Sunday, March 22, 2020
Feminist Movement It was in the mid-1800s when the first signs of the feminist movement came about. In 1861, a man named John Stuart Mill wrote The Subjection of Women, which was said to have spawned the ideology of the Women's Rights Movement (Ryan 11). He discussed the role of women is society during that time, pointing out how the patriarchy placed such an intense limit on what women could do. Patriarchy is the system in which the male race governs societal views, and this practice has been in existence since the dawn of time. This work raised the consciousness of many women, but the first hints of an organized movement did not come about until the approach of the twentieth century. It has been said the Black Abolition Movement was the encouragement that women needed to go after what they believed in (Ryan 10). In 1898 came the beginnings of Women's Suffrage, which was the movement intended to allow women the right to vote. During this time, over 500 separate campaigns were launched with the goal of attaining this right. Females such as Elizabeth Cady Stanton and Susan B. Anthony spoke all over the country on women's rights and suffrage, gaining many supporters along the way (Ryan 9). The National American Women's Suffrage Association (NAWSA) was soon formed, and Stanton was its first president. She helped to begin extensive mobilizing efforts and put a strong foot forward in the suffrage movement (Ryan 22). When the Nineteenth Amendment was passed, women nationwide rejoiced at their accomplishment with the feeling that they had made a difference, and their feeling of inferiority had subsided. Works Cited Bardon, Edward J. The Sexual Arena and Women's Liberation. Chicago: Nelson Hall, 1978. Evans, Sara. Personal Politics. New York: Vintage Press, 1979. Friedan, Betty. It Changed My Life. New York: Random House, 1976. Ryan, Barbara. Feminism and the Women's Movement. New York: Rutledge, 1992. Salper, Roberta. Female Liberation: History and Current Politics. New York: Alfred A. Knopf, 1972. Sinclair, Barbara. The Women's Movement: Political, Socioeconomic, and Psychological Issues. New York: Harper and Row,1975. Stambler, Sookie. Women's Liberation: Blueprint for the Future. New York: Ace Books, 1970.
Thursday, March 5, 2020
I Never Promised You a Rose Garden by Joanne Greenberg essays I Never Promised You a Rose Garden, by Joanne Greenberg, is a description of a sixteen-year-old girl's battle with schizophrenia, which lasts for three years. It is a semi-autobiographical account of the author's experiences in a mental hospital during her own bout with the illness. This novel is written to help fight the stigmatisms and prejudices held against mental illness. Joanne Greenberg was born in Brooklyn in 1932 and is a very respected and award-winning author. Because of her experiences as a Jewish-American and having fought her own battle with schizophrenia, Greenberg wrote I Never Promised You a Rose Garden to help people understand what it is like have to face so much hardship. After her illness was treated, she went on to earn a bachelor's degree in anthropology and English. Throughout her life, she has fought for the respect and empathy that individuals suffering from both physical and mental handicaps have been denied. Joanne Greenberg presents her experiences by relating them to Deborah Blau. Deborah Blau, who is very bright and artistically talented, creates an imaginary world she calls the Kingdom of Yr, to use as a defense against the confusing and frightening truths of the real world. When Deborah is five, she has an operation to remove a tumor that causes her to be incontinent. This is a very traumatic experience because a great deal of physical pain and shame comes along with the problems caused by the tumor and resulting surgery. Deborah suffers frequent abuse from her anti-Semitic peers and neighbors during her childhood. When Deborah first creates Yr, it is a sort of haven, but as time goes on, the gods of Yr become Deborah's masters and control her every word and action. I Never Promised You a Rose Garden shows the issue of mental illness from several different viewpoints. During Deborah's three years in the hospital, the reader is provided with a glimpse of mental illness from the patient's point of...
