Brand analysis of Jo Malone Essay

1. Background Jo Malone is an international brand which was established in United Kingdom by Jo Malone in 1994, then it was acquired by Està ©e Lauder in 1999(Jo Malone 2014). This brand has a series of products, such as scents, body care products and home supplies (ibid). Its products are extracted from natural materials with pure flavor; so it is always pursued by many stars and upper class (Jo Malone 2013). Jo Malone allows consumers to tailor their own scent by combining different fragrances and to personalize their home by using home candles, elegant diffusers and room sprays (ibid). Therefore, the feature of Jo Malone is natural, high-quality and distinctive. As regards the market environment, there is a bright market prospect for Jo Malone, because the overall economic and fragrance market developed very well in UK (Monaghan & Kafkaesque, 2014). In addition, the culture force cannot be ignored, because the understated style of British can be reflected  well from the brand spirit—charming but personalized (Jo Malone 2013). 2. SWOT Anaylsis 2.1 Strength According to the background of Jo Malone, the strengths of this brand are relatively obvious. First of all, its brand position is precise which is high-end and distinctive. This can be reflected in its brand image. Its stores and packages are both well-designed to express the characteristics. Second, its products are personalized and high quality. All ingredients of the products are extracted from natural materials. Furthermore, an outstanding feature of Jo Malone, fragrance combination as mentioned before, makes this brand differ from other brands (Unger 1974). Final, this brand belongs to Estee Lauder, which can provide solid support for Jo Malone in many aspects. 2.2 Weakness There are three points in total. First, the brand recognition is low, especially compared with other fragrance brands, such as Chanel, Givenchy and Dior. Nevertheless, this situation may due to the short history of this young brand. Second, the promotion of this brand is ineffective. Spokesperson and advertising on mass media are absent. According to the Beauty Digital IQ Score (2013), the brand ranking of Jo Malone is 31, which means the influence of this brand is not sufficient. Third, the distribution channel is limited. Instead of selling products mixed with other brands in fragrance stores or online, Jo Malone sells its products in its own stores and website only, this may lead to limited coverage of market. Nonetheless, this can be its strength because it might be their special brand strategy that is aimed to highlight unique brand position (Brownlie et al 1999). 2.3 Opportunities Nowadays, people presume fashion products made by natural ingredients, which are healthy to human. Besides, customization has become popular in this market. As a result, Jo Malone corresponds with these current trends. Next, men perfume is a high potential and less competitive market. Owing to be important in the social interaction between humans, male consumers care more about their personal image than before (Lindqvist 2012) However, Jo Malone  does not have a series of products for men, which can also regarded as a weakness of this brand. Finally, global branding has become a trend and an important market strategy. (Tybout and Calkins, 2005, cited in Wong) With its unique style, Jo Malone extends its overseas market, especially in Asia recently. It is believe that there will be a wider chance for Jo Malone in the future. 2.4 Threats Due to low brand recognition and competitive pressure in this market, Jo Malone occupies low market share even though perfume is its major product. More and more luxury brands have launched perfume, such as Chanel and Dior. According to Rachel Felder (2014), those luxury brands attract consumers by their fame. Consumers, who cannot afford a Chanel bag, can purchase Chanel perfume to satisfy their vanity. Moreover, Jo Malone is a brand with particular features, in other words, there might be some copy-cats appear to confuse consumers and damage Jo Malone’s brand image. 