Advertisement and Food - 1818 Words

â€Å"Marketing is a social process by individuals and groups of people get what they need and what they want through creating, offering and negotiating free products and services of value with others†. However, actuality, the intense marketing of food toward the children, in fact, have offered what they need? What a child needs to eat when the question is what kind of food? There is the possibility of a child, too young, that does not have a defined taste, who can not tell exactly what they are eating and also they are not aware of the nutritional value of foods, be skilful to have a wish? Would have a child under one year, the ability to want a specific type of food which they never experienced before? So, who needs what and who is desiring to by whom? Children, parents, or the advertising of foods? Currently, vehicles of transmission to the public are increasingly dispersed. Most advertising messages relating to food have younger target audience. The use of food to differe nt marketing vehicles of information has allowed reach an increasing number of child consumers and consequently their parents since they allow entry of marketing in their homes or food choices outside when they buy products that children ask. For consequence, they are contributing to change their habits and feeding behavior, so children become not healthy, overweight and obesity. The kids are all the time being visually exposed through various types of marketing related to food advertising from the media,Show MoreRelatedEssay on Food Advertisements 2423 Words   |  10 Pages When my family moved away from the place I grew up I began to have a major problem with my weight; I turned to food to comfort me. I somehow felt secure while eating and because of that psychological reassurance I got from the food, I was soon over weight. I knew I had to do something but that urgency would die when I would be introduced to a new flavor of Brewster’s ice cream or a limited time only su preme large fries that I saw advertised on the television or in a magazine. My self esteem andRead MoreFood Advertisement Paper2017 Words   |  9 PagesWhy Were Advertisements Developed and How Have they Changed? An important topic in the late 1920’s was food. Since it was around the time of the Great Depression money was scarce and food was important for survival. In order to make money and beat competitors, companies had to get their products well known and keep their prices low. One way businesses did this was by either sponsoring a radio show or putting their product on paper, which was the beginning of advertising. This was significantRead MoreAn Advertisement On The Food / Drink Industry958 Words   |  4 Pageswhere we are, we will always see some form of an advertisement, whether it be a commercial, billboard, or anything else that a company uses to broadcast their product. Every company does it or else they won t have their product/business noticed by the public. On an average, American s are shown to be susceptible anywhere from 250 to 3000 advertisements per day.One of the most dominant advertising strategies used today is the use of false advertisements. False advertising is being used every day toRead MoreFast Food Advertisements Essay1002 Words   |  5 PagesThe power advertisements have to influence decisions and affect people’s lives is astounding. They are meant to be big, bright, and flashy to try and attract people to buy their products. Ads are also impossible to avoid. You cannot walk down the street, watch television, or browse the internet without seeing ads all over the place. The problem with this is that younger people can be too easily swayed by these ads and the results have many negative consequences. These upbeat and catchy commercialsRead MoreFast Food Advertisement Regulations1959 Words   |  8 PagesZachary Buerkle November 12, 2012 Is fast food the new tobacco? Should government further regulate fast food advertisements as done with tobacco advertisements? On June 22 of 2010, over ten years of intensive planning from the FDA would finally result in the extensive regulation of the $89 billion tobacco industry. Although the newly created laws could not illegalize nicotine or tobacco, the FDA was given vast authority to regulate the ingredients in tobacco products as well as the way theyRead MoreEffects Of Food Advertisements On The Health Of Children1303 Words   |  6 PagesEffects of Food Advertisements on the Health of Children Unhealthy food advertisements are causing obesity and health problems for children. Influential advertisements that are constantly shown to children while they watch TV, motivate them to make poor food choices. Children start to believe that unhealthy and non ­nutritious foods often referred to as â€Å"junk food† are what they should consume. Young children are not aware of what consists a healthy diet and they over ­consume the unhealthy junkRead MoreThe Negative Influence Of Fast Food Advertisements2025 Words   |  9 Pagesof Fast Food Advertisements We all know that watching TV is bad. In fact, young children should not watch more than 2 hours of TV every day. The interesting fact is that we don t actually realize the seriousness of watching TV. Parents usually think that young children should not focus on a screen for more than a couple hours because it is not good for their eyes, but there is actually a much bigger issue about watching TV. Companies specifically design fast food advertisement to pushRead MoreFast Food Advertisements Should Be Banned872 Words   |  4 Pagesof fast food ads, one controversial issue has been that fast food ads can be held responsible for childhood obesity. On the other hand, most people contend that fast food ads shouldn’t be banned because there