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MSLD632 - Collaboration, Resolution, and Decision Making

Blace, Lastoka, Valente
by

Sandra Lastoka

on 12 December 2016

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Transcript of MSLD632 - Collaboration, Resolution, and Decision Making

Brand Enhancement
Goals
The growth and development of your children is our top priority.
Adopt a special phase or image to portray the brand’s concept, values, and beliefs.
Gummy Cane provides the most comprehensive nutritional protein that supports kids growth and developmental needs for all activity levels.

Customers
Beliefs: Health and wellbeing are essential to fulfilling and happier life that results from the proper nutrition during the beginning states of growth and development.
Values: Better educated in nutritional requirement and a healthier life style.
Expectations: The best product, for the right price, that delivers as described (trust – relationship).
Competition: Be adaptive, fill known/unknown gaps in the market

Production
Near term - Capacity in Mobile, Alabama facility
Long term - Taiwan, SE Asia
Packaging
4oz packs in boxes of 20 (retail $5.99 / $1.55)
8oz individual packages (retail $0.75 / $.025)
Distribution
US only - initial plan
Option to open distribution internationally in 2 years
Creating the Standard
References

Buia, C. (2015). The Big Problem with Children’s Vitamins and Supplements. Newsweek. Retrieved from http://www.newsweek.com/2015/06/26/problem-childrens-multivitamins-supplements-324545.html.

Center for Disease Control and Prevention. (2016). Prevalence of Childhood Obesity in the United States, 2011-2014. Retrieved from https://www.cdc.gov/obesity/data/childhood.html.

Idler, S. (2013). Does Your Website Design Appeal To The Right People? USABilla. Retrieved from http://blog.usabilla.com/does-your-website-design-appeal-to-the-right-people/.

Makuch, E. (2014). Minecraft passes 100 million registered users, 14.3 million sales on PC. Retrieved from http://www.gamespot.com/articles/minecraft-passes-100-million-registered-users-14-3-million-sales-on-pc/1100-6417972/

McCloskey, J. (2016, December 10). Protein shakes for KIDS: Outrage over fitness drink aimed at children. Retrieved December 10, 2016, from http://www.dailystar.co.uk/news/latest-news/569290/Protein-shakes-kids-outrage-fitness-drink-aimed-children-MyProtein



Keri Blace
Sandra Lastoka
Marco Valente

MSLD 632 | EMBRY RIDDLE AERONAUTICAL UNIVERSITY | December 9th, 2016

A632.8.6.TA
Collaboration, Resolution, and Decision Making
Gummy Cane
protein rich candy
Alternative to high sugar content candy

Combats the obesity epidemic prevalent in US

Positive Net Present Value (NPV)

Break even point - 18 months

Requires $482,000 up front costs
8 people for 18 weeks
Long Range Plan
Launch customer Minecraft
In talks with Disney
Moana - tropical flavors
Pirates of the Caribbean - skull
Japanese anime
Over 25 Japanese animations


Employee involvement is key to product marketing.

Target the right customer, at the right time, in the right format.

No outsourcing for initial campaign.
Long range plans require video integration and professional commercial development
There are no products like this currently on the market.



Producing at a cost that consumers are willing to pay.
Our closest competitor is .70-1.50 per serving.
Our product retail .30 per serving
Clif meal replacement bars
Little Beasts protein shake mix
Gummy Vites gummy vitamins
(when purchasing a box of 20)
The Issue
Self regulated standards:
Limited enforcement
Minimal accountability




Solution
Independent supplements auditor, “Seal of approval” on packaging.
U.S. Pharmacopeial Convention (USP)
NSF International
Government regulatory auditor
FDA
CDC
Full transcript