DRI/DRA Definitions

Colgate Precision Case Analysis - 1318 Words

Case Analysis: Colgate Precision Prepared for Instructor University Prepared by Student University October 19, 2011 INTRODUCTION Colgate-Palmolive has been researching and developing a superior toothbrush, the Colgate Precision, and as the Precision Product Manager I have overseen the development of the Precision from start to finish. We have been developing a technical innovation in the toothbrush industry, and with the product’s launch pending there have been several factors yet to be decided upon. With a tremendous amount of resources pooled into the development of the Precision and the recent competitive market we are launching it in, it is essential the positioning and branding of this toothbrush are executed†¦show more content†¦The brush will still be communicated to consumers as a design by Colgate, it will not be excluded from the packaging; therefore brand equity should not be a concern. The possible threat of a near saturated premium toothbrush market with Johnson amp; Johnson and Proctor amp; Gamble now entering the industry hopefully will be reduced with a brand focused on the spec ific product and not Colgate. Positioning the Precision Taking a multi-step approach to our positioning of the Precision is crucial to ensure that it exceeds initially and continues to thrive when introduced to a larger target market. As one of our competencies, the gum disease prevention and plaque removal effects, needs to be stressed to a target market that is interested in it. While it is also convenient for distribution purposes going to a niche position first can also reach those segments that are interested most in our product. I believe that through our in-depth research of developing a brush for the super-premium segments we should be reaching those interested in paying the premium price as well, which might not do so well initially selling to a mainstream market. Those going to a drug or food store would be more interested in finding a brush that is going to be of distinct value rather than a big retailer where one would find cheaper brushes attached to 2-for-1 deals and coupons. OnceShow MoreRelatedColgate Palmolive Company : T he Precision Toothbrush Case Analysis2312 Words   |  10 PagesColgate-Palmolive Company: The Precision Toothbrush Case Analysis Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy inRead MoreColgate Case Analysis1497 Words   |  6 PagesProblem The focal issue of this case is to determine the best marketing strategy for the launch of the new Colgate Precision. The issue can be divided into the following four major areas: 1. Positioning: Which market should be targeted? 2. Branding: Should Colgate make the most of the company’s brand? 3. Communication Promotion: How does Colgate distribute its advisement expenditures among products? How much should Colgate invest in advertising Colgate Precision? 4. Channel: Which distributionRead MoreColgate Palmolive Toothbrush Case Study1303 Words   |  6 Pagesreport is to analyze the two different launch strategies (as a niche or a mainstream product) for Colgate Palmolive s new toothbrush, Precision, and choose the one that is the most suitable in the face of the market competition and consumer needs. The report also aims to make recommendations for the positioning, branding, communication and promotion of the product under the chosen strategy. Situation Analysis Company: In 1991, CP held 43% of the world toothpaste market and 16% of the world toothbrushRead MoreColgate Palmolive7692 Words   |  31 PagesCOLGATE PALMOLIVE PRECISION TOOTH BRUSH Synopsis :- The analysis of the two different launch strategies 1. Introduction and Company Background. Colgate Palmolive was the global leader in household and personal products, with sales of $6.06 billion and gross profit of $2.76 billion, as in 1991. The company was also the No. 1 in US retail tooth brush market with 23.3% of volume share. The company had 43% of the world’s tooth paste market and 16% of the world tooth brush market. In 1991 there wasRead MoreTodays Segmentation Strategies of Colgate-Palmolive1207 Words   |  5 PagesWS1 Case Study Paper Indiana Wesleyan University WS1 Case Study Paper Colgate-Palmolive Company While many companies provide a similar product there aren’t any that share the same perspective when it comes to the sincere appreciation and willingness to provide like that of Colgate-Palmolive. Their mission statement is unique to them and simply states the following: As a company that strives to be the best truly global consumer product company, we are committed to doing business with integrityRead MoreColgate Palmolive: Marketing Strategies and Programs5256 Words   |  22 PagesCOLGATE PALMOLIVE Marketing Strategies and Programs Introduction Colgate Palmolive Company is a $17.1 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. This American  diversified  multinational corporation focuses on strong global brands in its core businesses – Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate follows a tightly defined strategy to grow market shares for key productsRead MorePoka Yoke Journal7518 Words   |  31 Pagesthe service provider an opportunity to rectify the problem. If they choose not to complain, they may remain with the provider, despite their dissatisfaction, or exit. Alternatively, if they complain they may also choose to stay or they may exit (Colgate and Norris, 2001). In order to balance the need for defect-free service and the inevitability of failure, organizations must be pro-active in anticipating likely areas of failures/complaints as well as anticipating the appropriate needs for recoveryRead MoreGlobal Marketing Summary Chapter 5-106416 Words   |  26 Pages †¢ Challenge is to recognize and respond to national differences that influence the way information is obtained Steps in the Research Process 1. Identify the information requirement 2. Define the problem 3. Choose a unit of analysis 4. Examine data availability 5. Assess value of research 6. Design the research 7. Analyze the data 8. Present the findings Step 1: Identifying the Information Requirement †¢ What information do I need? †¢Read MoreBrand Building Blocks96400 Words   |  386 Pagesnumerous and diverse a brand s images are, the more difficult it is to coordinate them in support of a strong brand. 