Cardiovascular, Respiratory and Gastrointestinal System

Cardiovascular, Respiratory and Gastrointestinal System Emily Joll Part 1- Explain the anatomy of the cardiovascular system and the role played by each of the major parts. (Word Count 400) The cardiovascular system is made up of specialized structures allowing it to effectively carry out its role of transporting blood and nutrients around the body and removing toxins. The cardiovascular system is a closed double circulation system consisting of the major structures of the heart and a network of blood vessels. The heart is structured into two sides which is then divided into two chambers, resulting in a total of four chambers. The system is known as a double circulatory system as the right half of the heart pumps blood to the lungs, becoming oxygen enriched, and back to the heart, known as pulmonary circulation (DLC Topic 1, 2014). The left half pumps the oxygen enriched blood around the body and then back to the heart, known as systemic circulation (DLC Topic 1, 2014). The top chambers of the heart are called atria, and the lower chambers ventricles. The atria are designed to receive blood from the body and pump it into the ventricles. This is a short distance for the blood to travel so the atria only lightly pump aiding the efficiency of the ventricles. This low level of action required results in the muscle walls of the atria are thinner than that of the ventricles. The atria and ventricle on each side are connected by atrioventricular valves. These valves prevent back-flow of blood int o the atria from the ventricles aiding the efficiency of the pumping action. When the ventricles contract the blood within them is pumped out of the heart to the body through the aorta on the left side, and pulmonary artery on the right. The arteries have very thick elasticated walls able to withstand the pressure exerted on them from the pumping action of the ventricles. Arteries pulse to aid the pumping action of the heart and movement of blood around the body. From the arteries the blood continues to move through a network of blood vessels, delivering oxygenated blood to the cells and removing toxins. Veins carry deoxygenated blood back to the heart. The pressure is less in the veins as the blood has travelled a long way since it was originally pumped. This results in the walls of veins being thinner. To aid the movement of blood back to the heart due to the lowered pressed, veins have values in them to prevent back-flow of blood. Capillaries are the small blood vessels that link the veins and arteries, and carry the oxygen and nutrients to the cells. The walls of capillaries are very thin to allow for the actual exchange of these gases and nutrients to take place completing the actual role of the cardiac cycle. Actual Word Count 434 References DLC Topic 1, 2014- Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Waugh, A. and Grant, A. (2006) Ross and Wilson Anatomy and Physiology in Health and Illness- The Musculoskeletal System, 10th edition, Edinburgh: Churchill Livingstone Part 2- Explain the structure of the respiratory system by completing the table below. (Word Count 300) Actual Word Count 325 References DLC Topic 2, 2014- Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Jones, G. and Jones, M. (2004) Human Biology for AS, 1st edition, Cambridge, Cambridge University Press Waugh, A. and Grant, A. (2006) Ross and Wilson Anatomy and Physiology in Health and Illness- The Musculoskeletal System, 10th edition, Edinburgh: Churchill Livingstone Part 3- Explain the structure of the gastrointestinal system using the table below. (Word Count 300) Actual Word Count 330 References DLC Topic 3, 2014- Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Waugh, A. and Grant, A. (2006) Ross and Wilson Anatomy and Physiology in Health and Illness- The Musculoskeletal System, 10th edition, Edinburgh: Churchill Livingstone Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Waugh, A. and Grant, A. (2006) Ross and Wilson Anatomy and Physiology in Health and Illness- The Musculoskeletal System, 10th edition, Edinburgh: Churchill Livingstone TAQ 2 (AC 1.2 2.2) Write a short account explaining how oxygen gets from the environment to the cells and vice versa. (Word Count 400) Oxygen reaching cells is vital to the life of an organism and is a complicated process involving the respiratory system and cardiovascular system working together. Working on a negative feedback loop, sensors in the carotid artery monitor the pH level of blood. Toxins that are produced by the body through energy use and respiration cause a build up of these in the bloodstream, which can be removed through exhalation. The medulla oblongata in the brain stem controls involuntary inhalation and exhalation of air and will increase or decrease the respiratory rate as necessary to regulate the pH