Speedo Marketing Strategy

Speedo Marketing Strategy To being with our organisational orientation lets look at some of the definition about Marketing and Marketing concept. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007 American Marketing Association Board of Directors) The right product, in the right place, at the right time, at the right price (Adcock) The achievement of corporate goals through meeting and exceeding customer needs better than the competition. (Jobber) Speedo is one of the leading brands in swim wear. Founded in 1910, in Australia by a young Scottish entrepreneur Alexander MacRae. Initially known as MacRae Knitting mills, the company was into undergarment business and due to the mounting response from Australian beach comers, MacRae integrated swimwear in his business. In 1920 swimwear popularity rose quickly because of the inclusion of swimming as a sport and mixed bathing. In 1928 they introduced a new model swimwear called Racerback outfit, which made the swimmers to swim faster. A new slogan was generated Speed on in your Speedos and the catchword became fashionable and finally a new name Speedo was coined. In 1951 Speedo Knitting Mills (Holdings) Ltd was integrated and turned into a public company (Sydney Stock exchange). Speedo started its operation in USA in 1959 and made into other international markets. It also moved into Europe by purchasing 30% share of Robert Shaw and Company Ltd. in Nottingham, England. The Japan and South Africa corporations approved licenses to Speedo to set up manufacture and division delivery in 1960. It made a significant deal with China in 1980. Many European Union provided license to the Speedo manufacturing and delivering. In 1980 it became official sponsor for Australia Institute of Sport. The Pentland Group took possession of Speedo in 1990 and finally the modern Speedo was born with new strategies and products. Today the Speedo trademark is protected in 175 countries with an annual turnover of $550 million. Since its inception, Speedo had been innovative in the competitive swimsuit market to design suits with the latest technology aimed at enhancing the swimmers performance. The technology and design of its suits brought Speedo to the forefront in performance swimming as more Olympic medals were won in Speedo than in any other athletic apparel brand. In 1928, the celebrated Swedish swimmer Arne Borg set a world record by wearing the Speedo swimwear and the brand won hearts of millions. The Speedos major success story in innovation starts way back in the 1950s when they were the first company to introduce normal wool into their fabric. They created roars in the 1950 Olympics by sponsoring the Australian swimming team in the new Speedo suit which broke records. Speedo had no turn back and was acknowledged as a market leader ever since in performance swimwear till the 2008 Olympics. They are successful to the extent that they command more than 70% of the market share in the US$200 million performance swimwear market globally. The 60s and 70s witnessed the unrivalled reign of Speedo in the performance segment. 49 medals were won in Mexico Olympics held in 1968, in which 22 set a world record by wearing Speedo. Speedo was the first to introduce nylon/elastane into the fabric in 1970 and even today the fabric is famous among the swimmers. More than 50 countries were sporting Speedo in Munich Olympics held in 1972. In 1976 Speedo became the official swimwear brand for the Montreal Olympics. In 1992, 1994 and 1996 Speedo came up with S2000, Endurance and Aquablade which were worn by most record breaking swimmers in Barcelona and Atlanta Olympics. Speedo launched Fast-skin swimsuit in 2000 Sydney Olympics which is made up of smooth crisp fabric and broke 13 world records. 2003 is a remarkable year for Speedo, as it turned to 75th year. Speedo launched Fast-skin series in 2004, which was worn by Michael Phelps and set a history in Athens Olympics by winning 8 medals. The LZR Racer the most advanced swimsuit launched by Speedo in his 80th year created history as 92% medals in swimming were won in the Speedo suit. In 1990 Speedo was bought by The Pentland Group and the new Speedo International LTD was born with new strategies and approach. Speedo an established name in the competitive swimwear segment was getting into the wider segment by focusing on commercial products with a sports attitude. Speedo implemented new marketing strategies through AD campaigns which was completely new to the company. Today Speedo is a Multi National Company operating in 175 countries with an annual turnover of $550 million. Speedo products are sold directly and through brand franchising and are available in departmental stores, speciality stores and sports goods stores. Speedo owned brand accelerate specially focused commercial wear for men and women sells pants, shirts, bags, caps, footwear etc. Speedo co branded AVP apparels sells beach volley products and accessories. Speedo sports water designed for athletes was launched in 2004 in collaboration with Fuze Beveraged Ltd. Speedo. Competitive advantage is fundamentally about the value that the customers put on the product assessed by how much they are willing to pay, and the organization that better serves the customers has the differential attribute or dimension to create better customer value (Jobber, D. 2006:p.53) Competitive Advantage of Speedo Speedo has been unique in the market since its inception a century ago. Speedo has a well earned reputation for excellence in quality, efficient in design and unique in its technology. Speedo has evolved themselves to both categories by introducing unique performance products at a higher price and commercial wear products at a normal price. The success of Speedo can be summarised as its competitive edge over other competitors over the last few decades. Speedo had faced fierce competition from multi-national companies known for its smart marketing activities like Nike, Adidas, TYR, Arena, Diana, Mizuno etc but was always in the top in competitive segment with more than 70% share in the $200 million industry. Speedo has evolved themselves into the competitive swimwear market and the commercial wear market, but it commands a competitive advantage only in the former. When it comes to Research and Development Speedo has gained a matchless competitive advantage with respect to its competitors. The main reason for this is Speedos commitment towards Research and Development. Speedo has always in the forefront in bringing out the best products with newest of technologies in the competitive swimwear market. Speedo started this in the 1950s by introducing wool into its fabric and the competitive advantage era of Speedo began. Since then till the year 2008 it had this competitive edge by bringing out the latest technology suit available in the market. They have worked with the best names in technology like the National aeronautics and space administration (NASA), reputed universities and private research