4. Complex Brand Strategies And Relationships There was a time, not too long ago, when a brand was a clear, singular entity. Colgate, for example, was a brand name that simply needed to be defined, established, and nurtured. Today, the situation is far different. There are subbrands, brand extensions, ingredient brands, endorser brands, and corporate brands. The Coke logo can beRead MoreSamsung and Financial Crisis Case Study11108 Words   |  45 Pagesindicators. Brand-self connection is a core component of attachment since it centrally reflects the definition of attachment as the bond connecting the individual with the brand. However, we suggest that the inclusion of brand prominence adds precision in measuring the â€Å"strength† of the bond connecting the brand with the individual. This is so for two reasons. First, when thoughts and feelings about the brand are highly accessible, prominence may exert a disproportionately strong influence

DNA profiling for crime investigation free essay sample

Abstract— DNA profiling also called as DNA typing or Gene fingerprinting has been used as a powerful process for identification of humans. Many countries around the world where forensic databases have created to store DNA patterns(DNA profiles) of crime scenes in order to put the actual criminals behind the bars and free the innocent who have been kept in jails for years without any real evidence of crime. DNA profiling is not just limited in crime investigations but have got many other applications as to detect paternity child case investigation, Huge mass detection in big disasters, to detect severe diseases beforehand like cancer, diabetes etc. In Forensic Science, manual investigation has to be automated in a way to store more and more DNA profiles in database so that crime rate reduces at higher pace. Keywords— DNA, DNA Profiling, Forensic Science, CODIS, DNA Testing I. Deoxyribonucleic Acid (DNA) sequencing is well established process that is used to identify individuals especially in forensic DNA analysis that involves crime investigation. At first glance question arises in mind why just a DNA sequence is considered for crime investigation process though there are other software present that can identify a criminal like Fingerprint Recognition Systems, Iris Recognition Systems, Palm Recognition Systems, Retina recognition systems, Thumb recognition systems and others. Actually what happens is when crime scene happened the criminals are very sharp because they do know the investigations will get started and it’s not so simple to run away from crime scene? So they tried not to leave any kind of fingerprints. At this time DNA profiling plays a vital role to investigate these situations and get precise and accurate results in the form of perfect match of DNA sample. Genetic tests have been widely used for forensic evidences and mass- fatality identification (terrorist attacks, airplane crash, and tsunami disaster. Genetic testing results are integrated with information collected by multidisciplinary teams composed of medical examiners, forensic pathologists, anthropologists, forensic dentists, fingerprint specialists, radiologists and experts in search and recovery of physical evidence. Large scale tissue sampling and long-term DNA preservation under desiccation conditions with potential applications in mass fatalities has been recently described [2-4]. In this paper, we present an overview of current research in Forensic Science. Section II states the problem statement. Section III outlines the brief literature review on DNA, DNA Testing, Profiling and DNA Typing. Section IV describes the methodology of DNA Profiling, CODIS System. In Section V, we conclude with a summary of current problems in DNA Profiling in terms of cost and. time effectiveness. II. PROBLEM DEFINITION Considering DNA Profiling for crime investigation, instead of other biometrics like fingerprints Using cost effective and efficient system so that the real criminals can be traced out. III. Literature Review DNA is a molecule of life and main property of DNA is that is unique and found in all living organisms including virus. DNA is a double helix structure means containing two strands with four bases named as Adenine, Cytosine, Thymine and Guanine which are held together with the help of bonds. These base pairs are connected to ribose and phosphate molecule. User can have a better view of this DNA double helix from the figure given below. Figure Structure of DNA molecule As DNA is unique for each individual and it contains millions of nucleotide base pairs (Adenine, Thymine, Cytosine, and Guanine). An individual DNA is made up of half of the DNA from father and half from mother so DNA testing process is used to know the evidence of paternity of children. DNA is located in most of the human body parts like blood, saliva, hair roots, white blood cells and body tissues which can be DNA profiled. In this way genetic information is taken from the samples during crime scenes and then investigated for the evidence of the criminal. A. What is DNA DNA stands for Deoxyribonucleic Acid is a hereditary material which is found in all living organisms including virus. It is located in the cells within nucleus that contains genetic information in which many hidden secrets are waiting to be explored. DNA contains 3 billion base pairs Adenine (A), Thymine (T), Cytosine(C) and Guanine (G) which are held together by strong hydrogen and covalent bonds. It is a ladder like structure vertical bars seems like pillars are made up of ribose and phosphate ions. The rungs of the ladder are composed of nucleotide base pairs which is actually needed to be stored as encrypted