Marketing Mix: Tactical Components To Promote Sales

merchandising Mix Tactical Comp sensationnts To Promote SalesCarlsberg is in like manner unity of the largest brewers in Europe. More over, Carlsberg is headquartered in Valby in Copenh seasonn, Denmark. Carlsberg beer portfolio includes much than 500 stigmatizes and they ar varies signifi go offtly in term of volume, terms, target audience and geographic penetration. The partnerships main put up is Carlsberg Beer however it besides brews Tuborg as well too. In January 2001, Carlsberg breweries immov commensurate to liquefy with the Norwegian brewery group Orkla ASA and later Carlsberg has become the fifth largest brewery group in the terra firma.Currently, Povl Krogsgaar-Larsen is the chairwoman of the Executive Board of Carlsberg insane asylum while Jess Soderberg is the Deputy Chairman of the Executive Board of Carlsberg Foundation. Meanwhile, Flemming Besenbacher is unity of the members of the Executive Board of Carlsberg Foundation from 2005 until today.1.1 memo rial BackgroundCarlsberg was constituted in 1847 by J.C. Jacobsen on a pile at Valby. In straddle to expand the brand anatomy of Carlsberg, it discrete to start its exportation in the stratum 1868. In 1870, Carlsberg had started to become a very successful brewery and the founder, J.C. Jacobsen wanted to sh atomic fig 18 his business with his country.In 1875, the Carlsberg fashion for Centre was established to investigate on scientific problem tie in to brewing and pi unmatch subjectered the very latest brewing technology and techniques. there ar more than 1000 scientists devoted to the art of quality beer manufacturing shortly. J.C. Jacobson established the Carlsberg Foundation in 1876.In the year 1906, the Old Carlsberg and New Carlsberg obligate unify and changed the name to Carlsberg breweries due to the division of returnion was non viable in the long term. As for today, Carlsberg is the beer for modern young bulk who speak atomic subject 53 language in th e mankind race with no boundaries. As for culture, the Carlsberg brand as well countenances support to unhomogeneous actions in the world, such(prenominal) as golf tournaments in Asia and English Liverpool Footb tout ensemble Club.Carlsberg has it owns presidency target, mission and vision. The mission of Carlsberg Compevery is to be a dynamic provider of quality beers and its too bring its evoke brand, innovative culture and committed teams which forget brings tidy sum together and sum more enjoyment in life. Furthermore, their participations vision is probably the leading the beer federation among the world in assign to become the offset printing choice of the pull inrs, customers and employees and as well as by fully understanding their needinesss and proactively driving commercialise place scramment.2.0 What is Marketing Mix?Marketing mix is a conspiracy of tactical components to instigate the gross revenue of a product or emolument (MarketingTeacher, 2 010). The firm ro engagement control the marketplaceing mix in order to achieve precise purposes in spite of appearance a dynamic marketing environment. Basic onlyy, the major marketing ratiocination nonify be divided into four categories which ar k without delayn as product, terms, forwarding and place ( overly known as 4Ps).ProductProduct is a complex combination of tangible and intangible attributes that provide satisfaction and benefits to the alliance such as the good, service and idea (Prentice Hall, 2008). When marketing a product, entrepreneurs need to consider and decide the factors which be quality, design, features, classification, utility, branding, box and labeling of a particular product.Carlsberg decided to drivel out line extensions to ex run for its brand names to saucily fashion models, colors, sizes, ingredients or flavor of its existing product categories (Prentice Hall, 2008). Carlsberg has erectd assorted types of beers in the market thr oughout the globe and they also try to launch disparate flavors of beers as they know that individual has divers(prenominal) insight and preference for the beer products. By doing this, Carlsberg stop the sack be able to satisfy the consumers needs and wants.These atomic number 18 the popular types of beers of CarlsbergCarlsberg Elephant Carlsberg lager beer Tabor GoldSpecial brewage Tabor unripe danish Royal Stout nin-sinCarlsberg is made from pale lager malt, bittering hops, flavour hops and Carlsberg bottom fermenting yeast. However, Carlsberg has launched diverse types of beer which give the sack match with various types of dishes, such as seafood, vegetarian, cheese and former(a)s (Carlsberg root word, 2010).Carlsbergs beer products be considered as the convenience goods in consumer product due to the beer products is considered as an inexpensive item which consumers corrupt oftentimes and do non do a good deal comparison with different diversify beer produ cts. So, Carlsberg guild result differentiate their beer products, produce quality beers, hold dainty elbow room and design, wrap with unique packaging and labels in order to signalize itself with its competitors in the global market, such as Heineken and Tiger. too, the raw materials that utilise to produce the beers argon the malted barley, hops, yeast, gluten and water. The quality level is different with its competitors in the market because the type of the raw materials that Carlsberg utilize is not the resembling. For example, the ways they planted the hops which is one of the raw ingredients be different, so it ordain end up with different kind of taste. there are also whatsoever refuge policies in Carlsberg, each of every branch that brews Carlsberg under pass, they need to come out every type of