The Advantages Of Intrusion Detection System

The Advantages Of Intrusion Detection System It is very surprising that the Energy Company does have no Intrusion Detection system yet. It is very important for a company whos providing exchanging valuable information with consumers. Here Ill talk about Intrusion Detection system, their categories, their advantages disadvantages and my recommendations. Intrusion Detection system (IDS): Intrusion detection system can be referred as management system for both computers and networks. It is combination of architected devices and software applications with the purpose of detecting malicious activities and violation of policies and produce report on that. Intrusion detection system can monitor a network for any kind of abusive, abnormal or malicious activity. It keeps to log of every single malicious or abusive activity. These logs are very important for security professionals to take any steps or to set any rules against these activities. The logs kept by IDS can be used against an abuser as an evidence to take any legal step. Disadvantages of Intrusion Detection system (IDS): Often intrusion detection systems often produce false report of malicious activity. Sometimes this makes the real malicious activity ignored. One of the key features of most intrusion detection system is they operate upon packets which are encrypted. These encrypted packets are complicated for analysis. Type of Intrusion Detection system (IDS): We can categorize intrusion detection system primarily into three basic categories. They are network intrusion detection system (NIDS) host intrusion detection system (HIDS) honeypots Network intrusion detection system (NIDS) Network intrusion detection systems are built based on packet sniffer technology by adding login in it. NIDS job is to read the all incoming data packet and detect suspicious patterns by crosschecking stored examples of malicious network traffic. Recommendation for Network intrusion detection system (NIDS): My recommendation for network intrusion detection system is Snort ®. Advantages of using Snort ®: Snort ® is an open source network intrusion prevention and detection system. Because of its being open source so its highly customizable as pet companys requirement. Its free. Because its an open source software. But if we need any corporate customization then it going to take some charges which is negotiable. Advantages of using Snort ®: One of key feature of Snort ® is it build up a new signature to trace vulnerabilities. It keeps records of data packets in show then in a human-readable form from its IP address We can use Snort ® as a passive trap to record unwanted presence of traffic that should not suppose to be found on a network. It can be used to supervise and monitor both home DSL connection and a corporate website. Snort ® can identify buffer overflows, CGI attacks, overflows, stealth port scans, NetBIOS queries and SMB probes, well known backdoors and system vulnerabilities, NMAP and other port scanners and DDOS clients. It alerts the users about those attack and malicious functions Host intrusion detection system (HIDS) Host intrusion detection system (HIDS) in a form of intrusion detection system whichs task is to monitor and analyze activities happening on a production system of a computer system. Recommendation for Host intrusion detection system (HIDS): My recommendation for host intrusion detection system is OSSEC. Advantages of using OSSEC: OSSEC is an open source host intrusion prevention and detection system. OSSEC is highly customizable, because it is open source. Its free. Because its an open source software. But if we need any corporate customization then it going to take some charges which is negotiable. OSSEC can be operated through multiplatform like windows, UNIX, Linux, Solaris etc. Features of OSSEC: File Integrity checking: One common attack in any network or computer is that they change the target system in some manner. The purpose of file integrity checking is to track down those changes and generates notification when they occur. Rootkit spotting: Abusers mostly known as hackers try to hide their malicious activity. Rootkit spotting generates notification notifies if any attempt occur. Monitoring log: OSSEC monitors, collect, analyze and compare all those log which are generated by operating system, devices and application in a network. The purpose of it is to let the management and security officials know if there is something going wrong. Active response feature: It can take real-time, immediate and automatic action without waiting for admin to respond. Honeypots Honeypots is a jargon used in computer terminology which refers a set of trap whichs task is to mask a computer systems identity and invite malicious and abusive activity to gather information about attackers. Based on their manner of deployment and intensity of involvement Honeypots can be categorized. In basis of deployment Honeypots can be classified as Production Honeypots Research Honeypots Recommendation for Honeypots: Here we will use production type honeypots. Because these kinds of honeypots are suitable for usage in companies and corporations for their easy to use, capturing limited information features. My recommended honeypot is Argos. Advantages of using Argos: Argos built based on an open source emulator which employs dynamic translation to conceive pretty good emulation speed. Its base on an open source emulator. So its highly customizable. Recommendation for NIDS sensor: My recommend for NIDS sensor is Cisco intrusion detection system 4235 sensor. Price: $ 1,425 Advantages: Cisco products are reliable. Fully purpose built. High performance Quick response

Free Speech Should Not be Restricted -- Argumentative Persuasive Argum

