Análisis de la comunicación online de las marcas de moda de España: estudio de caso Mango

Amb la revolució digital van apareixe noves eines informàtiques i plataformes q donen lloc a les jnteraccions en línea, com les xarxes socials i Blogs, aquestes han canviat la manera de comunicació entre les marques i les seves audiències. L' indústria de la moda no ha estat inmune a aquestes transformacions i ha estat adaptar-se al nou format. La recerca presenta una estructura deductiva: Moda Marca Moda- Marques de Moda Espanyola i altres exemples-cas moda- estudio maneta de comunicació online i offline. En aquest últim apartat mostra els resultats de l'anàlisi de les accions comunicatives quotidianes de Marca de Moda Mango, en un període determinat de temps. L'estudi conclou q les accions online i offline és completamenten, es relacionen entre si, evolucionen i donen lloc a una nova forma de comunicació

El Màrqueting de Zara i l'efecte de la crisi a Inditex

L’objectiu del nostre treball és estudiar certes parts del màrqueting de Zara i comprovar com ha afectat lacrisi a Inditex. Bàsicament, volíem veure si eren certes algunes de les afirmacions que havíem conegut através de la xarxa i de certs llibres.Per tal de realitzar un millor estudi, hem comparat certes estratègies de màrqueting de Zara amb les deMango i hem comparat els últims resultats econòmics d’Inditex amb els de Mango.Hem comprovat que bastants de les informacions conegudes han estat certes. Com a afirmacions, i pertant, com a conclusions del nostre treball, podem trobar, pel que fa a la primera part del nostre treball, lapart dedicada al màrqueting, que Inditex segueix unes estratègies de màrqueting bastant particulars i,comparant-ho amb Mango, bastant diferents a les d’aquest últim. Per exemple, les estratègies depublicitat seguides per Zara són molt diferents a les de Mango, més endavant explicarem perquè.Una cosa important a destacar, és que en un principi crèiem que Zara no invertia en publicitat, però hemdescobert que sí que ho fa, però, tal com hem dit, d’una manera molt diferent a la de Mango.Continuant amb estratègies de màrqueting, hem de fer menció de l’ús dels aparadors com a publicitat dela marca, entre d’altres coses.Pel que fa a una altra estratègia de màrqueting de Zara, cal dir que hem descobert que el fet de tenir duesbotigues molt properes és beneficiós per Zara, no tant per les vendes, sinó com a forma de publicitat.Un altre punt molt important a tenir en compte és la principal clau de l’èxit de Zara que, segons el nostreestudi, ha resultat ser “La Moda”.Ja per últim, cal dir que podem afirmar la sospita que cada Zara és diferent, segons on està aquest ubicat,tant en tipus de roba com en aparadors, fet que ens demostra que cada Zara va dirigit a un tipus deconsumidor diferent.Pel que fa a la segona part del nostre treball, hem arribat a la conclusió que Zara no ha patit molt per lacrisi, tot i que el seu rendiment econòmic des que va començar aquesta, no ha estat tan bo com altresanys.

Quality and sensorial characteristics of osmotically dehydrated mango with syrups of inverted sugar and sucrose

Osmotic dehydration is becoming more popular as a complementary treatment in the processing of dehydrated foods, since it presents some advantages such as minimising heat damage to the colour and flavour, inhibiting enzymatic browning and thus dispensing the addition of sulphite and, mainly, reducing energy costs. The objective of the present study was to evaluate the effect of using inverted sugar and sucrose syrups as osmotic agents in the dehydration of mango. The conditions used in the dehydration process were: syrup/fruit ratio of 3:1 (v/w); temperature of 45ºC and constant stirring. The in natura and osmo-dehydrated fruits were evaluated in relation to pH, moisture content, water activity (a w) and soluble solids (ºBrix). Solids incorporation and loss in mass after the dehydration process were also determined. The sensory acceptance of the in natura and osmo-dehydrated fruits was determined for the attributes of aroma, flavour, texture and overall acceptance using a hedonic scale. Osmotic dehydration resulted in a reduction in moisture content and water activity, an increase in Brix and maintenance of the pH. The treatment with inverted sugar syrup resulted in more significant alterations in moisture content, a w, Brix, solids incorporation and loss in mass than the treatment with sucrose syrup. Mangos osmo-dehydrated with inverted sugar (55.3% inversion rate) syrup obtained acceptance similar to in natura mangos, this treatment being considered the most adequate for dehydration purposes.