level of the blood (DLC Topic 2, 2014). When signalled for inhalation to occur the diaphragm and the intercostal muscles between the ribs contract, increasing the volume of the chest and thoracic cavity, so the lungs and alveoli can expand. This decreases the pressure inside the chest and causes inhalation. Air enters the upper respiratory tract through either the nose or mouth, being filtered and warmed in the process, and is drawn down into the lower respiratory tract. Once the air reaches the alveoli gaseous exchange takes place. The alveoli walls are a s ingle cell thick and surrounded by a network of capillaries to allow the process to take place rapidly. The concentration of oxygen in the alveoli is greater than that in the blood in the capillaries so the oxygen moves with the concentration gradient by diffusion to increase the oxygen in the blood plasma in the capillaries. Haemoglobin in the red blood cells in the capillaries absorb the oxygen forming oxyhaemoglobin. The oxyhaemoglobin then moves through the bloodstream due to the action of the cardiovascular system. Blood is pumped through the pulmonary vein into the left side of the heart, moving through the atria and ventricle to the aorta. The aorta is the main artery from the heart taking oxygenated blood out to the blood vessels of the body. This blood is pumped through the other arteries, veins and capillaries of the cardiovascular system. Once in the capillaries oxygen and nutrients are transferred to the cells through diffusion. Through this process waste products from c ells are also transferred back into the blood stream, e.g. carbon dioxide. The deoxygenated haemoglobin and the waste products then travel back through the blood stream to the heart on the right side. Once at the heart it is pumped back to the lungs where the concentration gradient of the products are uneven and are equalised through diffusion once more. The haemoglobin becomes oxyhaemoglobin, and the waste products e.g. carbon dioxide are diffused into the lower respiratory tract and expelled from the body through exhalation and the process repeats itself. Actual Word Count 439 References DLC Topic 2, 2014- Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiratory System [Course Materials] Distance Learning Centre 2014 Introduction to Cell Biology Topic 1 Introduction to Cell Biology [Course Materials] Livestrong online 2013- Livestrong How Do the Digestive and Respiratory Systems Work Together?, Hendrickson. K, online accessed 18.05.2015 available at: http://www.livestrong.com/article/302607-how-do-the-digestive-respiratory-systems-work-together/ Waugh, A. and Grant, A. (2006) Ross and Wilson Anatomy and Physiology in Health and Illness- The Musculoskeletal System, 10th edition, Edinburgh: Churchill Livingstone TAQ 3 (AC 3.2) Using examples give a short account of the role of enzymes within the process of digestion. (Word Count 300) As soon as food enters the mouth the role of enzymes in the chemical digestion of food begins. As well as saliva, the saliva glands in the mouth release the enzyme amylase beginning the process. Here immediately the chemical breakdown of carbohydrates starts. Once the food bolus formed in the mouth is swallowed and reaches the stomach further chemical digestion occurs. The lining of the stomach walls contain several cells with secrete chemicals that enable digestion. Many of the enzymes released are highly corrosive so work together to protect the stomach itself whilst continuing chemical digestion and destruction of microbes found in food. Microbes, which carry disease are killed by the action of the enzyme hydrochloric acid, released by parietal cells. This hydrochloric acid, activates an inactive enzyme in the stomach, pepsinogen, resulting in pepsin. This is the resulting enzyme which enables the breakdown of proteins to amino acids. Once digestion has taken place in the stomach the result is a liquid known as chyme which is secreted into the small intestine. Within the small intestine the brush boarder enzymes are housed amongst the villi and microvilli (DLC Topic 3, 2014). Brush boarder enzymes are a collection of different enzymes which line the small intestine working individually, and together to activate inactive enzymes, to continue the breakdown the different components within the chyme. The enzymes here aid the digestion of fats and of starches into simple sugars. Enzymes play a vital role in the gastrointestinal system as they enable the foods to be broken down into their chemical components which are useful to the body and can be reabsorbed for use or eliminated through waste. Actual Word Count 271 References DLC Topic 3, 2014- Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] TAQ 4 (AC 3.3) This unit discusses the systems that supply the cell with everything that it needs. How do the three systems discussed function