Tuesday, February 18, 2020
Credit Crunch and Shareholders' Value - Essay Example Banks start charging high interest rates for lending that becomes restrictive and selective. This impacts money (credit) market as mortgages becomes expensive. Stock markets start fluctuating wildly. Savings get reduced affecting pensioners a great deal. Use of credit cards becomes costlier. Foreclosures of mortgages and repossession of mortgaged properties become frequent feature of credit market, and worst the rate of bankruptcy rises. Credit crunch does not necessarily mean a period of recession. It is in fact a voluntary extension or interruption of monetary policy pursued by the federal bank. The success of any monetary policy depends upon attitude of lending institutions. 'Even if Fed increases the level of bank funds during a weak economy, banks may be unwilling to extend credit to some potential borrowers, and the result is credit crunch.'(Jeff Madura, page 93)1. The government some times introduces a sort of restrictive monetary policy that accentuates credit crunch. Jeff Madura (page 93) while explaining the effects of restrictive monetary policy states that 'as the money supply is reduced, and interest rates rise, some potential borrowers may be unable to obtain loans because interest payments would be too high. Thus the effects of restrictive monetary policy are magnified because higher interest rates not only discourage some potential borrowers but also prevent others from obtaining loans. Overall the c redit crunch may partially offset the desired effects of a simulative monetary policy and magnify the restrictive monetary policy.' The prime objective of every company these days is to create and enhance the shareholders' value. Let us first understand the meaning of the term 'shareholders' value' before analyzing the effects of credit crunch on shareholders' value. Shareholder makes investment in order to earn good dividends and capital gains when shareholder happens to sell the investment. In other words a shareholder is concerned about cash flows he receive from the investment and also about the appreciation of the value of investment that will result in after tax future cash flows. Ultimately the value of an investment is related to cash flows from such investment. Cash flows are connected directly to profitability of the firm and thus cash payout can be increased by increasing profitability. 'Since investors value cash payouts, managers increase shareholders value when they increase the present value of the firm's net cash flows, primarily by finding new ways to either increase revenues or reduce costs. Generating more cash or receiving it earlier increases shareholders value. Manipulating the timings of sales or expenses to increase reported earnings, however, will actually decrease shareholders value if it reduces the cash that can ultimately be paid out to shareholders.'(James A. Brickley, Clifford W. Smith, and Jerold L., page 23)2 It can be said that profitability that generates more cash flows in fact add to shareholders value, and vice versa. The focus is on cash payouts or cash flows on investments of shareholders. Also it is clear that profitability or growth of the company, that is ultimately important to generate cash flows, is the vital factor that affects the shareholders' value. Growth of a company is directly related to general upward economic
Monday, February 3, 2020
Violent video games and their effects on children - Essay Example Video games rival other films in terms of original scores, detailed artwork, directors, producers, and story lines (Collier et al 107). This is evident as more movies are based on video games, just as games have long been based on movies (Collier et al 107). There has also been a change of demographics of gamers. For example, there has been a rise of more adults between 18 to 49 years play video games as compared to adolescents (Collier et al 107). This has led to increased popularity of the games. As a result, there has been the inclusion of more scenes that are violent, nude, and drug use. This has also led to change of orientation of these games with more focus on mature gamers. This in turn, has led to rise of popularity and availability of mature games to children especially through internet retailers. The increased availability of video games has led to concern over their effects on children. A reflection on violent video games in children helps in gaining insight on their effe ct on children. Video games lead to aggression and hostility in children. Playing violent video games has been significantly associated with aggressive behaviors (Boyce, Schanding, Burridge and Keller-Margulis 31). The result of analysis carried out suggested that violent videogames are significantly correlated with an increase in aggressive behavior and a decrease in empathy and social behavior in children (Boyce et al 31). The effects were shown to be both short term and long-term. The effects arise due to physiological arousal and hostility that occurs after playing the videogame. Most the content in the videogames is responsible for the rise of negative behavior. For example, the arousal may occur due to the amount of blood or violence in the videogame. These may significantly influence the aggressive behavior. Another research showed that adolescents that engage in more mature rated games were more likely to
Sunday, January 26, 2020