are a lot of people who love fast food. Others even maintain that if people banned fast food ads, children will go more into the drugs instead of fast food. My own view is that fast food ads shouldn’t be banned. I know that fast food ads can manipulate children and adults to buy food which canRead MoreHow Are Teenagers Affected By Advertisements For Fast Food?1468 Words   |  6 Pages Nowadays, the increasing number of companies decide to boost the investment of advertisements in order to propagandize the new products more effectively and efficiently. Munusamy and Wong argue that advertising has become one of the important elements in our modern life (Munusamy and Wong). According to the most recent forecast of US advertising spending, eMarketer expects US advertisers to spend $171.01 billion on paid media this year, up 3.6% over 2012 spending levels (US Total Media Ad SpendRead MoreThe Impact Of Nutrition Information On Advertisement Of Fast Food Chains Essay1313 Words   |  6 PagesThe impacts of nutrition information on advertisement of fast food chains The fast food industry in the U.S. has rapidly expanded in the past few decades (Hwang, 2013). In 2014, the industry has created a 3% current value growth, indicating its robust and continued ability in the U.S. market overall (Euromonitor, 2015). This strong increase has largely changed Americans’ lifestyle and eating habits; the amount of money they spend on fast food is more than that on education, readings and videos (Schlosser

This Is My Most Important Event in My Life Free Essays

A Significant Event I think in a human life, everyone has a significant event that they can’t forget. Mine is a poignant farewell party where I said good-bye to my family, my relatives, and my friends. Everyone was laughing and telling funny stories, but I wanted to be alone. We will write a custom essay sample on This Is My Most Important Event in My Life or any similar topic only for you Order Now I sat on the roof of my house and looked at the stars. It was very hard to leave. I knew I loved them so much and I didn’t truly want to go to the U. S. ; however, I decided I must go and make my own future. I realized that this was my chance to build my career which would benefit me and my family. It was an emotional evening. I will always remember it. It was a lovely day with a sunny morning, a cloudy afternoon, and a windy evening. That morning, I went to the America Embassy for an appointment with the delegate for an interview to receive my F-1 Visa. Maybe it was my lucky day. There were many people who wanted to get a Visa that day. I had waited more than three hours in the waiting room for my turn. I was nervous about what he would ask me. But the interview was easier than I thought. I passed it with a smile on my face. When my father knew I had passed the interview, he was really happy. He told me he would organize a big farewell party for me, and he did it. He invited all of our relatives and friends. Then we prepared everything for the upcoming party together. When all of us were in my house, we separated two groups. One went to market to buy food and beverages. Another group went to the bakery to buy a big farewell cake. We attended the farewell party with a happy atmosphere. During the evening, we took photos and sang the songs we loved. We had a feast with a diverse menu, which included appetizers, main dishes and the desserts. We were joking while we were cooking and eating. The meal was good, but I really enjoyed our affection for each other. After the dinner, we went to the living room to continue the party with playing cards and video games. After a while, my grandpa began telling us some his legend tales. Step by step, everybody told many funny stories that made me laugh too much. I knew everyone was sad that I would be leaving, but they still celebrated because they loved me. I realized it, and I laughed with them because I didn’t want them worry about me. On the other hand, I still wanted to be alone so that I could think about many things. I didn’t even know what I was thinking about. I just wanted to find a quiet space so that I could feel peaceful in my mind. I climbed up, sat on the roof and looked at the stars on the sky. Some thought started appearing in my mind. I knew when I left my country; my parents would be sad and worry about me. I thought about my younger brother, who was still a teenager and hoped he would start studying hard and listening to what my parents said. I was also concerned that I would not see my grandparents anymore because they were very old. I knew I would miss my aunts and uncles also. I thought about my friends and all the good time we’d had together. We still had many plans to perform together. Furthermore, I thought about my future. I might perceive and experience more things in the other culture. In addition, I was able to improve my English skill in listening as speaking. This was my opportunity in order to build my career according to my plan; this also was my chance so that I could found my own company. Otherwise, I would be independent. I imagined that how many troubles I would meet. Not only I didn’t scare, but I also felt interesting. I would figure them out and handled by myself. There were some reasons motivate me that I should left Vietnam to the U. S. That really was my significant event; the first time I seriously thought about a lot of things in one night. And now I realize I have matured more since I came here. I’m becoming a man. I may solve many problems as well as I know how to take care of myself. Nonetheless, I still miss my parents, my all relatives. I always want to graduate the University as fast as I can so that I could come back my country and visit all of them. How to cite This Is My Most Important Event in My Life, Papers

