevent malnutrition and referred her to visit the psychologist for possible symptoms of depression. She was asked if a member of her family was diagnose with depression and she stated that her mother-side of the family has history with this disorder. Her mother, grandmother and aunt where diagnose with major depression. When she was an adolescent her mother received psychotherapy with a psychologist for five years, but never used psychotropic medication. In the paternal side of the family there were no history of mental and psychiatric disorders. She denied the use of medication with the exception of birth control pills taken at the age of nineteen until she was twenty five years old. Barbara denied any psychiatric hospitalizations, past or present ideation, plan, or intent for suicide or homicide. She also denied any hallucinations or delusions. This is the first time seeking treatment from a psychologist, but she described participated in pastoral counseling. DSM 5 Diagnosis 296.22 / 296.23 Major Depressive Disorder, Single Episode, Moderate- Severe with Anxious Distress Depression is a medical illness or mood situation in which people face depressed feelings and have a decrease of interest or pleasure in everyday activities that usually enjoy (American Psychiatric Association, 2013). According to Nunstead, Skarsater, and Kylen (2012), in modern society there is an increasingly serious problem of major depression in all social groups. They emphasize about the importance of individual’s capacity and how the individual’s own comprehension of the disorder and symptomatology help them to manage and cope with factors associated with the disorder. The criteria for Major Depressive Disorder designated by the Diagnostic and Statistical Manual of Mental Disorders, (5th ed., DSM-V; American Psychiatric Association, 2013), described the main indications of Major Depression as the manifestation of a minimum five of the following symptoms: depressed feelings or mood, decrease of interest or pleasure in everyday activities, decrease or gain of weight or appetite, sleep disturbance, psychomotor agitation, decrease of energy, feelings of worthlessness, lack of concentration and recurrent thoughts of suicide or death. Diagnosis Impression At the present time, Ms. Torres meets criteria for the DSM 5 diagnosis of Major Depressive Disorder, Single Episode, Moderate-Severe with Anxious Distress due to the presence of the following symptoms: daily depressed moods, decrease of interest or pleasure in everyday activities, difficulty in sleeping, feelings of worthlessness, decreased of energy, weight loss and lack of concentration for the last three months. Ms. Torres rejected experienced in the past of similar psychiatric symptoms, making this episode a single one. The level of impairment Barbara is experiencing in her occupational, social, and other important areas is moderate to severe. There is confirmation of anxious distress by symptoms of excessive distress, worry or tension, incapable to rest as a consequence of anxiety, lack of concentration because of concern, anxiety that something terrible might occur and feelings that she will miss control. Differential Diagnosis Ms. Torres’s complaints do not include symptoms of persistent elevated mood, increases in goal-directed behavior, or symptoms in criteria B, lasting one week (Bipolar I – Manic Disorder) or four days (Bipolar II – Hypomanic Disorder). Consequently, any diagnosis related with either one of the above-mentioned episodes was immediately excluded. Mood Disorder Due to another Medical Condition was ruled out, because there was no family history of medical conditions like diabetes, hypertension, strokes, multiple sclerosis, hypothyroidism and all the medical exams performed recently by her primary doctor showed no recent acquire condition. Substance/Medication-Induced Depressive or Bipolar Disorder was disqualified since there was a negative history of substance and medication use at time of onset of symptoms. The client reported absence of impulsivity in her family, her childhood and adolescence, and the symptoms of lack of concentration started three months ago, as a result, Attention-Deficit Hyperactivity disorder was ruled out. Because the onset of symptoms was approximately three months ago and there was no psychosocial stressor that precipitated the symptomatology, Persistent Depressive Disorder (Dysthymia) and Adjustment Disorder with Depressed Mood were ruled out. Sadness excluded because Ms. Torres meets the criteria of severity (five or additional symptoms), duration (for the most part the day, nearly every day for a minimum of two weeks), and clinically noteworthy impairment in functioning, needed to be diagnose as a client with Major Depressive Disorder (American Psychiatric Association, 