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GOSH Brand activation strategy for 2014
No full textGOSH is a cosmetics, bath & body and perfume company based in Denmark. Founded in 1945 as a pharmaceutical company, it soon became a well-known brand among women all over the world. Nowadays it is present in 75 countries worldwide. This Master Thesis will focus on the brand Portuguese case, in order to understand its strengths and weaknesses, as well as its challenges and opportunities.
From September 2011, GOSH products started being sold exclusively in Well’s in order to better fulfil its beauty promise and serve a higher target needs. It is believed that GOSH products have higher quality than its in-store competitors. Thus, this brand has the potential for attracting female customers for Well’s, but its lack of brand notoriety combined with higher prices, makes most consumers change their mind. Therefore, the brand with greatest potential is the one least recognized and sold.
Currently, GOSH is available in 48 Well’s stores all over the country but its brand awareness is low because most of the makeup consumers have never heard of it, including Well’s makeup clients. But because Well’s believes in this brand and recognizes its potential, a great effort is placed on communication and promotion.
The development of this case study will use primary and secondary data. Primary data will be based in qualitative interviews within the company, as well as two different surveys conducted online and in-store. Such instruments will aim to target the different stakeholders that are considered relevant in the makeup market: GOSH consumers and makeup consumers in general. Secondary data will be provided by GOSH - as represented in Portugal by SONAE - and it will consist in facts and figures of the company’s past and current performance as well as an overview on current challenges and forecasted ones.
Having the opportunity to work in SONAE, as a Marketing Trainee for GOSH and pursuing my passion for the beauty care market and especially for makeup, my role is to draw and put into practice an activation plan for the brand for the year 2014. Therefore, the main purpose of this case study is to analyse and understand the strategy of brand activation that GOSH is intending to put into practice in 2014.A GOSH é uma marca Dinamarquesa de cosméticos, banho & corpo e perfumes. Criada em 1945 como uma empresa farmacêutica, rapidamente se tornou uma marca reconhecida mundialmente pelo público feminino. Atualmente a GOSH está presente em 75 países. Esta Tese de Mestrado vai focar-se no caso português da marca, de forma a perceber quais os seus pontos fortes e fracos, assim como as oportunidades e desafios que se levantam.
A partir de Setembro de 2011, os produtos da GOSH começaram a ser comercializados em exclusivo pela Well’s, por forma a melhor cumprir a sua promessa de beleza e assim, satisfazer as necessidades de um target mais elevado. Considera-se que a marca tem o potencial para atrair mercado feminino à Well’s, mas a sua falta de notoriedade juntamente com os seus preços mais elevados, levam as consumidoras a mudarem de ideias. Desta forma, a marca de maquilhagem com maior potencial é a menos reconhecida e vendida.
Atualmente a GOSH está presente em 48 lojas Well’s por todo o país mas a sua notoriedade é baixa, mesmo dentro da loja. Prova disto é o facto das clientes de maquilhagem nunca terem ouvido falar na GOSH, inclusive as que têm por hábito comprar maquilhagem na Well’s. Mas porque a Well’s acredita nesta marca e reconhece o seu potencial, um grande esforço será envidado à volta da sua promoção e comunicação.
Neste Case Study recorri a dados primários e secundários. Dados primários incluem entrevistas na Well’s e dois inquéritos, conduzidos online e em loja. Tanto um como outro visam os diferentes stakeholders do mercado da cosmética: clientes GOSH e consumidoras de maquilhagem em geral. Dados secundários foram fornecidos pela GOSH – representada em Portugal pela SONAE – e consistem em factos e números da performance passada e atual da empresa, assim como uma perspetiva geral dos desafios atuais e futuros.
