Classic perfume advert

You do not immediately realise that this is an advert for washing up liquid, as first impressions suggest that it is for some kind of toiletry. It is not until the third shot, where the camera cuts to a close up of the product briefly that you find out what it is for. The beginning of the advert uses the typical rich colours used for a perfume advert, and the image of luxury when the woman fall back on to the flower is quite stereotypical of what you expect from a classic perfume advert.

The dialogue of the voice over also leads you to believe that this is a perfume advert, as it says, “Indulge yourself in a refreshing floral fragrance that you can only get…” and then it does not say the name of the product until we see the close up on the bottle. This part of the advert also helps it appeal to slightly older women, as this is the type of perfume advert that you usually see for more mature fragrances rather than younger perfumes like Calvin Klein or Tommy Girl.

By using a parody of a perfume commercial in the advertisement, it increases the effectiveness of the advert. Once you have seen this advert, every time you see a perfume advert that is similar, you will think of the washing up liquid. Fairy are using piggy back advertising to promote their product and get the most out of the advert possible without having to show it too many times, and therefore spend too much money. The fact that the product is emphasised most at the beginning of the advert, right after the woman falling back into the flower, and while the pink and red colour scheme is still being used makes the link between the perfume advert and the washing up liquid stronger in your mind.

At the end of the advert we hear the slogan, “a fresh approach to washing up” and also see in it superimposed along the bottom of the screen for the last two shots. The voice we hear for this, as well as the rest of the voice over during the advert is Amanda Burton. She is a popular TV character, who always plays the role of strong woman in dramas, like Silent Witness. Her voice is quite distinctive and she is a role model for many people, so by having her associated with the product it helps to make it more popular. She is also thought of as being quite attractive to many men who like the ‘strong’ woman. Associating her with the product also makes the product appeal to more men, who are a new group in Fairy’s target audience. Another advantage to using a TV character as the voice over is the same as using a parody of a perfume advert. When you hear Amanda Burton’s voice or see her in programs you will think of the Fairy advert as you relate her voice to it.

The slogan is quite effective as it is short and memorable. You would know immediately what it is for even if you didn’t hear it as part of the advert, as it contains the purpose of the product it advertises within it. This means it is better than some of the other popular slogans around today, such as Nike for example, “Just Do It”. This slogan does not seem to relate to the product in anyway, so it would be difficult to remember what it was for if it had not been around for so long.

This advert has clearly been aimed at a different target audience to the old Fairy adverts that preceded it. This advert is aimed more at younger people that may be single rather than part of a family, as all the characters we see are alone, rather than in the old adverts where we typically saw a woman with a young child. Also the characters we see are much younger than before, so they represent the generation Fairy are trying to appeal to more. This advert is also being aimed more at men now as well as women, as we now see a man featured when previously there has not been.

The advert is trying to target quite a wide range of people, so it would most probably be shown on prime time television in the evenings, in the breaks of soap operas at dinnertime when a lot of people will be watching. It would also probably be shown later on between about eight and nine o’ clock when there are quite a lot of TV dramas and other popular programmes with large audiences. This would help make sure as many people in the target audience as possible see the advert. It would be unlikely to be shown in the early afternoon, between about three and four o’ clock when the children’s programmes are on, as not many people interested in the product would be watching. Also a lot of people in the target audience would still be at work at this time so it would not be worth showing it then.

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Deronde International

Q1. Deronde International is a French company selling perfume internationally. To what degree do you think they can produce a “global” product? Why?

Marketing a brand in international arena always involves certain risks related to consumer behavior, policies and culture of a country (Madura and Fox 2007). Deronde has established itself as a successful perfume brand over past few decades and its performance and demand in certain countries has captured a considerable number of consumers who are brand loyal.

Entering different markets like Asia where consumer preferences are different from the Western countries will involve new strategies for Deronde. Apart from the cultural aspects, the establishment of Deronde in countries like Germany and China are difficult from perspective of government policies as well. For instance, in Russia few decades ago, the women were forced to use national cosmetic products and perfumes designed and manufactured by local companies.

The use of international brands was a forbidden luxury that Russian women could not afford. However, with aggressive globalization all over the world, the trends of using international brands penetrated into Russia and other countries (Kenneth 2003). Entering a culturally different state will be challenging for Deronde initially since the acceptance of its products will heavily depend on the marketers and managers representing Deronde.