People Culture and Contemporary Leadership †Free Samples

Question: Discuss about the People Culture Contemporary Leadership. Answer: Introduction People are the most important elements for every organisation. These forces keep alive organisations values and purpose. They are the source of creativity, innovation and inspiration in an organisation. This is the reason while human resource is considered one of the important assets for every organisation. Today most of the leading organisations are developing high performance culture through creating an organisation culture that empowers employees. This report is basically based on organisations peoples practices and employee engagement. The company chosen for research is Google it is a big multinational company dealing in internet related products. The study is on Google and its HR practices. It clearly outlines and analyses the HR practices that are adopted by the company. It also determines the level of employee engagement in the organisation. The report also recommends some initiatives that could be taken by company to increase employee engagement. Organisation overview Google is a multinational company having its headquarters in America. The company deals in internet related products and services. It was founded by Larry page and Sergey Brin in 1998. Sundar Pichai is the current CEO of Google. Google has shown a fast growth over the years. In the year 2004 Google made initial public offer and today the company stands amongst the most renounced companies of the world. Google summarises its journey from garage to Googleplex (Google 2017). Companys vision statement is providing the worlds information at a single click. Googles mission is to collect the worlds information and provide it to the users universally (Thompson 2017). Both vision and mission statements guide the companys current practices. Both vision and mission statements run parallel to each other and guide the current practices of the company. It outlines four basic components namely worlds information, universal accessibility, one click and usefulness. Company maintains huge database as a collection to worlds information and provides universal accessibility at one click through its search engines world-wide. Easy access ensures that information is available for utilisation. Googles success can be credit to its effective organisation structure and culture. Google has matrix kind of organisation structure with some degree of flatness. It doesnt have that old convectional style of organisational structure. It has cross- functional organisation structure. Googles organisation structure is a blend of three characteristics function based, product based and flatness. Google has manpower strength of 75053 in the year 2016 (Statista 2017). Google effectively manages its huge and diverse workforce in the organisation. Google has its offices worldwide and headquarters in California, USA. The company has its operations around the globe. HR strategy of organisation Google is amongst the companies that have the best HR policies and practices in the world. The HR approach that Google uses is known as peoples analytics. People analytics can be defined as the data driven approach to inform your people about programmes, practices and processes. At Google its employees are known as Googlers. This approach is the used to inform Googlers about everything that company does to find, grow and keep people. The company is having the best strategies and polices to attract exceptionally talented pool of technologists and business people. The recruitment strategies of Google are aimed at attracting innovative and talented people who are ready to spend long hours in office. It tries to appoint people who are comfortable with flat organisation structure and working in teams. Google works on the principal that little things have big impact it offers various small benefits to make itself the best company to work for. Google offers it employees healthy snacks and m eals time to time. Google moms are allowed paid maternity leaves of 18 weeks. Company also allows its employees to bring pets to the office. Google clearly understands the theory of collectivism and individualism. In collectivism culture group performance is considered whereas in individualism the individual performance is taken into consideration (DeMooij 2015). Google appraises both team efforts and individual performance depending on the culture of country. Another HR strategy of Google is not having formal meetings; it has casual conversations in cafes or in lunch hours to increase employee participation. People and HR practices that exist within organisation Google has the pool of highly skilled and talented workforce. The company is able to maintain this workforce and keep its employees happy through its various HR practices (Bulygo 2013). Google has replaced subjective decision making approach in HR to data based decision making this is known as peoples analytics. People analytics team at Google analyse data to identify insights correlations and to provide recommended actions. This approach is the major HR practice or element for Google in achieving corporate greatness (Sullivan 2013). Employee training programmes at Google are also well designed and developed to maximise the benefits of training programme for both employee and the company. To make training programme more effective the company uses need analysis to identify different types of needs and design training programmes accordingly. The company tries to maximise the workforce efficiency with taking guidelines from Maslows need hierarchy theory. It has 5 categories of needs i.e . physiological needs, safety needs, belongingness needs, esteem needs and