beers of its sample for once a month for the preference panel to test in order to visualize the quality of the products (CarlsbergGroup, 2010). So, Carlsberg bed c onsistently deliver the quality that customers pay for.However, one of the Carlsbergs competitors, Heineken, the comp any(prenominal) produced shell which is one of their beer products that is non-alcoholic. So, Heineken sens target those young heavy(a)s and all the religions in the world to obtain its non-alcoholic products. Carlsberg did not produce any non-alcohol drink and it mogul fall behind its sales because Heineken targets all the consumers irregardless their religion in order to gain ground up their sale and get byd with Carlsberg. Therefore, Carlsberg should also produce non-alcohol drink in order to compete with its elusive competitors, Heineken.3.1 PackagingIn the packaging aspect, Carlsberg company uses aluminum give the gates and glass bottle which can be recycled. The purpose of the packaging is to encourage the product from damage and assist sellers in attracting attention to the product (Prentice Hall, 2008).The draw at a lower place shows the differe nce between the packaging designs of the Carlsberg Lager.BEFORE AFTERChanges of the packaging design of Carlsberg Lager.By doing this, Carlsberg can acquire instant consumer recognition of the company or brand. Moreover, by making the packaging design unique, Carlsberg can competes with its competitors and its products packaging can also taking into custody the attention of the consumers even if its products are on the same retail store shelves with other substitute beers. For example, Carlsberg started to use environmentally responsible packaging materials and packaging the Carlsberg lager into a unique style glass bottle and less used of papers on it.However, some elderly customers might not be able to see the spoken communication that are curved on the Carlsberg Lagers bottle and end up purchasing other substitute beers that the words can be see cl early on. So, Carlsberg should also pay attention on the minority consumers and improve its packaging to look more outstanding th an the other beer brands in the market.3.2 LabelingLabels can be ranged from artless tags attached to products to complex graphics that are part of the package (Prentice Hall, 2008). Moreover, Carlsberg labels its products might also help to promote its products and also support its positioning. As for information, absolute majority of the consumers go away look at the percentage of the alcohol of the beer products and they prefer to buy those beer products contain with high percentage of alcohol.Carlsberg labels their beer products in detailCarlsberg Special BrewIt contains 12kcal of calories, 1.1g of carbohydrates, and 2.6g of alcohol.Carlsberg LagerIt contains 12kcl of calories, 1.1g of carbohydrates, and 1.1g of alcohol.TaborIt contains 12kcl of calories, 1.1g of carbohydrates, and 1.4g of alcohol.Carlsberg ElephantIt contains 13.75kcl of calories, 1.3g of carbohydrates, and 2.9 g of alcohol.Danish Royal Stout GinsengIt contains 15kcl of calories, 1.1g of carbohydrates, and 0 .1g of alcohol.Tabor GoldIt contains 12kc of calories, 1.1g of carbohydrates, and 2.3g alcohol. too that, Carlsberg ensures that their labels contain all the required information and also verbalise on its products that young bighearteds who are below the age of 18 could not consume its beer products.3.3 BrandingBranding is important to the company because branding can add value to a product. Consumers prefer to buy goods by viewing the brand of the particular goods in the market. Since 1904, Carlsberg has a knockout and well-known brand name in the beer industry.The shibboleth of Carlsberg is Probably the better(p) lager in the world.Previously, Carlsbergs original logos include the swastika and an elephant. However, the world famous Carlsberg logo was introduced by Thorvald Bindesbell in the year 1904, for the launch of Carlsberg pilsner (Logo Design, 2010). The jacket on the logo stands for the companys association with the Royal Danish Court.Pricing worth is the inwardness of money charged for a product or service (Prentice Hall, 2008). It is important to set a footing for a product to create and capture customer values in the market.In Malaysia, the giving medication has an authorization to set the price for Carlsbergs products which is banned from Muslim. Several country like Vietnam, Sri Lanka and Malaysia turn in apply piecemeal legislation such as banning the publicize on TV for any alcoholic beverages but the alcohol companies soothe drive home the right and freedom to promote their products. In addition to duties and shine tax, the government levies a sales tax of 20 per cent on the Carlsbergs beer product.As Carlsberg consumption is consider as price-sensitive, major changes in taxes whitethorn have an impact on demand. In Russia, an extreme 200% growth in excise duties on beer was implemented in January 2010, and in July 2009 the Ukraine implemented a significant increase of 94% in beer excise obligation (Bloomberg, 2010). Carlsbe rg has carry out thorough scenario planning for 2010 and subsequent years found on already known and anticipated increases in beer excise job levels. The scenarios include evaluation of prices, packaging and product mix, regional and national market positions and microeconomic factors such as changes in supply and demand for various input costs.Price listing of Carlsberg ProductsThe tables above show the price list of the product of both company ac cording to the types of beers and the size volume of the beers. We have converted the price of each product from the United State vaulting horse ($) to Ringgit Malaysia (RM).4.1 Internal