...administration; Marketing Spring 2011 Tutor: Ellinor Torsein Abstract Title: “Branding by doing” – a study in refraining from traditional marketing Bachelor thesis in Marketing, 15 ECTS, School of Business, Economics and Law, University of Gothenburg Michael Arvidsson & Robin Agné Ellinor Torsein Acne Studios, brands, “Branding by doing”, communication channels, fashion industry, non-traditional marketing communications, The Swedish fashion wonder, traditional marketing communications, word-of-mouth marketing To determine required conditions to adopt “Branding by doing” as a marketing approach in the Swedish fashion industry. Question 1: What conditions are required of a company to refrain from traditional marketing communications? Question 2: How is “Branding by doing” applied in practice? Question 3: For what reasons do companies refrain from traditional marketing communications? Methodology: This thesis has a hermeneutical approach. A qualitative research method is used and empirical results are based on a case study. Theories of brand management and word-of-mouth marketing. The primary data is collected from interviews with Suhrab Lachin, Credit & HR Manager at Acne Studios and Daniel Björk, fashion journalist and author. There are four main conditions required in order to apply “Branding by doing”; product focus and uniqueness, an elaborate corporate culture, a strong customer relationship, consequence and clearness in actions. The product becomes the main communication...
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...Strengths7 Weaknesses7 Opportunities7-8 Threats8 Target Market8-9 Marketing Mix9 Product9 Promotion9-10 Paid media10 Earned media10 Owned media10 Shared media11 Distribution11 Price12 Evaluation and Control13 Table 1: Implementation Schedule13 Table 2: Control measures14 Sources15-16 Executive Summary According to the Proactiv website, acne is the most common skin disease, affecting 85 percent of Americans, 90 percent of teenagers and 50 percent of adult women. Out of the 85 percent of Americans suffering with acne that attempt to self-treat their condition, most of the acne treatments are marketed toward women. The market share of men and young male adults have been considered but not particularity marketed to. Proactiv can increase its customer base if they reallocate some of their current resources to making their products appealing to the previous noted market share. Proactiv can use the launch of its new formula as an opportunity to update its approach to its marketing and packaging. The main goal for the marketing strategy change is to capture an additional five percent of the market share for acne treatment and ten percent of the market share for premium skin care by the summer of 2013. In order to accomplish this, Proactiv will launch a new advertising campaign that targets men. Proactiv will achieve this by creating infomercials of male celebrities to promote their products, advertising in the top three male dominant magazines, and incorporate and...
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...American women use multiple different types of birth control methods. In 2011, forty-five percent of pregnancies were unintended ("Unintended Pregnancy"). In other words, that is almost half of all pregnancies. These unintended pregnancies are a huge reason as to why many women make the decision to use birth control. Some of the most common types of birth control (birth control pills, intrauterine devices, abstinence, and tubal ligation) are methods prescribed or suggested by a woman's health care provider. Each birth control method has a negative side effect but they all assist in preventing pregnancy and offer other health benefits as well (SP3). For example, birth control pills may cause heart attacks, but they also help prevent pregnancy and acne ("The Pill"). Although birth control can have negative side effects, it has health benefits that outweigh the risks....
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...coordinator from the Pharmaceutical Industry, and I am here to talk about recent claims that Yaz has had such as negative effect on people that are using Yaz, as well as the generic counterpart which is Ocella. I will be discussing the side effects and how you can go about learning what you should do as a patient and your responsibilities. I will also talk about the releases of the information to our society. We protect the people and their rights of their own medical records. Yaz is a birth control pill that is for women overall to prevent pregnancy. However, there are some risks and affects you could have faced are facing with taking this drug. Yaz is a form of birth control that eliminates severe PMDD (Pre-menstrual dysphoric disorder) and acne in women which was released in 2006. Yaz is a form of contraceptive that was made for women to prevent pregnancy. It is known for this pill do be amazing for women. It is known that Yaz produces blood clots that can be harmful to a woman’s body. Yaz contains drospirenone, a fourth- generation progestin (Gilman Law, 2012,). This is how Yaz is different from other birth controls that are on the market for woman. Having drospirenone which is associated with hyperkalemia allows potassium levels to become high in the women’s body, which can result with blood clots in the body. Blood clots are the number one leading problem women are facing while taking this drug. It also interrupts the heart rhythms as well. It is known to harm a women’s body...