Semantics And The Structure Of Sentence Semantics is the study of meaning. It typically focuses on the relation between signifiers, such as words, phrases, signs and symbols, and what they stand for. Linguistic semantics is the study of meanings that humans use language to express. Other forms of semantics include the semantics of programming languages, formal logics, and semiotics. The word semantics itself denotes a range of ideas, from the popular to the highly technical. It is often used in ordinary language to denote a problem of understanding that comes down to word selection or connotation. This problem of understanding has been the subject of many formal inquiries, over a long period of time, most notably in the field of formal semantics. In linguistics, it is the study of interpretation of signs or symbols as used by agents or communities within particular circumstances and contexts. Within this view, sounds, facial expressions, body language, proxemics has semantic (meaningful) content, and each has several branches of study. In written language, such things as paragraph structure and punctuation have semantic content; in other forms of language, there is other semantic content. The formal study of semantics intersects with many other fields of inquiry, including lexicology, syntax, pragmatics, etymology and others, although semantics is a well-defined field in its own right, often with synthetic properties. In philosophy of language, semantics and reference are related fields. Further related fields include philology, communication, and semiotics. The formal study of semantics is therefore complex. Semantics contrasts with syntax, the study of the combinatory of units of a language (without reference to their meaning), and pragmatics, the study of the relationships between the symbols of a language, their meaning, and the users of the language. In international scientific vocabulary semantics is also called semasiology. LEXICAL CONCEPTUAL SEMANTICS This theory is an effort to explain properties of argument structure. The assumption behind this theory is that syntactic properties of phrases reflect the meanings of the words that head them. With this theory, linguists can better deal with the fact that subtle differences in word meaning correlate with other differences in the syntactic structure that the word appears in. The way this is gone about is by looking at the internal structure of words. These small parts that make up the internal structure of words are referred to as semantic primitives. LEXICAL SEMANTICS A linguistic theory that investigates word meaning. This theory understands that the meaning of a word is fully reflected by its context. Here, the meaning of a word is constituted by its contextual relations. Therefore, a distinction between degrees of participation as well as modes of participation are made. In order to accomplish this distinction any part of a sentence that bears a meaning and combines with the meanings of other constituents is labeled as a semantic constituent. Semantic constituents that can not be broken down into more elementary constituents are labeled a minimal semantic constituent. COMPUTATIONAL SEMANTICS Computational Semantics is focused on the processing of linguistic meaning. In order to do this concrete algorithms and architectures are described. Within this framework the algorithms and architectures are also analyzed in terms of decidability, time/space complexity, data structures which they require and communication protocols. Many companies use semantic technologies to create commercial value. The fundamental point is that you cannot create much value from content that you do not understand. Once you understand, then you can interrogate more effectively, create explicit relationships between content around topics and issues, inform contextual advertising and product placement, and build a standard method of sharing structured data between publishers. Halliday (1987) describes some syntactic and semantic differences between the spoken and written modes of communication. Hoey (1986), Van Valin (1984) and Winter (1977) describe the syntax and semantics of clause connection, focusing largely on several English registers According to the traditional grammar, sentences consist of words, but not every string of word constitutes a sentence as we can see in the following example: Lion cage this less in dangerous is the. A possible analysis is that if we look at this example we know the meaning of the individual words, but the sequence as a whole does not make sense, so we cannot consider this structure a sentence. Thus, we can affirm that if a sequence of words is to constitute a sentence, it must he meaningful, for instance: The lion is less dangerous in this cage. The network of relations between the words of a sentence is called its structure. There are many different aspects that influence the structure of a sentence. A very important one is word order. The different order of the words in a sentence can bring by a difference in its meaning, as in the following example: Did he say who he was?= Who did he say he was? But a difference in word order does not always imply a difference in meaning. Sometimes it simply entails a difference in emphasis: John ran away //A way ran John . In relation with the words, the structure of the sentence also depends on the individual meaning of the words or word-groups making up the sentence; in the following example the difference of structure is not due to word order but to the relationship between the words: Peter was waiting for seven friends. //Peter was waiting for seven minutes. Then this kind of Grammar deals with the concept of Ambiguous sentences and explains that the structure of sentences is not always unambiguously derivable from overt marks like word order, lexical items etc Sometimes we come across sentences to which more than one structure can he assigned, having therefore, more than one meaning. This type of sentence receives the name of Ambiguous Sentence, as in the following examples: George likes Susan more than Joan // Visiting relatives can be boring. Only through the context in which these sentences may appear can we know which of the two possible meanings is intended. According to the Transformational Grammar, it deals with the idea that a sentence has a syntactic structure, and it follows this term in order to develop its theory. The first important point deals with the idea that the evidence for claiming that sentences have a syntactic structure in language comes from the native speakers intuition about the structure of sentences in his language. These structural intuitions which native speakers have about the Syntax of their languages are two types: 1. The constituents: intuitions about how sound-sequences in sentences are structured into larger structural units. 