and external considerationsEvery country has different pricing for Carlsbergs beer products. For example, Malaysia is an Muslim country. So, malays are not allowed to consume alcoholic drinks. The price of Carlsberg in Malaysia supposedly to be charged in a lower price compared to non- Islamic country. There are some areas in Malaysia which have duty- free for Carlsberg such as Pulau Langkawi.4.2 Pricing StrategiesPrice-Adjustment StrategiesSegmented pricingSegmented pricing is to adjust the price to allow for differences in customers, products or locations (Prentice hall, 2008).Carlsberg company uses location pricing, so the price of Carlsberg can be adjusted and flexible but it depends on different country and even in restaurants. Carlsberg focus their sales in pub, restaurants or clubbing place. For instance, comparing the price of Carlsberg between pub and miniskirt market, it seems apparently that the price of Carlsberg in pub would be relatively higher(prenominal) than mini market because people who go to pub are found to be able to afford it and the area of the pub is considered as high class.Carlsberg implements terrene low pricing (EDLP) which involves charging a constant everyday low price with fewerer or no temporary price discounts. It usually exit have some discounts during the festival seasons like Chinese New class and Christmas. Besides that, Carlsberg use pricing at or near which is one of the pricing strategies. There are few substitute beer products in the market, so the price of the Carlsbergs products get out be the same or slightly different with the other substitute beer products. Thus, it can prevent the happening of the price state of war between Carlsberg and other beer brands.As for information, the price of Carlsbergs products are cheaper compared to the price of Heinekens product but it is slightly lower than the price of Heinekens product. However, the price of Carlsberg and Tiger are the same regardless the size of the beer or packaging. This impart be tough for Carlsberg to boost up its sales due to the price for Carlsberg and Tiger are the same in the market. Carlsberg can increase its sales by up(p) the quality of the beers and give out free gift whenever consumers purchase a carton of Carlbergs beer products. By giving out free gift or limited edition stuff, it will attract the consumers to buy Carlsbergs beer products sooner than buy other substitute beer brands in the market.5.0 PromotionCarlsberg is well-known in one hundred five countries such as Japan, Australia, Africa, China, India, and Malaysia, etc and change in more than 150 markets. Besides that, Carlsberg has adopted some aggressive progresss around the world to pursuit people consume and aware it. In order to compete with its competitors, promotion essential be done in order to increase the reputation, generate sales and profits. There are few strong beer brand eager to compete with Carlsberg since Carlsberg is an international business which have branches all around the world, such as Asia, Europe, and other countries. Promotion tactical manoeuvre for Carlsberg are advertising, public relations, sale promotion and personal selling.Moreover, Carlsberg is creating brand awareness in the public. Its public relations is Carlsberg hue Zing Education inventory (CEF) which gi ve out Studies Loan to all Malaysian citizens who are enrolled in topical anaesthetic or foreign institutions of higher learning hold certificate in UEC, SPM or STPM, or any higher certificate. In the Year 2009, the Carlsberg Hue Zing Education Fund had allocated astir(predicate) RM450, 000 which had aided 31 students in need of financial assistance. By doing this, Malaysia citizens will have a good impression on Carlsberg and tend to consume its beer products due to other beer brands never adopt this strategy to create awareness for their products.Carlsberg was crowned the Grand sugar winner of the 11 annual Chinese New Year greeting advertisement award unionized by China Press and Nan yang Siang Pau. It cleverly illustrates the transformation of the Chinese character from Ox to Life by adding the iconic Carlsberg swoosh. Furthermore, Carlsberg also have produced their own bottle opener which had their brand name on stated on it. The Glass Beer which label with the logo and Car lsberg Pilsner is also one of the promotion for Carlsberg in Malaysia.5.1 AdvertisingCase 1The contest open to all non-Muslim residents of Malaysia ONLY.Join the Carlsberg Monaco Promotion Contest now and you could win yourself an all expenses give holiday on private yacht in Monaco. Buy the Carlberg beers that carry a scratch-to-win sticker , scratch it to get the calculate and submit the code complete with a slogan I am inspired . (in 20 words or less) victimisation SMS or via the website.For more informations, terms and conditions , amuse visit the contests site.Prizes Grand Prize 7D/6N all expenses paid holiday on private yacht in Monaco for 4 personSpecial Prize 11 x 3D/2N paid holiday and yacht drive in Langkawi for 2 personsWeekly Prize 15 x iPOD make (1GB)Contest End On 25th May 2007Posted April 30, 2007 by ContestStation.net in Buy Win ContestsAs the case 1 above, we can see that in order to increase their sales, Carlsberg create a campaign, which provide scratch-to -win sticker to some Carlsberg beer and the participants are required to provide a slogan with the requirement, free traveling is available if they win in the competition. Meanwhile, Carlsberg can also get some inspiration of Slogan from customers and knows more about their consumers. This will create a win-win situation which both the consumers and Carlsberg gain benefit too.In this case, Carlsberg shows that they take importance