The Types Of Security Incidents Essay - 1675 Words

Management of security incidents described in this policy requires Blyth’s Books to have clear guidance, policies and procedures in place. Fostering a culture of proactive incident reporting and logging will help reduce the number of security incidents which often go unreported and unnoticed – sometimes, over a long period of time and often without resolution. The purpose of this policy is to: †¢ Outline the types of security incidents †¢ Detail how incidents can and will be dealt with †¢ Identify responsibilities for reporting and dealing with incidents †¢ Detail procedures in place for reporting and processing of incidents †¢ Provide Guidance Scope This policy applies to: †¢ Blyth’s Books employees, elected members, partner agencies, contractors, volunteers and vendors †¢ All Blyth’s Books departments, personnel and systems (including software) dealing with the storing, retrieval and accessing of data Policy Statement Blyth’s Books has a clear incident reporting mechanism in place, which details the procedures for the identifying, reporting and recording of security incidents. By continually updating and informing Blyth’s Books employees, elected members, partner agencies, contractors, volunteers and vendors of the importance of the identification, reporting and action required to address incidents, Blyth’s Books can continue to be pro-active in addressing these incidents as and when they occur. All Blyth’s Books employees, elected members, partner agencies, contractors,Show MoreRelatedIncident Response Plan For A Cyber Attack Response1360 Words   |  6 PagesAn Incident Response Plan is a document created by an organization in order to ensure there is a plan in place in the event of a cyber attack. The incident response plan provides information on the types of threats that face the organization and describes the correct steps that should be taken in the event of a c yber incident or attack. The incident response plan identifies and describes the roles and responsibilities of the Incident Response Team and when an incident occurs that requires a responseRead MoreA Cyber Security Incident Response Team1448 Words   |  6 PagesHandling IT Security Breaches One of the biggest challenges that businesses face today is planning and preparing for security breaches, especially how to react and respond to cyber security incidents and security breaches. Security-related threats have become quite a nuisance and are more diverse than ever before. The security-related threats have become more disruptive to business processes and more damaging to company’s reputation. With preventative activities encompassing the results of riskRead MoreCyber Security Incidents And Security Violations1432 Words   |  6 PagesOne of the biggest challenges that businesses face today is planning and preparing for security breaches, especially how to react and respond to cyber security incidents and security breaches. Security-related threats have become quite a nuisance and are more diverse than ever before. The security-related threats have become more disruptive to business processes and more damaging to company’s reputation. With preventative activ ities encompassing the results of risk assessments, penetration testsRead MoreBackground. Currently, There Doesn’T Seem To Be A Good1650 Words   |  7 Pagesmethod for collecting, maintaining, and correlating cyber-incidents. As US-CERT provides the standard vulnerabilities database, does other entities offer databases for cyber-incidents? This topic will examine available data on the Internet and how academia could combine various repositories to build and maintain such an environment. Therefore, will be investigating and mapping incident repositories availability for academic cyber security research. Also, determine the challenges, benefits, andRead MoreThe Fear Of Information Loss Prevention1719 Words   |  7 Pagesdata. The fear of information loss is amplified within an organization especially when their critical data is hosted externally, for example through the use of cloud models. In order to address data loss fear that these organizations will suffer, a security structure called â€Å"Data Loss Prevention (DLP)† was developed, this product is available as various products within the information technology field. The most frequently used among these products are, McAfee, Symantec and so on. Each of the followingRead MoreComputer Security Incident Response Team Benefits And Implementation859 Words   |  4 PagesComputer Security Incident Response Team Benefits and Implementation Information Technology security threats aimed at businesses today come from many different areas. By constructing a Computer Security Incident Response Team (CSIRT), TG Enterprises would be better equipped to respond to any security incidents from these threats, saving the company money and limiting the damage caused by these threats. To show how creating a CSIRT can accomplish this, we will examine the benefits or having a CSIRTRead MoreThe Importance Of Communication, Intelligence, And Planning1680 Words   |  7 Pagesdestruction to property and infrastructures. There are ways to reduce the effects of terrorist incidents by using intelligence, communication, and planning. The use of intelligence is one of the most effective approaches to counteract terrorist incidents. Communication amongst all levels of the government and all agencies is the key element in preventing terrorist incidents. Planning before terrorist incidents is a process of establishing what the strengths and wea knesses are, and how to correct theRead MoreLaptop Thefts And Security Incidents Essay1179 Words   |  5 Pageslaptop thefts and security incidents. This plan will have all required information to handle these incidents quickly and effectively. This plan will also define the responsibilities of everyone involved with this plan at MUSA. Terms These terms will be found throughout this plan: †¢ Asset – anything that MUSA places value on. †¢ Control – this can be anything used to manage risk; a person, software, or even this policy. †¢ Data – any information that is stored by MUSA. †¢ Incident – this is anythingRead MoreBlue Moon Financial ( Bmf ) Is A Large Financial Services Firm917 Words   |  4 Pages its information security team has been working in an elevated status to protect BMF from a recent increase in network intrusions suffered by other financial services firms. Unfortunately, even though senior management recognizes the threats posed by cyber incidents, they have not provided the senior security analyst with a high enough budget to retain experienced information security technicians; as a result, the current security team is inexperienced. Additionally, an incident response plan hasRead MoreEssay on Industrial Security Plan1738 Words   |  7 Pages Industrial Security Plan Industrial Security Plan Roles and Responsibilities of Industrial Safety and Security Officers Safety and security in the industrial setting are elements that are required for the safety of the plant, its staff, and the public in the surrounding area. As a constantly evolving process, the use of safety and security officers is also paramount in the enforcement of policies and procedures to decrease or eliminate injury or loss. Safety and security personnel are

Disability, Mental, Emotional, Cognitive, And Traumatic...

