Hoy en día, no solo las mujeres se preocupan por el cuidado de la piel sino también los hombres. Sumado a esta nueva tendencia, se puede observar el ascenso de la preferencia en productos de origen natural que contribuyen al aporte de beneficios a la piel y a la reducción del daño ocasionado por los químicos. En este sentido, se ha encontrado un mercado potencial, los hombres específicamente del estilo de vida sofisticado, una parte de la población, definida por Arellano Marketing, como preocupados por el status, la moda y la imagen. Partiendo de la imagen, es sabido que en la actualidad el mercado de productos estéticos para hombres se encuentra en crecimiento desde hace algunos años habiendo generado hasta S/1,000 millones en el año 2018. Es por ello que “Spartan Man Care” busca abordar el negocio de los productos naturales especializados en hombres que se preocupan por su aspecto físico. Además, es importante resaltar que hoy en día a pesar del mercado potencial existente en los hombres, no existe una variedad de productos dirigidos a ellos, por lo que hay una oportunidad de negocio latente para trabajar. Actualmente, el total de hombres considerados sofisticados en Lima dentro del rango de 25 a 39 años es de 121, 392. De este total el 14% compra productos de higiene con regularidad, representado por 16,995 habitantes y S/3, 976,830 en soles. Finalmente, se determinó que la ganancia del proyecto, calculada a través del VAN, será de S/126, 316 de retorno sobre la inversión. / Today, not only women care about skin care but also men. In addition to this new trend, you can see the rise in preference in products of natural origin that contribute to providing benefits to the skin and reducing the damage caused by chemicals. In this sense, a potential market has been found, men specifically for the sophisticated lifestyle, a part of the population, defined by Arellano Marketing, as concerned about status, fashion and image. Based on the image, it is known that currently the market for men's cosmetic products has been growing for some years, having generated up to S / 1,000 million in 2018. That is why "Spartan Man Care" seeks to address the business of natural products specialized in men who care about their physical appearance. Furthermore, it is important to note that today despite the potential market for men, there is no variety of products for them, so there is a latent business opportunity to work. Currently, the total of men considered sophisticated in Lima within the range of 25 to 39 years is 121, 392. Of this total, 14% purchase hygiene products regularly, represented by 16,995 inhabitants and S / 3,976,830 in soles. Finally, it was determined that the project's profit, calculated through the NPV, will be S / 126, 316 of return on investment. / Trabajo de investigación

Advertisements are multimodal texts created to get attention from potential customers in order to sell products. Previous research has shown how advertisements’ visual and verbal features make up ideological codes that are used to affect readers. To interpret these codes and gain an understanding of advertisements as communicative artifacts, a linguistic approach needs to be merged with a multimodal approach. In this study systemic functional grammar and multimodal semiotics are applied to ten skin care advertisements by Elizabeth Arden from 1920-2013. The aim is to investigate how the relationship between skin care companies and their potential customers is constructed through the use of language and images in skin care advertisements. Furthermore, the study aims to analyze whether and how the relationship between skin care companies and customers change over time. The findings indicate that the reader is constructed as unequal to Elizabeth Arden. The results also show a longitudinal difference in that the reader and the writer are constructed as closer in earlier advertisements and more distant in later advertisements. The language is also less demanding in recent years. Furthermore, the findings show that later skin care advertisements, unlike earlier advertisements, refer to science. The change might be an indication that societal and consumer values are evolving. Hence, the result might reflect societal changes.

The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. The study aims to test the applicability of Keller’s (2001) Customer-Based Brand Equity (CBBE) model pyramid in a growing brand segment, to understand which aspects of green skin care brands consumers find to be important. Furthermore, this study provides managerial implications to help brands develop marketing strategies on how to strengthen the consumer-brand relationship. The findings indicate that there are opportunities for green skin care brands to increase their brand equity with the help of Keller’s brand building blocks. However, the findings suggest that green skin care brands need to focus on strengthening how consumers perceive the price and performance of green skin care products in order to establish a strong brand. Ultimately, the study presents a revised CBBE model that highlights the established subdimensions of green skin care brands and those that are in need of improvement.

