Communication plan of Sonae Sierra´s gift card surprise

JEL: M30, M31, M37, M39The purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals.O propósito desta tese de mestrado consistiu no desenvolvimento de um Plano de Comunicação para o Cartão Presente Surprise, um produto que brevemente será lançado pela empresa Sonae Sierra. Na sequência de uma profunda análise das vendas do negócio dos Cheques-Prenda (B2B e B2C), a empresa considerou necessário proceder à substituição do atual cheque-prenda para o formato cartão e, neste momento encontra-se em desenvolvimento o futuro Cartão Presente Surprise (modelo B2C). No que diz respeito ao produto Surprise, o mesmo depara-se com um problema de sazonalidade, além de que o seu grau notoriedade no mercado é muito baixo, comparativamente com outros concorrentes. Perante esta situação, o presente plano de comunicação terá dois principais objetivos: aumentar o reconhecimento da marca e aumentar a intenção de compra da marca por parte da audiência alvo. Para suportar o plano foi necessário proceder a uma profunda análise do ambiente externo e interno ao produto Surprise, utilizando dados primários e secundários, que permitiram chegar a um conjunto de perceções (insights) e conclusões. Deste modo, o plano de comunicação elaborado para o Cartão Presente Surprise durante um ano, consistiu numa diversificação de ações promocionais e ativações de marca, bem como na combinação das diferentes ferramentas de comunicação de forma a criar um plano integrado e eficaz, tendo em conta os objetivos propostos

Mascot: Microarchitecture Synthesis of Control Paths

This paper presents MASCOT (MicroArchitecture Synthesis of ConTrol paths). This synthesis system constructs the optimal microarchitecture for a control path of an instruction set processor. Input to the system is the behavioural specification of a control path. This specification is in finite state machine form which is mapped initially onto a single programmed logic array (PLA) microarchitecture. The synthesis strategy then applies a sequence of decompositions on this initial microarchitecture. This strategy follows a decision scheme until all design objectives are met. It transforms the initial microarchitecture into a complex microarchitecture of several PLAs and ROMs. Where it is impossible to meet the design objectives, the system constructs a microarchitecture which comes as close as possible to given design objectives. Design objectives are allowed on floorplan dimensions and delay. Our strategy integrates a number of known optimization methods for specific microarchitectures. Therefore this synthesis method explores a larger part of the design space than do other control path synthesis methods. Other methods are mostly bound to one microarchitecture which they optimize. Our system is not only very flexible in microarchitecture construction but also open for extension by other optimizations

Computational methods and tools for protein phosphorylation analysis

Signaling pathways represent a central regulatory mechanism of biological systems where a key event in their correct functioning is the reversible phosphorylation of proteins. Protein phosphorylation affects at least one-third of all proteins and is the most widely studied posttranslational modification. Phosphorylation analysis is still perceived, in general, as difficult or cumbersome and not readily attempted by many, despite the high value of such information. Specifically, determining the exact location of a phosphorylation site is currently considered a major hurdle, thus reliable approaches are necessary for the detection and localization of protein phosphorylation. The goal of this PhD thesis was to develop computation methods and tools for mass spectrometry-based protein phosphorylation analysis, particularly validation of phosphorylation sites. In the first two studies, we developed methods for improved identification of phosphorylation sites in MALDI-MS. In the first study it was achieved through the automatic combination of spectra from multiple matrices, while in the second study, an optimized protocol for sample loading and washing conditions was suggested. In the third study, we proposed and evaluated the hypothesis that in ESI-MS, tandem CID and HCD spectra of phosphopeptides can be accurately predicted and used in spectral library searching. This novel strategy for phosphosite validation and identification offered accuracy that outperformed the other currently existing popular methods and proved applicable to complex biological samples. And finally, we significantly improved the performance of our command-line prototype tool, added graphical user interface, and options for customizable simulation parameters and filtering of selected spectra, peptides or proteins. The new software, SimPhospho, is open-source and can be easily integrated in a phosphoproteomics data analysis workflow. Together, these bioinformatics methods and tools enable confident phosphosite assignment and improve reliable phosphoproteome identification and reportin

Initial Multidisciplinary Design and Analysis Framework

Within the Supersonics (SUP) Project of the Fundamental Aeronautics Program (FAP), an initial multidisciplinary design & analysis framework has been developed. A set of low- and intermediate-fidelity discipline design and analysis codes were integrated within a multidisciplinary design and analysis framework and demonstrated on two challenging test cases. The first test case demonstrates an initial capability to design for low boom and performance. The second test case demonstrates rapid assessment of a well-characterized design. The current system has been shown to greatly increase the design and analysis speed and capability, and many future areas for development were identified. This work has established a state-of-the-art capability for immediate use by supersonic concept designers and systems analysts at NASA, while also providing a strong base to build upon for future releases as more multifidelity capabilities are developed and integrated

Envisioning Model-Based Performance Engineering Frameworks.