A disability can be physical, mental, emotional, cognitive, sensory, and formative or some consolidation of these. Disabilities are the wide term, covering weaknesses, action restrictions and participation restrictions. Disability is an issue in body capacity or structure; a movement limitation is a trouble experienced by a person in executing an activity; while a participation restriction is an issue accomplished by a single person in inclusion in life circumstances. In this way disability is a complex reality, reflecting a connection between features of an individual s body and features of the general public in which he or she exists. (WHO 2012) An individual may likewise qualify as disabled on the off chance that he/she has had impairments in the past or is seen as incapacitated focused around an individual or group standard or norms. Such weaknesses may incorporate physical, mental, sensory, formative handicaps. Different sorts of sicknesses might likewise qualify as disability. A few backers item to describe certain conditions as disability, contending that it is more proper to think of them as formative contrasts that have been unsatisfactory by the general public. (Ladd, Paddy, 2003). A disability may happen during an individual s lifetime or may be available from conception. Incapacity is brought on via impairment to different subsystems of the body - these can be to a great extent sorted into the accompanying classifications. Any debilitation which confines theShow MoreRelatedAbnormal Psychology Therapy1729 Words   |  7 Pages2010 Abnormal Psychology and Therapy Upon researching what the word psychology means many definitions may be found. However, once all those definitions have been deciphered you will find that psychology is the study of an individual’s mental and emotional state and thought processes. The intention of therapy within psychology is to diagnose, treat, and in time help individuals improve from whatever psychological infirmity that they are experiencing. Comparison and Contrast of Normal and AbnormalRead More Special Education Essay1616 Words   |  7 Pages Since the passing of The Individuals with Disabilities Education Act (IDEA), schools are required to serve all students regardless of their disability in a least restrictive environment. Due to increase in the number of students being identified and placed in general education classrooms, educators can expect to serve students with disabilities. It is important to understand the different types of disabilities, the characteristics of these disabilities, and causes; in order to ensure the successRead MorePost Traumatic Stress Disorder ( Ptsd )1492 Words   |  6 PagesHistory Post traumatic stress disorder Post-traumatic stress disorders also none as PTSD. In 1980 the American psychiatric association added PTSD to the third edition of its diagnostic and statistical manual of mental diagnostic nosologic classification scheme although controversial when first introduced the PTSD diagnosis has filled an important gap in psychiatric theory and practice from an historical perspective the significant change ushered in by the PTSD concept was the stipulation that thatRead MorePtsd Is A Whole Body Tragedy, An Integral Human Event Of Enormous Proportions With Massive Repercussions Essay1553 Words   |  7 Pagesable to overcome post-traumatic stress disorder by going to health professionals or getting help with counseling. What is PTSD? Post-traumatic stress disorder is a life-threatening exposure in which an individual experiences a flashback to a traumatic event, such as war. Combat often substantially affects the soldier’s minds, but post-traumatic stress disorder can follow after a personal assault too (Wiley, 875). Post-traumatic stress disorder develops in response to a traumatic event. About 60% ofRead MoreThe Effects Of Post Traumatic Stress Disorder1600 Words   |  7 PagesIn recent years there has been much dispute over the effects of Post-Traumatic Stress Disorder, or PTSD, on the armed forces. Post-Traumatic Stress Disorder is a medical condition that affects the physiology of the brain. It commonly affects those who have experienced or witnessed stressful events, such as war. PTSD was generally referred to as â€Å"shell-shock† in the military, until an improved and more inclusive definition of the disease was discovered. Wartime environments contain a multitude ofRead MorePost Traumatic Stress Disorder ( Ptsd ) Essay915 Words   |  4 PagesIntroduction P-T-S-D, four simple letters that can have a complex impact on one’s life. First off, what exactly is PTSD? Post-traumatic stress disorder (PTSD) occurs after someone experiences a psychologically traumatic event, which causes dysfunction in certain mental processes of the brain (Pitman, 2010). It is noteworthy to mention that not everyone who encounters a traumatic event will experience PTSD (Digrande, 2007). Tedeschi and Calhoun (1995) consider an event to be traumatizing when it happensRead MoreApplication Of Theory Guidelines1693 Words   |  7 PagesLow SUNY Upstate Medical University NURS 609 Family Psychiatric and Mental health Theory Professor: Prof. Patricia Powers Introduction The nationwide health promotion and disease prevention plan, Healthy People 2020, recognizes that mental health promotion and mental health reduction is one of the most significant health objectives. Statistics have indicated that mental health disorders are the leading cause of disability in United States and Canada, while suicide is the 11th leading causeRead MoreWhat Is Psychiatrist?1204 Words   |  5 Pages When people are faced with complex circumstances in their daily lives, such as emotional or psychological people rely on their doctors to find a solution. It is no surprise when a doctor is called when a problem on someone’s heath emerges because it has always been that way for hundreds of years. If a person does not know what is going on with their minds they call the doctor for assistants. However, what if a doctors does not aid a person when it comes for their heath? What majority of societyRead MoreMedical Health Promotion And Disease Prevention Plan1467 Words   |  6 Pagesand Mental health Theory Professor: Prof. Patricia Powers Introduction The nationwide health promotion and disease prevention plan, Healthy People 2020, recognizes that mental health promotion and mental health reduction as one of the most significant health objectives. Statistic indicated that mental health disorders are the leading cause of disability in United States and Canada, while suicide is the 11th leading cause of death that killed approximately 30,000 American each year (â€Å"Mental HealthRead MoreDevelopmental Delay1330 Words   |  6 Pagesdevelopmental milestones by the expected time. It can affect one or more of the five areas of development: physical, cognitive, communication, social and emotional, and adaptive. If a child is experiencing a delay in the area of social/emotional then their ability to communicate could also be affected. According to IDEA developmental delay is defined as: Child with a disability for children aged three through nine (or any subset of that age range, including ages three through five), may†¦include