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...should take into account: your overall health, how often you have sex, the number of sexual partners you have, if you want to have children, how well each method works, any potential side effects, and your comfort level with using the method. Let’s take a look at Contraceptive Pill. It was invented in 1960 and led to a revolution in the history of contraception by enabling women to control their menstrual cycle. Some fifty years later, after many new inventions were added to the list of contraception methods, the pill remains the main form of female contraception. The advantages of using the Pill is that: It’s very effective against pregnancy if used correctly, menstrual periods are more regular and lighter, it decreases menstrual cramps and acne, you are less likely to get ovarian and uterine cancer, pelvic inflammatory disease, ovarian cysts, and anemia. And it doesn’t interrupt lovemaking. The disadvantages of using the Pill are the cost or co-pays can be between $15 - $50 per month, it doesn’t protect you from contracting STDs, you need to remember to take it every day at the same time, it can’t be used by women with certain medical problems or by women taking certain medications, it can occasionally cause side effects such as nausea, increased appetite, headaches, and very rarely, blood clots. You will also need a prescription...
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...Why do we use sunscreen? Sun poses many dangers to our health, particularly on our skin. The sun releases harmful radiation which can permanently damage the skin and can cause skin cancer, precancerous changes in the skin, as well as premature wrinkling and signs of aging. Apart from these effects it causes the usual sunburn. A sunburn is basically a burn which is caused by too much exposure to the ultraviolet radiation of the sun. Like other burns, sunburns can cause first degree burns, which are the most common type. With a first degree burn, a child's skin will be red and painful, but there will be no blisters. More severe or deep sunburns can lead to second degree burns, with the formation of blisters on the skin, and more rarely, third degree burns. Excessive exposure to sun is bad because of ultraviolet radiation, 90 percent of which comes in the form of Ultraviolet A (UVA) rays that are not absorbed by the ozone layer and penetrate deep into our skin. Ultraviolet B (UVB) rays make up the rest. UVB rays are partially absorbed by the ozone layer, which makes preserving the ozone layer crucial for our health. And because UVB rays don’t penetrate our skin as deeply, they can cause those lobster-red sunburns. Both types of UV rays are thought to cause skin cancer. Some of the possible mechanisms for UV skin damage are collagen breakdown, the formation of free radicals, interfering with DNA repair, and inhibiting the immune system. To prevent this, the most...
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...Sports Have you ever considered the pros and cons of Performance Enhancing Drugs?! Nowadays Performance Enhancing Drugs are so popular in athlete's life and athletics have a big temptation about it and its effect however its forbidden in the united states unless it is used for specific treatment. Decades ago the facts of performance enhancers have shown us a lot about what these drugs can do to our bodies and how badly does it affect the body. Since they discovered These stimuli they tried it at the beginning on animals for example the racing dogs and horses then athletes started to use it after seeing its crazy effect on the performance and the shape of the body. In the first place, according to researches and surveys about the advantages and disadvantages of Performance Enhancing Drugs on health some people think that “If each of us ought to be free to assume risks that we think are worth taking, shouldn't athletes have the same freedom as anyone else? In particular, if athletes prefer the gains in performance allegedly provided by the use of steroids, along with the increased risk of harm to the alternative of less risk and worse performance, what gives anyone the right to interfere with their choice? After all, if we should not forbid smokers from risking their health by smoking, why should we prohibit track stars or weightlifters from taking risks with their health in pursuit of their goals” but, “Performance enhancers, like steroids and other forms of doping, have a negative...