Different Approaches for Modeling Grouped Survival Data: A Mango Tree Study

Interval-censored survival data, in which the event of interest is not observed exactly but is only known to occur within some time interval, occur very frequently. In some situations, event times might be censored into different, possibly overlapping intervals of variable widths; however, in other situations, information is available for all units at the same observed visit time. In the latter cases, interval-censored data are termed grouped survival data. Here we present alternative approaches for analyzing interval-censored data. We illustrate these techniques using a survival data set involving mango tree lifetimes. This study is an example of grouped survival data.

Ascorbic acid metabolism in fruits: activity of enzymes involved in synthesis and degradation during ripening in mango and guava

BACKGROUND: Ascorbic acid is a very important compound for plants. It has essential functions, mainly as an antioxidant and growth regulator. Ascorbic acid biosynthesis has been extensively studied, but studies in fruits are very limited. In this work we studied the influence of five enzymes involved in synthesis (L-galactono-1,4-lactone dehydrogenase, GalLDH, EC 1.3.2.3), oxidation (ascorbate oxidase, EC 1.10.3.3, and ascorbate peroxidase, APX, EC and recycling (monodehydroascorbate reductase, EC 1.6.5.4, and dehydroascorbate reductase, DHAR, EC 1.8.5.1) on changes in ascorbic acid content during development and ripening of mangoes (Mangifera indica L. cv. Keitt) and during the ripening of white pulp guavas (Psidium guayava L. cv. Paloma). RESULTS: It was found that there was a balance between the activities of GalLDH, APX and DHAR, both in mangoes and guavas. CONCLUSIONS: Equilibrium between the enzymatic activities of synthesis, catabolism and recycling is important for the regulation of ascorbic acid content in mango and guava. These results have contributed to understanding some of the changes that occur in ascorbic acid levels during fruit ripening. (C) 2008 Society of Chemical Industry.

Mango starch degradation. I. A microscopic view of the granule during ripening

The starch content of unripe mango Keitt is around 7% (FW), and it is converted to soluble sugars during the ripening of the detached fruit. Despite the importance of starch-to-soluble sugar metabolism for mango quality, little literature is found on this subject and none concerning the physical aspects of starch degradation. This manuscript presents some changes in the physical aspects of the starch granule during ripening, as analyzed by light microscopy, scanning electron microscopy (SEM), and atomic force microscopy (AFM). According to the analysis, unripe Keitt-mango-starch being spherical in shape and measuring around 15,mu m, has A-type X-ray diffraction pattern with a degree of crystallinity around 21% with slight changes after 8 days of ripening. AFM images of the surface of the granules showed ultra microstructures, which are in agreement with a blocklet-based organization of the granules. The AFM-contrast image of growing layers covering the granule showed fibril-like structures, having 20 nm in diameter, transversally connecting the layer to the granule. The appearance of the partially degraded granules and the pattern of degradation were similar to those observed as a result of amylase activity, suggesting a hydrolytic pathway for the degradation of starch from mango cultivar Keitt. These results provide clues to a better understanding of starch degradation in fruits.

Mango starch degradation. II. The binding of alpha-amylase and beta-amylase to the starch granule

During mango ripening, soluble sugars that account for mango sweetening are accumulated through carbon supplied by both photosynthesis and starch degradation. The cultivar Keitt has a characteristic dependence on sugar accumulation during starch degradation, which takes place during ripening, only a few days after detachment from the tree. Most knowledge about starch degradation is based on seeds and leaves currently used as models. However, information about the mango fruit is scarce. This work presents the evaluation of alpha- and beta-amylases in the starch granule surface during fruit development and ripening. Extractable proteins were assayed for amylase activity and detected by immunofluorescence microscopy and correlated to gene expression. The results suggest that both amylases are involved in starch degradation during mango ripening, probably under the dependence of another signal triggered by the detachment from the mother-plant.