3. Recommendations Based on the SWOT analysis above, there are three recommendations could be proposed. Firstly, recommending Jo Malone to promote itself in the public media. Due to Jo Malone’s low brand recognition and ineffective promotion strategy, it is necessary for Jo Malone to increase investment of promotion, to advertise itself on TV and premium beauty magazines, and to invite a few stars who are well known and have similar characteristics with Jo Malone to be spokespersons. Moreover, allowing perfume stores and online stores to sell Jo Malone products is also an option to enhance brand recognition and expend distribution channels. Second recommendation is to collaborate with other brands. In order to increase sales and expand not only premium market, but also mass market without undermining brand value, there are two options to target different consumers. One is to collaborate with Superdry, which is a young and fashionable brand with great reputation. Consumers are able to smell the partner perfume in Superdry’s shop and make purchase if they are interested in. Another is to collaborate with five-star hotels. There are many kinds of bath products of Jo Malone, and these products are priced very high due to  nature and health materials. However, five-star hotels are for customers who pursue the quality of life, besides, the daily bath products consumption of hotels is huge. Therefore, providing the bath products to these hotels is able to increase the sales effectively. Finally, male customers are hardly to find a specific product for themselves due to Jo Malone products are classified by ingredients and smells only. According to the SWOT analysis of men’s market, launching a specialized series of product for men is a feasible recommendation. 4. Conclusion In conclusion, this report analyzed the market environment of Jo Malone, and three recommendations were proposed for this brand based on the SWOT analysis. There is a great potential market for Jo Malone to expand. Furthermore, utilizing effective marketing strategies would help to promote the brand better, occupy more market share and strengthen its brand recognition. 5. References Brownlie, D., Saren, M., Wensley, R and Whittington, R. (1999) Rethinking Marketing: Towards Critical Marketing Accountings. 2nd ed. London: SAGE Publications. Capozzi, C. (2014) Perfume Market Analysis. [online].eHow. Available from: http://www.ehow.co.uk/info_7743468_perfume-market-analysis.html [Accessed 9 October 2014] Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering Overseas Markets: A Case Study of a Danish Butter Launching in Hong Kong with Success. Industrial Engineering and Management, KTH Craik, J. (1993) The face of fashion: Cultural studies in fashion. London: Routledge. Jo Malone (2014) Home. [online]. London. Jo Malone. Available from: http://www.jomalone.co.uk/world-of-jo-malone [Accessed 5 October 2014] Jo Malone- Jo Malone London(2013) Home. [online]. London. Jo Malone. Available from: http://www.jomalone.jobs/jomalne [Accessed 9 October 2014] Kafkaesque (2014) Perfume News: 2013 Fragrance Sales Figures, Revenue & Fragrance Markets [online] Available from: http://www.kafkaesqueblog.com/2013/08/24/perfume-news- 2013-fragrance-sales-figures-revenue-fragrance-markets/[Accessed 9 October 2014] Lindqvist, A. (2012) Preference and Gender Associations of Perfumes Applied on Human Skin. Journal of Sensory Studies, 27(6), 490–497. L2 ThinkTank (2013) Beauty Digital IQ Score [Online] Available from: http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=181&year=715 [Accessed 8 October 2014] Monaghan, A. (2014) UK economy grew 1.9% in 2013 – the fastest growth since 2007. [online]. The Guardian. Available from: http://www.theguardian.com/business/2014/jan/28/uk-economy-2013-fastest-growth-fourth-quarter-gdp [Accessed 9 October 2014] Unger, L. (1974) Market Segmentation: A useful tool in the marketing of fragrance (perfume) compounds. Industries Marketing Management, 3(3) 267-273.