agencies to develop its product. Introduction of the fast skin series, the fastest swimwear in the world in the 2008 Olympics When it comes to sponsored athletes Speedo has again gained the upper hand among its competitors. Speedo has sponsored most of the top ranking athletes in swimming like Michel Phelps, Natalie Coughlin, Ryan Lochte, Katie Hoff, Libby Trickett, Eamon Sullivan, Rebecca Adlington etc. No other has companies such an elite list of sponsored swimmers. Threat of entry in a swimming firms industry: A new sports company that enters into the industry brings in the potential to gain a new market share. The existing competitors pose a threat to the new comers, but in the case of Speedo it has been dominant in the market since its inception. It is big hurdle for the upcoming companies to gain a considerable market share against the existing company as they are highly popular in the customers mind with their smart proven strategies. Access of distribution channels- The distribution channel is well connected and diversified globally. The products are reaching all parts of the world with the highly competitive supply chain management. Sometime this barrier is so high that to surmount it, a new contestant must create its own distribution channels. Cost disadvantage independent of size- Unless the competitors reduce the price but consistent with the product quality. They might record low sale rate, if they dont upgrade the quality of the product to sustain in the market. Capital requirements- The net worth of the company is vital for the capital requirement. The capital can be mobilised from various asset produces to bank official. The budget has to be distrusted for the growth of the company in various sectors like inventories, R D, advertising budget etc. Recession could be an advantage or demerit to an economy and other firms. Some organisations might see recession as an advantage because it motivates the market to run effectively mostly during long-term. Taking Speedo as an example, the organisation seen recession as an advantage to them because, during recession competition within the swimming industry is less, it causes brings down the cost of swimming. If there is high number of swimming industry, the lesser the information they get about each other performance being an advantage to the firms, and more likely output and prices will be at a competitive level. Speedo looks at competitive advantage which lies not only in activities but in the way they do relate to each other, to supplier activities, customer relationship and to customer activities. That the phrases competitive advantage and sustainable competitive advantage have become commonplace is testimony to the power of individual belief ideas. The foremost part in the Marketing Mix is the Companys product, since such provides the handy needs to customer past near they looked for in the market. The product widens by the marketing managers into brands is to make a unique position in the market as well as in the customers needs. The Four Ps of marketing mix is the key factor in the market. Most of the organisations depend on the marketing mix elements. They are Product, Price, Promotion and Place. Product Definition simply refers to anything that can be offered to a market for attention, acquisition, use which may satisfy a want or need of an individual. Product base approach Quality is viewed as a precise and measurement variable. Speedo has ranked its product according to the price among of the desired attributed they posses. Because quality reflects the quantity of attributes that a product contains, and because attributes are considered costly to produce, higher quality goods will be more expensive. i. Conformance- It relates to reliability, as conformance stresses the extent to which ours products are designed and match pre-established standards. Conformance quality is meaningless if its not satisfactory to the customers. ii. Durability- how much use does one get from the Speedo product before it wears down and needs to be replaced. iii. Feature- secondary marketing mix that augment the basic function. iv. Reliability- the probability of a product breaking down applies particularly to customer durables, such as washing machine and to industry machinery. There are many verities in performance especially concentrated on swimming which is their major marketing product. After various transformations in the technology they have refined the product in aspect of performance in the sporty game swimming. Initially they started manufacturing with normal wool to silk to nylon and the latest is the Pulse fabric composed with lightweight woven fabric polyurethane panels to reduce drag. Based on the changes in the material used by Speedo, they have developed a new design for challenging swimmers which is the one that covers most part of the body. Speedo makes a full body suit (showing head, hands, and feet open), jumpers and endurances. The new suits manufactured has advantage, the material is used to reduce the drag which the performer can speed the strokes in the activities. This is approved by FINA and this is a popular product which it beating the new trend. There are various designs in the performance aspect such as Fastskin LZR Racer, Fastskin LZR Racer Tri-Pro, Fastskin FS Pro, Fastskin FSII, Endurance+ and 2010 FINA Approved suit. After three years of research and developed by Aqualab (Speedos global research and development facility) they came with a new product LZR Fast Racer suit specially for swimmers. As a part of their research Aqualab worked with a number of global partners including NASA, ANSYS, Otago University, and Australian Institute of sport to fabricate an Ultra lightweight, powerful and water repellent material to reduce muscle oscillation, skin vibration through powerful compression and to lower skin friction drag. The fabric is fast material and is a unique 3D three-piece pattern designed to optimize the shape of the swimmer. Scanning more than 400 bodies the pattern was from 30 to 3 piece pattern. The swimsuit is fully bonded and ultrasonically welded bonded seams to create a perfectly smooth and flexible streamlined surface finish. The Hydro form compression scheme is to compress fabric as per body shape with complete flexibility and optimum economy. The skin friction drag seams are bonded to lower sewn by 6% and the drag in LZR pulse is 8% lower than Fast Skin. This is approved by FINA 2010 especially for swimming, which is major marketing product. The LZR Racer Tri-Pro is Speedo Aqualabs RD expertise in understanding human activities and they have designed this product which is multi usage product used for swimming, biking and running which is a Triathlon product. The material used in LZR Racer the same is used in LZR Racer Tri-Pro which suits human body with respective to the environment. This suit dries up twice faster than a normal suit, which easily optimizes the body shape with good flexibility and with a fine smooth finish. This suit cover the