Family-centered care (FCC) is considered the gold standard for care delivery in the Neonatal Intensive Care Unit (NICU). However, there are challenges with the implementation of FCC in practice and there is limited literature about how to tailor this approach for specialized NICU populations. To explore FCC for surgical neonates in the NICU, the concept was explored using Roger’s evolutionary concept analysis. Results illustrate that FCC in the NICU is a philosophy or care, rather than a set of interventions. The subsequent cross-sectional descriptive exploratory study showed that the surgical infants in our sample (n=11) received a limited amount of skin-to-skin care (median 0 mins/day) and parents reported challenges to being involved in their infant’s care. This thesis supports the challenges with the implementation of FCC in practice and both the need to consider multiple perspectives and the need for broader systemic change in order to support a FCC philosophy.

El objetivo principal de este trabajo consiste en una propuesta de negocio a través de la cual se comercializa la bentonita con el fin de que las personas que la utilicen como una mascarilla, que puedan cuidar su piel y disfruten de los beneficios que esta les brinda. Algunos de estos son la eliminación de impurezas y residuos, reducción del acné. Asimismo, este tipo de ceniza volcánica suaviza la piel, puede ser utilizada por personas que cuentan con piel sensible y rosácea. Las campañas publicitarias y las nuevas exigencias sociales han determinado ciertos estereotipos y características que se deben cumplir para que una persona se considere estéticamente atractiva. Afectando de manera directa el autoestima y estado de ánimo de los individuos que no cumplen con ellas. A partir de esta situación, Bitamask brinda a las personas la oportunidad de cuidar y mejorar la apariencia de su piel, con el objetivo de solucionar o reducir imperfecciones que puedan tener con el fin de incrementar su autoestima y mejorar su estado de ánimo. Por otro lado, este trabajo fue elaborado de acuerdo a las normas vigentes dictadas por la Universidad Peruana de Ciencias Aplicadas y ha sido realizado por alumnos de la Facultad de Negocios. A continuación, se presentará la investigación y propuesta realizada. / The main objective of this paperwork is a business proposal through which bentonite is marketed so that people who use it as a mask, can take care of their skin and enjoy the benefits it offers. Some of these are the elimination of impurities and dirt, and reduction of acne. Also this type of volcanic ash softens the skin and can be used by people who have sensitive skin and rosacea. Advertising campaigns and new social demands have determined certain stereotypes and characteristics that a person must have in order to be considered aesthetically attractive. Directly affecting the self-esteem and state of mind of people who do not comply with them. From this situation, Bitamask offers people the opportunity to care for and improve the appearance of their skin, with the aim of solving or reducing imperfections that may have in order to increase their self-esteem and improve their mood. On the other hand, this paperwork was prepared in accordance with the regulations dictated by the Peruvian University of Applied Sciences and has been carried out by students of the Faculty of Business. Now, the research and proposal made will be presented. / Trabajo de investigación

No description available.