self-actualisation needs (Datta 2014). The company tries to increase the employee motivation by fulfilling the5 levels of need. The company tries to fulfil these needs by providing attractive perks, long term employment, free food in office, recognition for performance etc. The companies HR practices are designed in such a way to keep workforce happy so that they can better concentrate of work rather than other issues. Google shows concern for its people, this helps to retain and attain premium quality workforce in the organisation. Examination of employee engagement Employee engagement can be defined as the approach in which the workplace offers the employee an environment that keeps him or her motivated to work enthusiastically with full dedication and commitment to attain organisational goals. In other words the organisation should give the employee a sense of belongingness so that employee can work for the organisation in an enhanced way (Anitha 2014). Google is the prime example of extraordinary employee engagement. For employee engagement nothing can be taken as the best formula company needs to continuously analyse the environment and needs to develop new thinking and actions. Google maintains employee engagement in the organisation by empowering its employees by transparency. Transparency increases employee engagement as employees want to part of something that has no hidden agendas. Employees at Google spend 20 per cent of time in activities other than normal work this promotes a creative culture in the organisation. Google aims to leave no stone unturned when it comes to employee caring. The company creates employee engagement by creating a caring and welcoming work environment for employees. Google- O Meter is a device used by Google that gives its employees an opportunity to air their views on various matters and potential cultural changes (Phelps 2016).All these measures help Google to maintain remarkable employee engagement in the organisation. Structured plan of initiatives that could increase employee engagement To form structured plan of initiatives that could increase employee engagement we need to identify determinants of employee engagement. Key determinants of employee engagement include job role, organisational support, rewards recognition, training development and organisational leadership and planning (Gujral and Jain 2013). The next step is to identify the possible outcomes of employee engagement. Possible outcomes include employee satisfaction, organisational commitment and organisational citizenship behaviour (Albrecht et al. 2015). After analysing the predictors and potential outcomes of employee engagement successful plan can be developed. One initiative could be developing employees strength. This could be done with the application of R2 strength profiler. R2 strength profiler is a scientific way to develop and measure various strengths of employees (Albdour and Altarawneh 2014). This initiative will enhance the training and development procedure at the company and increase e mployee satisfaction. Another initiative that could be taken is introduce engagement as service measure on score card. This plan can be implemented by having an agreed engagement target score for each business unit that employees are measured against. This will impact the rewards and recognition predictor of employee engagement and help to enhance employee engagement in the company. Both the initiatives will not only impact the employee engagement in the organisation but will also result into improved productivity, high level of customer satisfaction, improved financial growth, staff retention, high morale of employees and ensures employee well-being. Conclusion It can be concluded that Google is an organisation that is working best for its employees. Google has adopted various HR practices such as free food, attractive perks, flat organisational structure, fun activities in the office, allowing pets in the office, paid maternity leaves and much more. The company has adopted these practices to ensure employee engagement in the organisation. The company works on Maslows theory of motivation and does it best to keep its workforce motived and enthusiastic to work. Google cultivates the culture of innovation and creativity in the organisations. The company believes in freeing the talent of the people and empowering its employees. The company effectively and efficiently manages its workforce to attain its mission and vision. The company is already a remarkable example for outstanding employee engagement but still two initiatives that could help the company are introducing engagement as a measure on score card and working to increase employees str engths. References Albdour, A.A. and Altarawneh, I.I., 2014. Employee engagement and organizational commitment: Evidence from Jordan. International Journal of Business, 19(2), p.192. Albrecht, S.L., Bakker, A.B., Gruman, J.A., Macey, W.H. and Saks, A.M., 2015. Employee engagement, human resource management practices and competitive advantage: An integrated approach. Journal of Organizational Effectiveness: People and Performance, 2(1), pp.7-35. Anitha, J., 2014. Determinants of employee engagement and their impact on employee performance. International journal of productivity and performance management. Bulygo, Z. 2013. Inside Googles Culture of Success and Employee Happiness, viewed on 12 August 2017 from https://blog.kissmetrics.com/googles-culture-of-success/ Datta, Y., 2014. Maslows hierarchy of basic needs: An ecological view. Oxford Journal: An International Journal of Business Economics, 8(1). De Mooij, M., 2015. Cross-cultural research in international marketing: clearing up some of the confusion. International Marketing Review, 32(6), pp.646-662. Google, 