Mixtures, Solutions, Suspensions and Colloids free essay sample

Some colloids are translucent which causes particles to be scattered throughout the colloid, whilst other colloids may be opaque or have a slight color. PROPERTIES (Particle Visibility, Particle Distribution, Filterability, Particle Size, Nature, Appearance) SOLUTION Not visible to the Naked Eye Even throughout/Completely dissolved Not be easily separated Technically small Homogeneous Transparent SUSPENSION Easily seen with the Naked Eye Equally dispersed/ Not dissolved at all Easily separated Large Heterogeneous Opaque COLLOID Hard spotting with The Naked Eye Undissolved particles /Partially dissolved Not easily separated Intermediate Heterogeneous Translucent TABLE SHOWING PROPERTIES OF DIFFERENT TYPES OF MIXTURES METHODS OF SEPARATION There are several methods of separation. These methods vary based on whether the components are solid, liquid or gas. The most common known methods are as follows: 1. Distillation 2. Separating funnel 3. Filtration 4. Solvent extraction 5. Paper chromatography 6. Recrystalization 7. Evaporation 8. Sublimation DISTILLATION This is defined as the process of boiling a liquid and condensing and collecting the vapor. The liquid is collected in a distillate. It is used to purify liquids and to separate liquid mixtures. There are two main forms of distillation which are simple distillation and fractional distillation. SIMPLE DISTILLATION This is used to obtain a pure solvent from a solution; for example, pure water from sea water. The impure liquid is heated until evaporation which will produce a pure vapor. This vapor is condensed by cooling and the pure liquid is obtained. FRACTIONAL DISTILLATION This is used with liquids of similar boiling points. Effective separation can be achieved by using a fractionating column attached to the distillation vessel and filled with glass beads. Vapor from the liquid rises up the column until it condenses and runs back into the vessel. The rising vapor in the column flows over the descending liquid. The vapor in the column has more volatile components towards the top and the less volatile components at the bottom. Various fractions of the mixture can be drawn of the mixture can be drawn off at points on the column. SEPARATING FUNNEL One can use a separating funnel to separate a pair of immiscible liquids. This is due to the distinct layers between the two liquids, in which the more dense liquid will be at the bottom, while the less dense liquid will be at the top. FILTRATION This is defined as a method of separating suspended solids from liquids, which in this case means both liquids and gases. The solid may be an impurity to be removed from a liquid product, or the desired product, so the liquid can be discarded. The separation of water from soil can be an example where this type of separation can be used. A filter paper is used in the process of separation. When pressure is applied to the mixture, the solvent is pushed through a semi-permeable membrane which is the filter paper. The solute is then trapped in the filter paper whilst the solvent passes through, thus separating the former mixture. SOLVENT EXTRACTION This is defined as the process of separating one constituent from a mixture by dissolving it in a solvent in which it is soluble but in which the other constituents of the mixture are not. The process is usually carried out in the liquid phases, in which case it is also known as liquid-liquid extraction. In this process, the solution containing the desired constituent must be immiscible; that is, not able to mix; with the rest of the mixture. The process is widely used in extracting oil from oil-bearing materials. PAPER CHROMATOGRAPHY Paper chromatography is defined as a technique used to separate, purify or identify substances by allowing a solvent or solvent system to move over a strip of filter paper or chromatography paper containing these substances. A spot of the mixture to be investigated is placed on the edge of the paper. This point is known as the origin or baseline. Then, the sheet is suspended vertically in a solvent. The spot then rises or moves by capillary action carrying components with it. The components of the investigated spot move at different rates as they absorb differently. After the paper is removed and dried, there is a line of the different components, which also have spots on the line. The components can be identified by the distance they move in a given time. RECRYSTALLIZATION Solids are often pure when first prepared. This is when crystals of a solid are produced, usually from a saturated solution. In crystallization, a definite amount of the substance is dissolved in a specific amount of water in a beaker and is prepared to be heated. The solution is filtered since it is already hot. The insoluble impurities are then separated. Thirdly, the filtered solution is cooled to produce crystals of substances. The now obtained crystals are wet and so are dried by solar heating. EVAPORATION Evaporation is the transition of a liquid to a gaseous form under a temperature lower than its boiling point. The molecules in the water do not have enough heat energy to escape and so, as it gains enough heat, the liquid would turn to vapor. When a significant amount of heat is added to the liquid, it has enough heat energy to quickly phase to a vapor when the liquid’s boiling point is reached. The more energy added, the faster the molecules disperse. As they move this fast, the molecules collide, they take the heat energy they contain and therefore transfer such energy in different amounts. Because of the angle on collision, the transfer can have such an effect that it causes the molecule to escape the liquid as vapor. SUBLIMATION This method of separation is used to separate the solid which converts and reconverts from a solid to a gas from a mixture of solids. When the two compounds are gently heated, one substances collects on the base whilst the other substance, unaffected by heat, remains behind. The bonds are broken between the molecules and so turn the solid to gas and vice versa.