body from shoulders to the laps, leaving the other parts like shoulders, arms and legs from laps to expose. The next advancement in swimwear technology was the FASTSKIN FS-Pro; made from the same material as the LZR Racer, it dried twice a s fast and lightweight. World class swimmers were consulted in developing this suit which again turned out to be a huge success. This was AQUALAB one of the most sophisticated product. The material for this suit was developed through biomimetrics (design based on nature) imitating the skin of certain aquatic animals especially shark. The material was highly stretchy with a colour and design similar to aquatic conditions and was imitating the shark, the fastest aquatic creature. The suit allows more oxygen to the swimmer adsorbs vibrations from the body and gives rigid support with less drag. The material used is super stretchy fabric, which allows moving freely with great comfort. This is an old product which every swimmer has to use in the early stages of learning which helps to retain a correct posture in swim. Endurance+ is 100% chlorine resistant, designed to last longer, dries more quickly and is 20 times more fade resistance than the commercial swimwear. The completer LZR Range of products is FINA approved as per 2010 rules. The products had created good demand due to the advanced, light weight, powerful material designed to opt shape of body flexible with a smooth finish by absorbing the body vibrations generated from the body and strengthens swimming power. The suit absorbs oxygen to the body by giving additional energy to the body; with a fast dry technology which is all applicable to FINA 2010 new rules. This is a whole range of safety precaution products from Speedo. Concentrated mainly on beginers, which includes swim vests, armbands, kickboards etc. Swim vest and arm bands allows the beginners to float above water without sinking. Kickboard is a product made of undrownable material which is held to stay above water and start peddling. Designed especially for women by women to identify the comfort in fitting by compress the stomach region and lifts up the breast which gives a good female structure. Speedo has a variety of equipments ranging from goggles, caps, MP3, Scuba gear, training aids, footwear etc each specially designed for aquatic activities. Goggles provide clarity vision in water and are UV protective, anti-fog, mirror lens witha rubber double head strap to fit in head perfectly and also safeguards eyes in chlorine water. Underwater MP3 can be used upto 3 metres under water, easy to operate, easy to charge via laptops which last for nine hours. Bio fuse footwear is designed to keep the surface wet by immediate exit of water from pores with good grip on wet floors and is ideal choose in beaches and pools. Speedo uses a tool called economic value to increase perception of value. It is regarded as an appropriate pricing method for this particular market. The terms used in this approach are defined as follows. a. Incremental or improvement value- This will represent the potential incremental satisfaction or profit that Speedo customer can expect from a product over other reference product. b. Reference product- It refers to any product that is accomplishing the same function as the product whose economic value is looked into by the customer. In Speedo, sensitivity pricing is regarded as a key element in the conceptualization of price. It not only assists in developing a marketing strategy but also helps to identify segments with different price sensitivity and the range within which price should be set. i. Price quality effect: Buyers are less sensitive to product price to the extent that higher price signals better quality. ii. Unique value effect: Buyers are more or less sensitive to product price; the more they value any unique attributes that differentiate from the competitors products. iii. Difficult comparison effect: Buyers may seek loyalty with approved supplies or established brand names. Pricing a product in a company has many formulas and strategies in order to come out with the best price. Pricing imitate the supply and demand bond. To understand the pricing strategies in simple, lets us look at the pricing strategies matrix. Premium pricing is about the goods or service where there is uniqueness in high price. This method is used when significant competitive reward exists. In Speedo the LZR Racer, Fast Skin FS Pro, Fast Skin FSII is positioned as their premium priced brand due to its uniqueness in the market. It is uncompromisingly priced around  £210- £550. Economy Pricing: The selling price of the product is kept low, targeting a specific range of low and middle class customers in the market. This strategy is also used in penetration pricing also in order to gain market share in the first place. Speedo fits in some of there products like goggles and caps at economy price to widen its customer base. Goggles range from  £3- £22 and caps from  £5- £17. Charging a higher rate for a product at its initial stage due its uniqueness or demand and then reducing the price once the demand is over or a similar product is been launched in the market. Speedo introduced LZR Racer swimwear and charged a higher rate due to the uniqueness and demand in the market. After a few months, competitors like TYR and Arena replicated the same product and produced at a low cost. Speedo skimmed their price to get in pace with the competition. Product Line Pricing: Bundling different products to sell it in a profitable rate to the customer is known as product line pricing. Speedo bundles caps, goggles, and jammer. For example the cap could be  £5, goggles  £3 and jammer  £60, but the whole package only costs  £68. Promotional Pricing: Promotional Pricing is where the commodities are marked below margin price in the shop for the time being to attract the customer, anticipating that they will buy more products. Speedo has a lot of special offers to make the customer buy more goods. For example Speedo offers direct online the Mens Skitty T-shirt is  £15, but the margin price for the T-shirt  £20. These are the wide range of products displayed in the quadrant manner. For example product such as FASTSKIN LZR Racer, LZR PRO, FS PRO, FS II are grouped into one phase. Geographical Pricing: Companies adapt to different pricing strategies according to the geography. Operating in 175 countries having customers with various outlook and economic structure, geographical pricing is very important for Speedo. For example Speedo introduces a product with a high price in developed countries, whereas it will introduce low price or medium products in underdeveloped countries. Another example of international pricing of Speedo is LZR Racer Elite Jammer which cost  £130 in Europe, where as it cost $260 in USA. Factors affecting price decisions: Promotions: Promotion is the third factor in marketing mix. It caters elements such as advertising, direct marketing, digital marketing, public relations and sales