Free Speech Should Not be Restricted I have an idea!   How about we let everyone freely speak their minds about issues and ideas.   Some will be better than others will of course, but the outcome will be a compilation of everyone’s best thoughts.   Everyone that is, except you.   We, meaning the country, decided that whatever it is that you have to say isn’t all that important and it is recommended that you keep all your thoughts to yourself as it is hard not to be offensive to everyone at the same time.   By offensive I mean to displease someone.   In general, no one really likes what you have to say.   Therefore it has been decided that you and only you will be silenced. â€Å"If all mankind minus one, were of one opinion, and only one person were of the contrary opinion, mankind would be no more justified in silencing that one person, than he, if he had the power, would be justified in silencing mankind.†Ã‚   John Stuart Mill could not have been more correct in his statement, using the first paragraph as an example. Walking into any airport, post 9-11, a series security checks is nec...

How do religious believers respond to challenges posed to them by scientists? Essay

Challenges to religious belief started around the time of the renaissance, before this the Church had almost complete control over people’s views, although criticisms were present. Since the only literate people were generally monks or priests for a considerable amount of time, challenges to religion were dismissed. However gradually times changed and with them so did attitudes. Although there were other arguments of a more philosophical and theological nature beforehand Galileo’s idea of heliocentricity was one of the first arguments to challenge religion in a way it had never been challenged before; scientifically. The idea that our world was the centre of the universe that is to say the geocentric view had been held since the time of Aristotle. This idea implies that the world is not the most important thing, just another component in the vast universe; this was the beginning of science opposing religious ideas. Presently there are many challenges to the existence of a creator specifically the Judeo Christian God who is responsible for the account of the creation of the world in Genesis. One of the major arguments against Genesis is Darwin’s theory of evolution. It says that contrary to the story of Genesis, humans evolved from apes and were not made, as we are now, on the 6th day of creation. Christians react very differently to this theory. Some choose to ignore it completely arguing that science can make mistakes and evolution is still only a theory. They might say that if God is all powerful, nothing is impossible and we cannot see the bigger picture. Other Christians present theories such as irreducible complexity and intelligent design; these are usually more liberal Christians. Some might say that the two ideas can be united saying that one asks how while the other, religion, asks why. On the matter of Creation itself there are many controversies. A young earth creationist would believe that the account of Genesis is completely true and that the earth is between 6000 to 10,000 years old. They would dismiss any scientific ideas perhaps saying that they can’t disprove God or maybe choosing to remain ignorant of scientific theories. If a scientist challenged this view using fossils as evidence, a young earth creationist may argue that God had put them there deliberately to test our faith. Some Christians and religious believers would say that we are not supposed to know everything because we wouldn’t understand and its part of God’s plan, they might say that if God had intended us to know then he would have included it in the Bible or the Holy Scripture belonging to the believer. Religious believers that belong to Islam methodically reject Darwin’s theory of evolution and often refuse to discuss it. However Koran has a similar creation story to the Bible and therefore the same problem of days. Many Muslims claim this is figurative and that days is supposed to mean period of time and therefore wriggle out of one of the challenges to their belief. Earlier while talking about evolution intelligent design and irreducible complexity were mentioned. These are popular responses by more liberal Christians to problems created by science. Intelligent design is a modern extension of the teleological argument; it argues that processes such as evolution are best explained by an intelligent cause and not just a random occurrence of mutations. It is therefore quite a popular compromise for Christians, it doesn’t contradict science and seems to unite the two; science is true but God made it happen. Irreducible complexity is an idea by Michael Behe, an American biochemist. He says that certain organisms are irreducibly complex that is to say that if you follow the evolutionary chain back far enough, you come to a point where it cannot be broken down anymore, the whole thing, however simple, has to exist simultaneously. Behe uses the example of a mousetrap saying that without any one part it could not function. Behe is widely criticised and slated by scientist because he is filling gaps in scientific theory with God using little or no concrete evidence, some say he has created a â€Å"God of the gaps.† Some more liberal Christians often present the Yom argument in the discussion of creation. The word day is used in Genesis but it was translated from the Hebrew word â€Å"Yom† which means any period of time from 24 hours to an indefinite span of time. Science clearly says that the entire universe was not made in an earthly week, using Yom as a period of time means that Genesis no longer has to say that the universe was made in a week, more just 6 stages. This can end the conflict of timescale to a certain extent.