Visual Communication Essay Example

Visual Communication Essay Nowadays, visual communication has developed in the line of the developing of technology. Firstly, what is the meaning of visual communication? In my word, visual communication is a process where by information is delivered using media that can be read or looked. Moreover, the idea of visual communication is how to express your idea into its media and it is really depend on your ability to synchronise between your idea in your brain and your translation into its media. The aim is to tell the people in attractive way, so people can easily understand it. In the past people used a visual communication just in limited way. For instance, they just use a typography as a media to deliver the idea or information likes newspaper, telegram, etc. Nowadays, visual communication has developed into wide variety such as typography, drawing, graphic design, illustration, and so on. Actually im concerning about graphic design; so in here, I try to explain more detail about typography and graphic design, and combine it to make an implementation into business communication such as advertising. Secondly, making a visual communication really need sense of art in every side. For instance, if you want to make an advertising banner, you cant overlooked the character of the text that you used in that banner because each type of character has a different meaning and purpose. Therefore, the art of creating, selecting, arranging the glyph is called typography. In addition, each character has each function, so you must really pay attention of this thing, otherwise people will not understand what the exact meaning that you want to tell. For example, the character type using a serif at the end of the stroke represent a formal type of text. If you use it on the title, it looks elegant and exclusive. We will write a custom essay sample on Visual Communication specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Visual Communication specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Visual Communication specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Many famous luxury brands use this kind of character as their type of character in their brand such as Victorias Secret, The Executive, Zara, etc. Moreover, it is also used when you want to type an essay or something like that in long characters, so it makes people easy to read. For instance, you can see it on the newspaper, magazine, and my essay that you are reading. However, if you want to make something that looks fun and attractive, you can use type of character that a little bit irregular shape. For example, you can see in the banner of distro store and clothing brand for teenager usually use it as their character of their brand. Actually I really like to learn about typography but my skill still is very limited. So, I always analyze many banners that usually found in the cross road and guess what actually they are trying to explain to the viewer and I found out that most of them really dont pay attention of this thing which is actually very important. Nowadays, graphic design become popular by the teenager to express their creation, imagination, etc. it is supported by many software that developed such as Coreldraw Graphic Design, Adobe Photoshop, Adobe Illustrator, etc. Graphic design is an art which combine many element such as shape, line, and colour. Behind it all, to be master of graphic design is not easy. In addition, a lot of practice is needed and the idea must also be able to continue to appear. And the most difficult part is the idea itself. Searching a clue about a good picture sometimes really difficult and frustrating. The idea is very expensive even it is simple. For instance, Nike takes millions of dollar in order to create their tagline Just do it. Now, I want to implement what I explained above in to advertisement. A good ad is an ad that can make a persuasive communication on the target market and it is able to package the product messages that fit on the target. Analytically, of course, it can not be done by graphic designers who only have an ability to operate the program. However, it takes a deep understanding of product understanding and the ability to build a character and identity of the product and then transform it into a visual form in a creative and communicative way, so it will be blended with the message and it can be received by the fixed market segment. In conclusion, visual communication is important if people want to communicate an information in different way. It is very effective and efficient if you can use it properly. There are some elements that you have to be focused when you want to make an advertisement such as typography and graphic design. In fact, some marketers actually overlook of this things. As we can see, many banners in the cross road that actually not interesting and tend to be bored, so people dont care about the banner and of course it is just wasting money for the marketer. However, if you want to use visual media; you have to concern of this thing so people can be interested of your ad.