in supporting the cell? Part 1- Cardiovascular system (Word Count 100) The pumping action of the heart and the blood vessels in the cardiovascular system, creates and facilitates a continuous flow of blood products, oxygen and nutrients around the body. This creates a replenishment system, delivering products required by the cells through diffusion in order for them to function efficiently. This system also creates a removal system for toxins and waste products from the cells. These products are removed from the cells back into the bloodstream through the process of diffusion where they can be transported away from the cells for elimination from the body. Actual Word Count 94 Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 1 The Cardiovascular System [Course Materials] Distance Learning Centre 2014 Introduction to Cell Biology Topic 1 Introduction to Cell Biology [Course Materials] Part 2- Respiratory system (Word Count 100) The respiration system facilitates inhalation of air into the body, supplying the oxygen that every cell in the body requires to function. There is a percentage of oxygen in the air which is diffused into the bloodstream from the alveoli in the lower respiratory tract. The respiratory system not only brings oxygen into the body, the bloodstream and therefore the cells but also provides a pathway for waste gases to be expelled from the body through exhalation, removing toxins from the system that would otherwise overload it and cause cell death. Actual Word Count 91 Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiration System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 2 The Respiration System [Course Materials] Distance Learning Centre 2014 Introduction to Cell Biology Topic 1 Introduction to Cell Biology [Course Materials] Part 3- Gastrointestinal system (Word Count 100) The gastrointestinal system provides a pathway from the mouth to the anus for food entering the body to exit as bulk waste once the goodness from it has been absorbed by the body. It facilitates the mechanical and chemical digestion of food to its component parts that can then be reabsorbed by the body for use in the cells as energy or to create new proteins as required or expelled. Through its use of enzymes this system supplies the cells with the minerals, vitamins, water, essential amino acids and ions they require to function effectively., whilst removing unnecessary food bulk through the elimination of faeces. Actual Word Count 105 Reference List Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] Bibliography Distance Learning Centre 2014 Cardiovascular, Respiratory and Gastro-Intestinal Systems Topic 3 The Gastro-Intestinal System [Course Materials] 1

Marketing and Cleopatra Soap

Colgate-Palmolive: Cleopatra (1)Evaluate the results of the market survey carried out in advance of the release of â€Å"Cleopatra† after analysing the Canadian soap market. If you believe the market survey was not appropriate, explain specifically how you would have modified it. The results of the market survey carried out in advance of the release of â€Å"Cleopatra† were less significant in confirming that there was a real strong demand for Cleopatra in the target Quebec market.This is mainly because of the following reasons:(1) Inappropriate Target Sampling The idea of introducing Cleopatra soap to Canada, especially Quebec Province with French background, came because of the grand success in France and the expectation that the cultural similarities between those two places would produce similar results. Though the basis of considering the Quebec Province was their French influence, the market survey was conducted in Toronto, a city in Quebec’s neighbouring p rovince Ontario that has British influence.So at the first place, the researchers got the target sampling completely wrong and the market survey results for the British-influenced market cannot be used to assess the demand in the French-influenced market. (2) Inappropriate Research Study Method. The first research study was conducted with a â€Å"super group† of articulate professional women who were introduced to the product, its price and advertising, followed by open discussion on likes and dislikes. This study showed positive and receptive results for Cleopatra.As Cleopatra was intended to be premium-quality, premium-priced soap, this study definitely validated the premium quality but there was still a question mark on the reception of premium price as the â€Å"super group† in this case are mainly concerned with the benefits of the soap and are less sensitive to the price. The second research study was conducted with more typical general consumers who were exposed to the advertising for Cleopatra and then asked if they were willing to buy the product. Also they were given a bar of soap for trial and were phoned a week later for their