Tendo a oportunidade de estagiar na SONAE, como Marketing Trainee da GOSH e prosseguindo a minha paixão pelo mercado de beauty care e em especial, maquilhagem, a minha função é desenhar e ajudar a pôr em prática o plano de ativação da mesma para 2014. Por conseguinte, o objetivo desta Tese é analisar a estratégia de ativação que a marca GOSH se propõem a pôr em prática para o ano 2014
Gathering for Open Science Hardware (GOSH) Welcome Guide
No full textThis welcome guide is to help new members get involved in the GOSH Community, by succinctly highlighting key aspects of GOSH, including events, communication channels, publications, and other resources. If you have any questions, feel free to reach out via email to the GOSH Community Coordinator at [email protected]
Gathering for Open Science Hardware (GOSH) Welcome Guide
No full textThis welcome guide is to help new members get involved in the GOSH Community, by succinctly highlighting key aspects of GOSH, including events, communication channels, publications, and other resources. If you have any questions, feel free to reach out via email to the GOSH Community Coordinator at [email protected]
Variations on the Author
No full text“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
GOSH: embedding big graphs on small hardware
No full textIn graph embedding, the connectivity information of a graph is used to represent each vertex as a point in a d-dimensional space. Unlike the original, irregular structural information, such a representation can be used for a multitude of machine learning tasks. Although the process is extremely useful in practice, it is indeed expensive and unfortunately, the graphs are becoming larger and harder to embed. Attempts at scaling up the process to larger graphs have been successful but often at a steep price in hardware requirements. We present Gosh, an approach for embedding graphs of arbitrary sizes on a single GPU with minimum constraints. Gosh utilizes a novel graph coarsening approach to compress the graph and minimize the work required for embedding, delivering high-quality embeddings at a fraction of the time compared to the state-of-the-art. In addition to this, it incorporates a decomposition schema that enables any arbitrarily large graph to be embedded using a single GPU with minimum constraints on the memory size. With these techniques, Gosh is able to embed a graph with over 65 million vertices and 1.8 billion edges in less than an hour on a single GPU and obtains a 93% AUCROC for link-prediction which can be increased to 95% by running the tool for 80 minutes
GOSH: Task scheduling using deep surrogate models in fog computing environments
No full textRecently, intelligent scheduling approaches using surrogate models have been proposed to efficiently allocate volatile tasks
in heterogeneous fog environments. Advances like deterministic surrogate models, deep neural networks (DNN) and gradient-based
optimization allow low energy consumption and response times to be reached. However, deterministic surrogate models, which
estimate objective values for optimization, do not consider the uncertainties in the distribution of the Quality of Service (QoS) objective
function that can lead to high Service Level Agreement (SLA) violation rates. Moreover, the brittle nature of DNN training and the
limited exploration with low agility in gradient-based optimization prevent such models from reaching minimal energy or response times.
To overcome these difficulties, we present a novel scheduler that we call GOSH for Gradient Based Optimization using Second Order
derivatives and Heteroscedastic Deep Surrogate Models. GOSH uses a second-order gradient based optimization approach to obtain
better Quality of Service (QoS) and reduce the number of iterations to converge to a scheduling decision, subsequently lowering the
scheduling time. Instead of a vanilla DNN, GOSH uses a Natural Parameter Network (NPN) to approximate objective scores. Further, a
Lower Confidence Bound (LCB) optimization approach allows GOSH to find an optimal trade-off between greedy minimization of the
mean latency and uncertainty reduction by employing error-based exploration. Thus, GOSH and its co-simulation based extension
GOSH*, can adapt quickly and reach better objective scores than baseline methods. We show that GOSH* reaches better objective
scores than GOSH, but it is suitable only for high resource availability settings, whereas GOSH is apt for limited resource settings. Real
system experiments for both GOSH and GOSH* show significant improvements against the state-of-the-art in terms of energy
consumption, response time and SLA violations by up to 18, 27 and 82 percent, respectively
GoSh: a goat and sheep ESTs database
No full textThe GoSh database (http://www.itb.cnr.it/gosh/) is an online resource including expressedsequence tags (ESTs) from Ovis aries and Capra hircus. A total of 58,990 sheep and goat sequences were downloadedfrom GenBank and processed by a semi-automated pipeline, integrating public programs and Perl scripts.Data were collected in a MySQL database, which can be queried via a PHP-based web interface. Sequences wereassembled and a unigene dataset was defined. Three annotation procedures were carried out on all the ESTsequences and all the contig consensus sequences. A procedure was also implemented to infer statistical classificationamong Gene Ontology (GO) categories from the ontology occurrences related to the sequences included in thedatabase. A number of programs were used to extract features and give significance to rough sequences. Amongthese, AutoSNP was used to perform putative SNP detection. Further analyses were performed on the GoSh dbdataset, including tandem repeats search and protein patterns identification. The web interface allows users toretrieve significant data and correspondent external links and to download selected sequences and accessory informationin different formats. The resulting web site is a resource of data and links related to goat and sheepexpressed genes
Going Beyond Counting First Authors in Author Co-citation Analysis
No full textThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Appropriate Similarity Measures for Author Cocitation Analysis
No full textWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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