code in the database to process and identify people who are involved in crime or escape the innocent who have been in jail for years without committing any crime but after their DNA typing is being done will proved them for 100% accuracy that are not the suspects of crimes. B. Forensic DNA Procedures Personal identification is conducted using special biological features like DNA, saliva, blood, etc. ), physiological features like fingerprints, eye irises and retinas, hand palm and facial features), behavioural characteristics including lip motion, dynamic signature. DNA plays a vital role in identification of individuals in which genetic patterns of inheritance are used as markers for unique identity of individuals. All humans have 99% same DNA sequences and still they have got millions of genetic differences. C. What is DNA Profiling DNA profiling, otherwise known as DNA testing or genetic fingerprinting, is the process of identifying an individual from their unique sequence of loci (part of the chromosome), gained by accessing a sample of the individual’s DNA [5]. Profiling is used by forensic scientists to find the identity of those involved in criminal activity. DNA Profiling which may also called as DNA typing or Genetic fingerprinting has been evolved as a revolutionary, powerful and reliable identification tool which has got lots of applications. As far as other identification tools are also widely used for identification purpose like for example Finger Print Recognition System, Iris Recognition System, Palm Recognition System and Voice Recognition System etc. , all of these application softwares are implemented to solve real world problems especially for security purpose. DNA profiling is widely used in crime investigations, Paternity of child, Medical diagnosis and many others. DNA sequencing needed to increase the processing speed for sequencing the nucleotide base pairs. DNA profiling is done by many techniques and still researchers are trying to invent cost effective and speedy techniques to process the DNA sequence in less time and give accurate result in the form of perfect match. These techniques like STR (Short Tandem Repeat profiling), Restriction Fragment Length Polymorphism (RFLP) and many others that involved the examination of successive regions of DNA. There is a population database that might be involved in crimes or might not be involved. The distribution of DNA sequence which has been got from DNA profiling techniques are examined and will relate to the given DNA database to get the indication whether that DNA is related to the population sample present already in the database. D. DNA Typing 99. 9% of the DNA from two people will be identical. [6]The 0. 1% of DNA code sequences that vary from person to person is what makes us unique [6]. These sequences are called genetic markers, and are the part of the code that forensic scientists use when doing a DNA test [6]. It is a process of extraction of DNA fragments from reference sample found at the crime scene which is further analyzed and processed by many optimization techniques which will be discussed in later section. Then it will generate a genotype pattern in encrypted form that can be read and stored in computer system as National DNA Database. This unique pattern of DNA that is used for accurate identification of a person is called as DNA Profile which is unique for each individual with the exception of DNA profile that is derived from identical twins. DNA Testing DNA is very powerful and efficient tool for identification and has got many other applications [6]. Some of the uses are given below: 1) Parental Testing: It is used to know if someone is real father of a child or not. 2) Forensic testing: It is used crime investigation. 3) Gene therapy: It is used to establish birth defects and to test parents for genetic conditions. 4) Genetic genealogy: It is used to know more about someone’s ancestry. IV. Methodology A. Process Of DNA Profiling (Crime Investigation) Take a reference sample of tissue found in crime scene, cut the DNA into fragments using biological techniques that might include RFLP(Reduced Fragment Length Polymorphism) after that do PCR(Polymerase Chain Reaction) analysis of DNA fragments which will create copies of DNA alleles or loci (specific location in chromosome) which represent Genotype data which will going to be converted to encrypted genetic code which computer , in case of crime investigation, analyst will use CODIS (Combined DNA Index System). CODIS has incorporated two databases the one includes the genetic information of DNA sample which is a reference sample and other database included a population sample. CODIS will automatically process the sample DNA for the match if match found with population database then it will generate profile of the suspect accordingly. Figure Process of DNA Profiling V. Conclusion DNA profiling which is used in forensic evidences needed to be proficient in examining the suspect of crime. The problem encountered in DNA profiling is the techniques which take much time to read the genetic code sequence. It takes exponential time to handle the DNA structure during testing and validation phase to ensure that the particular DNA belongs to right person or not. There should be a procedure to knock out this lengthy procedure and use some other technology that could be nanotechnology which is again a vast field to explore the things out to solve our real life problems. What if system read the sequence directly from DNA instead of going through big lengthy complicated and time consuming procedures avoiding Petri Dish Testing of blood samples? Acknowledgment I would like to extend our heartiest gratitude to Dr. Maqbool Sheikh, for his invaluable guidance, inspirations and timely suggestions which facilitated the entire process of bringing out this research on â€Å"DNA Profiling for Crime Investigation†. It would have been really hard to complete this project successfully without the directions of Dr. Maqbool Sheikh.