Make an Ethical Referral

UNIT 2 (COVER SHEET 3) MAKING AN ETHICAL REFERRAL 2. 1 Quite often, a counsellor’s role is to assess and refer clients on to more appropriate help. Sometimes a client needs specialist counselling or a different approach and it is up to the counsellor to make this transition as smooth as possible for the client and to manage the process as sensitively as possible. The counsellor needs to take responsibility for making all arrangements but the client should also be empowered. SOURCES FOR REFERRALIts good practice for a counsellor to keep an up to date file of local and national agencies. A network of personal links is also important as it can help to instil a more human/caring element within a potentially anxiety provoking situation. PROCEDURE: The procedure for referrals differs from agency to agency but possible ways of managing this are: * Contact the agency concerned and find out about referral and appointment procedures. Be clear in your own mind, possibly after conferring with the help-seeker, what information you will pass to the agency in any discussion that arises during a telephone call. Contact the agency by telephone whilst the help-seeker is with you so that you can hand over to him to make the appointment after you have made the initial enquiry. * Write a referral letter to the agency. You could send a copy to the client so that he knows the letter has been sent to the agency. You might consider drafting the referral letter with the client so that he/she agrees the content Whatever the process of referral it is a time of contemplation and reflection for all involved.Confidentiality, boundary issues, supervision and adherence to laws/codes of practice need to be taken into account. 2. 3 When you suggest referral the help-seeker needs to understand that this is not a rejection. Many help-seekers have been passed from pillar to post and despair of genuine help being available, so they may feel cynical and/or rejected. It’s also possible t hat, having shown considerable courage to get this far, they feel daunted by approaching someone else and starting all over again.It is important to explain the reason why the referral is necessary and assure the client that their personal information will be help in confidence. The client also needs to be assured that the referral agency are the best placed to further their progress and ultimately that the referral is valid and necessary. 2. 4 When you engage with a client for a number of sessions you have a choice between an immediate (date/time defined) ending and a phased ending. A phased ending can take different forms: * A planned ‘weaning off’ (longer intervals between sessions) * An open door policy Endings with a follow up some weeks/months later Difficulties that clients may have with endings are: * Client is emotionally upset * Client is reluctant to end the sessions * If the ending is abrupt or unexpected * Client breaks the contract and sessions are ended W ithin the endings process you need to draw upon what you know about his/her attitude and experience of endings. For many people it’s a relatively small issue – if they are fairly self-supporting and motivated they probably move on with little regret.For others it’s a much bigger event. A Counsellor needs to ensure to flag that the end is drawing close and to give an opportunity for the client to comment on how he feels about the end. The longer the contact you’ve had, the more time you want to allow for this discussion and the earlier it needs to happen. Although you need to make the time limit clear in the initial contract, both counsellor and client are sure to have feelings about the ending of even short-term work.The extent of feelings probably relate to the intensity of the work and the investment in it by each party. Preparation for the ending should include: * Recognition of where the client is now (positive and negative) * A decision about the rea son for the ending (planned or immediate) * Goodbyes 2. 5 Supervision is an important part of the referral process and should be used to facilitate and explore how the process should be managed, how the client will react and how the counsellor will feel about the ending.I think as a counsellor you should have a prior understanding of how you feel the client will/is reacting to the ending of the helping relationship and the supervisor can draw upon his/her experience as to how the process should be best managed. I think as a counsellor, particularly when the ending has been abrupt or ‘premature’ may experience feelings of inadequacy or failure for not helping the client to overcome their presenting issues. I think a supervisor will be able to empathise and advise on the situation and how to frame it within your mind.The supervisor will advise how to end the relationship in a systematic way as positive as possible. 2. 6 Reasons for referral may be: Because the counsellor: * Has a personality clash with the client * Is out of their depth in terms of professional limits * Lacks experience to help the client further * There are boundary issues with knowing the client/friends of client on a personal basis * The clients issue is triggering issues within the counsellor * There is a clash of beliefs/values/culture that cannot be overlooked in terms of empathy Because the agency: Has time limits/limited sessions * Has a policy complication relating to clients issues * Does not deal with certain areas of counselling Because the client: * Needs/wants a different type of counsellor or other type of care * Has issues around availability/accessibility * Needs/wants a different package of care 2. 7 The BACP guidance relating to ethical referrals are that: * All referrals should be discussed with the client in advance and the client's consent obtained both to making the referral and also to disclosing information to accompany the referral.The referral should benef it the client, all confidential information should be protected during referral and the service/counsellor must be capable. * Prior to accepting a referral a practitioner should ensure that the referral is appropriate, will benefit the client and that the client is consenting. If the referrer is ultimately responsible for the client then they can receive update reports providing the client is consenting

Religious grievances rather than political and social discontent explain why rebellions broke out in England in both 1549 and 1554 Essays