2. Categories: intuitions about whether structural units belong to the same category or not. So, the following example is going to illustrate this fact: To analyze the concept of sentence we can do the following analysis: words are grouped into lower constituents. For example Ã ¢Ã ¢Ã¢â¬Å¡Ã ¬Ãâ¦Ã¢â¬Å"incredibly modifies intelligentÃ ¢Ã ¢Ã¢â¬Å¡Ã ¬Ã , so the sequence [incredibly intelligent] is a phrasal constituent of the sentence. Also, following the analysis, this modifies pupil, so the sequence [that pupil] forms a single structural unit, a constituent of the sentence. The same happens in the sequence [that teacher]. But furthermore also the sequence [to that teacher] is another constituent. To the transformational grammar, the phrases [incredibly intelligent] and [to that teacher] both modify seemÃ ¢Ã ¢Ã¢â¬Å¡Ã ¬Ã , then the whole sequence [seem incredibly intelligent to that teacher] is also a constituent. Thus, all this information can he represented as we see before in diagrammatic form, that is a tree diagram. Each point in the tree is called a node, and each node represents a constituent. But, however, since nodes are predictable, later they were suppressed in subsequent tree-diagrams. But a tree-diagram does not provide any representation of our intuitions about which constituents are constituents of the same type. The traditional way of describing the similarities and differences between constituents is to say that they belong to categories of various types. And the same happens with the phrases. Finally, to this type of grammar, the whole sequence [that pupil must seem incredibly intelligent to that teacher] is a special type of constituent traditionally termed a clause or sentence. 3. Conventions to Be used in the analysis of a sentence, the constituents aNd its levels Every sentence can he analysed at four distinct form levels: the word-level, the phrase-level, the clause-level and the sentence- level. And this is called the rank scale. Later, after the explanation of the constituents of a sentence we will see the different levels and how they can he analysed following the same example. Thus, a diagram as this provides a visual presentation of the categorial constituent structure of the sentence. It shows us how sentence is structured out of its constituent phrases, and how each of the phrases is structured out of its component words, and also it provides a visual presentation of the phrase structure of sentence. The type of labelled tree- diagram used here is referred to as a Phrase-marker (P-marker) because it marks the hierarchical grouping of words into phrases, and phrases into sentences. Another method of visual display used in the linguistic literature is to make use of labelled bracketing. Within this system, we could represent the categorial status of the words in the structure mentioned before as in the following example: [D This] [N pupil] [M must] [V seem] [Adv incredibly] [A intelligent] [P to] [D that] [N teacher] We could use this system of labelled bracketing to represent the fact that [this pupil] and [that teacher] are noun phrases, that [to that teacher] is a prepositional phrase. That [incredibly intelligent] is an adjective phrase, that [seem incredibly intelligent to that teacher] is a verb phrase, and that [this pupil must seem incredibly intelligent to that teacher] is an S = clause. As follows: [S [NP [D this] [N pupil]] [M must] [VP [V seem] [AP [ADV incredibly][A intelligent]] [PP [P to][NP [D that] [N teacher] ] ] ] ] Then the two diagrams represented here contain the same information. Many linguists prefer tree-diagrams as a form of visual representation of syntactic structure because they are easier to read, and the reason for that is that the information they contain is less condensed. Thus, diagrams like these provide a virtually complete representation of the syntactic structure of the sentence. Also we can find partial tree-diagrams or partial labeled bracketing: for instance if we take the sentence mentioned before, we can see that it contains three major constituents: CONCLUSION According to grammarians, it can be said that there is a hierarchical order. That is to say, sounds are the constituents of words, words are the constituents of the phrases and phrases are the constituents of sentences or clauses. Then as a conclusion to this point, we can say that sentences are not just unstructured sequence of sounds; rather they have a hierarchical constituent structure in which sounds are grouped together into words, words into phrases, and phrases into sentences. On the other hand, it is important to point out the main features of the different categories although they have not been explained in this assignment. That is to say, when we talk about sentences, it is absolutely necessary to know the features of the categories as constituents of the own sentence. In a nutshell, it can be said that Radfords book, OuhallaÃ ´s work and the linguistics dictionaries are a useful guide for the student in the sense that they make easier the comprehension of grammar. It is due to the fact that they give us (as students) clear information by using simple examples.