2013). Etiology During the interview, Ms. Torres reported a maternal family history of major depression (mother, grandmother and aunt) and explained that her mother received psychotherapy for five years, but never used psychotropic medication. There were no history of mental and psychiatric disorders in the paternal side of the family. Several family studies have discovered that the genetic relatives of clients with mood conditions are more likely to acquire mood disorders than are individuals in the general population. In the present, doctors and scientist still don’t know what are the exactly causes of depression. Roetker et al. (2013) indicated that the etiology of depression is complicated and heterogeneous although many factors (biological, genetic, psychological, and environmental factors, among others) can contribute to the arrival of depressive symptoms. According to Tamatam, Khanum, Bawa (2012) genetic factors have been connected in the etiology of depression and numerous investigations and studies have determined that fluctuations in protein structure are associate with a predisposition to specific conditions. In the other hand, many other studies had found no correlation between genetic factors and depressive symptoms, and concluded that the environment and social factors were more predictive of depressive symptoms (Roetker et al., 2013). Monroe, Slavich, and Gotlib (2014) indicated that three of the most dependably informed and influential predictors of depression are a current major life experience, a family history for depression, and an individual history of previous depressive occurrences. In the case of Ms. Torres, the combination of daily activity stressors and family history of depression may possibly triggered the outcome of an episode of major depression. Treatment Recommendations Psychotherapy and medication is the treatment of choice for mood disorders. Based on a study performed by Casacalenda, Perry, and Looper (2002) the best treatment for depression is the combination of antidepressant medication and psychotherapy (principally cognitive behavior therapy and interpersonal therapy). Ms. Torres will be referred to a psychiatrist to start the pharmacological intervention and treat symptoms of low mood and insomnia, among other symptoms. Medication will help in the stabilization of the chemicals in the brain to the right levels, relieving the depressive symptoms. Along the interview, the client expressed to be constantly overwhelmed, preoccupied and anxious; likewise she reported perform excessive rumination about the problems and having feelings of worthlessness and guilt. Cognitive-Behavioral Therapy will help Ms. Torres to people change negative thinking and behavior patterns. Also, will help the client to comprehend the issues that may be behind her thoughts and feelings, be aware of depressive symptoms and how to identify things or events that could make the depression worse. In combination with Cognitive-Behavioral Therapy, the implementation of Interpersonal Therapy will allow the client to improve social adjustment and return to her social, occupational and family activities. Treatments of medication and psychotherapy, will help Ms. Torres to cope with social circumstances and other factors that may trigger further episodes of depression (Casacalenda, Perry, and Looper, 2002). References American Psychiatric Association. (2013). Diagnostic and Statistical Manual of Mental Disorders (5th ed.). Arlington, VA: American Psychiatric Publishing. Casacalenda, N., Perry, C. J., Looper, K. (2002). Remission in Major Depressive Disorder: A Comparison of Pharmacotherapy, Psychotherapy, and Control Conditions. Am J Psychiatry, 159, 1354-1360. doi:10.1176/appi.ajp.159.8.1354 Monroe, S. M., Slavich, G. M., Gotlib, I. H. (2014). Life Stress and Family History for Depression: The Moderating Role ofPast Depressive Episodes. Journal of Psychiatric Research,49,90-95. Nolen, S., Wisco, B. E., Lyubomirsky, S. (2008). Rethinking Rumination. Perspectives on Psychological Science, 3(5), 400-424. Nunstead, H., K.,Skarsater,. Kylen, S. (2012). Experiences of Major Depression: Individuals Perspectives on the Ability to Understand and Handle the Illness. Issues in Mental Health Nursing, 33(5), 272-279. doi: 10.3109/01612840.2011.653038 Roetker, N. S., Page, D., Yonker, J. A., Chang, V., Roan, C. L., Herd, P., †¦ Atwood, C. S. (2013). Assessment of Genetic and Nongenetic Interactions for the Prediction of Depressive Symptomatology: An Analysis of the Wisconsin Longitudinal Study using Machine Learning Algorithms. American Journal of Public Health, 103(1), 136-144. doi: 10.2105/AJPH.2012.301141 Tamatam, A., Khanum, F., Bawa, A. (2012). Genetic biomarkers of depression.Indian Journal of Human Genetics,18(1), 20-33. doi:10.4103/0971-6866.96639