reactions.This study showed that 50% were willing to buy the product after exposure to the advertising and 64% would buy it when it is available at the stores. Though this study shows that the people are willing to buy the product, it does not validate the reception of the premium price or the willingness-to-pay of the consumers as the price was not exposed to this study group. Since the typical general consumers were more price-sensitive, their willingness-to-buy the product definitely does not mean their willingness-to-pay the premium price for the product. Because of the above reasons, I believe that the market survey was not appropriate.If I was in charge of the market survey, I would like to modify it as follows:STEP1: Clarify the objectives of the market survey as below:(a) Assess the acceptance (willingne ss-to-buy) of Cleopatra soap by consumers in Quebec(b) Assess the factors influencing the buying decision of the potential consumers(c) Assess the willingness-to-pay the premium price of Cleopatra soap(d) Assess the effectiveness of the proposed advertising commercial for Cleopatra soap(e) Assess the response of consumers on Cleopatra soap for planning future promotionsSTEP2: Collect the information for determining the above objectives by doing the following:(1) Conduct the survey in the target market, Quebec instead of Toronto to assess the demand in the French-influenced market. Start survey with mass consumers and then based on the results, survey further on specific target consumers. (2) Ask question like below to assess the key buying factors of the potential consumers.? Quebec. What are the things that you consider while buying a? skin care soap? Possible choices would be:(a) Price, (b) Quality, (c) Fragrance, (d) Mildness, (e) Soft for skin, (f) Other ( ___ )(3) Ask questions like below to assess the willingness-to-pay of the potential consumers.? Would you like to pay the premium price of $1. 29 for Cleopatra soap How much would you like to pay for Cleopatra soap?Possible choices would be:(a) below $0. 5, (b) $0. 5 to $0. 8, (c) $0. 8 to $1. 1, (d) $1. 1 to $1. 4, (e) above $1. 4(4) Get feedback (like/dislike/opinion) on the advertising commercial from typical general consumers to assess if the commercial is really effective. Typical questions could be:Q.? What did you like about the advertising commercial? What did you dislike about the advertising commercial? Q. Is the advertising commercial better than other advertising commercials for soaps? (5) Get feedback (like/dislike/opinion) on the Cleopatra soap from typical general consumers after trial use for planning future promotions. Typical questions could be:Q.What did you like about Cleopatra soap? Q. Why would you want to buy Cleopatra soap? Q. What did you dislike about Cleopatra soap? Q. Why woul d you not want to buy Cleopatra soap? Q. Is Cleopatra soap superior to other skin care soaps? (2) What was made clear by the additional survey conducted in January 1987? The additional survey conducted in January 1987 made the following clear. (1) Low trial% but high acceptance% and high brand loyalty of Cleopatra soap. (2) Superiority of Cleopatra soap brand over other skin care soap brands. (3) High price as a factor of low trial% of Cleopatra soap. (4) Less availability as a factor of low trial% of Cleopatra soap. 5) Advertising less effective in compelling people to try Cleopatra soap. (1) Low trial% but high acceptance% and high brand loyalty of Cleopatra soap. On calculating conversion rates based on data in exhibit 9, the trial% or the conversion rate from Brand Awareness to Ever Tried of Cleopatra is only 19. 3%, which is very low compared to 83. 9% and 87. 6% of Dove and Camay respectively. However, the acceptance% or the conversion rate from Ever Tried to Brand In-home of Cleopatra is48. 6%, which is high compared to 28. 6% and 17. 6% of Dove and Camay respectively. This means that 48. 6% of people who try Cleopatra make it as their brand in home.Calculations(a) Trial% or Conversion rate from Brand Awareness to Ever Tried (%) =( Ever Tried (%) / Brand Awareness (%) ) * 100%(b) Acceptance% or Conversion rate from Ever Tried to Brand In-Home (%) =( Brand In-home (%) / Ever Tried (%) ) * 100%(c) Conversion rate from Brand Awareness to Brand in-Home (%) =( Brand In-Home (%) / Brand Awareness (%) ) * 100% . Also on calculating the % of Brand Used with relative to Ever Tried, we find that Cleopatra has a higher % of using the brand â€Å"All of the Time†, â€Å"Most of the Time† and â€Å"Occasionally †compared to other brands in the skin care segment, while a lower % of â€Å"Stopped Using† than the other brands. This means that most of the people who try Cleopatra are loyal to it, confirming the high brand loyalty of Cleopatra soap.Calculations% of â€Å"All of the Time† relative to Ever Tried = ( All of the Time (%) / Ever Tried (%) ) * 100%% of â€Å"Most of the Time† relative to Ever Tried = ( Most of the Time (%) / Ever Tried (%) ) * 100%% of â€Å"Occasionally† relative to Ever Tried = ( Occasionally (%) / Ever Tried (%) ) * 100%% of â€Å"Stopped Using† relative to Ever Tried = ( Stopped Using (%) / Ever Tried (%) ) * 100%The calculated values are shown in the table below. (2) Superiority of Cleopatra soap brand over other skin care soap brands. From exhibit 10, Cleopatra soap has the maximum number of respondents out of 99Cleo Triers for all the attributes, showing that the Cleopatra soap brand is superior to the other skin care soap brands. This also shows that most people who have tried Cleopatra soap prefer to have it to other brands. 