Ripening and quality responses of avocado, custard apple, mango and papaya fruit to 1-methylcyclopropene

The potential for the ethylene binding inhibitor, 1-methylcyclopropene, to delay ripening of 'Hass' avocado, 'African Pride' custard apple, 'Kensington Pride' mango and 'Solo' papaya was examined. Fruit were gassed with 25 muL/L 1-methylcyclopropene for 14 h at 20 degreesC, followed by treatment with 100 muL/L ethylene for 24 h, and then ripened at 20 degreesC. Ethylene treatment alone generally halved the number of days for fruit to reach the ripe stage, compared with untreated fruit. 1-Methylcyclopropene treatment alone increased the number of days to ripening by 4.4 days (40% increase), 3.4 days (58%), 5.1 days (37%) and 15.6 days (325%) for avocado, custard apple, mango and papaya, respectively, compared with untreated fruit. Applying 1-methylcyclopropene to the fruit before ethylene prevented the accelerated ripening normally associated with ethylene treatment, so that the number of days to ripening for fruit treated with 1-methylcyclopropene plus ethylene was similar to the number of days to ripening for fruit treated with 1-methylcyclopropene alone. 1-Methylcyclopropene treatment was associated with slightly higher severity of external blemishes in papaya and custard apple, slightly higher rots severity in avocado, custard apple and papaya, and at least double the severity of stem rots in mango, relative to fruit not treated with 1-methylcyclopropene. Thus, 1-methylcyclopropene treatment has the potential to reduce the risk of premature ripening of avocado, custard apple, mango and papaya fruit due to accidental exposure to ethylene. However, additional precautions may be necessary to reduce disease severity associated with 1-methylcyclopropene treatment.

Effects of phosphonate and salicylic acid treatments on anthracnose disease development and ripening of 'Kensington Pride' mango fruit

This study investigated treatment of mango (Mangifera indica L.) fruit with 2 host defence-promoting compounds for suppression of anthracnose disease (Colletotrichum gloeosporioides). Cultivar 'Kensington Pride' fruit were treated at concentrations of up to 1000 mg/L with either potassium phosphonate or salicylic acid. Applications were by various combinations of pre- and postharvest dips and vacuum infiltration. Postharvest treatments at up to 2000 mg/L salicylic acid were evaluated in a second fruiting season. Fruit were either uninoculated or inoculated with the fungal pathogen. Colour, firmness and disease-severity were assessed during shelf life at 23 degreesC. There were no significant (P>0.05) effects of potassium phosphonate or salicylic acid on anthracnose disease severity in the first season. Moreover, phosphonate or salicylic acid treatment did not significantly affect fruit colour or firmness changes. There were significant (P

Effect of fruit maturity on the response of 'Kensington' mango fruit to heat treatment

The effects of conditioning and hot water treatments on immature and mature 'Kensington' mangoes were examined. A hot water treatment of 47 degreesC fruit core temperature held for 15 min increased weight loss (50%), fruit softness (15%), disrupted starch hydrolysis and interacted with maturity to reduce the skin yellowness (40-51%) of early harvested fruit. Immature fruit were more susceptible to hot water treatment-induced skin scalding, starch layer and starch spot injuries and disease. Conditioning fruit at 40 degreesC for up to 16 h before hot water treatment accelerated fruit ripening, as reflected in higher total soluble solids and lower titratable acidity levels. As fruit maturity increased, the tolerance to hot water treatment-induced skin scalding and the retention of starch layers and starch spots increased and susceptibility to lenticel spotting decreased. A conditioning treatment of either 22 degrees or 40 degreesC before hot water treatment could prevent the appearance of cavities at all maturity levels. The 40 degreesC conditioning temperature was found to be more effective in increasing fruit heat tolerance than the 22 degreesC treatment; the longer the time of conditioning at 40 degreesC, the more effective the treatment (16 v. 4 h). For maximum fruit quality, particularly for export markets, it is recommended that mature fruit are selected and conditioned before hot water treatment to reduce the risk of heat damage.