2017. Our story, viewed on 12 August 2017 from https://www.google.com/intl/en/about/our-story/ Gujral, H.K. and Jain, I., 2013. Determinants and outcomes of employee engagement: A comparative study in information technology (IT) sector. International Journal of Advanced Research in Management and Social Sciences, 2(5), pp.207-220. Phelps, S. 2016. Learning From Google: 15 Ways To Drive Employee Engagement, viewed on 12 August 2017 from https://www.purplegoldfish.com/learning-green-goldfish-google-15-ways-drive-employee-engagement/ Statista, 2017. Number of full-time Alphabet employees from 2007 to 2016, viewed on 12 August 2017 from https://www.statista.com/statistics/273744/number-of-full-time-google-employees/ Sullivan, J. 2013. How Google Became the #3 Most Valuable Firm by Using People Analytics to Reinvent HR, viewed on 12 August 2017 from https://www.eremedia.com/ere/how-google-became-the-3-most-valuable-firm-by-using-people-analytics-to-reinvent-hr/ Thompson, A. 2017. Googles Vision Statement Mission Statement, viewed on 12 August 2017 from https://panmore.com/google-vision-statement-mission-statement

Brandstorm L oreal Essay Example

Brandstorm L oreal Paper In the travel industry it doesnt matter which language you speak, which traditions and cultural habits are appropriate or whether it is AM or PM. This industry seems to have its own culture, rules, traditions and inhabitants. LOreal calls the Travel retail market the 6th continent in the world. A borderless continent with its own economy (duty free shops which are ours open), its own capitals: top airports (e. G. Dublin, London Heathers, Hong Kong, Paris Rosins) and its own inhabitants (1 billion): the global shopper/ international traveler: families and business people. Nowadays, shopping has converted into determinant factor while traveling and in some cases a component of choosing a travel destination or the prime motivation to travel. The Economist even talks about the golden hour whenever a passenger steps through the security scanner into the world of travel retail. Travel retail has been growing at about 12 percent in the past few years (LOreal resource pack). A similar growth is expected in the next two to three years, putting it at double the growth rate for the luxury goods market, said Luck Cola, head of luxury goods research at financial services firm Examine BAN Paris. We will write a custom essay sample on Brandstorm L oreal specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Brandstorm L oreal specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Brandstorm L oreal specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Based on these developments Jean-Pula Agony, Chairman and CEO of LOreal Group, sees opportunities for LOreal in the retail travel industry. According to him is Travel retail a key channel for winning over one billion new consumers. This brand development plan aims to explore the opportunities for one of LOreal luxury brands: Lana ¶me, in the travel industry. The first part of this paper focuses on two core pillars; (1) the brand Lana ¶me and (2) the travel retail market. We will first define the segment, target group and positioning (STEP) of Lana ¶me. Additionally we will identify the core associations, strategy and challenges the brand Lana ¶me is facing. Furthermore, in we will identify the market of the travel industry by a racket analysis. Thereafter we will define the role of retail in the travel retail industry. Then we will dive into the competition for Lana ¶me within the travel retail industry by doing a Porter five forces analysis. We will also provide a customer analysis containing the needs and characteristics of the customers/ travelers within the travel retail market. Concluding, we will provide a full SOOT analysis for Lana ¶me in the travel industry and zoom into the opportunities for Lana ¶me in the travel retail industry by proposing an Innovative travel retail service. The second part of this paper consist of our innovative idea and introduces the sub-brand Lana ¶me Travel. We will pitch this innovative experience by addressing whom We see as our potential consumers and how we attract them to our service/experience at the airport. In addition we will provide the strategy, the positioning, the marketing communication initiatives and the brand elements for Lana ¶me I Travel. At the end, a sales pitch about our Lana ¶me I Travel will wrap up our thoughts. Our analysis, and content is based on a self-conducted survey (appendix 4) (N=65) where both free association about the brand Lana ¶me as questions on liker scale about shopping behavior, competitors and brand value are questioned. In this paper we refer to our self-conducted survey as: (Survey Lana ¶me, 2015). In addition to this survey we have used academic and non- academic articles, Rogers and Jorge survey referred as (Labile, 201 5) and the articles in the LOreal brainstorm package. Enjoy reading! 2. Lana ¶me This year, LOreal is celebrating 80 years of beauty with THE brand of women: Lana ¶me. Amanda Patient founded Lana ¶me in 1935, as a fragrance house. The name Lana ¶me comes from a small chateau Lana ¶me which inspired Patient who added the accent mark D to the o, in order to convey French elegance in every language. LOreal acquired the company in 1964 where it became part of LOreal luxury department and offers 3 product categories: skin care (45, 1 %), make-up (21 ,7%) and fragrances (33,2%) (LOreal resource pack). Now the brand has been developed itself in more than 130 countries. During its 80 years of existence, Lana ¶me has established a brand identity containing some key associations: Expensive, luxury, women, mascara, quality, beauty and trustworthy (Labile, 201 5; own survey, 201 5) appendix rod cloud. 2. 