3) High price as a factor of low trial% of Cleopatra soap From consumer research on likes/dislikes of Cleopatra soap (exhibit 11), 20% of 99Cleo Triers dislike Cleopatra soap because its price is too high. Also from consumer research on trial (exhibit 14), 19% of 204 respondents have given the reason for not trying Cleopatra soap as being too expensive. Thus, these results show that high price is a factor of low trial% of Cleopatra soap. (4) Less availability as a factor of low trial% of Cleopatra soap From consumer research on trial (exhibit 14), 29% of 204 respondents have given the reason for not trying Cleopatra soap as being not available where they shop.Even though the people wanted to try Cleopatra soap, they could not buy it at their regular shopping stores. Thus, this result shows that less availability is a factor of low trial% of Cleopatra soap. (Note: In 1987, Cleopatra soap was available only in 70% of stores in Quebec. )(5) Advertising less effective in compelling people to try Cleopatra soap From consumer research on advertising (exhibit 13), only 37% of respondents have shown their intention to try Cleopatra soap after seeing the advertising, while 63% of respondents have no intention to try Cleopatra soap after seeing the advertising. Thus, this result shows that the advertising is less effective in compelling people to try Cleopatra soap.So the additional survey done in 1987 made clear that though the Cleopatra soap brand is superior to other soap brands, it has low trial% due to factors such as high price and less availability and the advertising not much effective in compelling people to try the soap. (3) From the perspective of Steve Boyd, evaluate both the qualitative and quantitative data to decide whether achieving the target market share of 4. 5% is feasible or not. Break down the strategic options available . In my opinion, achieving the target market share of 4. 5% is feasible. However, this would require modifications in the current marketing strategy along with more time and support from the sales and promotion activities. (1) Qualitative Analysis(1. ) Canadian B ar Soap Market Analysis For market analysis, I would like to use the 5 Forces framework on the Canadian bar soap market as below: The Key Success Factors (KSFs) of the company are(1) Good Relationship with Retailers, (2) Competitive Price, (3) High Availability. Threat of new entrants is medium. (Barriers to entry are medium. )- Difficult to differentiate- Tough price competition with the existing brands Suppliers' bar gaining power is weak. – Raw materials suppliers- General raw materials required for soap- Many suppliers of similar products Buyers' bar gaining power is strong. – End consumers- Lot of brand choices(35 to 40) available- Few perceivable differences among brands- Only 3 or 4â€Å"acceptable brands†- Price sensitive Competition in the industry is very tough (strong internal rivalry). $105 mil market to manufacturers- Revenue growth by 4-5% but Volume growth by 1. 0-1. 5% per year – Many new and existing brands- Lack of differentiation among brands- Retailers all-powerful- Price competition for gaining market share Threat of substitutes is low. – Substitute: liquid soaps- 8% market share- Maximum share not expected to grow beyond 10% in the future Colgate-Palmolive Marketing Strategy for Cleopatra Colgate-Palmolive used the differentiation strategy and positioned Cleopatra as the premium quality, premium priced skin care soap to avoid the price war. They bypassed retailers to avoid paying large sums of money to get the product listed and offering large trade allowances and discounts.Instead they tried to use electronic media and consumer promotions (Free Bar Coupons, Cleopatra Gold Collection, Sweep stakes) to create demand from the consumers and thus force retailers to keep the brand. Though the advertising commercial and the consumer promotions created the brand awareness among consumers, demand was not created as expected and so the retailers were pulling the Cleopatra brand off the shelves. In addition, Cleop atra was sold in single packs despite the developing trend towards larger bundle packs and twin packs becoming the norm in the skin care segment. Current Marketing Mix (4P)Product- Premium quality skin care soap, Cleopatra- Single pack Price- Premium price ($1. 