The Discovery of Radioactivity and its Effects Essay

During the 1800’s, the late 1800’s, scientist discovered radioactivity. The study of radio activity became a phenomenon amongst scientist during this time period. With the discovery of new elements polonium and radium by Marie and Pierre Curie, the use of radioactivity to probe the center of an atom, provided the instructions of a nuclear weapon that will kill innocent Japanese, leaving there face disfigured, and permanently changed. The majority of people know of the effect of radioactivity but not how it was discovered and its close relation to physics. The discovery of radioactivity can also be referred to the dawn of the nuclear age. Many scientist, were interested in satisfying their curiosity and began to explore nature and the†¦show more content†¦Just like the other scientist before him, he performed experiments to satisfy his curiosity about radioactivity. Rutherford first, bombarded gold foil in particles from a radioactive source. Rutherford saw that some of the particles seeming through the gold foil. Rutherford concluded that matter was made up of empty space, but there was also a small dense portion of matter that deflected the particles. He defined this dense area as being a nucleus. Through this finding, we were able to find discoveries that lead to the discovery of radioactivity. Some people argue that radioactivity should not be used at all mainly because it harms people and fatal, while others say that it should be used for weapons in a war. From the two atomic bombs dropped on Japan in 1945 the effect of radioactivity waves are clear. The effects of radioactivity are not always through a nuclear bomb. Radioactive waves are transmitted through the sun and cosmic radiation. This simply means that people at higher elevations such as the Rocky Mountains and the Colorado mountains are more expose to radioactive waves compared to people that live on or at sea level. Radioactive waves are also transmitted through some fabricated technology, soil, and rocks. The majority of people pose the question why do doctors or nurses where aprons when giving an x-ray. This is to protect them from radioactive waves. Nurses give countless numbers of x-rays a day. While youShow MoreRelatedEffects Of Microwave Radiation On Plant Growth1598 Words   |  7 PagesEffects of Microwave Radiation on Plant Growth It is a known fact that immense levels of radiation influence not only the ways organisms function, but also the way they grow and live their lives overall. However, when the intensity of radiation is decreased to the point where it is safe to consume foods exposed to it, a question is raised. Can microwave radiation affect the growth and functions of plants? There are many factors that go into the discussion of this question such as what is radiationRead MoreRadiation Is A Type Of Energy1392 Words   |  6 Pagesthe data and figure out the result how much Chavez students are expose to radioactivity. It reviews the effects of radiation on the human body and discusses the beneficial uses of radiation. It also looks at the ways to prevent harm to humans from radiation. Background/History of Radiation Ernest Rutherford was by trade a physicist, a lot of his research served to shed light on once unknown aspects of radioactivity and nuclear chemistry. Of his many contributions to these fields is hisRead MoreEssay on Madam Curie1391 Words   |  6 Pageslove and intellect that would last the rest of their lives. Upon her completion of research into the Magnetism of various steels, Marie sought a topic to complete her doctorate, a height to which no woman had yet reached. Discovery In 1895 two mysterious discoveries enthralled the science world, and led Marie to what would become her lifes work. First, a German physicist, Wilhelm Roentgen discovered a ray that could travel through solid wood and human flesh; around the same time Henri BecquerelRead MoreHow Has Nuclear Medicine Propagated Science And Society?922 Words   |  4 