William Blake and The Garden of Love Essay -- Garden of Love Essays

William Blake and The Garden of Love    At first glance, the poetry of William Blake may appear simplistic; he writes most often in regular metrical rhythm, apparently sticking to the rules, blunt observations on such mundane subjects as tigers, lambs and roses.   But if one were to finish with Blake and move on, left with only these initial impressions, it would be a great pity; true enjoyment of this poet can only come about through some understanding of his life, background, and skill in the manipulation of the tool of simple lyrical poetry, to convey deeper meaning.    Amongst his admirers, Blake is considered something of a renaissance man, a frustrated and hugely gifted artist and writer, a social renegade, and something of a true western mystic.  Ã‚   For our purposes here, it is sufficient to know that throughout his adult years he struggled with ideas of correct government, church corruption, unfair taxation, and Christian thought, to the point of near-lunacy.   Blake was born in London in 1857, and while still in his early teens (under 14) began privately writing poetry that is considered of high caliber.    Blake ¹s family had the wherewithal to send him to a  ³drawing school ² when he was ten, and he there began formal training in art.   He was greatly influenced by the art of the Renaissance world, and later wrote about his early total comprehension and appreciation of it.  Ã‚   He continued his formal education in art, and was apprenticed and working successfully in that world by his twenties.    But at heart Blake was a lover of words, and inclined to express his impressions of life through the pen as easily and readi... ...who would be helpful figures normally - are blindly making their rounds dressed in black.   Black is the color of death, deception, the villainous, of loss of hope, of the opposite of innocence.    It would be a mistake to read the poem as a comment on an individuals experience with the vision of a dream.   Blake always has many layers in mind: one should remember that    Blake's own mind was enormous, and capable of juggling various meanings simultaneously.   Especially where Church, Innocence, Death, and such images as demonic priests are involved, one can count on the hint of commentary on society at large.    "The Garden of Love"   stands as an excellent example of Blake ¹s ability to use simple meter and language as a foundation, and then twist the foundation ever so subtly to induce a particular idea.

Essays --

An electromagnet is a magnet that is powered by electricity. Electromagnetism can be found in our daily lives. Driving to school or work? An electromagnet can be found in the cars’ engine. Hungry and want a snack? Electromagnets can be found in blenders, microwaves, ovens, toasters, toaster ovens, dishwashers, and electric can openers. Need to do your hair? Hair dryers, straighteners, and curling irons all have electromagnets in them. Electromagnets can also be found in junk yards on the cranes that pick up cars, electric bells, loudspeakers, tape recorders, VCRs, hard disks, particle accelerators, magnetic locks, drills, speakers, radios, microphones, doorbells, trains, generators, relays, and sorting out metal in junk yards. The electromagnet is a very useful item and can range too many different power levels. Electromagnetism is the magnetic force produced by an electric current. Electromagnetism is very useful, but also harmful. Everything is made of matter, and matter is made of atoms. Inside and atoms nucleus, there are protons. Protons have a positive charge in them. Electrons can be found right outside of the nucleus and they hold a negative charge. As atoms’ electrons break free of the original atom, they jump to another atom to another. This jumping causes a flow of electricity. There approximately 121 protons per inch and 121 electrons per inch. When measuring the different kinds of electromagnetic units, you should use ampere (electric current), coulomb (electric charge), farad (capacitance), henry (inductance), ohm (resistance), volt (electric potential), and watt (power). An electromagnet is made from a magnet, a battery, an iron core such as nail or bolt, coated copper wire, and wire strippers. You can make a si... ...’ route, then it could put many lives in danger, but the train does have onboard batteries that will bring the train down to a slow stop. The cost of these giants is approximately $8.5 billion dollars. This is because new guideways would have to be built since the new technology cannot run on the old rails. Also, many people have concerns over snowstorms. Even if there was a layer of snow on the track, the train would be able to levitate right over it or the snow would be blown away due to the wind underneath the train. If there is enough snow that the Maglev trains cannot operate, then snow removers will come out and plow the snow off the tracks. Finally, since the Maglev trains are extremely heavy (the Transrapid TRO7 weighs in at 45 tons) they need an exceptionally strong electromagnetic field to match. This uses a lot of energy and that can get awfully expensive. Essays -- An electromagnet is a magnet that is powered by electricity. Electromagnetism can be found in our daily lives. Driving to school or work? An electromagnet can be found in the cars’ engine. Hungry and want a snack? Electromagnets can be found in blenders, microwaves, ovens, toasters, toaster ovens, dishwashers, and electric can openers. Need to do your hair? Hair dryers, straighteners, and curling irons all have electromagnets in them. Electromagnets can also be found in junk yards on the cranes that pick up cars, electric bells, loudspeakers, tape recorders, VCRs, hard disks, particle accelerators, magnetic locks, drills, speakers, radios, microphones, doorbells, trains, generators, relays, and sorting out metal in junk yards. The electromagnet is a very useful item and can range too many different power levels. Electromagnetism is the magnetic force produced by an electric current. Electromagnetism is very useful, but also harmful. Everything is made of matter, and matter is made of atoms. Inside and atoms nucleus, there are protons. Protons have a positive charge in them. Electrons can be found right outside of the nucleus and they hold a negative charge. As atoms’ electrons break free of the original atom, they jump to another atom to another. This jumping causes a flow of electricity. There approximately 121 protons per inch and 121 electrons per inch. When measuring the different kinds of electromagnetic units, you should use ampere (electric current), coulomb (electric charge), farad (capacitance), henry (inductance), ohm (resistance), volt (electric potential), and watt (power). An electromagnet is made from a magnet, a battery, an iron core such as nail or bolt, coated copper wire, and wire strippers. You can make a si... ...’ route, then it could put many lives in danger, but the train does have onboard batteries that will bring the train down to a slow stop. The cost of these giants is approximately $8.5 billion dollars. This is because new guideways would have to be built since the new technology cannot run on the old rails. Also, many people have concerns over snowstorms. Even if there was a layer of snow on the track, the train would be able to levitate right over it or the snow would be blown away due to the wind underneath the train. If there is enough snow that the Maglev trains cannot operate, then snow removers will come out and plow the snow off the tracks. Finally, since the Maglev trains are extremely heavy (the Transrapid TRO7 weighs in at 45 tons) they need an exceptionally strong electromagnetic field to match. This uses a lot of energy and that can get awfully expensive.