on the political environment on Malaysia. Malaysia is an Islamic country and alcoholic drinks is il efficacious in the past, after few years, the government allowed alcoholic drinks to be imported into Malaysia but with the condition that Islamic people are not allowed to purchased or consumed alcoholic drinks. So, Carlsberg only opened this competition for non-Muslim which they are allowed to purchase alcoholic drinks. This shows that Carlsberg did a research before they take in this activity in Malaysia. Assuming if Carlsberg ignore the rule and regula tions, the government will take action on them, or even banned them from importation the alcoholic drinks to Malaysia.5.2 Direct MailDirect Mail is a sy stop of advertising to increase the awareness of what promotion does the company had. It is now cosmos claimed that is the fastest and the just about saving cost in order to advertise. Carlsberg company spends money on buying the database to record the customers information, such as income level, race, age, taste and preference. By doing this, mailing to the right consumers to promote Carlsbergs beer products will be much more effective than mailing to those consumers who are not interested in alcoholic drinks. So, Carlsberg can send promotion via telecommunicate to the customers to inform them about their sweet beer products and contest.However, one of the problems organism faced by Carlsberg is that their name was be used by illegal organization which used their company direct to scam people money. As shown in below, one o f the consumers received the email which was send by the scammer and the email stated that she won a lottery which up to 650,000.00 Pounds from Carlsberg Beer Carlsberg Malta Company. When she attempted to called the contact count that was provided in the mail, she was shock to find out that the people ask her to pay a few thousand pounds for the bank exaltation fees before she can get the rewards. check Sun, 29 Jun 2008 032709 -0600 (MDT)From Carlsberg Company Promotion emailprotectedReply-To emailprotectedSubject You Won 650.000.00 Pounds Sterlings level For Clam nowCarlsberg UK Ltd, Jacobsen House140 Bridge Street,Northampton, NN1 1PZ ***PROMOTION relation*** Dear Winner,This is to inform you of the portray of Six Hundred and Fifty megabyte Pounds (650,000.00 Pounds) from Carlsberg Beer Carlsberg Malta Company.This Promotion demo is to raise the profile of Carlsberg Beer Carlsberg Malta Products consumers males / females in rural and urban Areas.The online promotions ema il lists were generated from the World Wide Web. This promotion takes place annually to dispute and to take market parcel from the popular Dutch import beer. The tactics included live events, local campaigns and general buzz to establish the brand one neighborhood at a time in major urban / rural Areas.Your Email Ref Number falls at heart our European booklet representatives office in United Kingdom . In view of this, your Award of Six Hundred and Fifty Thousand Pounds Sterlings (650,000.00 Pounds Sterlings) will be assoild to you by will commence the process to facilitate the release of your funds as soon as you contacthim, find below the contact detailsMr. Edward Phil Processing Director. Email emailprotected Tel +44 70457 24289 He will brief you on steps to be taken for due affect and remittance of your prize money. File in for your Claims by Furnishing your Fiduciary doer the information below. VERIFICATION AND FUNDS RELEASE FORM 1. FULL name________________ 2. ADDRESS____ _____City_________State________Postcode_______Country_____3. SEX________________ 4. AGE________________ 5. OCCUPATION________________ 6. TELEPHONE NUMBER________________ 7. NATIONALITY____________________ trend Of Transfer (Bank to Bank online Transfer) From the management of Carlsberg Company UK we would like to say a big congratulation to you Sincerely, Mrs. Dianne Thompson Online Coordinator, Carlsberg Beer Malta BreweriesIn this case, Carlsberg should be aware of scam organization in the world and it should start to take actions to solve the serious scamming problems which will harm the company brand name in the proximo. Carlsberg can publishes through newspaper or via Email that they would never organize any contest which will need the customers to bank in a certain amount of money in order to win prizes.The promotion mix of Carlsberg is not very efficient because it is lacked of public relation. Therefore, if the consumers give any comments or offerions, Carlsberg can make any adjustment to fulfill the consumer wants and improve their beer products quality in the future.6.0 PlaceCarlsberg company distributes its products throughtout the world. Carlsberg has divided their market into four groups which are Afica and middle East, Americas, Asia and Europe. There are about 45,000 people are working for Carlsberg Group. Besides that, Carlsbergs products are available in exactly 314 countries all over the world.Furthermore, Carlsberg also has the same dispersion channel with Heineken (its competitor) such as the wholesale distribution and retail distribution to distribute their products to the customers. Carlsberg will deliver their products to a combination of convience store or hypermarkers like Tesco or Jusco. Carlsberg does not have any distrbution condense like Heineken or Tiger because Carlsberg focus on the retail distribution to distribute their products. Some of the example of the retail distribution are the pubs, clubs or bars. Carlsberg will establish alliance with some of the retail distribution to increase their sales.The market of Carlsberg in Africa is categorized according to the geographical. They made the division into West Africa, exchange Africa, Southern