PagesHow has nuclear medicine innovated science and society? Within the last century, science faced several discoveries that caused the scientific community and society to change one another. When evaluating the scientific discoveries during the twentieth century, the decisive advancements took place in the study of nuclear physics. Affecting both science and society inquires formed around medical uses for nuclear materials. Advanced research in nuclear science with radioisotopes allowed doctors to treatRead MoreMarie Curie s On The Discovery Of Radium1079 Words   |  5 PagesThis source I decided to choose to write about is Marie Cur ie’s â€Å"On the Discovery of Radium†. This was a firsthand account by Madame Marie Curie herself when she addressed Vasser College on May 14th 1921. Madame Curie, while discussing her past with the discovery of radium, could have talked about the whole history of her experimentation, but broke it down to a very brief account. I will have to say, that even though it was a short and brief writing, it took longer to read due to the lack of myRead More Marie Curie Essay899 Words   |  4 Pagesits protective envelope. And so his frail wife set about her work, handling tons of minerals’ she noted that another substance, thorium, was quot;radioactivequot;, a term she herself had coined. Together, they demonstrated in a major discovery that radioactivity was not the result of a chemical reaction but a property of the element or, more specifically, of the atom. Marie then studied pitchblende, a uranic mineral in which she measured a much more intense activity than is present in uranium aloneRead MoreMarie Curie and the Atomic Theory Essay1425 Words   |  6 PagesThese chemicals were special because they weren’t deflected by the magnetic field produced in the cathode ray tube (which was built by Sir William Crookes in 1870). He Called these X-rays. 1896 Henri Becquerel Accidentally discovered spontaneous radioactivity. 1898 Pierre and Marie Curie Pierre and Marie hypothesised that radioactive particles cause atoms to break down, then release radiation that forms energy and subatomic particles. 1898 JJ Thomas Discovered the electron, using properties of cathodeRead MoreThe Physics Of Atomic Theory1142 Words   |  5 Pagesa great deal of their life to making new discoveries and figuring different aspects of the universe. Over 30 different scientists have added on the development of atomic theory, and made science changing discoveries that are still today quite impressive, even in comparison to modern day scientists. There are countless scientists involved in the evolution of atomic theory, but less than 50 have majorly impacted the way we view atomic theory today. Discovery and experimentation on the atom first beganRead MoreMarie Sklodowska was born Warsaw, Poland in 1867. She was raised by two teachers who supported the1300 Words   |  6 Pagesbased off of the piezoelectric effect. Her results were immediate. She noticed that the element thorium gave off the same rays as uranium. After a lot of research she came to the conclusion that radiation did not depend on the compound being studied. She said that it depended on the amount of uranium or thorium. She concluded that radiation did not depend on the arrangement of atoms in a compound in a molecule but rather the interior of the atom itself. The discovery was considered to be revolutionaryRead MoreMarie Curie s Life And Accomplishments1583 Words   |  7 PagesMarie Curie is an inspiration to many women because of her dedication to scientific discovery that resulted in her being the first woman to win a Nobel Prize. It was, and still is, difficult for women to establish themselves in the STEM (Science, Technology, Engineering, and Mathematics) field as related professions have historically been male dominated. However, Marie Curie’s work with radiation and the Nobel Prizes in Physics and Chemistry that followed opened the door of possibilities for women

The Amazon Rainforest The World s Air Conditioning...