For country like China, which is the biggest target for Deronde, hiring Yang as the SVP for product development is a wise step by Alain since he has vast experience and knowledge about Chinese culture and the negotiating parties can comfortably and positively deal with Yang on basis of shared culture. When firms enter another country, it is essential for them to follow the social will and obligations of that nation in order to indicate respect for the culture (Lee 2008). Deronde definitely has a strong management team to deal with resistance in Asian countries.

Deronde can effectively create global products from its current line by altering its products according to consumer preferences. For instance, in China consumers are more inclined towards light and flowery fragrances thereby, giving a room for products that can be accepted by Chinese consumers. Mooij (2009) defined several approaches and difficulties that foreign investors face in culturally different countries and suggested that firms should between using a globalised approach towards new markets or adopt contingency approach.

The global approach for Deronde will be to introduce similar products worldwide without altering the scents. However, in order to avoid any failure in culturally bounded nations like China, Deronde should adopt the contingency approach of designing perfumes that would suit the culture of the countries it intends to enter. Deronde will need to focus on the cultural aspects of countries as well in order to show respect for their preferences and cultural values. A simple example can be the reaction of Yang’s daughter towards the idea of air fresheners that Yves suggested.

The idea of a French perfume trying to market itself as the Chinese culture friendly product was deemed insulting to Yang’s daughter. The acceptance and appreciation of perfumes from France has already been at its highest level since past decade with the perfume sales expected to rise to $336 billion in coming few years (Jose 2008). Deronde can capitalize on this widely accepted appreciation of the product line and its entrance in different countries has bright chances of success given that the firm adapts its strategies and set up to the culture of each specific country.

Q2. Do you believe it was a good idea to promote Yang to this new position? Why?

The promotion for senior Vice President of Global Product Development was a strategic move as a result of illness of previous SVP, Pelletier. Deronde International was on the verge of stagnant growth and in case of intense competition, further deterioration. Therefore, there was a need to enter those untapped markets where there is huge potential to create market for Deronde’s product line.

The screening process for SVP position was done by the CEO, Alain himself along with other executives and senior management. The four potential candidates for the position were all competent in their respective areas; however, the firm’s strategic focus was strictly on expanding into the emerging economies. Any investment in foreign country involves great risks associated with unfamiliar country risk factors like political situation, economic conditions, Foreign Direct Investment (FDI) policies and most importantly national culture (Becker 2000).

The emerging economies like China, India, Brazil and Russia though, have captured a lot of foreign investors’ attention; pose a great cultural difference threat. Prasad and Ghauri (2004) carried out a research on Swedish culture and observed that Swedish people are most likely to prefer investment in firms that are more related to Swedish culture. Similarly, Budhwar and Debrah (2004) observed during their research on China, that for a nationalist state like China, it is extremely important for a foreign firm to adopt culture of the country in order to successfully set up business in China.

Given the importance of cultural, political and economic aspects, it was essential for Alain to select a SVP who could extend the firm’s operations to emerging economies especially China that provided great future potential for the firm. The three candidates other than Yang; Lambert, Saurac and Bernier, were all competent and team players, however, they had less experience in foreign markets especially Asia. Deronde’s financial condition urged for profitable and growing results from the expansion plan and therefore, high profits, result-driven attitude and strong commitment were the priority of Deronde’s management.

Yang, given his skills, past performance and potential comfort zone with countries like China, seemed to be a good choice. On the other hand, Alain overlooked one of the main aspects for a SVP position that included team work and creativity, both qualities that Yang lacked. Also Yang lacked the understanding of his company’s main set up and operations since from beginning he was focused on expansion and collaborations in China.

Forsgren (2008) in his internationalization theory stresses the need of exploiting ‘firm-specific advantage’ and refers to strategy of entering another nation as an ‘inside-out phenomenon’. The management of a foreign firm needs to first evaluate its own strengths and weaknesses and study its structure to implement and blend it with other nation’s culture. Yang seriously lacks on his affiliation with Western side of the company as he constantly ignored suggestions and discussions related to company’s operations in Western countries and kept on dictating suggestions for Chinese market.