Free Essays on Analysis of Welty’s Works

A Brief Analysis of Eduora Welty’s Works In the hands of a proficient author a short story is a powerful instrument. Though some authors write short stories simply to entertain their audience, there are many authors who see the short story as a tool. These authors choose to use the brief but capturing medium that a short story offers as a catalyst to reveal a specific message or moral to their audience. Most readers are accustomed to authors using this method of dispensing ideas and have come to expect some type of message or purpose to be obvious within the content of what they read. Unfortunately, this has, in some aspects, made many readers lazy and unimaginative and when a short story’s purpose is not so obvious, it often has the effect of making the reader feel that the story was pointless. Someone who has read a short story by Eudora Welty often responds in that very way, feeling that the story served no purpose. Readers of Welty commonly have first impressions of her stories as being unrealistic, inane, obscure, and simply a waste of time. Many often feel that her stories serve little purpose other than to entertain Welty herself. Of course there is much truth in that Welty writes to express and therefore amuse herself, but her stories are much more than simply her own artistic musings. Although the majority of Welty’s writings take place in the same geographical region and is targeted to a specific audience, her writings are truly intended for all audiences and are filled with substance that most anyone can enjoy. What Welty’s readers frequently do not realize is that the story will only be as entertaining as they will allow it to be, and the story’s purpose remains hidden simply because they let it. While much of Welty’s writings seem targeted to a specific audience, few of her works actually require a prior acquaintance to the subject matter. Though the content and characters change throughout... Free Essays on Analysis of Welty’s Works Free Essays on Analysis of Welty’s Works A Brief Analysis of Eduora Welty’s Works In the hands of a proficient author a short story is a powerful instrument. Though some authors write short stories simply to entertain their audience, there are many authors who see the short story as a tool. These authors choose to use the brief but capturing medium that a short story offers as a catalyst to reveal a specific message or moral to their audience. Most readers are accustomed to authors using this method of dispensing ideas and have come to expect some type of message or purpose to be obvious within the content of what they read. Unfortunately, this has, in some aspects, made many readers lazy and unimaginative and when a short story’s purpose is not so obvious, it often has the effect of making the reader feel that the story was pointless. Someone who has read a short story by Eudora Welty often responds in that very way, feeling that the story served no purpose. Readers of Welty commonly have first impressions of her stories as being unrealistic, inane, obscure, and simply a waste of time. Many often feel that her stories serve little purpose other than to entertain Welty herself. Of course there is much truth in that Welty writes to express and therefore amuse herself, but her stories are much more than simply her own artistic musings. Although the majority of Welty’s writings take place in the same geographical region and is targeted to a specific audience, her writings are truly intended for all audiences and are filled with substance that most anyone can enjoy. What Welty’s readers frequently do not realize is that the story will only be as entertaining as they will allow it to be, and the story’s purpose remains hidden simply because they let it. While much of Welty’s writings seem targeted to a specific audience, few of her works actually require a prior acquaintance to the subject matter. Though the content and characters change throughout...

Doves Campaign for Real Beauty Case Study Essays

Doves Campaign for Real Beauty Case Study Essays Doves Campaign for Real Beauty Case Study Essay Doves Campaign for Real Beauty Case Study Essay TABLE of CONTENTS TOPICPAGE Executive Summary1 Problem Statement2 Situation Analysis: Objectives and Goals, Background, Market and External Environment Analysis2 Situation Analysis: Competition Analysis3 Situation Analysis: S. W. O. T. Analysis4 Situation Analysis: Segmentation Analysis5 Situation Analysis: Consumer Analysis6 Key Success Factors and Uncertainties6 Analysis of Alternative Solutions7 Recommendations9 Action Plan and Contingency Plan10 Bibliography11 Executive Summary Kerstin Dunleavy needs to determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand, maintain the image of the â€Å"Real Beauty† campaign, and staying ahead of competition. Due to the highly competitive industry, marketing communication is critical to ensure campaign momentum. Kerstin must decide how to keep the drive of the initial campaign going. This will be achieved by introducing a new campaign. Through the use of internet, billboards, and media advertising, sincere communication will be achieved by the use of the concept copy thrust. An analysis of how communication messages will reach target market, what the message should communicate, public relation tactics, and sales promotion will take place in order to ensure the objectives and goals of the second phase of the Dove campaign is successful. Case Study: Dove’s Campaign for Real Beauty Problem Statement: Unilever’s Dove beauty product has proven successful of its relaunch and repositioning strategy. Despite this success, Kerstin Dunleavy needs to determine how to maintain the brand’s momentum while staying ahead of the competition and continuing to redefine beauty by maintaining a sense of integrity in society. Kerstin Dunleavy is required to use different advertising, publicity and sales promotion strategies in order to continue onto phase two of the Dove relaunch campaign. Situation Analysis: Objectives and Goals: Initially, Unilever’s objectives and goals of rebranding Dove’s image were to increase market share, develop a strong marketing campaign and retain the functional strengths of the brand. Because of the success from the societal marketing techniques in Dove’s initial campaign, these objectives have expanded to include maintaining the image of â€Å"Real Beauty†, staying ahead of competition and improving communication about Dove’s products in order to increase the sincerity of their advertisements. Background Analysis: Unilever was one of the largest consumer products companies in the world. The company had modified its branding policies in recent years. These modifications have emphasized brand names and