Forest are the world’s air conditioning system, the lungs of the planet. And we are on the verge of switching it off (Prince, Charles). The amazon rainforest is in south America between brazil 60% and Peru 30% in the amazon forest. However, it is located near the equator that is 2.1 billion square miles. The amazon rainforest is important because we rely on the ecosystem culturally, some things that we can do to save the rainforest is to get more involved with the community, multiculturalism, the producers, secondary producers and consumers. how to fight back to save the amazon rainforest. Multiculturalism of the amazon is the industrialization, agriculture, and tribal living. The industrialization of manufacturing of goods this city makes ethanol out of corn they grow in their region. But, it’s one of second largest economy growth in south America. Foresting and time industry is huge in financial success and stability of brazil. Imagine having your own industrializatio n and being able to make different goods to save the forest out of things we use on a daily basis. People rely on forest for their way of life provides food and shelter. The tribal living is the largest group that is known as the Yanomamo forest dwellers. They live in the jungle and continue their indigenous practices such as the hallucinogens to communicate with the spirit world. Which I think is amazing, cutting down on houses and cars that people use on a daily and adjusting to the jungle to live freeShow MoreRelatedEssay about Definition of Sustainability and a Good Structure of It3277 Words   |  14 Pagesquickly, that we are already living far beyond the earths capacity to support us. And yet, nearly a sixth of our fellow humans go to bed hungry each day: both an unnecessary tragedy and a source of social and political unrest. Meanwhile, our globalized world is more interconnected and volatile than ever, making us all more vulnerable. While sustainability is about the future of our society, for todays industries and businesses, it is also about commercial success. The mandate to transform businessesRead MoreRetail Marketing Case Study - the Body Shop in Hong Kong5586 Words   |  23 Pagessustainability of retailing in Hong Kong about the store design. Firstly, the literature review explains that what sustainability and store design is. Sustainability is defined as the ability maintaining the certain status or process in existing system. That can be focus on three different parts: (1) Environmental, (2) Social and (3) Economic. In this part, we also stated the objective of store design and the four major categories in store design: (1) Store Infrastructure, (2) Store Layout, (3)Read MoreEnvironmental Degradation9511 Words   |  39 PagesReflective :1 Environmental degradation Any type of activities which alters the systems of the environment and he disturbances caused to air,water,soil and the eco systems is known as environmental degradation. Its under the top ten threats in the united nations panel. Because of environmental degradation illness and premature deaths occur in large numbers. A report says that human health is deteriorating in the past decades. If improvementsRead MoreSience23554 Words   |  95 PagesOf Climate Change? As explained by the US agency, the National Oceanic and Atmospheric Administration (NOAA), there are 7 indicators that would be expected to increase in a warming world (and they are), and 3 indicators would be expected to decrease (and they are): [pic]Ten indicators for a warming world,  Past Decade Warmest on Record According to Scientists in 48 Countries, NOAA, July 28, 2010 What Is The Greenhouse Effect? The term  greenhouse  is used in conjunction with the phenomenonRead MoreProject Mgmt296381 Words   |  1186 PagesCosts 6.4 Activity duration estimates (.3) 6.4.2 Estimating tools (.1.3.4) 6.3.1 Identifying resources 7.1 Activity cost estimates (.2.3.4.5) 5.1.2.4 Delphi method Chapter 6 10.5.3 Cost/schedule system (.1) 6.6 .2.1 Time performance 7.2.3.1 Cost baseline development 7.3.2.1 Earned value system (F.4) 7.3.2.4 E.V., performance status report 7.3.2.2 E.V., forecasts 7.3.2.3 EV., to complete index (EAC) 7.3.2.5 Schedule and cost variance Developing a Project Plan 4.2.2 Planning tools 6.2 Sequence

Student Loan Debt And Why It Is A Problem Essay - 1507 Words

Student Loan Debt and why it is a Problem Student loan debt affects college students all over the United States. Today students are having to take out loans in order to pay for all of their college expenses. It can be a pain to deal with the hassle of paying back the loans. The problems with student loans include causing students to go into debt that they are not able to pay them off in the given time which makes them put major life decisions on hold, and the debt stay with the student even through bankruptcy. A solution that would solve these problems is the idea of debt forgiveness which is the idea that the government will get rid of all the loan debt for college graduates. A problem with student loan debt is that students gain more debt because they are not able to pay off the student loans within the given time which also causes them to put certain life decisions on hold. According to Sophie Quinton debt is a problem for the recent college graduates because â€Å"There’s currently no way to get rid of federal student debt other than paying off the loans. while some borrowers are paying off their debts just fine, overall they are adding debt faster than they are shedding it†(Quinton). According to Jamaal Abdul-Alim stated that a â€Å"survey - titled Student Loan Debt: Who’s Paying the Price?