Despite all the conflicts with Yang and his behavior, the choice of Yang as a Senior Vice President of product development can still remain a right decision given that the management, especially Alain, cooperates with Yang and communicates the need for team work and long-term goal commitment for firm apart from expanding into Asian markets.

Q3. What would you advise Yang to do in this situation? Can he succeed?

In a culturally diversified workplace, there are several issues that can arise due to difference in work approaches by employees belonging to different cultures.

It is a normal issue that results in a misunderstanding of role expectations and actual sent and received roles (Stockdale and Crosby 2004). The expected role of Yang as perceived by Alain was to help the firm diversify in different markets on basis of his experience with China as well as being a team member who is open to any suggestions and creative ideas related to emerging economies as well the established business in Western countries.

However, Yang perceived his role as a SVP who is now senior to other employees and has complete knowledge of Asian markets and thus, can implement strategies of his won choice. The initial mistakes by Yang have created an atmosphere of discomfort for the rest of employees at Deronde and especially for Alain, the CEO of company. Alain and the colleagues of Yang are being less supportive in communicating the issues with Yang who is confused and frustrated with a different work environment than he previously had in China.

There are certain elements of workplace that Yang needs to understand in his current situation. Firstly, being shifted to head office as a global SVP for product development, Yang’s job responsibility assumes to include global perspective of working conditions, markets, people, in short a different culture. Yang should focus on his responsibility as a representative of Deronde and thus, develop an understanding of company’s operations worldwide and most particularly at home i. e. Paris.

Secondly, Yang must understand the importance of upper management as well as his colleagues and subordinates. The open attitude and friendly atmosphere between Alain and rest of employees like Antoine and Yves speaks for itself about the open culture and candid environment at Deronde. Yang must adopt the culture of company instead of imposing his own since he himself will be managing the issue of diversity while expanding into and dealing with several representatives from various cultures.

This understanding is also important for the favorable attitude and dedication of rest of the team including Yves, Elise, Antoine and other colleagues on internationalization team. Yang must communicate with the upper management, in particularly with Alain, about his discomfort with the work environment. Initiation of such conversation will lead to resolution of certain unclear issues on behalf of both parties.

Yang’s commitment to his work is his major quality that drew Alain’s attention; however, Yang is creating an impression of being more of a loyal Chinese rather than Deronde’s loyal employee. Such lack of consideration for company overall poses a threat of potential failure in entering other markets as well as no gain from hiring Yang for Western side of business. Yang must take interest in each product including the concepts of body sprays that he rudely ignored in front of Yves on the basis of its rejection in China.

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Marketing on Armani Pestle

As it stands there does not at present seem to be any pressing political issues that stand to Jeopardize the success of Airman within the I-J aftershave market. One big political issue within the I-J aftershave market is issues with testing on animals over the past ten years political groups such as Greenback have become more noticed and listened to and if new legislation arises that threatens to ban animal testing Airman would not be able to use this as an option to product test however at present Airman do not test on animals.

Since 2013 the laws around bringing aftershave and perfume products on airplanes has been relaxed however there are still restrictions which make it hard for tourists who come to the I-J to return home with aftershave/ perfume products. This is particularly important as figures from 2013 show British tourism has reached an all time high with almost 33 million tourists choosing to holiday here and on average spending IEEE per visit how much of this goes into the I-J aftershave market is incalculable but if legislation tightens further it could stand to damage Airman code’s profit margins within the I-J.

As it currently stands Airman fragrance products being a non-necessity means that in times of economic hardship these types of products are usually the first products a consumer tends not to buy. Airman say their target is the 25-50 year old male, one who is employed and fairly affluent we can also see evidence of this through Armin’s advertising and the prices they charge. In 2013 consumer price index saw a rise from 1. 5- 1. 9% as direct result of consumer spending with the economic situation not improving Airman could maybe look towards pricing reviews or targeting another demographic also.

Currently in terms of overall demographics the UK is the third-largest country in Europe behind Germany and France and the 22nd largest in the world with approximately 63,182,000 citizens. This makes the Uk a prime country for big retail brands to make money. The UK population has been getting older for over 100 years owe this is most likely due to advances in medicines and healthcare. In 2012 the population of had officially doubled from 1985 to a staggering 1. 4 million and rising and the number to 16 year olds and under dropped trot to 16%.