Religious grievances rather than political and social discontent explain why rebellions broke out in England in both 1549 and 1554 Essays Religious grievances rather than political and social discontent explain why rebellions broke out in England in both 1549 and 1554 Essay Religious grievances rather than political and social discontent explain why rebellions broke out in England in both 1549 and 1554 Essay Essay Topic: Religion In 1549, two rebellions broke out in England, the Kets and the Western (Prayer Book) rebellion. There was no single cause of these rebellions. Religious, political and social factors all intertwined to create distress resulting in the rebellions. Religious policies initiated by Somerset continued to make their impact of the country. The prayer book rebellion was a catholic rebellion so religion was obviously important. The Kets rebellion was against rising rents, entry fines and over grazing of the common lands. This shows how social discontent may be the reason they broke out. In 1554, Wyatts rebellion broke out which publicly was against the Spanish marriage. However there were underlying religious factors as well. Source A only touches on religious reasons because the main causes of the rebellion were rising rents, entry fines and over grazing of the common lands. The debasing of the coinage led to the rising prices and social distress. It says We pray that all freeholders and copyholders may take the profits of all common lands and the Lords not to use the commons or take profits from the same. Lords using the commons led to overgrazing. This shows social discontent did help cause the rebellions. The Kets rebels were against the enclosure of common lands but in East Anglia there had not been that much enclosure so it was just an excuse to rebel. Source A says that if priests and vicars were unable to preach the words of God then their parishioners should be able to choose another priest. This indicates they wanted to raise standards of the clergy so religious grievances was a factor in causing the Kets rebellion. However religion was not a main cause of the Kets rebellion. Kets rebels accepted the prayer book but would have liked it to be more radical so religious grievance wasnt important unlike in the Western. The Western rebellion resented the Prayer Book and was against the Edwardian reformation. They didnt like the fact the Prayer Book was written in English rather than Latin. They couldnt understand the London dialect. Source B says We will have the mass in Latin as before. Religious grievances rather than political and social discontent may explain the reasons for the Western rebellion breaking out but not all three of the rebellions. Source B also says how they want images in every church, dont want the new service and that Cardinal Pole should not only be freely pardoned but recalled from Rome. The rebels were of a lower class than the gentry and hated the government officials who were desecrating their churches. They wanted monastery lands to be restored. Even in the Western rebellion there was other factors leading to it but religion was very important. The economic and social distress was the reason the commons rebelled so readily against the Prayer Book. Source B only comments on religious factors but it was the clergy who drew up the rebels demands for the western rebellion so therefore are going to concentrate on the religious factors. In the year before the rebellions their had been a hot summer and crops had failed. Possibly 40% of the population lived on or below the poverty line. Things were made worse by price increases. The introduction of the sheep tax in Devon caused rioting because the commons couldnt afford to pay it. Source C says You ask for a relief (tax) granted to us by Parliament on cloth and shearing sheep to be remitted, saying we have no need for it. The king even recognises the dislike of it. The economic and social distress helped fuel the anger for the rebellions. There also was influence from political factors. There was intense unpopularity of the governments agent, William Body who was eventually killed of the 6th April. He was disliked as identified with the new religious policy so religious factors are important as well. The sources are only about the Kets and Western rebellion not Wyatts. The public aim of the Wyatts rebellion was to stop the Spanish marriage. However historian such as Fletcher and MacCulloch believe that religion was the reason why rebels wanted to stop Marys marriage. The rebellion was led by the reforming faction of Edwards reign which suggests religion was important. Wyatts couldnt use religious factors as the aim of the rebellion because this would split the country as some of the population was still Catholic. This would therefore limit his support. If Wyatts rebellion had been successful, Elizabeth would become Queen and she was Protestant anyway. Wyatts knew there was already wide-spread resentment of the Spanish marriage so used this to gain support. This indicates religious grievances do help explain why the Wyatts rebellion broke out. Some people thought the marriage was a political mistake as through the marriage she could give England away to a foreign empire. However the marriage treaty meant Philip had no power to rule England, he couldnt take Mary or their children out of the country without the consent of the council or drag England into Spanish wars. Also the nobility could resist the marriage to protect their own power and self-interest. Unlike the uprising in 1549, this was a political conspiracy among the elites and there was little popular support. The rebellion was led by Croft, Carew and Wyatt who all held important offices at court. They feared the Spanish influence would endanger their own careers. This shows political discontent helped to provoke the Wyatts rebellion. Overall, although religious grievances do help explain why rebellions broke out in 1549 and 1554, there are other important factors. Religious grievances were very important especially in the Kets and Wyatts rebellions but no single factor caused all the rebellions. Each rebellion started for different reasons. Poverty was worsening because of the debased coinage leading to inflation and price increases. This caused distress which help fuel the rebellions. Kets rebels accepted the pray book so religious grievances wasnt a main cause. The western rebellion resented the Prayer Book and was against the Edwardian reformation but the economic and social distress was the reason the commons rebelled so readily against the Prayer Book. For this rebellion religious grievances was an important factor in why it broke out but political and social discontent was also important. In Wyatts rebellion political discontent of the leaders, religion grievances and social discontent were all important for causing the rebellions. Religious, political and social factors all intertwined to create distress resulting in the rebellions.