a new public image. Unilever have four product lines that are organized into Cooking and eating, Beauty and Style, Healthy Living and Around the House. The Beauty and Style product line had developed Dove in the United States as a non-irritating skin cleaner. An independent study found Dove to be milder than 17 leading soaps and eventually they expanded its product line to included body wash, facial cleansers, moisturizers, deodorants and hair care products. Revenues from this product line reached $3 billion in 2005. Market and External Environmental Analysis: The beauty industry is highly competitive, with well-supported brands, big advertising budgets and a high degree of product similarity. Because of these factors, marketing and communications are crucial to Dove’s success. The development of a strong ethical position has catapulted Dove into a socially sound campaign. In the beauty industry, there is a misconstrued social image of what beauty is all about. This image has had negative effects on women all over the world. Low self-esteem, narrow definition of beauty, and obesity has been the result of advertising campaigns by beauty product companies. The Dove Research Study provided an opportunity for Dunleavy’s team to recreate the beauty image. This recreation has proven to increase Dove’s social responsibility to help women feel good about themselves again. Dove had developed self-confidence work shops for women and girls, which are in line with its objective of maintaining the â€Å"Real Beauty† image. Using women from different ethnic background is also a good strategy for Dove to continue. This strategy welcomes international women differences and Dunleavy’s team gained a competitive advantage by using women of all shapes, sizes and color. Dunleavy’s team used technology in innovative ways to launch the website campaignforrealbeauty. com, online vote casting, chat rooms, electronic billboards and mobile marketing events. The use of technology to market is becoming increasingly popular and Dunleavy should continue to be cutting edge in this category. The website chat rooms will give light to what women want in products and it will also develop a database to help accessing the target market preferred with mass advertising. Since the Unilever Company sells its products internationally, Dunleavy must be aware of many countries advertising legal requirements. This could pose a challenge from the Western Advertising campaign and the Eastern Advertising campaigns. The Internet campaigns with the new Canadian privacy laws may also have different legal restraints that will need to be carefully researched. For example, some chat forums and personal information may need to be protected. The beauty industry has continued to grow. In fact, even in a recession, the beauty industry has flourished and has not been impacted by a decline. With the advances of new technology and ew product awareness, the beauty product industry has been able to deliver products to its customers at reasonable prices. Competition Analysis: Because the beauty industry is highly competitive with similar products, competitors have turned their advertising emphasis from product-related variables to consumer-related variables. This means appealing to the consumer’s emotional psyche and situational influence has become increasingly important. Dove has stepped out of the box and went against its competitors in order to separate themselves and gain a competitive advantage in order to appeal to these emotional psyches. S. W. O. T Analysis: Strengths:  ·Established in 1957, Dove was found to be milder than 17 leading bars of soap.  ·Unilever is one of the largest consumer product companies in the world.  ·The Dove product is a pioneer of its type of product.  ·Unilever has devoted a big advertising budget to rebrand the Dove line and its product image.  ·The first phase of the relaunch of the brand has proven successful.  ·Unilever has quality products and is well positioned.  ·Dove was the first company to redefine the image of beauty; this gives them the competitive advantage. They are now seen as an industry expert with top-quality brands.  ·The creation of the Self-Esteem fund was established and other Not for Profit groups have flourished and women and girls are feeling better about themselves. Weaknesses:  ·Similar product qualities as competitor’s products.  ·Because Dove was the first to redefine beauty, all eyes are on them as a new industry leader.  ·Highly competitive pricing; therefore, leads to small profit margins Opportunities:  ·Redefining Beauty allowed the Dove campaign to distinguish themselves as a quality product and socially responsible company. The new image of what women perceive beauty to be is an opportunity for Dove to develop a strong ethical position and realign ethical and social strategies with their products.  ·Since the campaign, sales have continued to rise, but high product saturation suggests that the industry is in its maturity stage.  ·Technology has allowed the Dove Campaign to reach women internati onally.  ·Free Media coverage by means of journalists, TV shows (Oprah), high profiled debates, and open forums have given Dove free press on their products and their public image. Threats  ·Highly competitive environment. The relaunch campaign could fizzle away and competitors could imitate Dunleavy’s campaign.  ·Since there is a lot of free media coverage, Dove is unable to control this coverage and some negative publicity could be reflected on them. Segmentation Analysis: Segmentation Chart for Dove Beauty Products SegmentYoung WomenMid Aged WomenPrime Time Women Qualifying Dimensions Who? Girls and Women Age16 to 29Women Age 30-39Women Age 40 and older What? Moisturizing creams, tanning enhancer creams, acne creams, cleansers, SPF ProductsMoisturizing creams, cleaners, SPF productsPro-Age wrinkle creams, cleansers, Oils Why? Used to treat different skin problems at different stages of life. Reduce the acne and moisturizeUsed to treat different skin problems at different stages of life. Example reduce the appearance of the start of fine lines and wrinklesUsed to treat different skin problems at different stages of life. Example reduce appearance of wrinkles TrendsGrowingGrowingGrowing Determining dimensions Benefits soughtTo promote a habit of proper cleaning patterns and applying sunscreenTo promote a habit of applying sunscreen and how to prevent early appearance of wrinklesTo reduce the appearance of wrinkles and to properly moisturize Consumer Analysis: Dunleavy’s first phase of the campaign targeted 30 to 39 year old women. This target market is selected because these women have not yet tried skin-firming products. The broader segment is any woman who uses creams, soaps