promotion. Speedo has been in the forefront in advertising and branding strategy. One of the important criterions in promotional mix is to influence end users to buy the product by integrating marketing communications. The message should reach the customers in such a way that it covers all aspects of distribution in the market. Speedo, marketing has worked with an aim of favouring the end users with reliability and contentment of the product. Speedos initiated there first promotional event in branding by sponsoring the Australian team in Speedo swimwear during the 1956 Olympics held in Melbourne. It turned out to be a tremendous success when the team won 8 gold medals boosting the brand value of Speedo. Speedos global market growth took place in the 60s where it witnessed stunning performances by athletes gaining 27 gold medals sporting Speedo suits. The campaigns done during the 1970s and 80s were more focussed in establishing fresh ventures by signing deals with Canada and China. By then Speedo gained the market in Europe and parts of Asia. Target Market: Speedo focuses more in Research Development where it produces advanced high performance designs for targeting right from the child who wants to learn swimming till the Olympic Gold Medallists. Their motto is to satisfy the goals of the swimmer with speed, contentment and flexibility. Communication Objectives: In business being a well established brand means it has to maintain its reputation by coming out with best of products in the market. These objectives are channelled to the consumers through media and other communication channels like websites, outdoor campaigns, online media, television, pamphlets, sponsorships etc. Promotional Methods: This includes various strategies to generate sales by getting into the public through various activities like: Sales Promotions: Discount offers, Price slashes, sales vouchers, clubbed offers with other products, combo offers like the purchase of Caps and goggles with a discount in price. Digital marketing Digital marketing has turned out to be the next big thing of the new millennium. It utilizes the digital mediums like internet, mobile, televisions and other interactive channels. Speedo has recently evolved to global online presence and digital marketing through social media space, fan pages, blogs and social media applications. Schemes like Free delivery with orders over 40 £, options like standard delivery and express delivery, sales are generated in volumes. Special offers like price discounts with Speedo coupons and online vouchers are also available. Advertising has been a key strategy of Speedo but with high selectivity. The million dollar campaign before the 2008 Olympics was the recent one which created a brand image that no brand has gained in the Olympics. The brand image is to such an extent that in India when you ask for a branded swimsuit then you will end up in getting Speedo. This is the effectiveness of Speedos advertising campaign even though done rarely. The Olympic Games are so integral to our brand strength, said Craig Brommers, VP-marketing. We want to use the Olympics as a springboard to talk about other parts of our business that are increasingly important. Speedo owns more than 70% market share of the performance and sport swimwear category, but that is a smaller part of our business as we expand. Publication:Brandweek, Date:Monday, March 8 2004 Effectiveness of advertising depends mainly on timing, trustworthiness, performance play, branding etc. Speedo has perfectly designed all these elements with perfect balance and that makes Speedo once again unique in the market. Speedo has famous athletes like Michael Phelps, Hannah Stockbauer and Kosuke Kitajima in their ad campaigns which increases there brand image further in the market Public Relation The PR department of Speedo works out rigorously as there are a number of product launches from Speedo international. It ensures that the company is maintaining the decorum of the products, media buzz, word of mouth and new product launches. The PR department well managed the crisis during the controversy about the swimsuit LZR Racer which took place during the Beijing Olympics held in 2008. Negativity sprouted up when some people want it banned during the competitions, since the levels of buoyancy are at unprecedented levels which they felt an unfair advantage for swimmers in the form of technological doping. But FINA (International Swimming Federation) disproved the false aspects imposed on Speedo and approved the LZR racer swimsuit. The PR department was at its best as they coordinated well with the media in solving the issues. ENDORSEMENTS SPONSORSHIPS: Olympic Games hes been an integral part of Speedos endorsements and sponsorships. 2008 was the most remarkable year as the Speedo sponsored athlete Phelps created waves in the Olympics when he bagged 8 gold medals with world record which is the best by any athlete in Olympic history. Speedo recently announced the extension of the sponsorship deal with the swimming legend Michael Phelps till 2013. Place is a key factor in marketing mix, as the produced goods has to be stored in suitable locations so that it can be channelled into proper distributions. Satisfying customer needs is not only the sole criterion for a manufacturer, but the calculation of the exact product requirement should also be met through proper channel intermediaries. In the case of Speedo, the key strategy remains focused in most of the Olympic event sponsorships. So, that the brand reaches the mass face value thereby gaining customer loyalty. The trading system for Speedo is more focused on marketing mix. The shelving of products in stores portrays a clean appearance, so that the sales would improve and traders would be benefited. The gap between the manufacturer and end user is filled by the marketing intermediaries such as (brokers, commission agents, retailers). The main function of the channel intermediaries is to resolve the difference between the buyer and seller where the seller produces large volumes with a limited goods range, whereas the buyer will require only limited goods with diversified range of products. In the case of Speedo the breaking bulk factor seems to work out well in the retailing sector where there is wide buying range of options for the customers to chose from. For example in goggles the Speedo brand has its products lined up for each purpose such as Racing, Training, Optical, Essential and Children. Minimising the number of transactions during the distribution will improve the efficiency of the business performance. By creating the hub the manufacturers will optimize the transactions which ultimately reduce the selling cost of the product. For Speedo the entry of digital marketing has reduced the distribution through commission agent which proves to be more efficient. The location and time are vital for any global business. In the case of Speedo it has diversified in the international markets and acquired a large clientele base irrespective of the geographic locations. Online purchases and free home delivery offers by the Speedo eases the customers purchase by saving their time gap. Channel Scheme factors: The channel decisions grip selection of the most efficient allocation channel. There are channel factors which influence the marketing channel integration. 