nixon Essay -- essays research papers

Richard Milhous Nixon, (1913-1994), nik's[sch ]n, 37th PRESIDENT OF THE UNITED STATES. Nixon is remembered for his achievements in foreign policy and for the WATERGATE affair and related scandals, in which he became so involved that he was forced to resign his office. Nixon was a skilled negotiator with a broad understanding of world affairs. He and his adviser Henry Kissinger ended direct U.S. involvement in the Vietnam War. They improved relations with China and the Soviet Union. They helped end a war between Israel and its Arab neighbors and worked toward a lasting peace in the Middle East. But the restrictive oil policies of Middle Eastern countries further weakened an American economy that slipped into a recession during Nixon's last year in office. The president's career was shattered when evidence established that he had joined members of his staff in trying to cover up the Watergate break-in. Nixon's decline and fall spanned two years as the truth slowly unfolded before an incredulous nation. Dozens of government officials, campaign aides, and financial contributors were implicated in the scandal. In his later years Nixon sought to rehabilitate his image, lecturing frequently, traveling abroad, advising presidents, and publishing several books on U.S. foreign policy. Before becoming president, Nixon served in the U.S. House and the U.S. Senate and as vice president. An articulate spokesman for the REPUBLICAN PARTY, he was named to the GOP national ticket a recor...

Juvenile Justice Essay

Should teenagers accused of violent crimes be tried and sentenced as adults? Why or Why not? Adolescence and the death penalty, two words more commonly seen together as of late. With growing number of young adult being tried and sentenced as adults for violent crimes the question rises why did they commit does age matter to the jury when they are put on trial? According to Paul Thompson, author of the article, â€Å"Startling Finds on Teenage Brains†. In the article Thompson notes a massive loss of brain tissue during the teenage years. While research on brain _ tissue loss can help us to understand teens better it cannot be used to excuse their violent or homicidal behavior. But it can be used as evidence that teenagers are not yet adults and the legal system shouldn’t treat them as such However this research can not excuse teens of violent crimes, it does show that they are not yet adults and should not be treated as such (Thompson) â€Å"†¦Ã¢â‚¬ ¦. Juvenile being tried as adults are not competent enough to stand trial,† quoted from Laurence Steinberg taken from the article, â€Å"Many Kids called Unfit for adult trial,† by Greg Krikorian According to a Sacramento to Bee article written in 2003 youth are â€Å"emotionally or intellectually unable to contribute to their own defense† It may common knowledge that a toddler doesn’t understand complex situations like an adult would, but the truth is around half of the kids in the age range of 14 to 15 don’t either. A study show that when compared with young adults children ages eleven to thirteen were more than three times are likely to be found â€Å"Seriously impaired† in understanding the judicial process and aiding their own defense. But so we as teenage s know right from wrong? As teen we are prone to do things that are frowned upon by adults. We are in the stages of life when we are most susceptible to peer _ pressure. And when more adults were faced with this question of whether or not adolescents should be tried as adults they said they didn’t fell that they had the â€Å"POWER† or right to judge whether someone should die or not. Kent scheidegger legal director of the conservative criminal justice legal foundation said that vast majority of teenagers even young ones know enough to be tried in adult court â€Å" The notion that teenagers are not capable of understanding what is going on I find not credible in the case of â€Å"mentally normal teenagers.† 1. What was most difficulty about this assignment? The most difficult was to truth what the study that the article gave you. 2. What was easiest Easiest about the assignment was the thesis statement 3. What I learn on completing this assignment was that there a lot or evidence and study that people when through to see if teenage and be trial as adults and what the brains tissue in a teenage body. 4. The strengths of my argument were the evidence that I use in the article and quote on what other people say about the argument. 5. My weaknesses in my argument would be the end of the essay. 6. What I learn for this assignment that they a lot of teenage that do stupid things and the crimes that they do and why do they do. This whole assignment was should you trial teenage as adults.

