...Define Mission: 4 Objectives 4 Target Markets 5 Positioning 5 Strategies 5 Distribution 5 Marketing Communications 6 Marketing Mix 7 Market Research 7 IV. Financial Projections and Analysis 7 TV Advertisement 8 Cook Off 9 Movie Placement and Celebrity Endorsement 9 Gluten Alternative Prize 9 V. Implementation controls 9 Appendix A 10 Marketing Plan Project I. Executive Summary Udi’s and Celiac’s Foundation have invested 3 million dollars into Gluten Free Awareness (GFA) campaign for the next 3 years specifically to spread awareness of the gluten free lifestyle in San Francisco and Marin counties. A nation where we struggle with obesity, diseases, and disorders due to unrestricted diets it is lucrative that we spread the word about having a gluten-free diet. Gluten is the ingredient in most processed foods that helps in joining food particles together. It is the ingredient that makes pasta shiny, baked goods chewy, and gives dough its elasticity. Gluten is found in grains such as: Wheat barley rye triticale A gluten-free diet has proven to help ail or decrease the effects of a few different health problems. Imagine how beneficial gluten free can be for people who just need a way to get healthier. As you well know over the last three years our organization has gone from focusing only in Berkeley to covering Oakland as well. These areas have seen a noticeable increase in sales of GF marked products as compared to the rest of...
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...3 Fellers is a bakery located in Goochland, Virginia and specialized in gluten-free baking goods. The business was founded by Susan Feller in 2007. Susan was a guidance counselor, who was passionate about baking. However she was diagnosed with Celiac disease, which forced her to eat gluten-free. But as she didn’t want to give up her passion, she developed flour mixes and recipes for gluten-free baked goods. Started a hobby, her goods triggered such acceptance and demand in her private network that she decided to sell them to the broad public. Without any prior business experience, she bought and transformed a 2.499qm2 house into a commercial bakery with her own money as she doesn’t like to borrow money. By July 2009 her business turned out to be more successful than she could have imagined and she managed seven part-time employees. Customers loved her products. By that time she was operating at 70% capacity. At this point she manages new-product development, sales, and accounting. She also oversaw production, managed inventory, and ordered supplies. Susan kept accounting records by hand and paid bills the week she received them even though her grocery clients paid her between 30 days and 45 days after delivery. She self-financed her business; she did not advertise; and she did not buy anything she could not pay for with cash. She had no computerized inventory or accounting system, no employee manuals, and no automated processes. Susan uses competitive pricing for her goods instead...
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...also try to offer specials on tools or possibly hold a tools seminar for the community once every three or four months. b. If I were a small men’s clothing store, I would first pick a niche like “workers’ clothes” or “high-end retail” depending on what city I am (Chicago, Richmond, small town USA, etc.). I would offer seasonal clothing, special sales with ideas like Halloween sales or “Ides of March sale.” Services that would be offered include alterations at low prices and store credit via purchase points or gift cards. c. If I were a supermarket, I would make sure to have special sales. I would also want to work with renowned or recognizable name-brands for health foods such as Nature’s Path, Rejuvenative Foods, and Field Roast, all of which are credible health food or gluten-free food brands. If I were in an area like rural Nebraska, Illinois, or Indiana, I would highly consider hosting a farmer’s market event once a month. Farmers would pay a fee to have a booth on the property, and we would allow them to sell and promote their crops from 8 am to 12 pm. d. If I were a toy store, I would consider specializing in a category of toys such as toys for babies or toys for toddlers. If I sold items that required assembling pieces together, I might have a few assembly men help families who are not handy with tools. Like with the other examples, I would have special sales or have discounts for families such as discounts for families with an immediate military relative...