1. Market factors 2. Producer factors 3. Product factors 4. Competitive factors 1. Market factors: The buying behaviour proves to be a challenge while considering the consumer expectation relating to the product. The customer tends to buy through direct outlets or retailer depending on their convenience. As in the case of Speedo majority of the customer either purchase online or through outlets. The strength of Speedos marketing lay with the proper distribution channel and network. 2. Producer factors: The deficient factor that the producer faces is the lacking of enough resources to coordinate its channel functions. The strategy of the channel might have its effects during the product mix that the producer initiates. In the case of Speedo the direct distribution proves to be price effective as it has different range of products. 3. Product factors: Speedo has a mix of intermediaries which ranges from direct online sales, agent, direct outlet, and direct distribution to the retailers. Since the life of the Speedo product is subject to long-term the direct distribution by the distributors will deny storing the products in large volume if the existing goods have not been sold. 4. Competitive factors: Speedo not only utilises the traditional distribution channels to sell its products but also has evolved themselves to the newly emerging distribution techniques like digital marketing which involves online sales etc. For example Speedo has spent millions Sheffield based agency; Quba has delivered a banner campaign for Speedo, following its success in the Olympics with swimmers Michael Phelps and Stephanie Rice. This is the first digital campaign for Speedo which was targeting young adults and teenagers. The agency also produced an interactive rich media banner featuring video of the athletes and the opportunity to enter the competition by submitting details into a form embedded into the banner itself. 34 variants of the banners were produced by the agency for oversees market in a very tight turnaround time. SWOT Analysis: SWOT analysis is the main instrument for the company to audit the strengths, weakness, opportunities and threats (SWOT). The strengths and weakness are internal factors. Opportunities and threats are the external factors. SWOT analysis is very helpful for the managers to plan at the first stage, since it shows the key factors of the organisation. SWOT Analysis The Marketing managers should know the SWOT analysis, so that they know the company mances and chance. The analysis is to make an impact in the growth of the organisation. 1. (S)trengths: The main strength for Speedo is the innovative of new product in the market. The latest new product of Speedo Shapeline Swimwear. The RD of Speedo resea

Organic foods

Organic foods are defined as foods without pesticides, antibiotics,or gefetically altered organisms. Organic farming began in the late 1940’s in the united states, and in recents years it has grown into a multi-billion dollaer industry. Sales for organis foods in the past decade have increased annually by 20%. Its 20% growth is ten times as much as non-organic food’s growth. Organic food makes up only a fraction of the food market even though there are over ten million consumers. The sales of organic foods are expected to climb to over 6 billion dollars within the upcoming years. Soil is also a crucial component of the organic process. Soil is said to be organic when it has been deemed ‘clean’ for three years. Making a commitment to healthy eating is a great start towards a healthier life. Beyond eating more fruits, vegetables, whole grains, and good fats, however, there is the question of food safety, nutrition, and sustainability. How foods are grown or raised can impact both your health and the environment. This brings up the questions: What is the difference between organic foods and conventionally grown foods? Is â€Å"organic† always best? What about locally grown foods? Organic food, natural cleaners, green businesses, even organic clothing; natural and organic products continue to be the centre of attention for those seeking a healthier lifestyle, but just what is organic food, is this organic trend long-lasting, and what organic food facts provide compelling reasons to grow, shop, cook and eat organic food. Today, organic food accounts for 2% of global food sales and is growing at an average rate of 20% each year. Today, you can have your organic food delivered, buy it online, at your local grocery store, grow it yourself and order organic food at many restaurants. This continuing rise in demand creates a need for regulations to protect both consumers and farmers. Organic food is not the same thing as natural food. Natural refers to the way a food is processed rather than the ingredients. A food that is free of additives and preservatives, but contains commercially-produced ingredients, is considered natural. Organic food contains primarily organic ingredients, while natural foods may be made with items grown with the aid of chemicals as well as genetically modified ingredient and it is not just apples and bananas. Nearly every food available also has an organic version in today’s market. Organic milk, chicken, and even pasta can be found right on the shelves of your neighbourhood supermarket. Many leading food manufacturers are creating organic food in convenience packaging to fit into modern lifestyles. Canned organic tomatoes and frozen organic peas are among many options. Organic food is not bland and tasteless. In fact, most people claim organic ingredients are fresher and more flavourful than conventionally grown foods. Chemical residues, added ingredients, and hurried, mass production detract from the natural juices within fruits and vegetables. Organic food is free of chemicals, leaving nothing but pure, fresh flavour. Regulations and procedures for organic certification are still relatively new but organic farming and cultivation are not. Farmers were using natural, chemical-free methods of growing long before pesticides and fertilizers were available. As more research continues to reveal the dangers of these chemicals to both humans and the planet, consumers continue to explore the benefits of organic food. The advantages of arganic food are that you can choose to grow and/or buy food that is healthier for you, and the environment; cooking and eating organically also often offers more flavor and better tasting foods. Use organic farming methods and organic gardening tactics such as organic garden fertilizer and compost to grow your food; the organic food advantages and organic food benefits are significant for you, your family and the planet. Organic