- revealed a number of troubling statistics about the practical ways that student loans are impacting college graduates in their everyday lives. For instance the survey found that: 49Show MoreRelatedDebt Is Not Only A Sum Of Money Owed For Money1626 Words   |  7 Pagesyou want to learn the secret to being debt free? Is simple, make sure y ou have the winning numbers to the lottery. Debt is not only a sum of money owed for funds borrowed, but an actual impediment to the decisions we conduct concerning our education and our lives in general. Debt is considered to be the reason behind the headaches, the financial concerns, and mental stability of multiple individuals who day by day find themselves consumed in debt. In my case, debt would either be a factor I will beRead MoreStudent Loan Debt Is Not Worth Going Into1335 Words   |  6 Pagesdecade student loan debt has risen substantially and is now one of the largest form of personal debt in America, totaling about one trillion dollars, with 71 percent of students who earn a bachelors degree graduating with debt, with the average amount of debt being $29,400. This topic has become a very important issue, with some people saying that student loans could be the next bubble and could do what the real estate bubble did to the U.S economy in 2007 and 2009. If student loans are becomingRead MoreStudent Loans For Education Equal Success997 Words   |  4 PagesStudent Loans Assisting For Education Equal Success After reading the articles on, â€Å"The Myth of the Student Loan Crisis† it was stated that student loans are the crisis because of the hundred dollars worth of debt. The second article, â€Å"Here’s Your Crisis: Student Loans Debt Isn’t a Myth† explains that student loan crisis is not a myth but the fear of debts are preventing students from attending college. These articles provided information to prove my beliefs that the government has a responsibilityRead MoreIncome Share Agreements ( Isa )1169 Words   |  5 PagesWith student loan debt becoming increasingly worse year after year, new and potentially better avenues for students to finance a college education are emerging onto the market. In particular, income-share agreements (ISA) have appeared on the scene for a few years now, but not have attempted to modernize the way students pay for college. The big take away from ISA’s is the shift of financial risk from the student to the investor, unlike the traditional government or private loans. A student promisesRead MoreIs Forgiving Student Loan Debt A Good Idea?972 Words   |  4 PagesAnalysis of Is Forgiving Student Loan Debt a Good Idea Many people would love to have their student loans debt forgive but do not believe it will happen. So Kayla Webley decided to write an article about student loan forgiveness, at the time Webley wrote the article she was the education correspondent for Time magazine. Now she is currently a staff writer for the same magazine. In her article, she claims that the student loan dilemma that is facing a lot of Americans is a problem for your country andRead MoreStudent Loan Debt: Is it worth it?1364 Words   |  6 PagesStudent Loan Debt: Is it worth it?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many high school students are beginning their senior year and have already started to stress about how they will pay for their higher education. Although many students will have scholarships and financial aid, a lot more will struggle to pay for schooling and will have to take out multiple student loans. Many people wonder if higher education is worth the debt the country and the students are in and it is, however, there are alternatives.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Read MoreThe Problem Of Student Debt Crisis1592 Words   |  7 Pageswould create a problem on how we as people are going to pay for our higher education. Today college has become almost a necessity to have a satisfactory life, and with these rising prices some individuals believe student loans are the only option. There are many reasons as to why the prices have risen, but the one undeniable fact is that this has created a problem within our country. Which, is known as the student debt crisis, and it has been on the rise the past couple years. This problem is affectingRead MoreStudent Debt Is A Significant Social Problem Essay1297 Words   |  6 PagesExamining Student Debt When we think about college and a college education, it seems as though our first initial thought is the student loans and debt that can result in achieving a college degree. Looking back, student debt has risen drastically and has made it extremely stressful for students and families. Many people go through their entire life in debt, especially from being a student. Student debt has always existed; however, now, it is so extreme, almost all students who attend college findRead MoreThe Role Of Federal Loans Became Dependent On American Families1455 Words   |  6 Pagescostly. The use of