Dawned vs. Donned

Dawned vs. Donned Dawned vs. Donned Dawned vs. Donned By Guest Author This is a guest post by Shelley DuPont. If you want to write for Daily Writing Tips check the guidelines here.    Did you ever think you knew the lyrics to a song, only to find out later they were nothing like you thought?   I know I have. Editor’s note: There’s a word for this kind of mishearing: mondegreen, â€Å"a misunderstood or misinterpreted word or phrase resulting from a mishearing, esp. of the lyrics to a song.† Sometimes a writer who has misunderstood an expression passes it on to the reader, with unintended results. For example, I came across a guest post on how conversations can lead indirectly to gaining more business for yourself.   Anticipating a great article, I eagerly started reading. Right at the end of the introductory paragraph, I saw it. It hit me like a small flaw on an expensive piece of clothing:   It donned on me The context called for it dawned on me, meaning I understood, I became aware of. Wanting to reassure myself that I hadnt been mistaken in my own understanding of the idiom, I googled the phrase as the author used it.   There it was at the top of the page. Google was asking, Do you mean It dawned on me?' Yes! Yes! I said with some relief.   But this still didnt answer the question as to why the author chose to use donned as the verb.    Used figuratively, the verb to dawn means â€Å"to begin to appear or become visible† in the sense of mental enlightenment or awareness.   If something dawns on you, then a new understanding has come your way.   This use seems fairly obvious, especially within the context of the article.   The verb to don, on the other hand, means to put on clothing, or, in a figurative sense, to assume, or to get into.   For example, a recent headline taken from the New York Times entertainment page reads, Amanda Seyfried likely to don â€Å"Red Riding Hood† I suppose the author could have done it deliberately. I did discover a website named itdonnedonme that focuses on competitive 24 hour film making. But the blog title is a deliberate pun on the expression it dawned on me and the blog owner’s name: Evan Donn. The context of the article I was trying to read definitely called for â€Å"dawned.† Maybe the error arose from the writer’s pronunciation of the words dawn and don. dawn [dà ´n] rhymes with lawn, yawn and aw (as in â€Å"Aw, shucks!) don [dÃ… n] rhymes with on, con and Ron At this point, I can only conclude that the author, like those of us singing the wrong words for years, has simply mixed up â€Å"dawn† and â€Å"don.†   By the way, it just dawned on me that I never did finish reading that article. Shelley DuPont is a former high school English teacher who blogs for local business owners. She actively tutors online ESL students, freelance writes, and paints. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Misused Words category, check our popular posts, or choose a related post below:Avoid Beginning a Sentence with â€Å"With†Story Writing 101Double Possessive