Mango stem-end rot (Botryosphaeria dothidea) disease control by partial-pressure infiltration of fungicides

The in vitro efficacy of several fungicides against Botryosphaeria dothidea (syn. Dothiorella dominicana) and their in vivo efficacy in controlling mango cv. Kensington Pride stem-end rot on partial-pressure infiltration v. dip treatment of green mature fruit was evaluated. In vitro sensitivity of B. dothidea to Benlate (benomyl), Sportak (prochloraz) and Scala (pyrimethanil) at 10 dilutions of the manufacturer's recommended rate was first determined at typical cold (13degreesC) and shelf (23degreesC) storage temperatures. The effectiveness of partial-pressure infiltration and conventional hot (52degreesC) or cold (26degreesC) dipping of fruit after harvest was then evaluated using the commercially recommended rate for each fungicide. In vitro, Benlate and Sportak prevented the growth of B. dothidea at both storage temperatures and at all concentrations, while Scala partially controlled growth of the pathogen. Benlate was the most effective fungicide for stem-end rot control. Sportak and Scala resulted in stem-end rot control when applied by partial-pressure infiltration, but not as dips. Partial-pressure infiltration holds promise for enhancing the efficacy of otherwise less effective but alternative fungicides for control of stem-end rot diseases.

Starch degradation in 'Kensington' mango fruit following heat treatments

Changes in carbohydrate metabolism of 'Kensington' mango fruit from 2 major production regions in Queensland were measured after conditioning fruit with hot air at 40degreesC for 0, 2, 4, 8 and 16 h or at 22degreesC for 16 h (control) followed by hot-water treatment at either 45degreesC fruit-core temperature for 30 min or 47degreesC fruit-core temperature held for 15 min. Advancing physiological maturity of 'Kensington' mango fruit was correlated with increased starch concentration within the mesocarp. An alpha-amylase inhibitor was present in unripe 'Kensington' mesocarp. alpha-Amylase activity was promoted by conditioning fruit at 40degreesC for 8 h, and this enhanced enzyme activity persisted until the fruit were ripe. Consequently, starch degradation was accelerated and the concentration of total soluble solids was higher in fruit conditioned at 40degreesC for 8 h than in fruit left at the lower temperature of 22degreesC for 16 h or not conditioned. Immediately on removal of fruit from hot-water treatment, activities of alpha-amylase and phosphorylase were inhibited. This inhibition was correlated with higher starch concentration and starch layer and starch spot injuries in these fruit. A positive correlation was also found between increased sucrose concentration and greater starch loss in 40degreesC conditioned 'Kensington' fruit. It is proposed that increased sugar concentration in the mesocarp increased the level of fruit heat tolerance.

Identification of 'Ubá' mango tree zygotic and nucellar seedlings using ISSR markers

Polyembryonic seeds are characterized by the development of over one embryo in the same seed, which can be zygotic and nucellar. The objective of this work was to identify the genetic origin, whether zygotic or nucellar, of seedlings of polyembryonic seeds of 'Ubá' mango tree using ISSR markers, and relating them with the vigor of the seedlings. Thus, mangos were harvested in Visconde do Rio Branco (accession 102) and Ubá (accessions 112, 138, 152 and 159), whose seeds were germinated in plastic trays filled with washed sand. Fifty days after sowing, seedlings from five seeds of each one of the accessions 102, 112, 138, 159 and from 10 seeds of the accession 152, were analyzed. These sseedlings were characterized and evaluated for plant height, stem circumference and mass of fresh aerial part and the most vigorous seedling was the one displaying at least two of these traits higher than the other seedlings from seed. Leaves were collected for genomic DNA extraction, which was amplified using seven ISSR primers previously selected based on the amplification profile and considering the number and resolution of fragments. Zygotic seedlings were found in 18 seeds, which were the most vigorous in six seeds. The results evidenced the existence of genetic variability in orchards using seedlings grown from seeds, because the farmer usually uses the most vigorous ones, assuming that this is of nucellar origin. These results also indicate that the most vigorous seedling are not always nucellar, inasmuch as of 20% of the total seeds evaluated, the zygotic seedling was the most vigorous.