federal loans became dependent on most American families that try to provide such an education to their child. Before World War II, academically advanced students from families that were unable to finance college could apply for competitive scholarships; Scholarships mutated into â€Å"financial aid† when the GI Bill of Rights financed college for the discharged veterans (Toby, 2010). Since then, student loan debt has surpassed $1 trillion, which is larger than debt accumulated from bothRead MoreEducation : A Way Of A Better Life?1615 Words   |  7 Pageshigher education in the United States is to take out student loans. Although student loans can be helpful in getting an education they can also be very burdening. Even as student debt is being seen as harmful to several individuals, there are people in the world that are benefitting from the acquiring of this unique type of debt. The sad reality that we live in is that not everyone in this world is educated. Though there are many reasons for why everyone doesn’t have an education the main reason that

Flare Fragrances free essay sample

Since its origin as a small manufacturer of women’s perfume in 1955, Flare Fragrances Company, Inc. has grown into the #4 competitor within the women’s fragrance market. Loveliest was introduced in 1975 and has been Flare Fragrances namesake since. In 1996, Flare Fragrances introduced Awash and has introduced a new fragrance every two to three years since, with our most recent being Natural. Jump ahead to 2008, we are in the midst of a recession with most companies making little to no additional profit from the year prior. Flare Fragrance was fortunate to grab a 2% share increase and is contemplating launching their new fragrance Savvy or entering a new channel into Drug Stores. Most importantly, Flare sees their 2% share increase as weak and wants to ensure greater success for 2009. Â  It is 2008 and the United States is in the midst of a recession, Flare Fragrances is projected to end 2008 with a better recession story then most, they will have experienced a 2% growth. The CEO Joely Patterson is determined to do better in 2009. Arlmont Associates just completed an audit of the company and had several strategic options that might hold the greatest potential for growth. Their first suggestion was to increase efforts in the Drug Store channel; their second suggestion was to introduce a new scent keeping on track with the every two to three years new launch campaign. The question is which will be more beneficial to our company; do we do one, both or neither? My recommendation is to not only launch the Savvy line, but to enter into the Drug Store channel as well. Savvy, by Loveliest should be launched as a classical scent geared towards the young stylish upbeat professional woman. The launch should take place around Mother’s Day capitalizing on it as the promotional platform. By using the Loveliest brand name, we will be able to capitalize on its success while keeping marketing cost down due to brand recognition. In addition, we will reposition Awash and Natural within the Drug Store Channel hoping to capitalize on this market, rejuvenate, and increase the demand for these two scents. It has been a challenging year for Flare Fragrances, in 2007 we saw a 12% growth rate in the market, in 2008 we project we will only see about a 2% growth margin. The recession has hit some competitors harder than others; some have seen lower than 2% increase in growth, while others had not received any growth. Our goal for 2009 is to see a larger than 2% increase in growth, how do we get there from here will be our biggest challenge. In 2007 the women’s fragrance market generated $3. 80 billion in sales or 66. % of the U. S. market, Flare held 9. 5% of that market with a profit of $216. 8 million. Flare’s sales come from its six fragrance lines equating for 93% of all sales with 7% coming from line extension products such as soaps, shower gels and gift sets. Since 1996 Flare has launched a new scent every two to three years, as we near 2009 it is time to make a decision if we are ready for a new launch. In 2006 we positioned ourselves in the young and chic category wit h the launch of Natural. Savvy is our fragrance ready for launch, its scent has been seen as stylish, upbeat and classy and has been geared towards the 18-34 age group. The projected sales price is $40. 00 with a launch in the mid-tier brand category. The questions are do we position it in the young and chic category or do we enter into a new position such as young and classic. In addition, if we do launch this product do we umbrella it under Loveliest or do an independent launch and create a new brand. In addition, is a Mother’s Day launch obtainable? Our Second issue is whether to enter into the Drug Store channel. Our current channels are department stores both premium and mid-tier, we have stake in privately owned pharmacies and have positioned ourselves in the mass market to include stores like J. C. Penny’s, Target, Kohl’s and Wal-Mart. Chain Drug Stores are the one channel we have yet to hit with full force, perhaps it is time. In most circumstances, Drug Store channels prefer to sell only Flare’s highest turnover items, which could ideally damage relationships with other retail accounts. Key here will be to convince the Drug Store channel that whichever scent we position in their channel it will be a selling magnet for their store. Another challenge that could hurt us in both cases is that as we make our decision, we will also need to take into consideration that Aromatique is getting ready to launch their new scent Dulcet with plans to position it in the young and chic market. There price line for this item is $42. 