food benefits have been a hot topic for more than a decade now but it wasn't until relatively recently that these advantages were supported by more than just hearsay. Extensive research conducted over a number of years has proven that organic food not only tastes better than commercial foods, but it is also better for us and our children, as well as our animals, wildlife, and the environment as a whole. Care and maintenance of soil, and preventive farming methods like crop rotation create fruits and vegetables that contain up to 50% more vitamins, minerals, and other nutrients than intensively farmed foods. Encouraging natural and organic farming methods and gardening practices, will allow organic soil to rebuild and contribute healthy vitamins and minerals to feed the crops, and you. Organic foods have higher levels of many disease-fighting antioxidants and essential vitamins, including Vitamin C. Industrial pesticides and fertilizers used in intensive farming contain synthetic, toxic chemicals, residues of which remain in the food they are involved in producing. Organic farming uses natural, synthetic-chemical-free methods that produce foods much safer for the humans, as well as the animals, that consume them. And if you grow your own fruits and vegetables, using organic garden fertilizer, natural pesticide methods, and organic soil Such chemicals are responsible for a number of common allergies and have also been linked to serious diseases like cancer and Alzheimer’s disease. An organic diet significantly lowers these risks. Organic foods Organic foods are defined as foods without pesticides, antibiotics,or gefetically altered organisms. Organic farming began in the late 1940’s in the united states, and in recents years it has grown into a multi-billion dollaer industry. Sales for organis foods in the past decade have increased annually by 20%. Its 20% growth is ten times as much as non-organic food’s growth. Organic food makes up only a fraction of the food market even though there are over ten million consumers. The sales of organic foods are expected to climb to over 6 billion dollars within the upcoming years. Soil is also a crucial component of the organic process. Soil is said to be organic when it has been deemed ‘clean’ for three years. Making a commitment to healthy eating is a great start towards a healthier life. Beyond eating more fruits, vegetables, whole grains, and good fats, however, there is the question of food safety, nutrition, and sustainability. How foods are grown or raised can impact both your health and the environment. This brings up the questions: What is the difference between organic foods and conventionally grown foods? Is â€Å"organic† always best? What about locally grown foods? Organic food, natural cleaners, green businesses, even organic clothing; natural and organic products continue to be the centre of attention for those seeking a healthier lifestyle, but just what is organic food, is this organic trend long-lasting, and what organic food facts provide compelling reasons to grow, shop, cook and eat organic food. Today, organic food accounts for 2% of global food sales and is growing at an average rate of 20% each year. Today, you can have your organic food delivered, buy it online, at your local grocery store, grow it yourself and order organic food at many restaurants. This continuing rise in demand creates a need for regulations to protect both consumers and farmers. Organic food is not the same thing as natural food. Natural refers to the way a food is processed rather than the ingredients. A food that is free of additives and preservatives, but contains commercially-produced ingredients, is considered natural. Organic food contains primarily organic ingredients, while natural foods may be made with items grown with the aid of chemicals as well as genetically modified ingredient and it is not just apples and bananas. Nearly every food available also has an organic version in today’s market. Organic milk, chicken, and even pasta can be found right on the shelves of your neighbourhood supermarket. Many leading food manufacturers are creating organic food in convenience packaging to fit into modern lifestyles. Canned organic tomatoes and frozen organic peas are among many options. Organic food is not bland and tasteless. In fact, most people claim organic ingredients are fresher and more flavourful than conventionally grown foods. Chemical residues, added ingredients, and hurried, mass production detract from the natural juices within fruits and vegetables. Organic food is free of chemicals, leaving nothing but pure, fresh flavour. Regulations and procedures for organic certification are still relatively new but organic farming and cultivation are not. Farmers were using natural, chemical-free methods of growing long before pesticides and fertilizers were available. As more research continues to reveal the dangers of these chemicals to both humans and the planet, consumers continue to explore the benefits of organic food. The advantages of arganic food are that you can choose to grow and/or buy food that is healthier for you, and the environment; cooking and eating organically also often offers more flavor and better tasting foods. Use organic farming methods and organic gardening tactics such as organic garden fertilizer and compost to grow your food; the organic food advantages and organic food benefits are significant for you, your family and the planet. Organic food benefits have been a hot topic for more than a decade now but it wasn't until relatively recently that these advantages were supported by more than just hearsay. Extensive research conducted over a number of years has proven that organic food not only tastes better than commercial foods, but it is also better for us and our children, as well as our animals, wildlife, and the environment as a whole. Care and maintenance of soil, and preventive farming methods like crop rotation create fruits and vegetables that contain up to 50% more vitamins, minerals, and other nutrients than intensively farmed foods. Encouraging natural and organic farming methods and gardening practices, will allow organic soil to rebuild and contribute healthy vitamins and minerals to feed the crops, and you. Organic foods have higher levels of many disease-fighting antioxidants and essential vitamins, including Vitamin C. Industrial pesticides and fertilizers used in intensive farming contain synthetic, toxic chemicals, residues of which remain in the food they are involved in producing. Organic farming uses natural, synthetic-chemical-free methods that produce foods much safer for the humans, as well as the animals, that consume them. And if you grow your own fruits and vegetables, using organic garden fertilizer, natural pesticide methods, and organic soil Such chemicals are responsible for a number of common allergies and have also been linked to serious diseases like cancer and Alzheimer’s disease. An organic diet significantly lowers these risks.