Definitions of Attitudes Essay

Classical conditioning is the process of learning by association, which involves the pairing of stimuli; when one (1) stimulus regularly precedes another, the one that occurs first is a signal for the other to occur. If an individual eats spicy cuisine, which constantly gives them heartburn, they associate the spicy food with heartburn. The individual recognizes that once spicy food is ingested, heartburn will follow next. Hence the attitude towards spicy foods may not be positive. Instrumental conditioning is the process by which the individual learns the difference between rewards and punishments and actions with these consequences as the end result. If a child knows that his/her parent(s) will spank them for breaking a glass, then the attitude towards such an action will be negative, in order to deter punishment, but if he/she recognizes that doing well at school reaps rewards, then the attitude towards studying and excelling will be positive. Observational conditioning is simply developing an attitude from example learning. An attitude is observed and influences and individual’s own attitude towards the subject in question. In a parent-child relationship, children observer their parent’s attitude and often times adopt them. If a child hears their parent making negative comments about an issue, they may possibly develop a negative attitude towards the same issue. Comparing our views to those of others, to see if our social reality is or is not correct, can form attitudes. We often change our attitudes to fit in with everyone else’s so that we do not feel ‘left out’. Political views are an example of this. An individual may hold a particular view on the current political administration, however, while in a group discussion, the general consensus may not be the same as that of the individual, who may then sway his/her attitude, towards that of the groups’ in order to be a part of the discussion and use their views to second guess his/her views. Genetics play a small role in attitude formation. Studies conducted with identical twins suggest that attitudes may be influenced by genetic factors. Daniel Katz proposed a functional theory of attitudes. He thought that attitudes are determined by the functions they serve as they help the individual to achieve their goals. The four (4) functions are the instrumental, knowledge, value-expressive and ego-defensive. Katz’s theory also says that our attitudes change, once they no longer serve its functions and the individual feels frustrated. The instrumental function helps individuals to form negative and positive attitudes by adopting favorable attitudes to maximize rewards and shunning unsavory ones to minimize punishments and help us to realise specific goals. The knowledge function helps us to evaluate surroundings and seeks to give clarity about ideas, objects and persons. The value-expressive function serves to publicly express ourselves. From the way we dress to our religious convictions, this function helps to adopt attitudes consistent with our views.

Effective Training Essay

The management sector of each organization is important in their respective operation. In each group, a leader must exist to lead, guide and delegate important tasks and responsibilities with each member to achieve the efficiency in the use of their resources and the success of the operation. Similarly, in the business organization, the leaders of the institution are important in their operation as they manifest to guide the business towards the achievement of their economic goals and common interest. In terms of the operation, they are the ones that delegate the intricate tasks and responsibilities to each of the member for their benefits and success. Most importantly, the leaders are the ones that must evaluate and decide regarding important matters and issues in the business organization to ensure the positive result and continuous economic operation. Because the leaders of each business organization are important for the group, the institution must highly recognize the effective selection of the individuals placed in their top executive position. To acquire the most effective line up for the top executive position, the organization must implement certain approaches to achieve this result and ensure the quality of their management leader sector. One of the possible solution in ensuring this status is the development of succession plan for the ranks in top executive positions. Naturally, individuals presently occupying top executive positions are not permanent and so are their role effectiveness. As such, the organization must expect this scenario and develop a positive projection to ensure the present executive effectiveness through planning for the succession and replacement for each executive. As such, the organization can presently plan for their development and maintain the positive results they are benefiting for their present lineup. Some of the possible strategies in this aspect are succession projection, training for qualified individuals, apprenticeship programs and others to ensure that the positive qualities and characters of the present executives lineup will be maintained for the business continuous success and development.

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