29 / bar)Place- Retail stores- Maximum shelf presence andProper shelf positioning Promotion- Advertising commercial (15% Share Of Voice)- Consumer promotions(Free Bar Coupons, Cleopatra Gold Collection, Sweepstakes)- Bypassing retailers (no trade allowances and discounts for retailers)(1. 3) Cleopatra Shelf Position in 1987From exhibit 8, it can be seen that the shelf positioning of Cleopatra is deteriorated. It received less shelf space than other brands and was placed in the bottom shelf between Woodbury and Generic brands, not in the eye level of the consumers. Quantitative Analysis(2. 1) Cleopatra Soap Distribution Ratio and Market Share in 1987At the end of 1986, Cleopatra soap distribution ratio was 69%, well short of i ts target distribution ratio of 100% and its market share was 0. 9%, again well short of its target market share of 4. 5%. (2. ) Correlation between market share and distribution ratio On drawing the scatter plot for market share and distribution ratio data in exhibit 6 and drawing the linear trend line, we have R2of 0. 69581, which is a good fit. So we see that the market share seems to be correlated to the distribution ration. (2. 3) 1987 Survey Findings From exercise 2, we have the following findings from the 1987 Survey. (Please refer to exercise 2 for details. )(1) Low trial% but high acceptance% and high brand loyalty of Cleopatra soap(2) Superiority of Cleopatra soap brand over other skin care soap brands(3) High price as a factor of low trial% of Cleopatra soap(4) Less availability as a factor of low trial% of Cleopatra soap(5) Advertising less effective in compelling people to try Cleopatra soapBased on the qualitative analysis and the quantitative analysis, the following p ros and cons/issues of the current marketing mix (4P) can be listed out: Current Marketing Mix (4P)Pros Cons/Issues Product- Premium quality skin care soap- Cleopatra triers consider Cleopatra soap brand superior over other skin care soap brands- High acceptance% (48. 6%) and High brand loyalty compared to other skin care brands- Low trial% (only 19. 3%)- No large bundle packs available Price- High margin due to premium price and no trade discounts- High price, compared to Dove($1. 19 / bar) (one of the factors of low trial%)- Not competitive price (failure to meet the KSF of â€Å"Competitive Price†)Place- Good correlation between market share and distribution ratio (increasing distribution ratio would contribute into ncreasing the market share)- Less availability – distribution ratio of only 69% in 1986 (failure to meet the KSF of â€Å"High Availability†)- Deteriorating shelf positioning and space Promotion- Effective in creating high brand awareness- Adopted Demand Pull strategy and bypassing the all powerful retailers resulting into:(a) Failure to get proper shelf space(b) Conflict of interest for retailers(c) Non availability due to retailer indifference(failure to meet the KSF of â€Å"Good Relationship with Retailers†)- Less effective in compelling people to try Cleopatra soap(Low contribution to increasing trial%)So we see that though Cleopatra has high acceptance% and high brand loyalty and is considered superior to other brands, it has a low trial% mainly due to high price, less availability or distribution ratio with no proper shelf space and ineffectiveness of promotional activities to make people try the soap. Despite the high Brand Awareness% and Acceptance%, we have low Brand In-Home% due to low Trial%. As a result, our sales are low and we have a low market share of 0. 9% only. (Note: Brand In-Home% = Brand Awareness% x Trial% x Acceptance%)Hence, if we could modify the current marketing strategy to achieve high Tri al%, it should be feasible to achieve the target market share of 4. 5%. We need to address the following issues to increase the Trial% of Cleopatra soap:(1) High price ? not competitive,(2) Less Availability or Low distribution ratio,(3) Deteriorating shelf positioning and space, and(4) Ineffectiveness of promotional activities to create the required pull to ensure the trial . I would like to propose the marketing mix below to address these issues to ensure increase in Trial%, thus resulting into increase of our market share%. Proposed Marketing Mix (4P)Product- Premium quality skin care soap, Cleopatra- Single pack + introduce Twin pack to follow the norm Price- Price same or slightly below Dove ($1. 