1 Lana ¶mes target group: The typical Lana ¶me customer is an elegant and sophisticated woman around the forty years old (Paupers Labile, 2015). Lana ¶me users view Lana ¶me as elegant, luxurious, and high in quality. Furthermore, they do consider Lana ¶me to be expensive however, compared to for example Channel they do not consider Lana ¶me to be overpriced (Paupers Labile, 2015). 2. 2 Lana ¶me performance: In the travel retail industry is LOreal the market leader. Lana ¶me has the largest market share in the Duty Free beauty products category with over 20% (source: generation). Lana ¶mes total brand value is ranked at the 90th place and valued at 6,3 billion USED (Source: Forbes) thanks to successful products such as their best-selling fragrance (ranked as 4th in the world) La vie est. belle, known for its iconic smiling bottle. . Define the travel retail market The Travel Retail market is an upcoming and increasingly growing market. The travel retail distribution channels consist Of; cruises (4%), airports (57%), downtown duty free shops (33%) and airlines (6%) (LOreal resource pack). Hence, the air traffic is the main driver for the travel retail industry and the focus in this paper . Air traffic is continuously growing by 5% on average per year, and represents over 6 billion international flights in 2013. In 201 3, 1. 87 billion people traveled by plane and spend 1 159 billion USED on various top product categories such as tobacco (7%), Wine and spirits (1 7%), Jewelry and Apparel (12%), Fine foods (12%) and Fragrance and cosmetics (30%) (source: illustriously. Com; LOreal resource pack). Asia-Pacific is the most vibrant region for travel Retail, accounting for 37% of all sales (TEA). The most visited airport in 2013 was London Heathers, with 67 Million passengers (Source: IAC). 3. Airport trends and developments In todays speed-driven, globally networked economy, airports are developing into hubs for commerce. Similar to a traditional metropolis of a central city and its outlying suburbs, the airport is becoming the focus of a sprawl of businesses in what has been dubbed the reiterations. What this means for cosmetics and perfumes is that airport shops will no longer be solely for duty- free gifts and indulgences. In the future airports will look like sophisticated shopping malls with not only shops but also a variety of entertainment opportunities such as golf clubs, cinemas and spa centers. Many airports are growing into bigger places focusing on an integrated and personalized experience for travelers while also considering sustainability. The focus areas for airports are (technological) developments such as: atomization and self-service, personalization and nature spaces where people don not have the feeling they are locked up. Retailers can effectively integrate those trends into their services. Several examples are; nature parks, a beauty spa, museum or for instance; loyalty programs, mobile advertising and higher level of in-store services by touch-screen technology which revive an on-the spot- personalized experience. In addition, some concept stores add digital imagery on a shop wall. Some representative modern top airports with top figures in terms of passenger traffic and providing the above mentioned examples are: Istanbul, Doth, Koala Lump, Taipei and Dublin international airport (traffic evolution; LOreal resource pack). 3. 2 What makes the travel retail market unique? There are several factors playing a role, which makes the Duty free travel retail market unique and distinct from the domestic market. Access to the shops is restricted to people who are traveling and in possession of a raiding pass. Travelers passing through airports are from across the globe, international multi-lingual context In travel retail, brands only have a small window of opportunity to attract and engage customers and convert sales Duty-free and travel retail stores are Often open 24/7 Food, drink and duty free tobacco products are normally intended for consumption outside of the country in which they are purchased, the final destination of the products could be anywhere in the world. Only a limited range of products (often luxury brands) are sold in duty free and travel retail shops and cannot be found on the High Street. In addition many products purchased at duty free and travel retail shops are intended for gift giving, with special editions of products and promotions being supplied only to the travel retail sector. Airport duty free and travel retail shops do not compete with the domestic market; rather they compete with each other as passengers have the option of shopping at different airports departure, arrival or transit airport. The European Commission most recently confirmed this position during their investigation into the acquisition of World Duty Free by Autograph, published in May 2008. . Consumer analysis of travel retail consumers The consumer in the travel retail market is the international shopper; they are not only shopping where they live but also wherever they are. Some important general demands of the International shopper are: high interest in good quality/ high end products, convenience and fast/quick service. The international shopper consists of both families and business peo ple who have different, purposes and needs while traveling. This means that retailers have a difficult mission: tailor their offerings to the different needs and purposes (private or business) of the global shopper, whether they are Brazilian, Chinese, Russians or middle Eastern. The upcoming paragraphs will provide an overview and a clear description about the potential global shopper, there needs, motivations and consumer expectations. 4. 