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...In recent years, gluten-free diets have become part of the weight loss fad. However, a gluten-free diet isn’t necessarily healthier and often leads to weight gain. Many gluten-free products are high in processed carbs and sugar. A person not dealing with gluten sensitivity or celiac disease would be better off shopping for a variety of high-fiber carbs, lean proteins, colorful fruits and veggies, and healthy fats. One hundred percent whole-wheat barley, wheat, and rye are also packed with fiber, which can help lower cholesterol and improve digestive health. Pros of Eliminating Gluten • If you have a gluten intolerance or sensitivity, you may have inflammation or damage to the intestinal tract. Eating gluten free can help reverse this damage and inflammation. • Encourages label reading and more awareness of food • Leads to a healthier diet filled with less processed foods • Introduces higher quality grains, like quinoa, into your diet Cons of Eliminating Gluten • Reduced carbohydrate intake due to lack of education on nutrients (not all carbohydrates have gluten) • Lack of fiber from traditional sources can lead to digestive issues • Possible weight gain from eating gluten-free products, which often contain higher levels of fat and sugar • Possible weight gain as the intestinal track recovers and begins to absorb nutrients properly • Possible weight loss and consumption of a nutrient deficient diet from eliminating too many foods for fear of a negative reaction There...
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...confectionaries is expected to make much profit to be able to support the running expenses of the Revelations Children’s Home. And also enable the industry to compete with other bakery industries in the world that is making it a world class as a good entrepreneur. Business objective To see to the efficient management of Onyibest bakery and confectionaries, and its progressive growth to become a more profitable and reputable enterprise by 2015. Introduction: the need for an Onyibest bakery and confectionaries. At this time, there are no commercial gluten-free bakeries and confectionaries in Michael Okpara University of Agriculture Umudike. This is mainly due to the contaminating nature of gluten and the necessity for dedicated facilities. And of course, until recently, a gluten-free diet was considered highly unusual. Perhaps one in five thousand people were diagnosed with celiac disease – a potentially life-threatening condition triggered by eating gluten, a protein found in wheat, rye, etc. Not anymore. New, improved diagnostic tools have shown that in fact 1 in 133 people, or approximately 2.25 million Nigerians, have celiac disease, making it one of the most common hereditary disorders — about par with hereditary high...
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...Akanni had started to produce gluten-free food at home because some of his family had gluten intolerance. Through word of mouth, a number of people started requesting regular orders of Akanni’s products. Akanni decided he would need to move into a small factory to help him increase capacity. His potential customers would buy his products only if they knew they were gluten-free. Consequently Akanni applied to the owner of the ‘gluten-free’ trademark and was granted a licence to use this trademark, in return for a payment of £2000 per annum. Akanni enjoyed creating new types of gluten-free food but the contract stated that the health food retailer would have the final decision on which products Akanni should make, as it felt it had a better understanding of the factors that influenced demand in this market. Akanni then considered Option B. He liked the idea of being independent and making his own decisions. He believed that he could achieve a higher total contribution through Option B, because he could charge higher prices by selling directly to the consumers of his products, rather than via a retailer. However, his only information on this market niche came from some secondary market research conducted in the USA in 2010. Akanni decided to use stratified sampling to get consumer opinions. He had sufficient savings to purchase a database of 4000 people in the UK with gluten allergies and intolerance. He used this database to conduct some primary...
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... especially intestinal lymphoma A diagnosis of celiac disease does not mean giving up all your favourite foods. It just means adapting them to be gluten free. Many different gluten-free products, baking mixes, and recipes are available. A support group is a great resource for finding out which recipes and products are best (NHS 2010). Allowed Food Potatoes, rice, corn, fruit, dairy products and soya- based foods are fine. Many healthy and delicious foods are naturally gluten-free: Beans, seeds, nuts in their natural form. Fresh eggs Fresh meats, fish and poultry (not breaded, batter- coated or marinated). Fruit and vegetables Most dairy products Gluten-free flours (rice, soy, corn, potato, beans.) (Schar2002). What is coeliac disease? Coeliac (cil-e-ac) disease is not an allergy or food intolerance. It’s an autoimmune disease, where the body’s immune system attacks its own tissues. Coeliac disease is a condition that causes inflammation in the lining of the small intestine (part of the gut In people with coeliac disease this immune reaction is triggered by gluten a type of protein found in wheat, rye and barley. People with coeliac disease need to avoid these foods. Some people with coeliac disease may also be sensitive to oats and need to also avoid them (NHS 2010). What are the symptoms? If someone with coeliac disease is exposed to gluten, they may experience a wide range of symptoms and adverse effects, including:...