男性保養品市場在近幾年相當受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從數據上看來，最近幾年的化妝品產業的連年成長，有很大部份是來自於男性消費者的消費主力逐漸產生，他們對於自我外貌的觀念，因為產業、媒體、社會環境的交相傳播影響，使得產品及品牌的觀念漸漸成型，品牌忠誠度與產品的再購也有不少提昇。 本研究即就此一現象做男性專櫃保養品之生活型態與購買決策研究。透過問卷調查，探析男性專櫃保養品消費者的生活型態，並輔以非專櫃保養品之消費者，做兩者的比較分析。本研究共回收937份有效問卷，其中591份是專櫃消費者，346份是非專櫃消費者。本研究利用利用因素分析及集群分析將消費者做生活型態分類；用ANOVA、卡方分析、獨立樣本t檢定分析消費者在購買行為、生活型態、人口變項上的差異；最後用迴歸分析探討品牌滿意度對品牌忠誠度的影響。 研究結果顯示，時尚先鋒族是男性專櫃保養品的目標消費者，其人口變項、生活型態都與其他集群有顯著差異。這個族群對於流行訊息非常敏感，在團體中很活躍、重視社交，並且在意自我形象。他們會透過多元的管道購買專櫃保養品，也會透過網路與其他使用者交換使用心得。而在非專櫃消費者中的時尚先鋒族則是男性專櫃保養品的潛在消費者，他們同樣重視自我的外貌，也會利用較低價的開架式保養品，只是年紀較輕，收入較少，尚未有足夠的預算購買專櫃產品。此外本研究也發現有部分消費者的需求並沒有完全被滿足，某些肌膚問題無法對應該有的專櫃產品。 根據研究結果，企業應加強對時尚先鋒族的行銷，加強價格定位，做好專櫃通路的品牌形象及服務，以提高時尚先鋒族的品牌態度，進而形塑品牌忠誠；強化網路在行銷溝通上的地位，做好網路上的議題管理與公關策略，以強化消費者的品牌滿意度；並且企業應針對目前尚未滿足的需求，發展出對應的專櫃產品，以增加獲利。 / It’s been a wide attention to the men’s skin care matkets in recent years. Many of the large cosmetic groups are developing skin care products specifically for men. After the year of 2000, men’s skin care markets around the world are enjoying double-digit growth every year. Also, based on the numbers, the growth of the entire cosmetic industry in these years has largely benefited from the emerging men’s skin care product consumers. The concept of male consumers’ own look, is changing by the communication of the skin care industry, media information, and the whole atmosphere in the society. This phenominon has the power to form the concept of men’s skin care brands and products, and also raises the brand loyalty and repeated product buying. This research is based on this situation and doing a survey of the consumer lifestyle and purchase decision of men’s skin care products. Through an Internet survey, this research is to analyze the lifestyle of men’s luxury skin care product comsumers, and to compare with the lifestyle of men’s non-luxury skin care product comsumers. Effective samples are in the amount of 937 in total, 591 in luxury consumers, and 346 in non-luxury consumers. The statistics are conducted with factor analysis and cluster analysis to categorize the consumers by their lifestyles; with ANOVA, Chi-square, and independent sample T-test to see the consumer differences in purchase behavior, lifestyles, and demographics; and with regression analysis to discover the impact of the brand satisfaction to the brand loyalty. Based on the prominent differences in demographics and lifestyles, the result shows that the trend-pioneers are the target of the men’s luxury skin care products. This cluster is especially sensitive to fashion information, active in a group, caring about social activities, and their self images. They purchase luxury skin care products in diversed channels, and exchange information after using products with other users through the Internet. And we discover that the potential consumers are inhabited in the trend-pioneers in the non-luxury product consumers. They’re younger, having less income, also caring about their looks, using cheaper skin care products sold in supermarkets and drugstores, and very willing to buy luxury products in the future. They just need some time to get enough budgets. Another discovery in this research is that some comsumer needs are not fulfilled entirely; certain skin problems do not correspond to products with specific solutions. Men’s luxury skin care companies, based on the research results, should reinforce the marketing strategies to trend-pioneers, the price positioning strategies, brand images and services in luxury products channels to raise the trend-pioneers’ brand attitudes, and then to form the brand loyalty. The Internet should get more attention in marketing communication, and be used to enhance the issue management and PR strategies in cyber world, to raise consumers’ brand satisfaction. Additionally, to raise the profits, companies involved should develop corresponding luxury products to specific unfulfilled needs.

<p>Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson & Johnson and P&G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition.</p><p>Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?”</p><p>Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix.</p><p>Research tools: Interview, field study and secondary data</p><p>Finding & analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented.</p><p>Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.</p>

Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson &amp; Johnson and P&amp;G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition. Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?” Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix. Research tools: Interview, field study and secondary data Finding &amp; analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented. Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.