9 / bar or slightly below),become more competitive in price, make it compelling to try Place- Increase contract with main retailers (for high availability or distribution ratio)- Negotiate with retailers for proper shelf positioning and space Promotion- Change advertising concept to fi t the Quebec market (try to create the pull to ensure the trial)- Consumer promotions compelling people to try Cleopatra soap such as distributing free soap bars instead of free bar coupons- Provide trade allowances and discounts for retailers (try to build good relationship with all powerful retailers)Although lowering the price, distributing free soap bars and providing trade allowances and discounts for retailers will result into a low contribution margin but with increase in sales, we should still end up with a healthy contribution margin. Modeling to estimate the Revenues for Cleopatra soap Revenues ($) =(Quebec Soap Market Volume (# of cases) x Cleopatra Market Share (%)) x Case Price ($)In order to increase the revenues, Cleopatra Market Share needs to be increased.Modeling to estimate the Market Share for Cleopatra soap Market Share (%) =[ (Brand Awareness % * Trial % * Acceptance %) * # of households in Quebec *Avg. # of Cases consumed per household ] / Quebec Soap Market V olume (# of cases)Since we have a high Brand Awareness % and Acceptance %, increasing the Trial% would lead to increase in the market share of Cleopatra soap. Calculation of Trial % required for achieving Target Market Share of 4. 5%Item Value Source Brand Awareness % 73. 5% Exhibit 9Acceptance % 48. 6% Calculated value using data in Exhibit 9((Brand In-Home% / Ever Tried %) * 100%)# of households in Quebec 2. 3 million Page 6Avg. # of Cases consumed per household0. 25 Assumption (0. 5 case per year)= 0. 25 * 48 soaps per year = 12 soaps per year = 1 soap per month Quebec Soap Market Volume(# of cases)2. 0 million Calculated value using Forecast data in Exhibit 6 which is based on target market share of 4. 5%Total Forecast from 1986 Feb to Dec / 0. 045= 90,500 / 0. 045 = 2,011,111= Approx. 2. 0 million cases From modelling to estimate the market share for Cleopatra soap, we have Market Share (%) =[ (Brand Awareness % * Trial % * Acceptance %) * # of households in Quebec *Avg. # of C ases consumed per household ] / Quebec Soap Market Volume (# of cases)That is,0. 045 = [ (0. 735 * Trial % * 0. 486) * 2. 3 million * 0. 25 ] / 2. million On solving for Trial %, we get Trial % = 43. 8%At present, we have a Trial % of 19. 3% with the Brand Awareness % of 73. 5%. So if we could increase the Trial % to 43. 8% (assuming that Acceptance% remains at 48. 6%), we should be able to achieve the target market share of 4. 5%. Available Strategic Options Steve Boyd, Group Product Manager, had the following three options available:(1) Admit defeat and discontinue the brand,(2) Continue the strategy with minor modifications, if necessary, and try to get a 4. 5%market share by giving it more time and support(3) Alter the strategy or even the product itself Recommended Strategic Option .I would like to recommend Option (2) to the management of Colgate-Palmolive based on the qualitative and quantitative analysis done in exercise 3. As we have seen that Cleopatra soap has been accept ed as a high quality soap and is considered superior brand to other brands in the skin care segment, but due to various factors, the trial% is very low resulting into less market share. So if minor modifications can be done in the marketing strategy (such as the proposed marketing mix in exercise 3) to try to address the existing issues resulting into low trial%, it should be possible to increase the trial% and finally achieve the target market share of 4. 5% in some time.Option (1) has the benefit of not losing any more money if Cleopatra continues to be afailure, but it also has the risk of losing the opportunity of making more money if Cleopatra could succeed by making minor modifications in the marketing strategy. Also it would be too early and unfair to discontinue a brand that is highly evaluated and accepted by the consumers after a short period of about a year. Option (3) has the benefit of altering the strategy or even the product and start up all again to try and make cons umers buy the product, but this is not required as the 1987 survey results show that Cleopatra has a high acceptance% of 48. 6% and a high brand loyalty.It would be wise to review the current marketing strategy and make minor modifications to address the existing issues resulting into low trial%. Option (2), however, has the risk of losing even more money if Cleopatra continues to be a failure but considering the fact that the product was so successful in a similar market in France and the 1987 market survey results that validated the acceptance of Cleopatra brand by the consumers, it should be a good risk to try and give the product more time and support. Making the price competitive, building good relationships with the retailers to get proper shelf positioning and space and making effective promotions to create a pull to ensure the trial are the key factors to the future of the Cleopatra brand.