Africa, Eastern Africa and also North Africa. The Carlsberg Group has been active in western Africa for many years. In central Africa, presently there are only four markets present in Central Africa which is Gabon, Congo, Cameroon and Equatorial Guinea. In Cameroon, Les Brasseries du Cameroun has been producing Tuborg Gold topically since 1979, along with the range of local brands. Cameroon is a very competitive market compared to the rest of the region, with the consumption of 25 liters per person per year.In December 1969, Carlsberg Brewery Malaysia Berhad began brewing with Carlsberg Green Label beer locally in 1972. The Carlsberg brand had become the part of daily life and it is now the undisputed market leader with more than a 50% share of the Malaysi an beer market. Carlsberg Malaysia has aimed to be at the forefront of innovation and quality and invariably led the market with dynamic product launches and good dealive consumer campaigns. In 2008, Carlsberg Green Label received Malaysias Gold Most Trusted Brand Award for the ninth consecutive year in the Readers Digest consumer survey. In the same year, Carlsberg Malaysia was also announced as the winner of the 2008 Strongest Winning Culture Award amongst all the Carlsberg Group Company across the world.Furthermore, Carlsberg company plans to enter into the Germanys market. There are about 1300 breweries in Germany which is quite a lot of number compare to other small retails. The Germany beer is known as Carlsberg Deutschland. The Germany beer market has been rather sheltered from the rest of the world because of the German Reinheitsgebot regulation, which discoverd back to the year of 1516. In 2004, Carlsberg acquires a majority shareholding in Holsten-Brauerei. The market p osition of Carlsberg in Northern Germany is second, while at the whole Germany is the fifth.As for the distribution part, we suggest that Carlsberg should follow the steps of Heineken and Tiger (its competitors) to open several distribution join in many countries, so that the consumers can be able to consume Carlsbergs beer products at anytime and anywhere. Besides that, Carlsberg should also built some distribution center at the rural area, although the place was not well developed. By doing this, more and more people will start to know Carlsbergs brand name throughout the world regardless in the city or rural area. ancestor Cells History, Properties and seek groundwork Cells History, Properties and ResearchHistoryStem mobile phonesare cadresfound in all multi carrelularorganisms. They are characterized by the major power to renew themselves throughmitotic prison cell division anddifferentiateinto a diverse range of specialized cell types. Research in the fundament cell fiel d grew out of findings byErnest A. McCullochand James E. troughat theUniversity of Torontoin the 1960sThe two broad types of mammalian base cells are immature fore cellsthat are isolated from theinner cell massofblastocysts, and big(p) musical theme cellsthat are found in handsome tissues. In a developing conceptus, prow cells can differentiate into all of the specialized embryonal tissues. In givingorganisms, stanch cells and primogenitor cellsact as a repair sy basis for the body, replenishing specialized cells, but also maintain the figure turnover of regenerative organs, such as blood, skin, or intestinal tissues.Stem cells can now be grown and transformed into specialized cells with characteristics consistent with cells of various tissues such as muscles or nerves throughcell culture. highly plastic fully grown fore cells from a variety of get-gos, includingumbilical cord bloodandbone marrow, are routinely used in aesculapian exam therapies. Embryoniccell lines andautologous embryonal rootage cells generated through remedy cloninghave also been proposed as promising candidates for future therapies content (Jump to)1Properties1.1Self-renewal1.2 effectuality comments1.3 identification2Embryonic3 bighearted4Amniotic5 generate pluripotent6Lineage7Treatments8Research patents9Key research events10ReferencesPropertiesThe continent comment of a fundament cell requires that it possess two propertiesSelf-renewal the cogency to go through numerouscyclesofcell divisionwhile maintaining the consistent state.Potency the electrical capacity todifferentiateinto specialized cell types. In the strictest sense, this requires groundwork cells to be eithertotipotentorpluripotent to be able to give rise to any mature cell type, although strongorunipotentprogenitor cellsare sometimes referred to as pedestal cells.Self-renewalTwo mechanisms exist to ensure that the fundament cell population is maintainedObligatory a cruciform restitution a stem cell divides into one young woman cellthat is superposable to the original stem cell, and another daughter cell that is differentiated random preeminence when one stem cell develops into two differentiated daughter cells, another stem cell undergoesmitosisand produces two stem cells identical to the original.Potency definitionsPluripotent, embryonic stem cells originate as inner mass cells within a blastocyst. The stem cells can become any tissue in the body, excluding a placenta. Only the morulas cells are totipotent, able to become all tissues and a placenta.Humanembryonicstem cellsA Cell colonies that are not yet differentiated.BNervecellPotencyspecifies the differentiation strength (the voltage to differentiate into different cell types) of the stem cell.Totipotent(a.k.aomnipotent) stem cells can differentiate into embryonic and extraembryonic cell types. Such cells can excogitation a complete, viable, organism.These cells are produced from the fusion of an egg and sperm cell. C ells produced by the root few divisions of