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...Gluten Free in Tennessee Consumer Analysis & Recommendations Spring 2011 Will Haven, Julie Stansberry, Jessica Stephens, Lauren West and Bonnie Willard Table of Contents Executive Summary............................................................................... Situation Analysis................................................................................. Subculture............................................................................................... Likes & Dislikes Behaviors & Characteristics Personal Values Overarching Philosophy What is/is not important to this subculture Communication Outlets & Media Usage Projection of the Gluten-Free Market 1 3 4 Recommendations................................................................................. 11 Conclusion............................................................................................... 15 Appendices............................................................................................. 16 References............................................................................................. 24 Will Haven Julie Stansberry Jessica Stephens Lauren West Bonnie Willard Executive Summary This lifestyle of excluding gluten from one’s diet is practiced by three different types of consumers: those who are allergic to gluten, those who choose not to eat it for nutritional reasons, not medical reasons, and those who suffer from celiac disease. Celiac sufferers make...
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...Description Gluten is a protein composite found in wheat and related grains, including barley, rye, oat, malt and triticale. Gluten causes health problems for people who suffer from celiac disease (also known as gluten intolerance), some cases of wheat allergy or non-celiac gluten sensitivity. Treating celiac disease means excluding all gluten containing products from one’s diet like bread products, pastry, pasta, beer and even products where gluten is sometimes used as a stabilizing ingredient. However, gluten-free market offers a substitution probably for any gluten containing food. (More info about celiac disease and gluten-free diet can be found on https://celiac.org) At first, gluten-free food market was driven by growing of celiac awareness, but than it became a new trend and quickly expended over the past decade and its size is expected to double in the next 10 years. According to the estimations of market research firm Nielsen, the sales of gluten-free products have doubled in the past four years, rising from $11.5 billion to more than $23 billion. And sales of gluten-free food in America are forecast to grow by a further 61% by 2017, with similar increases expected in other rich countries. (“The article is Gluten-free” Vikram Mansharamani) Present and potential buyers It’s obvious that among consumers of gluten-free food we can count people who suffer from celiac disease, wheat allergy or non-celiac gluten sensitivity. However, demand doesn’t end here. Gluten-free diet...
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...“Miley Cyrus Goes Gluten-Free” hit the front page of Yahoo! News in 2011 and there was a sudden frenzy. Within the article she refuted claims of her battling an eating disorder. She instead stated that her noticeable weight loss was all thanks to her going gluten-free for health reasons. "For everyone calling me anorexic I have a gluten and lactose allergy," she wrote. "It's not about weight it's about health. Gluten is crapppp anyway!" The term “gluten-free,” became a trending topic on the Internet and a conversation topic amongst people around the world. More celebrities like Victoria Beckham and Lady GaGa jumped on the bandwagon and influenced the large new health movement. This sparked the gluten-free accommodation option at restaurants...
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...Situation Analysis Gluten intolerance or sensitivity is a problem. Many stores have started carrying gluten or wheat free, products for their consumers. With this gluten free trend rising, it is still hard to find gluten free beverages such as beer Smart phones and their applications have become a part of people’s everyday lives. Many people rely on smart phone applications for everyday tasks, such as banking, navigation, shopping and much more. As of June 2008, it was estimated that 43% or 44 million of the US population use smart phone applications. (Urso, 2009) With the rising use of smart phones, creating an iPhone application that allows people who require a gluten free diet to be able to find, log and rate places they find gluten free beer only makes sense. 2.1 Marketing Summary The gluten free market consists of people who are gluten free intolerant/sensitive, have wheat allergies or have been diagnosed with Celiac. This market is not highly targeted now, but the growing need for gluten free foods and beverages is increasing with every generation. Though gluten free consumers have increased to 27% since 2009, a recent Mintel research shows that those diagnosed with celiac disease or gluten intolerance/sensitivity is low. (PR, 2012) "The prevailing problem is that many Americans simply may not realize they are gluten intolerant/sensitive, or they may be ignoring signs and symptoms," says David Browne, senior analyst at Mintel. (PR, 2012) 2.2 SWOT...