Enzymes and Temperature

Zaquia Austin Enzymes and Temperature Laboratory #6 3/13/2013 Purpose (Objectives): The purpose of this experiment was for students to be able to understand the enzyme-facilitated reaction and explain how enzyme activity can be affected by environment conditions. Abstract: This experiment mainly delt with enzymes and the reaction that enzymes have with different solutions in various temperatures. Three different exercises were done. The first exercise had to do with enzymes and temperature. During this exercise three different test tubes were used for three different temperates. The first test tube which involved 0 ?C water bath had a total conversion of starch to sugar in the first 15 minutes, and the second test tube which involved 37? C water bath had a total conversion of starch to sugar after the first five minutes. While the third test tube took a little longer. The second exercise had to do with enzymes and substrate concentration. This exercise took longer for the all of the starch to be removed from the test tubes, and it involved 37? C water bath for all five test tubes. The last exercise had to do with enzymes and pH. This exercise involved four test tubes all put into a water bath of 37? C.The fourth test tube had a total conversion of starch to sugar in the first five minutes while the other three took a little longer to convert. Experiment & Observation: First the water baths and the 1% Alpha-amylase was prepared. Three different water baths were prepared. One being set at 0? C, the next being set at 37? C and the last one being set at 100? C. Next a 96-well microplate was marked with times and numbers based on the test tubes number. Then using a pipet one drop of iodine was placed into each well (1,2,3) up to total of 30 minutes. Then the test tubes were marked 1cm and 6cm from the bottom.Afterward, 1cm of alpha-amylase was pipetted into each test tube. Then, test tube 1 was incubated at 0? C, test tube 2 was incubated at 37? C, and test tube 3 w as incubated at 100? C for five minutes. After that 1% starch solution was added to the 6cm mark. Next it was put back into its assigned water bath for another 5 minutes. Then two drops of solution was put into its corresponding number on the microplate in the 5 minute row. The color was immediately recorded. The steps were repeated for a interval of 30 minutes or until each well had an amber color in it.Test tube 3 did not change within the 30 minute interval so it was placed into the 37? C water bath for another 30 minutes. Then one drop of solution and one drop of iodine was added into the well. There was still no color change, so another 1cm of alpha-amylase was added to it and was incubated for another 30 minutes, the color became amber. Table 1. Effect of Temperature on Amylase Enzyme Conversion of Starch to Sugar |Time/Minutes |Test Tube 1 / 0? C |Test Tube 2 / 37? C |Test Tube 3 / 100?C | |5 |+ |- |++ | |10 |+ | |++ | |15 |- | |++ | |20 | | |++ | |25 | | |++ | |30 | | |++ | | | | | | |60 | | |++ | | | | | | |90 | | |- | The color of iodine that indicated that starch was still present in the test tube was the Black/ Blue-Black color. The color that indicated that the starch was gone was the Amber color. Amylase breaks up the starch which makes it disappear, it does not react with iodine anymore. The variable in this experiment can be an independent variable. The change in the experiment is the starch to sugar. The temperature that is optimal is 37? C.The temperature that facilitated first was the 37? C, then it was 0? C. No 37? C was chosen as the mid-range temperature because that degrees in Fahrenheit is 98. 6? F. It was important to immediately observe the color because after a while it changes colors again. If you would have just added the iodine in test tubes that would have ruined the entire experiment because there wouldn't be anything to test if it didn't work the first time. Once the test tube was incubated at 37? c nothing happen. The starch d id not disappear, maybe because there wasn't enough amylase. After 1cm of alpha-amylase was added and incubated at 37? C the starch eventually disappeared.This probably didn't happen the first time because the more amylase there is the better chance of it breaking up the starch. [pic] My initial hypothesis was that the more starch solution there is the longer it will take for it to break down amylase. My hypothesis was actually supported, there was more starch then amylase, when there needed to be more amylase then starch. I learned that amylase breaks up starch, and that its an digestive enzyme. Exercise 2: First a water bath was set at 37? C. Then the microplate was label this time five test tubes were used. One drop of iodine was placed into each well (1,2,3,4,5) up to 30 minutes. Then 1/2cm was marked from the bottom of the test tube. Next for each tube an additional cm was added.For test tube one 2cm above the bottom, test tube two 3cm above the bottom, test tube three 4cm abov e the bottom, test tube four 5cm above the bottom, test tube five 6cm above the bottom. Then 1/2 alpha-amylase was added to the 1/2 cm mark on the test tube. Afterwards the test tubes were placed into the water bath for five minutes. Next 1% starch solution was added to the next cm mark on the test tubes. The test tubes were put back into the water bath for another five minutes. Then two drops of the solution was added to each of the corresponding wells. This was done for all five test tubes. Immediately record the colors. The steps were completed for an interval of 30 minutes.The tubes that had not changed color within the 30 minute interval was put back into the water bath for another 30 minutes. Two drops of solution and one drop of iodine was put into the well and the amber color was recorded. Table 2: The Effect of Concentration on Amylase Enzyme Conversion of Starch to Sugar |Time/Minutes |Tube 1 |Tube 2 |Tube 3 |Tube 4 |Tube 5 | |Concentration of Amylase: |0. 