These statistics can be seen as both good and bad for the I-J aftershave market due to the fact that right now the demographic is optimal for success within this market with less teenagers and more older people it stands to reason there will be more of Armin’s target demographic in the I-J however if statistics follow in the fashion they re at the moment it could mean more of the senior generation who tend not to purchase as many aftershave products due to not being as image conscious. Read about benefits of environmental scanning

With relation to the I-J aftershave market and technology this does not really apply except in terms of production. Armin’s production is already very automated due to the cost-saving benefits this boasts if new technology does arise Airman should be in a strong position to upgrade to this due to their spending and borrowing power. Legal: This ties in with political factors and has been touched upon.

Aftershaves are speculated to have many detrimental effects upon human and animal health. Some products have been seen to cause nausea and headaches and when absorbed into the skin can have long term effects on our health. Aftershaves also have many of the substances found within hazardous waste in them such as petroleum and if it was to make way into the water system could have dangerous effects which in turn could affect Armin’s reputation.

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VP Of Marketing Negotiation

Since you have two daughters, one 8 and one 12, you feel that you have a good understanding of the teen market in addition to the industry knowledge you have gained in your time at Newport Girl. You have seen the popularity and high volume of pop music sales among children and young teens and realize that the majority of the girls purchasing pop music are within the target age group for the pop star line of dolls.

Both of your daughters always want the newest liberty pop star products whether it perfume by Jennifer Lopez or tee-shirts by Beyond’. Because of this, you think introducing a doll with a celebrity face would drive huge sales for the company. Your team’s research indicates that there is a large market for a pop star line of dolls and a more moderate market for a sports star line of dolls. Projected sales volume for the pop star line is around 4,000,000 if you could use celebrity likenesses. Sales volume would be about half that amount without celebrity likeness.

This is the same sales volume that your team projected for a sports star line of dolls with liberty likeness. A revamp of the Ashley doll only has a projected sales volume of 500,000. You think that Jennifer Lopez would be a perfect candidate for the first pop star doll because she has so much exposure due to the different industries she is involved in: music, acting, clothing, and fragrance. If such a doll were to be introduced, you feel that the 812 year age group is the most appropriate because of the actress’s sexy, risqué© image.

Since soccer is the fastest-growing female sport in the U. S. And the women’s U. S. Soccer team is very popular among teens since winning the World Cup and Olympic Gold, you think releasing a sports doll is also a good way to create new sales for the company. You have seen the way your daughters have fallen in love with UP Of Marketing Negotiation By Asynchronously Ham, former captain of the Champion U. S. Women’s Soccer Team, would be a good candidate for the first doll of a sports star line of dolls.

She holds the record as world’s all-time leading scorer (male or female) and on her first year of eligibility was inducted in the National Soccer Hall of Fame. The best selling point for the sports star line is that it can be introduced to girls in the 3+ age group cause of the wholesome image and universal appeal of a female sports star. You want Newport Girl to introduce both the pop star and sport star line of dolls at the same time like Matter did with the My Scene and Flat dolls. You are not enthusiastic about creating another marketing campaign for that stale Ashley doll.

With the two new lines of celebrity doll, you think that Newport Girl can capture 10% of the market share for dolls compared to the measly 5% you now have. Brat alone has 25% of the doll market stealing 15% from Matter in Just two years. If the celebrity doll line really takes off, it too could catapult Newport Girl to future 25% market share and perhaps steal some of Brat sales. You are interested in pricing the doll below the competitive average in order to penetrate the market with this new doll.

You want Newport Girl to grab market share and become a major player in the new celebrity doll industry. You feel that sacrificing profit margins for market share will help grow revenues since the dolls would be available to more girls. Regarding the issues of using DINE and outsourcing, you are ambivalent to the alternatives as long as the price can remain competitive. 0 2006-2008 Dispute Resolution Research Center, Northwestern University. All rights reserved.

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The Smell Of Orange

What makes oranges so great?

Ever since I have memory I have known what an orange is. It always amazed me how a fruit could be so marvelous in the way it develops. As I grew older I started to do more research about them, and I came to a point of no return, I labeled them as my favorite fruit, and I decided that no fruit would challenge that. I am 19 years-old as of today, and I have yet to find a fruit that gives my body the feeling of freedom, the same way the orange does.