Bakgrund: År 1991 lanserade WHO och UNICEF "Baby Friendly Hospitals Initiative" (BFHI). Motivet var den nedåtgående amningsfrekvensen världen över och de konsekvenser som det medförde till exempel socialt och ekonomiskt. Till grund fanns innocentdeklarationen som bygger på att alla BB avdelningar skall följa "tio steg till lyckad amning. Målet med detta är att främja, stödja och skydda amningen. Forskning visar att amningsfrekvensen har sjunkit de senaste åren i Sverige. Syfte: Syftet var att undersöka nyblivna mödrars upplevelse av stöd i sin förberedelse och uppstart av amning i Kronobergs län och jämföra detta med mödrar vid tre andra kvinnokliniker (Blekinge län, södra Kalmar län och norra Kalmar län). Metod: Undersökningen har en kvantitativ ansats. Enkäter med totalt 35 frågor har delats ut till mödrar vid deras besök för efterkontroll på mödrahälsovården i Kronobergs län. En jämförelse har därefter gjorts med mödrars svar i norra Kalmar, södra Kalmar och Blekinge län. Resultat: I Kronobergs län ammade 74.4% helt vid efterkontrollen, det fanns en signifikant skillnad mellan de olika klinikerna (p=0.021). Majoriteten av kvinnorna på de olika klinikerna hade en positiv inställning till amning under graviditeten. Större delen av kvinnorna svarade att de hade haft hudkontakt direkt efter förlossningen, men tiden för hudkontakt varierade. I Kronobergs län rapporterade majoriteten av kvinnorna att de hade haft hudkontakt i mindre än 60 min efter förlossningen. Gemensamt för orterna är att de flesta kvinnor svarat att hudkontakten med barnet avslutades när barnet skulle mätas eller vägas (47,2% i Kronobergs län). Det fanns skillnader i amningsstöd från personal mellan de olika klinikerna. I Kronobergs län var det 12.5% av kvinnorna som hade önskat mer hjälp från personalen på BB, medan det i norra Kalmar var 20.8%. Det var nästan 40% av alla barn som hade blivit tillmatade med bröstmjölksersättning på BB och hälften av dessa utan medicinsk indikation. Slutsats: De tio stegen till lyckad amning följs av de fyra klinikerna, men i vissa av stegen finns brister i hur de följs. Hudkontakt bör prioriteras efter förlossning. För att kunna ge kvinnan ett optimalt amningsstöd bör insatser tillsättas på MHV, BB och på BHV. Tillmatningsrutiner på BB bör ses över på alla fyra kliniker. / Background: In 1991, launched the WHO and UNICEF ' Baby Friendly Hospital Initiative " (BFHI). The subject was the downward frequency of breastfeeding worldwide and the consequences that it brought such as socially and economically. The basis was the "innocenti declaration" which is based on that all maternity wards must follow the "ten steps to successful breastfeeding". The goal of this is to promote, support and protect breastfeeding. Research shows that the frequency of breast feeding has fallen in Sweden the last couple of years. Purpose: The aim was to examine expectant mothers' experience of support in their preparation and start-up of breastfeeding in Kronoberg county and compare this with the mothers at three other women's clinics (Blekinge, southern Kalmar county and northern Kalmar). Method: The study has a quantitative approach. Surveys with a total of 35 questions were distributed to mothers during visits to antenatal care for the post in Kronoberg County. A comparison was then made with the mothers answers at north Kalmar, south Kalmar and Blekinge county. Results: In Kronoberg breastfed 74.4% of the mothers completely at the control, there was a significant difference between the clinics (p = 0.021). The majority of women of different clinics had a positive attitude to breastfeeding during pregnancy. Most of the women said they had had skin contact immediately after birth, although the time of skin contact varied. In Kronoberg County reported the majority of women reported that they had had contact with the skin in less than 60 minutes after birth. Common for the clinics is that most women responded that skin contact with the baby ended when the child would be weighed or measured (47.2% in Kronoberg County). There were differences in breastfeeding support from staff between the clinics. In Kronoberg County, it was 12.5% of women who had wanted more help from the staff at the maternity ward, while in northern Kalmar was 20.8%. It was almost 40% of children who had become fed with formula milk in the maternity ward and half of those without a medical indication. Conclusion: The ten steps to successful breastfeeding are followed by the four departments, but in some of the steps are flaws in how they are implemented. Skin contact should be prioritized after childbirth. In order to give the woman an optimal breastfeeding support, efforts should be put on antenatal care, maternity wards and at the child health care. The feeding routines on the maternity ward should be reviewed at all four clinics.