My Closet Essays - , Term Papers, Research Papers

My Closet My Closet I sat quietly on the couch next to my father. His short muscular arm extended over my head as if to protect his little girl. His fingers got lost in my strands of hair, as I yanked my head forward as if to signal I did not want him to play with my hair. My new baby doll with big blonde ringlets and skin that smelled like a babys skin after it has just been powdered, rested in my lap. My meek hands stroked the tiny doll as if it were alive. My father knelt down and kissed my forehead as he said, Dont worry, Princess, Mommy will.Oh here she is now! I sprang from my warm, sheltered seat and sprinted to the front window as quickly as my tiny legs could move. My fingers grasped the long, wooden windowsill and my little pug nose pressed against the window pain. My breath delivered a frosty appearance on the glass as my eyes strained to see my mother step out of her car. My toes ached with pain as I fought to stay in view with the outside world. Too late. I could already hear my mothers graceful footsteps ascend the stairs. She carefully opened the door that entered my kitchen, and I flung myself into her arms. My mother yelped with shock and a hint of exhaustion, Meggie honey, Mommy is very tired. Please be a little more careful next time. Mommy! Mommy! Daddy bought me a new dolly today, her name is, Madeline. Look! Look! Oh very nice sweetie. I have a surprise for you too. What is it? What is it? I exclaimed as I jumped rapidly around the kitchen. My mind raced. Was it another doll? Maybe the game I had been wanting? Tinkerbell perfume! That is what it must be. I had always wanted Tinkerbell perfume. Everytime I saw it in a store I would shout and point with such excitement. I thought it had magical powers that would make me fly. My imagination always ran with ideas as most children always do. My mother griped my hand tightly and led me into the living room at a slow pace that indicated she was nervous yet excited. She sat me down gently next to my father. Her smile had never been so huge. An extra twinkle was in her eyes. They fluttered from my father to me, and then back to my father. She stood there in front of us, motionless. Her hands were clamped together and her fingertips were the color of my babydoll's dress, white. Well? my father questioned. Guess what? Mommy went to the doctors today and I found out I am going to have another baby! exclaimed my mother. What! Thats fantastic, my father shouted as he scooped her up into his arms and gently kissed her, first on the cheek with a light caress of his lips and then upon her lips which lingered for a few extra seconds. That kiss through my eyes seemed to last for an eternity. I on the other hand sat there expressionless. My new dolly fell to the floor, face down, into the plush, cream carpet. Her hair was now a tattered knot from my little girl fingers weaving in and out of it, just as my father had done to my hair. My eyes felt hot and watery, my cheeks reflected the color of a shiny read apple. I felt those tears piling up by the millisecond. The pressure behind my eyes was overwhelming; my eyes were going to pop out at that very moment. Not an utter of sound escaped from my quivering lips. I thought about the day when I may no longer be first at going down grandpas slide at his pool on those hot summer days. The handmade wooden swing that hung from a giant oak tree in my back yard would no longer be just mine. Every day we went shopping I wouldnt be able to get a surprise because I would have to wait my turn. Picking out my favorite cereal just for the toy inside wouldnt matter anymore. I would soon become a ghost. The name Meagan did not sound