Abstract Our daily activities depend on complex software systems that must guarantee certain performance. Several approaches have been devised in the last decade to validate software systems against performance requirements. However, software designers still encounter problems in the interpretation of performance analysis results (e.g., mean values, probability distribution functions) and in the definition of design alternatives (e.g., to split a software component in two and redeploy one of them) aimed at fulfilling performance requirements. This paper describes a general model-based performance engineering framework to support designers in dealing with such problems aimed at enhancing the system. The framework relies on a formalization of the knowledge needed in order to characterize performance flaws and provide alternative system design. Such knowledge can be instantiated based on the techniques devised for interpreting performance analysis results and providing feedback to designers. Three techniques are considered in this paper for instantiating the framework and the main challenges to face during such process are pointed out and discussed

A Method for Specifying Complex Real-Time Systems With Application to an Experimental Variable Stability Helicopter

Engineering systems increasingly contain a significant element of embedded software. The specification of such systems causes problems because of the diversity of the sub-systems which they contain. For example, in modem aerospace systems a combination of mechanical, electrical, hydraulic and digital sub-systems need to function together in a safety-critical manner. The need is for a uniform means of specification which spans the whole diversity of sub-systems and which serves both to verify and to validate the functional aspects of the total system

Systematic Approach for the Development of Remote Handling System Concepts for High Energy Physics Research Facilities

Equipment maintenance is one of the most important areas in the life-cycle management of High Energy Physics (HEP) facilities. In HEP facilities (such as CERN, ISOLDE, GSI/FAIR,GANIL, FRIB and ESS), beam intensities are increasing. Ionizing radiation is a significant hazard. The ionizing radiation directly affects the health of radiation workers and therefore it is desirable to reduce human intervention through robotic operations. The Facility of Antiproton and Ion Research (FAIR), a HEP facility under construction in Darmstadt, Germany, will house the world’s most powerful Super Fragment Separator(Super-FRS) facility, which will require remote maintenance. One section of the Super-FRS is termed the main tunnel. This is 160m long and has four focal planes. The Super-FRS beamline inserts will require remote maintenance and remote inspection. To carry out these Remote Handling (RH) tasks, a RH system for the Super-FRS main tunnel is essential.RH equipment for HEP facilities are complex systems. They must operate within an intricate environment with multiple interfaces. However, there is very limited literature on how to approach the development and evaluation of RH concepts at HEP facilities even though various facilities have developed RH systems tailored to their individual environments.This thesis proposes new systematic approach for developing and evaluation of RH concept designs targeted to help maintenance procedures at HEP facilities. The systematic approach is composed of Systems Engineering (SE) State of the Art practices molded to fit HEP facilities needs and requirements. The SE approach for HEP facilities focuses on finding optimum RH solution by exploiting HEP facilities limited resources available compared to nuclear power production industry. The systematic approach is tested to develop the RH maintenance solution for Super-FRS main tunnel scenario for FAIR facility. The practice carried out during this research work resulted in the best possible RH solution for Super-FRS and is currently under development for the Super-FRS facility.The research work to develop systematic approach for development of RH system was based on a very critical State of the Art study that has not been carried for HEP facilities till now. The State of the Art studies explores the HEP facilities in detail and results in: classification of HEP facilities RH environments, classification of RH equipment currently used at HEP facilities and present status of SE knowledge integration within HEP facilities. The systematic approach to develop RH system and knowledge attained during State of the Art studies are utilized to develop three RH system concept designs that fulfill the Super-FRS RH requirements. This research work focuses on collaborating between RH experts to conduct reliable and creditable trade-off analysis for RH system concepts evaluation. The aim of collaboration with RH experts is to develop diversify the systematic approach for RH system concept development. The collaboration and the State of the Art studies enable the model to formalize the procedures that will ensure the integration of RH needs into facility’s development by classifying (Commercial Off-the–Shelf (COTS)) RH equipment and by identifying key steps in the development of RH concepts.The developed RH concepts for Super-FRS are evaluated for requirements traceability, functional analysis, radiation dose analysis, possible system failure scenarios, including cost estimates, and task sequence optimization analysis. The result of trade-off analysis is delivered in the form of optimal RH system design that fulfills the RH requirements and will be developed to carry out RH tasks at Super-FRS facility.This thesis provides details concerning each concept design’s merits and demerits, along with suggestions for design changes needed to improve RH system’s flexibility and performance. The systematic approach used to develop the RH concepts was used to identify and address the critical issues with Super-FRS tunnel layout, beamline insert designs, storage / transport of activated parts, and remote maintenance integration at very early stage of HEP facility design.The research work in this thesis paves the way for the future systematic RH systems concepts design, and development practices; by moving beyond the classical approaches to develop concept designs at the HEP facilities. The conclusion will also present a summary design comparison, relevant technologies, advantages, limitations and future research work opportunities.<br/