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...listed. The major side effects include severe acne, shrinking testicles for men, high blood pressure, and kidney tumors. Not just that, but researchers have shown that there are has been reports that people that utilized steroids demonstrated violent behavior. On the other hand, utilizing steroids nowadays are not quite popular how it used to be back in the days. It is rare in this generation for someone to utilize steroids, due to the fact that they know that there are many cons for using this drug. Aside from wellbeing issues, there are different perils of mishandling or unlawfully utilizing steroids. Utilization of steroids without medicine is, actually, breaking the law. In other words, is illegal, if you are caught using steroids, could result one year in prison or a $1,000- $250,000 fine. Medication testing has turned out to be more regular and common for all competitors. The disappointment of a medication test by a competitor may have legitimate outcomes including money related fines, prison time, relinquishment of decorations or trophies or prohibition from group or an occasion. For instance, numerous players in baseball have been named as abusers of steroids, their notorieties adversely influenced. Notwithstanding, the battle against misuse of steroids, particularly among competitors, is the obligation of each partner. Many people contend that utilizing steroids as a part of game is a short- cut. It is giving an unfair advantage to one or more competitors over the individuals...
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...There are three basic types of distillation: water or "hydrodistillation" water and steam or "wet steam" steam or "dry steam" i) Hydrodistillation- in this method where plant materials are immersed totally in water which is boiled. The stills are of the simplest type. They are heated over an open fire. The disadvantages are that the heat is difficult to control and hence the rate of distillation is variable A further disadvantage of this system is that it requires the heating of a large quantity of water adding to costs and time needed for each distillation. However, it is necessary for certain flower distillations e.g. rose and ylang. It is also necessary for the efficient distillation of certain woody materials e.g. sandalwood and cinnamon bark. ii. Water/steam distillation- this is an improved method, the still contains a grid which keeps the plant material above the water level.The water is boiled below the charge and "wet" steam passes through the plant material. iii. Steam Distillation - the most advanced type of distillation is by direct steam provided from a separate boiler. The still contains a grid plate under which an open steam pipe is fitted.The advantages of this type of "dry" steam distillation are that it is rapid, therefore charging and emptying the still is much faster and energy consumption is lower. The rapid distillation is also less likely to damage those oils which contain reactive compounds Method OF PRODUCTION FOR: 3.1 Water Distillation In...
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...Drugs. Performance-enhancing drugs, something world-class athletes use to get better at something they are already amazing at. How one would define the term “doping” is the use of substances and any other available methods of artificially enhancing performance in a sporting event. Steroids initially began in weight-lifting, continuing on the major pro sports. As of today, one in a pro sport uses these to either keep up with daily physical challenges and commands, or gain an advantage over an opposing team or player. Steroids in all athletics should be banned because of it sets a bad example, ruins sportsmanship, has harsh physical effects, and because steroids are a form of cheating. Doping can be used anywhere, not just in sports. But when...
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...deserve it, or do they? These kind of players showed everyone who loved the game of baseball that even though their numbers were very impressive, it did not mean anything when they conceded to dope steroids. Due to this, they were known as cheaters to most people and they have still not been mentioned into the MLB Hall of Fame. WIth steroids leading to unfair advantages on either offense or defense, they change the style of the game and should not be allowed. Although doping steroids may lead to more exciting games and better competition, they should not be allowed in Professional Baseball because they cause negative long term health effects, promote cheating to break records, and change the game of baseball. The use of steroids, not only in professional baseball but in general, has many health risks. There are many types of steroids, but the main kind are anabolic steroids. “Anabolic steroids can lead to early heart attacks, strokes, liver tumors, kidney failure, and serious psychiatric problems” (Volkow). Steroids do have many risks and negative effects, and those are just the main ones. They can also cause severe acne, increased risk of tendinitis and tendon rupture, high blood pressure, depression, and many others. Director Nora D Volkow stated that “The effects of steroids can boost confidence and strength, leading abusers to overlook the potential serious and long-term damage that these substances can cause” (Volkow). This shows that many athletes, such as professional baseball...
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...” Athletes will do anything to win whether that be cheating in golf or taking steroids in order to excel in baseball. It is said that over three million athletes and bodybuilders have used illegal steroids in this country alone (Solberg 92). If many people already use steroids why not make them legal and let people take them at their own risk? Or perhaps do you think steroids should stay illegal because they have harmful side effects and promote an unfair advantage in sports? With the growing concern over steroid use in our country, we must look at what is really best for the future of our athletes and the spirit of competition. Steroids are extra hormones that are either taken orally or injected into the body. Theses hormones set off a reaction that sends an individual’s testosterone level soaring, which in turn allows that person to increase muscle size and strength. But with this new-found strength comes some harmful side effects. Steroids can cause heart attacks or liver cancer, not to mention all the newly acquired acne that often develops. These are only a few of the hundreds of unhealthy things that can happen to you when you are on steroid (Harris129). Many people, medical experts and athletes alike, feel steroids should be legalized. They feel that the use of steroids a few times and in moderation is acceptable. They state that the unhealthy aspect of steroids comes from abuse of the drug. Some people can use steroids and have no effects at all (Johnson895). However,...