Starting out as a tiny seed, the plant grows stronger with time, mainly during winter. After the tree is fully developed, it starts to bloom with a distinctive white flower, the Azahar, that later will morph into the fruit I adore, the orange. The plain sight of this redundancy of both color and fruit gives me a feeling of warmth, makes me think of the sun at dusk, and sets my soul ablaze with the undying flame of its vivid pigmentation.

After a couple seconds of admiration, I grab it, just to feel the rugged surface of this perfect imperfection. It matches the sand under the ocean, uneven, bumpy, yet smoothly rocky, following a pattern. The smell is not too strong, but I know better than to be fooled by the trapped scent bomb. Using my bare hands I peel the skin, and as I do, the wildly natural fragrance emerges, filling the room with a fresh aroma. This perfume takes me out of the room and teleports me to paradise, a place filled with birds and a waterfall washing away every sensation of loneliness as if the fruit itself was bathing me in glory and satisfaction.

If you listen carefully you can hear the juice wanting to come out of its thin cage, squirting, as you reveal the pale interior of this fascinating object. The time approaches, the time of graceful charity, the honor of tasting the queen of flavors herself, embodied into a small slice of life. As I bite into the soft cell, the juice is released into my mouth, creating harmony at a perfect tempo. A rollercoaster of flavor, taking me on an elaborated trip, passing through acid and sweetness at high speeds.

The rain of sour lusciousness takes over my mouth, from the very moment it touches my lips until the last drop drains down my throat. It achieves to give me a pleasant feeling, that of a child, every time I have the pleasure to consume one. No need to add water, no need for extra sugar, it is perfect just as it is. Whether you eat it or make it into juice, you do not require anything extra, just the fruit.

The ecstasy of conclusion, an incomparable feeling of freedom, equivalent to an adrenaline rush, the moment before you fall from a high place knowing that you will be safe. All of these emotions confined inside of me liberated, leaving me with nothing but a smile in my face and the memories of how my mother would prepare orange juice for me in the morning, right before I took off to school. I go back to being a kid, I go back to be free of worries, I get to see inside of my mind for a couple of seconds that seem like a lovely eternity of calm and silence. There are simply not enough words to describe how a simple fruit can make me experience such strong emotions.

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Journey of Brand Lifebuoy

The Lifebuoy story dates back to 1895 when it first entered the Indian market. “Life buoy’ literally meaner the life-saving buoy thrown out to people at sea to prevent them from drowning. This is where the brand got its name from. Lifebuoy is a product of Hindustan Milliner Limited (HULL), India. It was initially launched with the sole intention of targeting men and everything sporty. “Attendants ski rakish kart ha Lifebuoy’ captured the essence of their campaign brilliantly.

The premise was made clear. Use lifebuoy and stay strong. The quintessential red chunky bar of soap became synonymous with masculine health and good value for money. The same brand positioning was maintained for more than 100 years. However, sales started dipping in the sass’s with the coming of other beauty soaps like Lax, Senator etc. The consumers suddenly had more options and Lifebuoys existing market strategy had nothing new to make the consumers stay loyal to the brand.

Also, times had changed and now women were the decision makers in the family as far as shopping for commensurable household products were concerned. The need of the hour for Lifebuoy as a brand was to become more family oriented in its approach mostly focusing on the health aspect. A brand image built over 100 years had to be changed. The task at hand was challenging but the plunge was taken and the brand was repositioned in 2002. The product was transformed from the traditional masculine bar and given a more curvy look.

The carbonic smell was substituted by perfume fragrance. The focus now was on a complete bathing experience for the family and the new tagging “Kay pap lifebuoy SE Mahayana Kay” did complete Justice to the cause. After this re-launch, Lifebuoys market share in the bath soap sector rose from to 18%. 2002 also saw the launch of aerogram aimed to educate people in rural India about the good health practices and basic hygiene habit of washing hands. The initiative wanted to challenge the age old notion of Missile clean is safe clean”.

The brand USPS of providing better protection from germs compared to other soaps along with a strong social message came across as an impressive marketing strategy. The focus has gradually and decisively shifted to healthy hand wash habits as being the main focus of the Lifebuoy brand. Clinical tests were conducted in 2007-2008 that proved how by following the Lifebuoy way washing hands at five key occasions during the day), diarrhea in target children were reduced by 25% and they had 40% less days off school due to illness as was the case earlier.