and lotions. In order to convey its message effectively to its target audience, the Dove Research Study revealed that all women want to be beautiful, but was feeling pressure from beauty product advertising to convey to an unrealistic image of beauty. Unilever used this research and insight to have women look at themselves and open a dialogue on what beauty is. Due to this newfound beauty image, consumers have reacted to the Dove product line by switching from competitor’s products. Consumers are becoming loyal and consumer retention is high. This increase in market share gives Dove an opportunity to retain this specific target market in the future. If consumer retention is achieved, then a new target market could be established for women 40 and older. At this age women would start to see the effects of aging and creams geared specifically to this new stage of life could be promoted. See Exhibit 1 for additional information. Key Success Factors and Uncertainties Key Success Factors. The main factors, which are vital to the success of the continued momentum of Dove’s campaign, need to include a sense of integrity in its repositioning strategy, and to complete a value-driven marketing communication strategy, in order to increase the sincerity of their advertisements. Maintaining the image as the â€Å"industry expert† and â€Å"top-quality† brand is also a key success factor. Key Uncertainties. The biggest uncertainty with the phase two of the relaunch of the Dove Campaign is how the competition will react to the campaign and if they follow suit, what Dove can do to stay a step ahead. Analysis of Alternatives Screening Criteria: Three decision criteria will be applied to each of the suggested alternatives to select the best fit for Dunleavy’s phase two of the relaunch campaign. Those criteria are:  ·the alternatives ability to market effectively to the desired target market.  ·the alternatives ability to effectively convey the sense of integrity and positive attributes of what â€Å"Real Beauty† should portray  ·the alternatives ability to remain an industry expert and product quality image Alternatives: Alternative #1 – Develop and present a strong presentation to continue the â€Å"Real Beauty† campaign Pros:  ·Presentation will convey the positive aspects of the current campaign by highlighting key factors of success. The campaign would continue to be used as a promotional tool, which focuses on the ability to reach a mass target market.  ·A strong social and ethical presence is created and brand loyalty and longevity is established. Cons:  ·Since the campaign has proven to be such a success, competitors may follow suite with a similar campaign and Dove may find themselves blending with them. This alternative is considered to be a viable alternative as it meets all of the decision criteria; however since competition is fierce in this industry, it is likely Dove’s competitors will follow suit and Dove would then lose their competitive advantage. Alternative #2 Develop and present a strong presentation to introduce a new campaign, with the continued use of internet, billboards and media advertising. Special attention will be given to the concept of copy thrust, in order to improve the sincerity and communication that is desired with the Dove products. Pros:  ·Presentation will introduce a new campaign, but focus on key objectives and goals sought by Unilever.  ·Keep ahead of the competition by being unpredictable in its marketing campaigns and also by being an industry leader.  ·Campaign could be directed at a new target market, which would increase market share  ·New campaign can use already established media and technology to promote its products and connect with its target market. Cons:  ·A new advertising campaign can be costly. There is a risk that the new campaign will not be successful and will be over shadowed by phase one of the â€Å"Real Beauty† campaign, that is, high expectations to live up too. This alternative is considered to be a viable alternative as it meets all of the decision criteria, it is considered to be a stronger alternative than alternative #1 because it allows Dove to remain an industry expert and stay a step ahead of its competitors. It also allows Dove to control the communication me ssages to its target customers. Evaluation of alternatives. Alternative 1 satisfies some of the evaluation criteria, by continuing to provide good branding image. It will also continue to enforce the new idea of the â€Å"Real Beauty† image. Alternative 2 is the best option, as it will allow Dove to step ahead and create a new target market. Because of the success of the first campaign, Dove is in the public eye and how messages are reaching the target audience is crucial to keeping the momentum alive. Analysis of Alternatives Decision Matrix To determine the best alternative a weighted decision matrix and rating scale is used. For rating the alternatives, 1 is a low rating and 5 is a high rating. Alternatives Evaluation criteriaWeight12 #1-Market effective the desired target market25%34 #2-Convey a sense of integrity25%34 #3–Retain strength of the Dove brand25%44 #4-Ability to remain an industry expert25%35 Weighted Total 100%. 751. 25 Alternative 2 offers the greatest match to the evaluation criteria as it received the highest weighted total in the decision matrix. Recommendation: While both of the alternatives meet the decision criteria and are considered viable alternatives, a choice between the alternatives should be made based on their order of effectiveness from the decision grid. Alternative two offers an introduction to a new target market, improved communication strategies and maintenance of the â€Å"top brand quality† and â€Å"industry expert† image. Dunleavy needs to follow specific advertising, publicity and sales promotion strategies to ensure the new campaign continues the required momentum that Unilever is looking for. The following action plan will explain how to achieve these desired objectives and goals. Action Plan: Short Term (0-6 months): Analysis of the how the communication messages will reach the target market. Dove’s promotion method should be to communicate brand and product information to its potential target market and influence their behaviour and attitudes. Dove has accomplished this successfully by means of mass selling. This method should be continued in the new campaign as it has the ability to reach a large audience at the same time, which proves to be cost effective. The new campaign should focus on institutional advertising, that is, continue to promote the company’s image and reputation. Since Dove is at the maturity stage and brand insistence is increasing, Dunleavy should promote the new product by reminder advertising. Since the new market