National Honor Society Essay Secrets That No One Else Knows About

National Honor Society Essay Secrets That No One Else Knows About The National Honor Society Essay Pitfall You have to be nominated by means of a faculty member at your school. Mention other skills you might have achieved that makes you unique from different students. Today, it's estimated that more than one million students take part in NHS activities. Students wanting to join the NJHS can complete an application determined by their regional chapter. According to the ECS NJHS Handbook, a written letter could be sent stating that the student wasn't selected and a reason behind that non-selection could possibly be noted. Academic writing can be hard, but it doesn't indicate that you must suffer alone. Students may ask the way the selection process was conducted, but there is not any requirement an explanation of why a specific student wasn't selected be explained. For instance, there will be chapter meetings. 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Essay about The Central American Free Trade Agreement

The Central American Free Trade Agreement CAFTA is a proposed international free trade agreement between the United States and numerous countries within Central America. Some of the nations who could potentially participate in this treaty are Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. This proposed agreement stems primarily from the fact the United States relies on Central America as a primary export market. In fact, it is believed this area of world is Americas 18th largest export target. Another contributing factor to the proposed agreement comes from what is believed to be an unfair trade policy. During the presidency of Ronald Reagan, Central American countries had many tariffs slashed under what is known as the†¦show more content†¦By having nations worldwide adopt such programs as free trade, they also are more likely to convert into a democratic government. The United States also takes the position that a free trade agreement will help introduce Central America into the modern world. Many countries south of the border still relay heavily on small farms and independent growers for much of the nations fiscal identity. The U.S. stands firm in the belief CAFTA would allow Central America to adapt to a more modernized economic system, which would in turn create growth and prosperity for the countries and their respective people. It is our government’s belief CAFTA would create stability in an otherwise up and down area of the world. Going off the belief that our economic system is a cycle highly dependent on cooperation from other nations, this means nothing but positives for all involved. It is the solid belief of the U.S. government that the key to economic growth and financial gain through world trade is open markets and transparency. According to the United States, a free trade agreement breaking down barriers and widening the trade field will allow for permanent gains and growth for all nations involved. Despite these points put forth by the U.S., there still exist a strong and valid opposition to the proposed CAFTA agreement. It is a solid belief that a free trade agreement will swallow up and destroy the back bone of most agricultural nations. This of course is theShow MoreRelatedThe U.S. Central American Free Trade Agreement Essay919 Words   |  4 PagesThe U.S.-Central American Free Trade Agreement (CAFTA). The U.S.-Central American Free Trade Agreement(CAFTA) is a trade agreement that is being negotiated between the United States and five Central American countries: Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. The United States is committed to opening markets around the world because American farmers, workers, consumers and businesses want to sell our world class goods and services. CAFTA will simplify trade; promoteRead MoreThe North American Free Trade Agreement1711 Words   |  7 PagesThis paper will discuss four components of the North American Free Trade Agreement: Background, events, pros and cons. Upon the research, you will discover four online articles to provide more detail and examples. This research will indicate how it was developed and the reasoning on why it would benefit the nation. Also, it will provide events that occur after the agreement was signed by congress and the recession the countries experience during the early 2000s. There will be a chart locatedRead MoreFree Trade : U.s. 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In order to understand International trade, we need to first know and understand what trade is, which is the buying and selling of products between different countries. International Trade simply is globalization of the world and enables countries to obtain products and services from other countries effortlesslyRead MorePolitical Influence : Milton Friedman And The Chicago School Of Thought Essay1580 Words   |  7 Pagesprovide and whether to continue those services to the public have been the focal point of fair trade economics through the perspective of Milton Friedman. Traditionally interconnected with International Policies the policies of Friedman and the Chicago school of thought have had significant NEGATIVE impacts on the quality of life and accessibility to basic services. Through the policies of ALEC (American Legislative Exchange Council countries across the world have experienced the back lash of extremeRead MoreHistory Of The North American Free Trade Agreement Essay1055 Words   |  5 Pagesexplore the history of the North American Free Trade Agreement (NAFTA), the effects NAFTA has had on Canada, the United States of America (specifically American labor and job market) and Mexico. It will also delve into the current state of NAFTA, the advantages and disadvantages to American economy and what the future holds for this historic trade agreement. NAFTA has effected many parts of the world and not just the three countries who originally signed the agreement. It has caused several negativeRead MoreU.s. Foreign Agricultural Production1492 Words   |  6 PagesThe U.S. has always been an importer of commodities that cannot be cultivated here such as bananas, mangos, cocoa and coffee. However, the U.S. has begun to import products that Americans are used to growing themselves. According to Phillip Abbot, a professor of agricultural economics at Purdue University, â€Å"the problem is that other nations have successfully grabbed the markets U.S. farmers were counting on. Exports of the U.S. s biggest commodities such as corn, soybeans and wheat have been flatRead MoreDavid and Goliath World Trade Organization Case Study Essay1149 Words   |  5 PagesDavid and Goliath World Trade Organization Case Study Assignment 4-3 Prepared for Prof. Stephen Millett MBA 711, H4FF Fall 2010 Prepared by Gary Cooper December 2, 2010 David and Goliath World Trade Organization Case Study Jay Cohen and two friends established an online gaming site on the islands of Antigua and Barbuda; they named the organization World Sports Exchange (WSE). Mr. Cohen was prosecuted by the U.S. government; his conviction resulted in a battle between the U.S. and