Saturday, January 18, 2020
The implications brought by the previous handling of international forces in the Middle East have obviously penetrated even the natural flow of commercial activities. Today, not only the Arab world is subject to facing problematic social structures but all other countries involved in the undertakings of the peace procedures. The sentiments brought by the media, unjustified discriminatory perception and biased presentation of facts have lead to a chaotic global structure of societies affecting commerce and politics. In the case of DWI, the primary legal infliction that the company can undertake is to generate a legally accepted action only for the case of its commercial credibility. Meaning it can only present in the courts that the justification of selecting non-Arab descent clients are only pre-conditions in order to sustain better services for its customers and to continue its business operations. Of course, the legal issue in this aspect is the discriminatory perspective against a specific group of clients. The court may face similar questioning about its own powers on how to manipulate commerce in favor of the complete rule against discrimination. There could possibly be a sentiment among the business community to align with the philosophy of DWI since the law basically rules over that of the Commerce Clause. The Civil Rights Act of 1964 intends to prohibit discriminatory acts in commercial establishments (Wikipedia, 2008). But in the case of DWI, it needs to embark on a decision to weigh its priorities. The profit losses the business may incur will send a message to the business sector that the government is incapable of protecting the welfare of the investors. On the ethical part, DWI has really committed a discriminatory act by limiting its guests to non-Arab descent individuals. Business establishments like hotels are supposed to be a public place in which any clients can check in and use the facilities. It was very unethical to filter out the Arab guests just because of isolated incidents which do not really provide credible correlations between violence and the presence of Arab descent individuals. What the company can do is to increase its security operations to protect the whole population of its clientele. An additional investment for this unit can hurt the asset management of DWI but it will let the company continue its profit generation in the long term. References Wikipedia. 2008. Civil Rights Act of 1964. Wikipedia: The Free Encyclopedia. Retrieved January 17, 2008 from http://en.wikipedia.org/wiki/Civil_Rights_Act_of_1964. Ã
Friday, January 10, 2020
1.0 EXECUTIVE SUMMARY This marketing plan consists of the whole planning for launching our new product which is Safi For Men. Safi For Men concern of the men consumers who really care about their appearance or well known as metrosexual guys. In this marketing plan, we provide the information included the company description, strategic focus and plan, SWOT analysis, industry analysis, competitor analysis, consumer analysis, product-market focus, marketing program as well as marketing budget planning. In the end of this marketing plan, we provide a few pictures of our new products as the appendices. 2.0 COMPANY DESCRIPTION Safi was founded in 2011 started to lead the Halal brand which consists of a unique and comprehensive range of skincare, personal care and toiletry products developed exclusively to meet the needs of modern Muslim women and men. Made with the finest natural ingredients that conform to Syarak requirements and certified HALAL by a stringent independent body Ã¢â¬â JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM), SAFI is firmly steeped in Muslims traditions with products that are alcohol and gluten-free. Safi is manufactured in ISO and Ã¢â¬Å"Good Manufacturing PracticeÃ¢â¬ (GMP) certified production facilities. Safi endeavours to provide the best quality products to meet the growing needs of our consumers. To ensure product quality, consistency and flexibility of supply, Safi are manufactured 100% in factories located in Malaysia. All SafiÃ¢â¬â¢s products conform to international standards, including Federal Drug Authority (FDA), European Economic Community (EEC)/COLIPA, the British Pharmacopoeia (BP), Cosmetics, Toiletries & Fragrance Association (CTFA). Safi had succeeded in marketing their products include skin care and personal care such as toothpaste and fragrance. The latest one is Safi Shayla which targeted to female consumer who are wearing scarves. 3.0 STRATEGIC FOCUS AND PLAN 3.1 Ã¢â¬â MISSION A leading brand of Wipro Unza (Malaysia) Sdn. Bhd. No. 1 Halal Brand in Malaysia Specific focus on the Malay/Muslim consumers 3.2 Ã¢â¬â GOALS Long Term To be the leading halal skin care product in Malaysia To be the best halal skin care product To further penetrate halal skin care product both in local and global term Short Term To strengthen and enhance brand identity as well as brand awareness to achieve brand loyalty among customers Ã¯â · To utilize every possible medium of mass media in advertising activities to reach awide range of audience Ã¯â · To exceed sales expectation and sustain a greater growth yearly 3.3 Ã¢â¬â CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGE The strategy for Safi is appeal to a target group who are looking for Halal personalcare products, and give them the best their money can buy in terms of an overall brand experience. Safi also is the market leader in Halal personal care market whoÃ¢â¬â¢s targeting of Malay/Muslim consumer. Therefore, it depends to Safi to set the benchmark of innovation and market expansion. 