the fertilized egg are also totipotent.Pluripotentstem cells are the descendants of totipotent cells and can differentiate into nearly all cells,i.e. cells derived from any of the terniongerm layers.Multipotentstem cells can differentiate into a number of cells, but only those of a closely related family of cells.Oligopotentstem cells can differentiate into only a few cells, such as lymphoid or myeloid stem cells.Unipotentcells can produce only one cell type, their own,but have the property of self-renewal which distinguishes them from non-stem cells (e.g. muscle stem cells).IdentificationThe practical definition of a stem cell is the functional definition a cell that has the potential to regenerate tissue over a lifetime. For example, the gold standard test for a bone marrow or hematopoietic stem cell (HSC) is the ability to transplant one cell and save an individual without HSCs. In this case, a stem cell essential be able to produce new blood cells and immune cells over a long term, demonstrating potency. It should also be possible to isolate stem cells from the transplanted individual, which can themselves be transplanted into another individual without HSCs, demonstrating that the stem cell was able to self-renew.Properties of stem cells can be illustratedin vitro, using methods such asclonogenic assays, where single cells are characterized by their ability to differentiate and self-renew.As well, stem cells can be isolated based on a characteristic set of cell surface markers. However,in vitroculture conditions can spay the behavior of cells, making it unclear whether the cells will behave in a similar mannerin vivo. Considerable debate exists whether some proposed adult cell populations are truly stem cells.EmbryonicEmbryonic stem cell lines(ES cell lines) are cultures of cells derived from theepiblasttissue of theinner cell mass(ICM) of ablastocystor earliermorulastage embryos.A blastocyst is an early st ageembryo-approximately four to five days old in manhood and consisting of 50-150 cells. ES cells arepluripotentand give rise during development to all derivatives of the trio primarygerm layers ectoderm, endoderm and mesoderm. In other words, they can develop into each of the more than 200 cell types of the adultbodywhen precondition sufficient and necessary stimulation for a specific cell type. They do not contribute to the extra-embryonic membranes or theplacenta.Nearly all research to date has taken place using mouse embryonic stem cells (mES) or military man embryonic stem cells (hES). Both have the essential stem cell characteristics, yet they require very different environments in order to maintain an undifferentiated state. Mouse ES cells are grown on a layer of gelatin and require the presence of Leukemia Inhibitory cipher (LIF). Human ES cells are grown on a confluent layer of mouse embryonicfibroblasts(MEFs) and require the presence of basic Fibroblast appendage Fa ctor (bFGF or FGF-2).Without optimal culture conditions or genetic manipulation, embryonic stem cells will rapidly differentiate.A human embryonic stem cell is also defined by the presence of several recording factors and cell surface proteins. The transcription factorsOct-4,Nanog, andSox2form the core regulatory intercommunicate that ensures the suppression of genes that lead to differentiation and the maintenance of pluripotency.The cell surface antigens most commonly used to identify hES cells are the glycolipids SSEA3 and SSEA4 and the keratan sulfate antigens Tra-1-60 and Tra-1-81. The molecular definition of a stem cell includes many more proteins and continues to be a topic of research.After nearly ten years of research,there are no approved marchments using embryonic stem cells. The first human trial was approved by the US Food Drug arrangement in January 2009.However, as of August 2010, the first human trial had not yet been initiated. Although, The first human medical trial for embryonic stem cells started in Atlanta on October 13, 2010 for spinal injury victims. ES cells, existence pluripotent cells, require specific signals for correct differentiation if injected directly into another body, ES cells will differentiate into many different types of cells, causing ateratoma. Differentiating ES cells into usable cells while avoiding transplant rejection are just a few of the hurdles that embryonic stem cell researchers still face.Many nations currently havemoratoriaon either ES cell research or the production of new ES cell lines. Because of their combined abilities of unlimited intricacy and pluripotency, embryonic stem cells remain a theoretically potential source forregenerative medicamentand tissue replacement after injury or disease. crowingAlso known as bodied stem cells andgermline(giving rise to gametes) stem cells, they can be found in children, as well as adults.Stem cell division and differentiation.A stem cell B progenitor cell C differentiated cell 1 radially symmetrical stem cell division 2 asymmetric stem cell division 3 progenitor division 4 terminal differentiationPluripotent adult stem cells are rare and generally small in number but can be found in a number of tissues including umbilical cord blood.A great deal of adult stem cell research has focused on clarifying their capacity to divide or self-renew indefinitely and their differentiation potential.In mice, pluripotent stem cells are directly generated from adult fibroblast cultures. Unfortunately, many mice dont live long with stem cell organs.Most adult stem cells are lineage-restricted (multipotent) and are generally referred to by their tissue origin (mesenchymal stem cell, adipose-derived stem cell,endothelial stem cell, etc.). pornographic stem cell treatments have been successfully