00 per bottle priced a little high for Mass Brands, so we can anticipate that they will position in the Mid-Tier level looking to launch in department stores both mass and discounted, keeping them out of the Drug Store channel perhaps allowing us to enter it with an old favorite. Savvy By Loveliest Brand Name:| Savvy| Target Customer:| Women, Aged 18-34 Who are highly brand-aware with sensitivity to premium and prestige branding, prefer images of elegance and exclusivity, believe in word of mouth as an influence and have a high willingness to try new scents| Product Line:| Eau de parfum initially; to be followed by bath soap and body lotion| Retail Price Point:| $40. 00 for a 1. 7oz. Spray bottle. Variable cost structure similar to other Flare Fragrances| Trade Margin:| 40%| Introductory Deals| 5% and 10% off-invoice allowances on small and large size prepacks, respectively. Sales of each prepack were expected to account for 1/3rd of 2009 Savvy Sales| Sampling:| Production of one million 1/8oz. samples to be distributed free at the point of sale at a cost of $400,000| Merchandising Aids:| Counter display materials, brochures, and testers at a cost in 2009 of $100,000| Timing of Launch:| First orders accepted in April 2009; first shipments in September 2009. Consideration is being made for a Spring launch| Sales Target| Gross factory sales of $7. million in 2009| Potential Product| Gift Packs, Lotions and Shower Gel| Daily scent choice influenced by mood, activity, time of day, season and wardrobe choice| Almost 50% prefer to shop for fragrances in department stores| Nearly 40% shop for fragrances in mass stores such as Target and Wal-Mart and specialty stores like Sephora, through use of these channels declines with age| Just over 20% shop at drugstores for their fragrances purchase| Most fragrance-wearing respondent says they switch between two or three brands over time. Flare Fragrance is in a good position for either introducing a new scent or entering into the Drug Store channel. Loyalty to the Loveliest brand has allowed new scents to excel in sales and as new scents were added, new markets emerged. The current recession has encouraged perfume consumers to rethink their brand and price level and has changed purchasing habits. As department stores are forced to close their doors for good the attractiveness of sales at the Drug Stores channel become more important. Drug Stores have seen this as an opportunity to capitalize on the demand and have placed more focus in their health and beauty departments. Aromatique’s launch of Dulcet could be a threat, but only if we position in the same category. See Exhibit B for Details Although our competition has higher budgets when it comes to marketing and promotion ours is 19%, theirs is around 23% we are still able to be one of the top four sellers of perfume products. Aiding in keeping our marketing cost down is the use of Loveliest as our brand name. Our scents have seen greatest sales in the Mass Market Channel for all scents, but the least amount of profits has been achieved by Awash and Natural. Something to take into consideration is that the recession has caused several stores that carried our product to close. In addition, 400 new SKUs had been introduced into the market in 2007 and a recent influx of celebrity-endorsed scents has proven to be a force in the perfume market. One thing to keep in mind is that sources have indicated that Aromatique is preparing to launch their newest scent, Dulcet with a suggested retail price of $42. 00. Their Communication budget is $10 million and they plan to feature an American Idol contestant as a means to capture their target market of young and chic. MIX One of the main concerns that marketing management needs to consider is whether to launch Savvy and in addition whether to launch it as a new brand or as an umbrella brand under Loveliest. The current product is Savvy, which provides a stylish, upbeat classy scent ready to take on the wild at heart. The roll out price will be set at $40. 00 for a 1. 7oz spray bottle. Anticipated channels of delivery will be selling exclusively at department stores before mainstreaming into mass markets or we can consider sales at mass markets from the outset. Currently we are planning to provide a 5%-10% off-invoice on both small and large size pre-packs; one million 1/8oz samples will hit our channels for distribution at point of sales. Additional promotional advertising will take place via counter top display material in our current channels with additional brochures and testers available. Current launch is estimated to take place in September of 2009, perhaps a quicker roll out around Mother’s day will be more beneficial to the company especially since history shows that Fragrance industry sales are seasonal and concentrated heavily around Mother’s Day and Winter Holidays.