1 Characteristics of the global shopper As the travel retail market has grown, the demographics of travel retail have changed dramatically. Indeed, the significance of Chinese and Russian travelers dwarfs other groups. China accounts for 27% of the total market and Russia for 15%. Number three is Indonesia with Its really linked to GAP per capita. As soon as GAP per capita starts to rise and people have ore disposable income, they want to travel, and when they travel, they want to shop. For 82 %of Chinese travelers, shopping is their number one priority, dropping to 56% and 48% respectively for Middle East ern and Russian consumers. The Chinese consider shopping a fundamental part of their travel experience (source: illustriously. Com). It is thus Important to notice that absolutely not solely European or the American travelers are of interest for Lana ¶me, but especially the new emerging nationalities such as the Chinese and Russian shoppers are the biggest spenders (LOreal case study). Another ewe phenomenon is called: the demagnification of traveling. Demagnification means an increase Of the middle class in traveling. This new influx of travelers transforms the travel retail market, which is evolving from a business model focused exclusively on luxury towards a more diversified offer. 4. The needs of the global shopper The global shopper can travel for two purposes; private or business. These two purposes determine the needs of the global shopper. Generally, business travelers demand efficiency and convenience, whereas tourists are generally seeking for entertainment, and browse stores in order to reduce waiting time. Besides these two different purposes, retailers have to deal with the different nationalities of global shoppers. For instance Japanese women want translucent skin products, whereas European woman or North American woman demand bronzing powders. Lana ¶me has to respond to these different needs by, comprising more various products sets, tailor personal service (a beauty consultant who speaks every language) organize different festival or event by nationality (Ramadan, Chinese new year) and offer membership or free gifts after an expenditure of a certain amount and use in- depth data analysis to capture the needs of the potential customers. 4. The motivation to purchase at the airport The main purpose of visiting a duty free store is to purchase a gift, secondly to browse the store and thirdly to take advantage of airport prices (LOreal resource pack). However, we also asked in our self-conducted survey: what the motivation is Of people to buy cosmetic related products. Results show, that consumers purchase cosmetics in duty free stores mainly for personal use (63%) and secondly as a gift (20%) (Survey Lana ¶me, 2015). However, these results are not fully in alignment with Lana;mes resource pack (201 5), where buying a gift is the number one reason to purchase cosmetics. Several other factors affecting consumer behavior in buying beauty products are: store design, price, brand image, availability and good service, good design/ packaging, innovative features and excellent quality. An advantage for travel retail could be that airport travelers are known to be more receptive to marketing communication messages than the average consumer, as they are effectively stuck in airports in search for entertainment. 5. Competitor analysis of Lana ¶me The Travel Retail operating in the six continent results in a new level of competitors for Lana ¶me. On one hand is the national competition expunged. Nevertheless, the main competitors of Lana ¶me are campaigning all around the world on the same tax-free airport boutiques to attract the same global shoppers. In the upcoming paragraphs we will first discuss the main competitors Lana ¶erne is facing in the travel retail as suggested by Yodels (1999). This is theory is based on original ops marketing of McCarthy. Since we are solely focusing on Travel Retail, the Place will be left out. These are namely the airports worldwide and that was already a selection, for showing competitors. Instead of the place, we will show any special offers/campaigns done in the travel industry. According to our survey we detected the following main competitors for Lana ¶me when focusing on the travel retail business: nearly half of our respondents stated Clique as the main competitor in the market with 46%, followed by Channel (37%) Lana ¶me (31%) and Esteem Lauder (29%) (Lana ¶me survey, 2015). The other competitors mentioned in the survey were Clarions, Shied and Christian Dior. However, in the following researches we discovered that Christian Dior also takes a dominant position in the luxury beauty travel market. Therefore, we decided to focus on four main competitors and also included Christian Dior. We will introduce these competitors, their product, price, promotion and target group in table 1 . Additionally to the competitor analysis, we performed a Porter five forces analysis to identify the main threats in the travel retail industry (Porter, 2008). Looking at Porters five forces for the travel retail industry (figure 1), the travel retail industry looks competitive for Lana ¶me. The main threats are the high existing rivalry (the four dominant competitors mentioned in table 1), high buyer power and a high threat for substitutes. In the travel retail industry, there are many luxury brands offering similar products and services. This makes it hard to differentiate. In addition do the buyers in this industry have the power to easily switch to the competitor. However, incumbents such as NC ¶me and Channel have a competitive advantage compared to new entrants. The level of RD, technology, brand portfolio and distribution/ infrastructure are highly developed for incumbents and therefore hard to compete on for new entrance. Figure 1: Porters five forces (Porter, 2008). 