What You Need to Know About Returning To Work After Having a Baby

What You Need to Know About Returning To Work After Having a Baby It’s awfully hard taking a leave from work to go and have a baby. It’s even harder leaving that baby behind to go back to work- even if you love your job! So whether you’re going back for monetary necessity, or because you have to keep your place in your career, or because you love what you do, here are a few tips to help ease your transition. 1. Start childcare plans early.If you want in on a specific day care center, get on their waiting list ASAP- sometimes even before the baby is born. Either way, set up who will be caring for your child in advance of needing it. Visit the facility or meet the person in advance. Maybe even do a dry run to make sure things don’t all crash and burn the minute Mommy/Daddy leaves. Having a good, safe option that you and your family feel good about will help ease your jitters.2. Stock up on supplies.You’re going to need a bunch of supplies for whomever is taking care of your kid. Buy things like breast milk bags and nursing pads and diapers in bulk. Make a checklist of all the things your baby needs when going out of the house and make sure to pass it along to your child minder.3. Start out slowly.Don’t go right back into full time. See if you can do part-time the first week or two, just until you iron out all the kinks and get your family settled in the new routine.4. Stay in touch.It’s okay to ask for regular updates throughout the day- a quick text or photo will often do to help you keep from worrying and focus on your work. If you are the type to call in every day, go for it!5. Talk to a lactation expert.If you’re a mom who’s going to keep nursing, talk to a lactation consultant and start figuring out your pumping schedule. Make sure you’re comfortable with your system before you dive into it. Get your baby used to drinking your milk from a bottle- to make sure she takes it- especially from someone else. And make sure to have the pumping conversation with your boss so she’s best prepared to support you. Your HR department should make it very easy on you and find you somewhere private and dedicated for when you need to pump.6. Plan everything the night before.After bedtime is your best friend. Pretend like you’re back in school again: lay out your clothes, pack your lunch, prep breakfast, pack the diaper bag, get organized, etc. This time will be less harried than the morning and will also mean you get more quality time before heading off to work each day when you aren’t running mad with stress.7. Don’t take work home.Your boss should understand that you have a brand new family at home. Leave your job when you come home and don’t pick it up again until you arrive the next morning. Life is too short to be missing your already limited family time being glued to projects or emails.8. Don’t feel guilty.Work is important to sustain your family. Even if you don’t have to work for the money- m aybe your partner makes more than enough to go around- if you’re going back to work because you love your job†¦ that’s important. Either way, you’re setting a wonderful example for your kids.

Traning Methods Assignment Example | Topics and Well Written Essays - 500 words

Traning Methods - Assignment Example I will discuss four methods of training in this essay, namely, apprenticeship, simulation, role playing and in-basket method. The apprenticeship training provides workers with comprehensive training both on and off the job in the practical and theoretical aspects of the work required in a highly skilled occupation. A typical apprenticeship program usually requires two years of on-the-job experience and about 180 hours of classroom instruction but this varies depending of the job requirements. Like other on-the-job training methods, its main objective is the development of the skills of the employee. An advantage of this method is that the employee does not have to make major adjustments at work unlike off-the-job trainings. The disadvantage is that employees sometimes find this method stressful because of the fear of damaging an equipment or having large amounts of wastage; thus, resulting to a hindrance to his learning process. Another method of training is the simulation method. Th is method is used for jobs which require operating equipments which are dangerous or too expensive such as the job of a pilot. In this case, simulators of the equipment are designed and set up away from the actual work situation. The advantage of this training method is that the job hazards are removed and opportunities for repeated practice can be done without being too costly for the company.

Zara Research Study Essay Example | Topics and Well Written Essays - 3500 words

Zara Research Study - Essay Example Research has been made on customer service facilities offered by Zara and customers’ perceptions regarding this subject. Both primary and secondary data have been used for the study. Secondary data have been collected from different databases and existing literature published on past studies. Primary data have been collected by employing quantitative method of study. A sample population of 100 customers having shopping experience with Zara have been interviewed by distributing a structured questionnaire containing 5 close ended questions. The questions have been framed with the objective of understanding customer perceptions about customer service facilities provided by Zara. The secondary objective of this study is to investigate the relationship between age of customers and their perceptions. Responses of the participants have been measured in a five point Likert scale. The alternative hypothesis is that Zara provides satisfactory level of customer service. The responses are analysed using the t-statistic and the estimated value of t statistic is found to be sufficiently greater than the tabulated value. Therefore the alternative hypothesis is accepted. This establishes that customers have strong positive perception about customer service facility provided by Zara. It has also been found that compared to the youths, the middle aged population hold better perceptions about the company’s customer service. Zara is a famous international fashion brand. It is one of the eight store set ups of the Inditex Group, which is one amongst the largest retailers in the fashion industry in the world. The Inditex Group is an assimilation of approximately one hundred textile companies that conceptualize designs, manufactures fabrics and distributes them. The first shop of Zara was opened in the city of Coruà ±a in 1975 (Inditex, n.d.). Presently, the company has expanded its network to four hundred cities in eighty seven