4.0 SITUATION ANALYSIS 4.1 Ã¢â¬â SWOT ANALYSIS STRENGTH The first halal skin product in Malaysia 100% natural ingredients Affordable WEAKNESSES Small capital compared to the competitors Less consumer awareness and consumer adoption towards other products such as personal care (shampoo, deodorant and toothpaste) OPPORTUNITIES Emerging market in Halal cosmetics High growth market Beauty concern lifestyle THREATS A lot of competitors who offered almost the same function for each product The competitorÃ¢â¬â¢s price which is too high compare to SafiÃ¢â¬â¢s products which lead to perceived quality and product comparison 4.2 Ã¢â¬â INDUSTRY ANALYSIS: TRENDS IN SKIN CARE AND PERSONAL CARE PRODUCTS IN MALE MARKET According to Barker (2013), the worldwide skin care market grew from $1577.8 million in 2007 to 2737.4 million in 2012. The market is being driven by consumers in the Asia-Pacific region, which accounted as much as $1623. 1 million in 2012. Overall the industry has more than double in size since 2007. This gives the opportunity to Safi in to enter the menÃ¢â¬â¢s market. Tyrimou (2014) report that the sun care collection has an average growth of 15% over past five years. This will give opportunities to Safi in producing products for sun care since the average growth is quite high for the past five years. According to Sarah (2009), the vitamins in camelÃ¢â¬â¢s milk is higher compare to goat milks. In contrast, goatÃ¢â¬â¢s milk contains higher calcium in its component. Therefore, Safi take this opportunity to enter the market by producing skin care for male consumers by offering the camelÃ¢â¬â¢s milk based skin care products. 4.3 Ã¢â¬â COMPETITORS IN THE INDUSTRY 4.3.1 Garnier Garnier is a mass market cosmetics brand of LÃ¢â¬â¢OrÃ ©al that produces hair care and skin care products. The company started as Laboratoires Garnier in 1904, and was acquired by LÃ¢â¬â¢OrÃ ©al in the 1970s. Current product lines include Fructis shampoos and conditioners, and Nutrisse hair colour. Garnier is sold in numerous countries worldwide, with specific product lines targeted for different skin types and cultures. In 2011, Garnier partnered with TerraCycle to promote up-cycling of product containers and the introduction of biodegradable products. Market Share: 26% Strength: Wide range of product brand Product Range: UltraLift Pro, Retinol, Pure Active, Vital Restore and others Price: RM6.00 Ã¢â¬â RM20.00 Unit of sales: Per bottles Positioning: Garnier offers a wide range of product for skin care customers Advertising Campaign: Television commercials and promotions 4.3.2 Clean & Clear Clean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The Ã¢â¬Å"Clean & ClearÃ¢â¬ name was based on products that contained no fragrance or dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to Johnson & Johnson. Their primary focus is on skincare for young women, but has extended their range to include products treating a wider range of conditions, recently launching a line of products Ã¢â¬Å"SOFTÃ¢â¬ focused on facial moisturizing. Clean & Clear is currently available in 46 countries. Market Share: 8% Strength: Wide range of product brand Product Range: Deep Action, Active Clear, Clear Fairness and others Price: RM6.00 Ã¢â¬â RM20.00 Unit of sales: Per bottles Positioning: Clean & Clear offers a wide range of product, especially for young adults Advertising Campaign: Television commercials and promotions 4.3.3 LÃ¢â¬â¢Oreal The LÃ¢â¬â¢Oreal Group is the worldÃ¢â¬â¢s largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine,France, it has developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care,the company is active in the dermatological, tissue engineering and pharmaceutical fields and is the top nanotechnology patent-holder in the United States. Market Share: 19% Strength: Wide range of product brand Product Range: LÃ¢â¬â¢Oreal Paris, LÃ¢â¬â¢Oreal Luxe and others Price: RM6.00 Ã¢â¬â RM20.00 Unit of sales: Per bottles Positioning: LÃ¢â¬â¢Oreal offers a wide range of product for female consumers Advertising Campaign: Television commercials and promotions 4.4 Ã¢â¬â CUSTOMER ANALYSIS According to Bryant (2013), more men are participating in a skin care regime. A new report on the male grooming sector from Mintel reveals that some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product. This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing. When it comes to personal care products, men are nothing if theyÃ¢â¬â¢re not loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favour 2-in-1 products to save