used for many years to treat leukemia and related bone/blood cancers through bone marrow transplants.Adult stem cells are also used in veterinary medicine to treat tendon and ligament injuries in horses.The use of adult stem cells in research and therapy is not ascontroversialasembryonic stem cells, because the production of adult stem cells does not require the destruction of anembryo. Additionally, because in some instances adult stem cells can be obtained from the intended recipient, (anautograft) the endangerment of rejection is essentially non-existent in these situations. Consequently, more US government funding is macrocosm provided for adult stem cell research.An extremely rich source for adult mesenchymal stem cells is the developing tooth bud of the mandibular third molar. While considered multipotent they whitethorn prove to be pluripotent. The stem cells eventually form enamel (ectodrm), dentin,periodontal ligament, blood vessels, dental pulp, nervous tissues, including a minimum of 29 different unique end organs. Because of extreme ease in collection at 8-10 years of age before calcification and minimal to no morbidity wi ll probably constitute a major source for personal banking, research and multiple therapies. These stem cells have been shown capable of producing hepatocytes.AmnioticMultipotent stem cells are also found in amnionic fluid. These stem cells are very active, expand extensively without feeders and are not tumorigenic.Amniotic stem cellsare multipotent and can differentiate in cells of adipogenic, osteogenic, myogenic, endothelial, hepatic and also neuronal lines.All over the world, universities and research institutes are studyingamniotic fluidto discover all the qualities of amniotic stem cells, and scientists such asAnthony AtalaandGiuseppe Simonihave discovered important results.From an ethical point of view, stem cells fromamniotic fluidcan solve a lot of problems, because its possible to catch amniotic stem cells without destroying embryos. For example, the Vatican newspaper Osservatore Romano called amniotic stem cell the future of medicine.Its possible to collect amniotic stem cells for donors or for autologuous use the first US amniotic stem cells bank opened in Medford, MA, byBiocell CenterCorporationand collaborates with various hospitals and universities all over the world generate pluripotentThese are not adult stem cells, but rather reprogrammed cells (e.g. epithelial cells) given pluripotent capabilities. Using genetic reprogramming with proteintranscription factors, pluripotent stem cells equivalent toembryonic stem cellshave been derived from human adult skin tissue.Shinya Yamanakaand his colleagues atKyoto Universityused the transcription factors Oct3/4, Sox2, c-Myc, and Klf4in their experiments on cells from human faces.Junying Yu,James Thomson, and their colleagues at theUniversity of Wisconsin-Madisonused a different set of factors, Oct4, Sox2, Nanog and Lin28,and carried out their experiments using cells from humanforeskin.As a result of the success of these experiments,Ian Wilmut, who helped create the first cloned animal dolly the Sheep, h as announced that he will abandonnuclear transferas an avenue of research.Frozen blood samples can be used as a source of induce pluripotent stem cells, opening a new avenue for obtaining the valued cells.LineageThey ensure self-renewal, stem cells undergo two types of cell division (seeStem cell division and differentiationdiagram). symmetrical division gives rise to two identical daughter cells both endue with stem cell properties. Asymmetric division, on the other hand, produces only one stem cell and aprogenitor cellwith limited self-renewal potential. Progenitors can go through several rounds of cell division before terminallydifferentiatinginto a mature cell. It is possible that the molecular distinction between symmetric and asymmetric divisions lies in differential segregation of cell membrane proteins (such asreceptors) between the daughter cells.An alternative theory is that stem cells remain undifferentiated due to environmental cues in their particular niche. Stem cells differentiate when they get out that niche or no longer receive those signals. Studies indrosophilagermarium have identified the signals dpp and adherens junctions that prevent germarium stem cells from differentiating.Main articleInduced Pluripotent Stem CellThe signals that lead to reprogramming of cells to an embryonic-like state are also being investigated. These signal pathways include severaltranscription factorsincluding theoncogenec-Myc. Initial studies debate that transformation of mice cells with a combination of these anti-differentiation signals can reverse differentiation and whitethorn allow adult cells to become pluripotent. However, the need to transform these cells with an oncogene whitethorn prevent the use of this approach in therapy.Challenging the terminal genius of cellular differentiation and the integrity of lineage commitment, it was recently determined that the somatic expression of combinedtranscription factorscan directly induce other defined somatic cell fates researchers identified three neural-lineage-specific transcription factors that could directly convert mousefibroblasts(skin cells) into fully-functionalneurons. This induced neurons (iN) cell research inspires the researchers to induce other cell types implies thatallcells aretotipotent with the proper tools, all cells may form all kinds of tissue.TreatmentsMedical researchers believe that stem cell therapy has the potential to dramatically change the treatment of human disease. A number of adult stem cell therapies already exist, particularlybone marrow transplantsthat are used to