5cm/2cm |0. 5cm/ 3cm |0. 5cm/4cm |0. 5cm/5cm |0. 5cm/6cm | |Per test tube |25% |17% |12. % |10% |8% | |5 |++ |++ |++ |++ |++ | |10 |++ |++ |++ |++ |++ | |15 |++ |++ |++ |++ |++ | |20 |++ |++ |++ |++ |++ | |25 |++ |- |++ |- |++ | |30 |++ | |++ | |++ | | | | |++ | |++ | |60 |++ | |- | |- | The variable in this exercise the substrate concentrations. Test tube 3 This experiment could be improved if each test tube had its own water bath.My hypothesis was that test tube five would convert to sugar first. The reason I hypothesized this was because test tube five had the most starch. In this exercise I learned that enzymes can be used over and over again to facilitate the conversion of substances before they are denatured. Some practical applications can be Food and Beverages D. Another way this experiment could be done is by using different temperatures of water baths. Exercise 3: First a water bath was set at 37? C. The microplate was labeled, this time only four test tubes were used. Each test tube was m arked 1cm, 2cm, and 4cm from the bottom. Next one drop of iodine was added to the weel (1,2,3,4) and u to a 30 minute interval.Then a different pH buffer was added to each test tube at the 1cm mark. For test tube one pH 3. 5 buffer was added, for test tube two pH 5 buffer was added, for test tube three pH 6. 8 was added, and for test tube four pH 11. 5 was added. Afterwards, 2cm of alpha-amylase was added. Then the test tubes was placed into the water bath to be incubated. After five minutes starch solution was added to the remaining 4cm mark, then placed back into the water bath. After five minutes two drops of solution was put into each corresponding well. Immediately record color. The steps were completed for an interval of 30 minutes. The fourth test tube showed color immediately, but the other three test tubes did not.Table 3: The Effect of pH on Amylase Enzyme Conversion of Starch to Sugar |Time/ Minute |Test Tube 1 |Test Tube 2 |Test Tube 3 |Test Tube 4 | |pH |3. 5 |5. 0 |6. 8 |11. 5 | |5 |++ |++ |++ |- | |10 |++ |++ |++ | | |15 |++ |++ |++ | | |20 |++ ++ |++ | | |25 |++ |++ |++ | | |30 |++ |+ |+ | | | | | | | | |60 |+ |+ |+ | | The variable in this exercise is the pH. Only the fourth test tube converted starch to sugar, I think this happend because it had an higher amount of buffer. Yes the first three test tube did not exhibit a change in color.. There pH was much lower then the last one. I hypothesized that the test tube with the pH buffer would convert to sugar first. My hypothesis was refute. Conclusion: Temperature, and the times of incubation.You can get different substrates if you change the incubation times. In this laboratory I learned how to recognize enzyme-facilitate reactions, and how to tell when starch is converted into sugar. Some practical applications could be yeast, detergent, leather and bioethanol. Discussion/Error Analysis/Conclusion: The first part of this laboratory was based upon testing the alpha-amylase enzyme activity on sta rch under three temperature environments, 0? C, 37? C, and 100? C. The next part was to demonstrate the effects of substrate concentration on enzyme reactivity. The last exercise was based upon testing how alpha-amylase functions at four different pH levels (3. ,5,6. 8, and 11. 5). A few errors that occurred was one, the changing of the water bath temperatures. If the bath stayed at a constant temperature then it probably would have made a difference to some of the tubes. Another laboratory error could have been that there were only a select few of pipets. If there were pipets for each exercise that could have made a difference even though the pipets were cleaned after each experiment, it still would have made a different if it was a clean dry pipet. Another laboratory error could have been the incubating times. These errors could be minimized in the future if there were a few arrangements before hand.

Napoleon Bonaparte As A Multi Faceted Genius - 1094 Words

Nour Ziena Mrs. Mackenzie CLN4U 2016-03-28 Introduction Throughout history, men have always been able to conquer different lands. But of these men â€Å"The Little Corporal also known as Napoleon Bonaparte was able to cast a long shadow, from Holland to Egypt, from Moscow to Cadiz. The code Napoleon still remains with us, as the Arc de Triomphe and the memory of a multi-faceted genius. Throughout the history Europe, kings and dictators have been infamous for their voracious desire for control and complete supremacy; the lure of absolute supremacy and total allegiance was too tempting to disregard. Some made their way by the rights of birth, others by scheming their path through politics. But none are as infamous as Napoleon Bonaparte. He achieved great glory by bringing his country (France) out of the turmoil that followed the revolutionary ages, utilizing his political and military support as well as his outstanding tactics in warfare (Flow of history). He reshaped France and gave a new order to their empires, whilst still remaining in favor with the people. Napoleon was a very influential individual throughout his time. He was a military general and emperor who conquered the majority of Europe in the 19th Century. Napoleon was a brilliant strategist and military leader. He commanded one of the most powerful armies in his time and, for a while, other countries could hardly even compare. He had the ambition, skill, and intelligence to do great things for his country. Although he