6. SOOT Travel Retail for Lana ¶me Based on the results of our self-conducted survey, our competitor analysis and customer analysis, we made a SOOT-analysis (figure 2). We identified our main strengths pertain to Lana ¶me, namely: (1 ) An innovative product line and (2) high quality, (3) Lana ¶mes trustworthiness and lastly (4) Lana ¶mes cohesive brand image. Firstly, Lana ¶me seems to take advantage of LOreal distribution channels and RD investments, which makes the innovativeness and introduction of new products for the Lana ¶me possible. Secondly, based on our survey results and the results of Lullabies survey (2015), do people have high quality perceptions of the brand Lana ¶me. Additionally, is the brand well established and does it have a strong heritage because Of its 80 years Of existence. This Strong heritage has gained the brand trustworthiness and credibility. Lastly, the associative networks of our self conducted survey and Lullabies survey (2015) look very similar. It seems that people come up with the same associations, when they think of the brand Lana ¶me. Even between men and women there are not many differences in the associative network of Lana ¶me (Appendix. However, this cohesive brand image could also be seen as a weakness for the brand. As the brand primary targets women it is weird that men come up with the same associations and women do not have more unique associations with the rand. One of the major problems could be this last point. The brand Lana ¶me does not evoke many unique associations, which could function as a point of difference in their product category. In addition, does a cohesive brand images makes the brand inflexible (difficult to introduce a product line for men). A general threat in the travel retail industry is terrorism. The 9/11 terrorism attacks caused the travel industry a major drop in passengers. These external factors are beyond the control of any retailer but can have immense influences on sales. In addition can security restrictions cause imitations for beauty travel related products, such as liquid volume or package size. This is also beyond the control of retailers. Another threat could be the rise in demand of organic natural products. However, this could also be an opportunity for Lana ¶me. Another big opportunity for Lana ¶me is the growing luxury goods market in BRICK economies (Chinese, Russian travelers having the highest shopping budget). Lastly, we consider personalization and atomization; such as self-service an opportunity for Lana ¶me to differentiate on. Figure 2: SOOT analysis Of Lana ¶me in the Travel Retail industry Case study 2 7. Brand development plan Lana ¶me I Travel 7. 1 Introduction of Lana ¶me I Travel Fasten your stables and discover Lana ¶me I Travel. The objectives of Lana ¶me I travel are twofold: (1) creating brand awareness by development and visibility of Lana ¶me in the travel retail industry, (2) enhance customer loyalty and recruit new customers by responding to current trends at airports: efficiency, self-service and personalization. 7. 2 Introducing the Lana ¶me Travel experience Taking all the above into consideration, we came up with the following innovative experience: a high end Lana ¶me Travel beauty wall, wrapping all rodents in high quality leather tests with a personal message (see appendix 2 3). The wall will have a very exclusive appearance and has to stand for luxury and high quality, as this is found to be expected of Lana ¶me (Paupers Labile, 2015). This unique wall will entail five different rows of content. The rows within the wall can be divided into: skin care, make-up, fragrances, travel kits and a gift packages. Research by paupers and Labile (2015) pointed out that people strongly associate Lana ¶me with Perfume, make-up and cream/care, for that reason they most definitely had to be incorporated onto the wall. Regarding the skin care, make-up and fragrances the most iconic products will be used; advance genuine (skin care), absolute rouge lipstick and hype ¶SE mascara (regarding make-up) and the La vie est. belle fragrance (see picture below). These products are chosen due to the fact that they are world wide most known and used. In 2009 for example, Genuine won 130 international awards and sold more than 9 million bottles (LOreal online article). For this reason they Will be most likely to satisfy the desires of the global traveler, which Lana ¶me is trying to target. The travel kit of Lana ¶me I Travel will consist of a miniature version of the above-mentioned iconic products, except for the lipstick. In addition there will be several customized Lana ¶me I Travel products: a miniature sewing kit, a nail file, ear plugs, a toothbrush and a sleeping mask and a nail polish, which changes with the seasons (see picture below). The mask will be in black silk with the Lana ¶me travel logo on the front in pearliest white. Furthermore, the Lana ¶me I Travel gift package will consist of a La vie est. belle fragrance, a body lotion and a small passport telling the history of Lana ¶me. The most unique attribute is the personalized leather etude. Every product or package extracted from the wall will be placed into a high quality leather etude (appendix 2). This etude can be personalized by choosing a desired color (four options) and by writing a message in gold on the leather etude through a screen on the machine. After completing the desired color and message, the leather etude will be created and issued within only 5 minutes. Below you can find a suggestion how the machine will look like. The focus will be on the high- end appearance and it would be possible to larger the machine to create the o-called wall.

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