treatleukemia.In the future, medical researchers anticipate being able to use technologies derived from stem cell research to treat a wider variety of diseases includingcancer, Parkinsons disease,spinal cord injuries,Amyotrophic lateral sclerosis,multiple sclerosis, andmuscledamage, amongst a number of other impairments and conditions.However, there still exists a great deal of affectionate a nd scientific uncertainty surrounding stem cell research, which could possibly be overcome through public debate and future research, and further development of the public.One concern of treatment is the possible risk that transplanted stem cells could form tumors and have the possibility of becoming cancerous if cell division continues uncontrollably.Stem cells, however, are already studied extensively. While some scientists are hesitating to associate the therapeutic potential of stem cells as the first goal of the research, they find the investigation of stem cells as a goal proper in itself.Contrarily, supporters of embryonic stem cell research argue that such research should be pursued because the resultant treatments could have significant medical potential. It is also noted that excess embryos created forin vitro fertilizationcould be donated with bear and used for the researchDiseases and conditions where stem cell treatment is promising or emerging.Bone marrow transplant ation is, as of 2009, the only established use of stem cells.Research patentsThepatentscovering a lot of work on human embryonic stem cells are owned by theWisconsin Alumni Research Foundation(WARF). WARF does not charge academics to study human stem cells but does charge commercial users. WARF soldGeron Corp.exclusive rights to work on human stem cells but later sued Geron Corp. to recover some of the antecedently sold rights. The two sides agreed that Geron Corp. would keep the rights to only three cell types. In 2001, WARF came under public pressure to widen access to human stem-cell technology.These patents are now in doubt as a request for reviewing theUS apparent and Trademark Officehas been filed by non-profit patent-watchdogsThe Foundation for Taxpayer Consumer Rights, and thePublic Patent Foundationas well as molecular biologist Jeanne Loring of the Burnham Institute. consort to them, two of the patents granted to WARF are invalid because they cover a technique published in 1993 for which a patent had already been granted to an Australian researcher. Another part of the challenge states that these techniques, developed byJames A. Thomson, are rendered obvious by a 1990 paper and two textbooks.The outcome of this legal challenge is particularly relevant to the Geron Corp. as it can only license patents that are upheld.Key research eventsJanuary 2008 Robert Lanza and colleagues at Advanced Cell engineering science and UCSF create the first human embryonic stem cells without destruction of the embryoJanuary 2008 Development of human cloned blastocysts followingsomatic cell nuclear transferwith adult fibroblasts.February 2008 Generation of pluripotent stem cells from adult mouse liver and protrude these iPS cells seem to be more similar to embryonic stem cells than the previously developed iPS cells and not tumorigenic, moreover genes that are required for iPS cells do not need to be inserted into specific sites, which encourages the development of n on-viral reprogramming techniques.March 2008 The first published study of successful cartilage regeneration in the human stifle using autologous adult mesenchymal stem cells is published by clinicians from Regenerative Sciences.October 2008 Sabine Conrad and colleagues at Tbingen, Germany generatepluripotent stem cellsfrom spermatogonial cells of adult human ballock by culturing the cells in vitro underleukemia inhibitory factor(LIF) supplementation.30 October 2008 Embryonic-like stem cells from a single human hair.1 March 2009 Andras Nagy, Keisuke Kaji,et al.discover a way to produce embryonic-like stem cells from normal adult cells by using a novel wrapping procedure to deliver specific genes to adult cells to reprogram them into stem cells without the risks of using a virus to make the change. The use ofelectroporationis verbalise to allow for the temporary insertion of genes into the cell.28 May 2009Kimet al.announced that they had devised a way to manipulate skin cells to c reate patient specific induced pluripotent stem cells (iPS), claiming it to be the ultimate stem cell solution.11 October 2010 commencement trial of embryonic stem cells in humansReferencesBecker AJ, McCulloch EA, Till JE (1963). cytologic demonstration of the clonal nature of spleen colonies derived from transplanted mouse marrow cells.Siminovitch L, McCulloch EA, Till JE (1963). The distribution of colony-forming cells among spleen colonies.Journal of Cellular and Comparative Physiology.Tuch BE (2006). Stem cells-a clinical update.Australian Family Physician.Hans R. Schler (2007). The Potential of Stem Cells An Inventory. In Nikolaus Knoepffler, Dagmar Schipanski, and Stefan Lorenz Sorgner.Humanbiotechnology as affectionate Challenge. Ashgate Publishing, Ltd.Mitalipov S, Wolf D (2009).HYPERLINK http//www.pubmedcentral.nih.gov/articlerender.fcgi?tool=pmcentrezartid=2752493Totipotency, pluripotency and nuclear reprogrammingHYPERLINK http//www.pubmedcentral.nih.gov/articlerender.fcg i?tool=pmcentrezartid=2752493.Adv Biochem Eng BiotechnolUlloa-Montoya F, Verfaillie CM, Hu WS (Jul 2005). Culture systems for pluripotent stem cells.J Biosci Bioeng.Friedenstein AJ, Deriglasova UF, Kulagina NN, Panasuk AF, Rudakowa SF, Luria EA, Ruadkow IA (1974). Precursors for fibroblasts in different populations of hematopoietic cells as detected by thein vitrocolony assay method.