of women over 40 is being targeted, the Dove Pro-Age product line should be the main product promoted. The development of new billboards, a new product website, and advertising campaigns are communication tools that need to occur. Analysis of copy thrust, that is, what the message should communicate. Dunleavy needs to listen to the research and use the AIDA model to help guide what messages should be on the Billboards, new website and advertisements. Attention – Continue to use real women in advertising and billboards. Holding Interest – the use of women over 40 is a must and their experiences and attitudes must be portrayed in order to set the tone of the ads desired. Arousing Desire – the desire to stay looking young, yet embracing age will be a key requirement in the ads as well. Obtaining Action – is the desired end result that the Dove product is looking for. By using direct-response ads to encourage consumers to research or encouraging Pro-Age instead of Anti-Age may be a technique to spark buying behaviour and it will keep in line with the original â€Å"real beauty† image. Increase Public Relations Continue to work with media to generate positive publicity of growing old gracefully and embracing the prime time stage of life. This type of advertising strategy has work well for dove in the past and it has many benefits. For example, it is free; highly credible with consumers, uninvasive, and the audience is more attentive. Dove will need to ensure the copy thrust of publicity is what it is intending to say. The one draw back of free publicity is that Dove will not be able to totally control what is said; however, they can steer the media into the right direction. Since the current image of Dove associated with media is favorable, this should be a relatively easy task. Sales Promotion A sales promotion should be used to generate and stimulate the new target market. This can be done by customers going onto the new product website, to access free products or coupons. Sales promotion will only last for a short time, but may entice customers to switch from a competitors brand, or try a new product. Longer Term: Once the communication strategies are in place, Dove should continue to support its Not for Profit groups and foundations. By showing this continued support, Dove is showing how committed they are to ensuring confidence in woman is important to them. This will increase brand insistence, consumer loyalty, and company image. Monitoring website traffic, forums, and comments should also continue. This will give Dove insight to creating new products, and learn the new trends in marketing. Contingency Plan: If the new campaign does not flourish the â€Å"Real Beauty† Campaign should continue and new ideas should be generated in order to stay ahead of competition. Dunleavy needs to be consistent in her communications to the public and each message should be carefully analyzed in order to portray the proper image. Bibliography 1. Perreault, William. , McCarthy, Jerome. , Meredith, Lindsay. , Ricker, Lynne. , (2007). Basic Marketing A Global-Managerial Approach 12th Edition. 2. Web site www. doveproage. com 3. Web site www. campaignforrealbeauty. com

Investment Bubble Personal Statement Example | Topics and Well Written Essays - 2000 words

Investment Bubble - Personal Statement Example Virtually, a spiral sets in with more investment coming through causing more escalation in price of the said asset. Within few months price soars beyond imagination of all and the level of rationality. Even at this level, buying keeps supporting the price. Those who were not the part of this boom feel like having missed the bus and decide to plunge into it with all available resources. Soon, price reaches to a level, which cannot be justified by any of the known established investment theories even after discounting all future cash flow streams in a most optimistic scenario. Such a level of price cannot be sustained for a long period of time and discerning speculators start unloading at the peak of the heat. Price starts falling quickly and gullible retail investors who are in thousands cannot fathom that ‘bubble has burst indeed’ and hold on to their investment causing them insurmountable loss in the asset wiping their most of the capital. It will be worth exploring and to live some of the investment bubbles in a different class of assets across the world before identifying the key issues involved with an investment bubble versus a long term investment. Japanese Stock Market Bubble It will be interesting to track the movement of Nikkei 225 between the period of 1983 and 1991to understand how did the stock market burst eventually. The index which was hovering Source:http://www.chartsrus.com/chart.php?image=http://www.sharelynx.com/chartstemp/free/chartind1CRU.php?ticker=^N225 around 8,300 in 1983 peaked to more than 38,000 in December 1989. The boom period continued for almost 6 years giving a stupendous rise to the stock price. For many, it was a great period of investment giving them return of 500% or more. However, the bubble burst after that and index came down crashing to nearly half at 19,000 within a year. It plunged further down to 14,000 by third quarter of 1993. The most tragic part is that the exactly after 20 years Nikkei touched the sa me level of 8,300 that is where it started off in 1983. It was a complete reversal and complete washout of investment. (Japan Nikkei 225 2011) Investment Bubble versus Long Term Investment Above incident raises several issues worth contemplating. A common understanding among investors is that the investment always rises with time and with the expansion of economy, but here a totally different phenomenon has surfaced. Anyone who invested in Japanese stock market in 1983 and stayed with the investment until 2003 virtually had no return on his or her investment though it may be termed as a long term investment without resorting to any speculative activity. Investor is back to square one. This certainly defies the theory that a long term investment always pays. Japan has certainly progressed between 1983 and 2003 that is evident from the GDP figures. In 1983, Japan’s GDP was $10,987.22 (Japan GDP - per Capita 2011) in terms of purchasing power parity point of view which grew to $ 33,884.84 in the same terms. It is true that the bubble has burst but how to justify the same valuation even after 20 years. This indicates that the rise and fall of the investment is not always linked to the time and economic expansion in general. It is a quantum of the money chasing targeted asset plays a pivotal role in the appreciation of an asset. Bubble in Precious Metal In another class of asset namely Gold, the situation is again not much different. During economic or