The result of all this has been a complete makeover of the brand from a masculine brand to a family soap which promises mothers a germ free environment for their children. Lifebuoy has time and again came across as one of the more innovative brands across sectors. In the tsunami of branding unleashed at the Mama Gumbo in Allahabad, Lifebuoy came up with the memorable ploy of embossing assuages about the benefits of washing hands on rot’s, after tying up with some popular local Dhabi.

Taking this forward, it now aims to change the hand washing behavior of 1 Billion people by 201 5. The ideology remains the same. It wants to promote hand washing with soap at key occasions in the day to reduce infections and and adopted Together village in Madhya Pradesh to help every child living there reach their fifth birthday. This initiative has been widely publicized on the social media to create awareness and to strengthen the support for the cause.

All this has n turn lead to further establishment of Lifebuoy as a brand that aims to make a difference to the society and bring about a change in the hygiene habits. In terms of market share, Lifebuoy is today pegged at 12. 1%, a close second to Lax at 12. 8%. (Ironmonger). The future seems bright and promising.

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Lemongrass as Mosquito Repellent

Nowadays, our country is very rampant with mosquitoes that carry various diseases and one of the most popular diseases that are caused by a mosquito is “DENGUE”. Because of this disease, a lot of Filipinos died. Dengue is a disease caused by any one of the four related viruses transmitted by mosquitos. One of the easiest ways to prevent mosquitoes is to use Mosquito Repellent. This is the reason why the researchers want to make an alternative Mosquito Repellent.

There are many commercial Mosquito Repellent available in the market. The commonly used commercial Mosquito Repellent in the Philippines is quite unaffordable and use chemical that may cause irritation. The researchers planned to use natural ingredients. Since the ingredient to be use is natural, the Mosquito Repellent to be made is more affordable and environmental friendly. The ingredient that the researchers are going to use is Lemongrass.

Lemongrass has natural anti-microbial properties, is an antiseptic, suitable for use on various types of skin infections, usually as a wash or compress, and is especially effective on ringworm, infected sores, acne and athlete’s foot. Lemongrass is also used as a Mosquito Repellent. In using this product, you will spray it over all exposed skin areas. Avoid spraying near your eyes. You may reapply after washing. If irritation occurs, wash of immediately and discontinue use. The very most importance of this product is to avoid or prevent the spread of various diseases caused by mosquito bites.

Mosquito Repellent is a substance skin, clothing, or other surfaces which discourages insects from landing or climbing on that surface. Mosquito Repellent also helps prevent and control the outbreak of insect borne diseases such as Malaria, Lyme disease, Dengue fever, Bubonic plague, and West Nile Fever. Theoretical Framework Lemongrass herb is very popular plant found commonly in India and used for medicinal, food and insect/mosquito repellent products.

The lemongrass oils are also used in cosmetics, soaps, perfumes, dyes and dorizes along with thousands of other products. (www. newtechbio. com/articles/Lemongrass-as-an-insect-repellent. htm) Lemongrass oil has a fresh, strong, lemon-like, and pungent odor and is used in deodorants, herbal teas, skin care products, fragrances, and insect repellents, and for aromatherapy. (http://www. naturalstandard. com/index-abstract. asp? create-abstract=patient-lemongrass. asp&title=Lemongrass) Significance of the Study People nowadays can be easily infected with diseases caused by mosquitoes.

Diseases that can kill people. The people who are easily infected with this diseases are those people living near canals, dump sides, and rivers. Mosquitoes are dangerous pest in the whole world. Nowadays, people encountered various diseases such as malaria and dengue. Due to economic crises the researcher found a solution to get rid of mosquitos that exist in locality. However the following product is tested by the following stake holders such as client, teachers, students, and workers.

The researchers find the study significant because there is an increasing number of mortality due to mosquito bites, although there are alternative solutions to this problem. Filipinos cannot deny that some of their brothers and sisters cannot afford to buy organic insect repellent made out of lemongrass. Scope and Limitations The researcher’s product is only limited to minimize the amount of mosquitoes in a certain household. This is to see how effective the product will be before applying it somewhere else.

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