time. Multi functionality and proof of high efficacy should be key, as these would tend to be the main characteristics that men expect from a product (Euromonitor, 2012). In another study shows that, in terms of product offerings, many companies are moving beyond basic skin care and shaving with products segmented by skin type, such as sensitive skin, anti-acne and anti aging (Kanlian, 2006). Euromonitor (2012) report that one common factor that defines category dynamics, however, is the fact that men, either urged by employment instability or greater media impetus or another, are finding the activity of looking after their appearance and adopting a beauty routine ever more appealing. This has coincided with the release of numerous new products at different price points, from male-targeted shampoos, to menÃ¢â¬â¢s specific eye treatments and even Blemish Balm creams and concealers, inspired from the female market. 5.0 PRODUCT-MARKET FOCUS 5.1 Ã¢â¬â Marketing and Product Objectives Our marketing objective is to successfully reach men consumer who is really concerned about their appearance or well known as metrosexual. Therefore, we applied marketing strategies as much as we can in order to achieve our objectives. Our strategies are as follows: Advertising through media such as television and radio. Advertising through website and social network such as create a page in Facebook and through Instagram. Hire Izzue Islam as the ambassador for our Safi For Men. Offer with low price at the beginning and later will increase the price as well as the demand is increasing. Bundle promotion such as buy Safi For Men, get a free Shick razor. On the other hand, our product objective is to close the gap exist between products offered to the market. By entering to male market in skin care segmentation, plus a new product development which is camelÃ¢â¬â¢s milk based products, we are hoping to increase our sales and larger market coverage as the Halal products offered. Safi For Men offered products that can handle such oily face, whitening, moisturizing as well as acne problem. 5.2 Ã¢â¬â Target Market Our target market is men consumer ages between 18 to 35 years old. As the best study shows that men who are concerned more about their appearance are those who are between this age. 5.3 Ã¢â¬â Customer Value Proposition Halal products for those who are concern of using halal products. 5.4 Ã¢â¬â Point of Difference Our new products, Safi For Men is a totally new product development, whereas we are using camelÃ¢â¬â¢s milk as the based for this product offered. CamelÃ¢â¬â¢s milk provides Vitamin A, B and E which is good for skin care. 6.0 MARKETING PROGRAM 6.1 Ã¢â¬â Product Strategy Product line Safi For Men offered camelÃ¢â¬â¢s milk based products in the form of solid soap, and facial wash 2-in-1 which is facial wash+toner. Unique Product Quality CamelÃ¢â¬â¢s milk provides Vitamin A, B, C, and E. Research shows that camelÃ¢â¬â¢s milk contains more vitamin A and E compared to cowÃ¢â¬â¢s milk. Vitamin A is an effective treatment towards the skin problem such as acne and psoriasis. Vitamin B provide warmth and circulates the skin and promote the immune function of the tissues which is something tired or overwhelmed skin finds difficult to maintain. Vitamin C can whiten the skin and protect from Ultra Violet rays. Meanwhile, Vitamin E provides hydrates skin, leaving it smooth and moisturized. 6.2 Ã¢â¬â Price Strategy For 40g products may costs around RM 15.00. The price might be higher than other facial wash in an existing market, but there is a significant difference in term of the effectiveness and the cost of manufacturing is a little bit higher due to import camelsÃ¢â¬â¢ milk from foreign countries, such as Egypt. 6.3 Ã¢â¬â Promotion Strategy For ambassador, we are hiring local actor Izzue Islam. The reason is he owns the fair skin and we found that by using celebrities, it is much easier toÃ reach consumers. The significant advantage is whenever we are organizing events to reach the consumers; the involvement of them is relatively high. Other than that, we are using Cents-Off Coupons which customers can get for every RM 50.00 and above in a single receipt. This will attract them to make a purchase. 6.4 Ã¢â¬â Distribution Strategy SAFI distributed the products to the hypermarket and all convenient stores such as Giant, Tesco and Mydin. Other than that, consumers may also buy through online such as priceme.com. REFERENCES Barker, C. (2013). Euromonitor Analyst Identifies Key Male Skin Care Trends retrieved from http://www.cosmeticsdesign-asia.com Bryant, S. (2013). More Men Adopting Skin Care Habits retrieved from http://www.ad-ology.com Euromonitor International (2012). MenÃ¢â¬â¢s Changing Beauty Habits retrieved from http://blog.euromonitor.com Kanlian, S. (2006). Courting The Male Consumer retrieved from http://www.beautypackaging.com/ Sarah, M. (2009). Comparison of Camel, Cow, Goat and Buffalo Milk retrieved from http://www.sarahmelamed.com Tyrimou, N. (2014). Beauty Innovation Round-Up April 2014 retrieved from http://www.portal.euromonitor.com