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...Healthy kidneys clean the blood by removing excess fluid, minerals, and wastes. They also make hormones that keep the bones strong and the blood healthy. After removing the water and waste from the bloodstream, it excretes them through urine (McDonnell & Mallon, 2005). Various conditions can damage your kidneys, including both chronic kidney disease and other conditions that affect the kidneys. If kidney damage becomes too severe, your kidneys lose their ability to function normally. This is called kidney failure or end-stage renal failure. According to the National Kidney Foundation (2005), more than 378,000 Americans suffer from chronic kidney failure and need dialysis or kidney transplantation to stay alive. End-stage renal disease is the name for kidney failure so advanced that it cannot be reversed. Renal is another word for kidney. The “renal” name is appropriate due to the fact that the kidneys in end- stage renal disease functions so poorly that they can no longer keep you alive (McDonnell & Mallon, 2005). End-stage renal disease cannot be treated with conventional medical treatments such as drugs. In chronic kidney disease only two treatments allow you to continue living when your kidneys stop functioning: dialysis and kidney transplantation, but only one offers a longer chance of survival. Dialysis is the term for several different methods of artificially filtering the blood (McDonnell & Mallon, 2005). Dialysis is a procedure that replaces some of the...
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...disabilities, anesthesia procedures, and adolescent medicine (DegreeDirectory, 2013)”. Just as scientists must renew their license to continue receiving funds for their research, a pediatrician must also renew their license to ensure they are aware of any new discoveries. The new discoveries may include “recently created immunizations, a newly found disease, or general knowledge that may affect the way a pediatrician treats their patients” (DegreeDirectory, 2013). Most Interesting Duties Throughout the day, “a general pediatrician treats all types of infectious childhood diseases including mumps, measles and chicken pox” (DegreeDirectory, 2013). Also, “during the course of a regular workday, a doctor deals with matters ranging from a case of acne to a child's ongoing battle with muscular dystrophy” (Portal, 2014). As the illness is constantly ranging from moderate to serious, a pediatrician must always be prepared to administer any type of treatment plan. Although a pediatrician may work wherever they choose, “HMOs and children's hospitals hire the majority of pediatricians, with smaller private pediatric clinics being the second largest employer” (Portal, 2014). This ensures that there is a higher chance a pediatrician will be able to handle any and all cases in such places. Difficult Duties “The median salary for pediatricians in the United States (as of February 2011) is $166,339, according to Salary.com” (Gray, 2014). The desire to be a pediatrician instead of a surgeon or...
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...University The Unbalanced Scale of Banned Substances and Sports There are over 2000+ recognized sports across the globe and the first reported drug abuse incident occurred in the late 1890s (Lajis, n.d.). Many sports have been played for centuries where their tactics have been mastered by the competing athletes. This is what separates a novice from a professional. Some athletes choose to elude the sporting guidelines and seek ergogenic aids, to include banned substances in order to win. Winning or losing determines a continuous paycheck, scholarships, athletic contracts and sponsored endorsements. The scale is unbalanced in relation to banned substance and sports. Athletes for centuries have abused substances in order to gain an advantage over their opponents, relieve pain due to injuries or a coping mechanism to alleviate the daily pressure to perform. The same reasons stand today. The National Institute on Drug Abuse (NIH) reveals that the most commonly abused drugs include tobacco, alcohol, cannabinoids, opioids, stimulants, club drugs, dissociative drugs, hallucinogens, prescription medications and other compounds (2011). In a 10 year study between 1993 and 2003, 12.8 was the average age for abusing substances (The DASIS Report, 2006). Reuters also revealed that there is less use of drugs but an increase in alcohol use among young athletes in high school (2011). Young athletes are still developing and can have insecurities about their bodies. This can be due to...
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