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...Assess strategies that management may use to respond to influences on operations 1. Executive summary: Operations management is the planning, organising, coordinating and controlling the transformation of inputs to outputs to maximize profitability, while meeting the requirement of customers and maximising quality of the good and service. Operating since 1983, Bob and Pete’s 100% Yum is a family owned, authentic bakery wholesaler. Operating for 25 years, Simon Johnson is a wholesaler of luxury and high end foods, valuing the experience and quality of foods. Both in the food industry, the businesses respond to these influences through the variety of similar and different strategies. The operations process is influenced by technology, quality expectations and globalisation. Similarly, B&P and SJ respond to these influences by the strategies of using leading edge and established technology, inventory management quality management outsourcing and the design and development of new products. 2. Technology Technology is the design, construction and application of innovative devices, methods and machinery upon the operations process. If technology is responded to efficiently, businesses applying efficient strategies to improve efficiency and quality, as machines make manufacturing more accurate. SJ strategically use leading edge technology, which is the most advanced or innovative technology at any point in time. For example, SJ use new technologies of temperature controlled...
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...Misconceptions and Gluten-Free Dieting Maintaining a gluten-free diet is said to promote weight loss and increased energy. What does science say? For many years, people have developed a mentality that the health claim of going “Gluten-free” can be a solution to easy weight loss and energy promotion. Confusion has evolved and the idea of what gluten actually is has been misconstrued. Many people believe that gluten is completely bad and should be cut from the daily diet of the individual. With this misconceived mentality, the common dieter has a new belief that the “breakthrough” to easy dieting and simple weight-loss will arrive if they simply purge this one protein from their eating habits.2 Cleansing oneself of gluten, however, is not needed unless a gluten allergy is present or the specific individual has a disorder in the small intestine that lacks the ability to process gluten completely, also known as celiac disease. Gluten-free foods don’t come cheap, only driving up the bill at the grocery store and putting a bigger gash in the consumer’s pocket under the false pretense that these foods will act as a miracle-dieting supplement to shed some extra pounds.2 Excluding those with gluten allergies and celiac disorder, gluten free diets are not needed nor are they complete alternatives to traditional weight-loss and energy promotion methods because they do not sufficiently fulfill all of the needed nutritional values in a healthy diet. Over time, many myths about dieting...
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...Going “gluten-free” is a very popular mantra lately. No differently than dietary fads of the past, the phrase “gluten free” commonly appears in health magazines, cooking shows and on the shelves in our supermarkets. However, the difference between the present gluten free dietary craze and the fad diets of the past is that losing weight is not the end goal, instead, preventing and warding off disease and illness is. Perhaps for this reason going gluten free has gained global popularity and unparalleled support from the medical community. There are a number of unhealthy side effects that come from consuming gluten that most of us consume in the form of wheat. While research on the issue is still inconclusive we know there is something in the wheat plant that is making many of us sick. This research paper was created to examine how gluten and the wheat grain are affecting humans, the potential causes of the sudden manifestation of gluten related disorders, and what, if anything, can be done to prevent gluten related ailments. By way of background, gluten is the main structural protein found in wheat and other grains such as rye, barley, and oats. Wheat is the most commonly consumed gluten containing grain as it makes up approximately seventy-five percent (75%) of all calories consumed from carbohydrates in the American diet. The gluten proteins found in wheat is what gives dough its elasticity and the ability to rise when combined with yeast. Traditional breads, baked goods, pasta...
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...In 2006, my mom and I were both diagnosed with Celiac Disease. This has been a huge struggle of ours and continues to be an ongoing battle. We have thoroughly researched the cause and effects of celiac disease. It all begins with gluten being the culprit. Eating gluten for people with celiac disease can be time consuming, expensive, and can cause numerous health issues. Originally, the human species lived depending only on animal protein, vegetables, fruits, seeds, and nuts. It wasn’t until approximately 9500 BC that the transition in agriculture began and humans started to eat carbohydrates and grains (grains being the producer of gluten). Gluten is a food protein that is found in wheat, barley, rye, and in some instances, oat. Celiac disease is described as a genetic autoimmune disorder in the digestive system of the small intestines. Gluten triggers the autoimmune system to respond to gluten because it considers the protein as harmful to the body. Celiac disease has grown over the last decade with a high statistics rate. Studies show that gluten intolerance for the healthy person is 1 in 33, and people with immediate relatives like parents, children, and siblings who are celiac is 1 in 22; those with relatives like aunts, uncles, and cousins who are celiac is 1 in 39 (Stohs). In 2011, it was stated that, “1% of Americans have been diagnosed with celiac disease, yet some people show no symptoms; statistics show that only 5% to 10% of cases are diagnosed” (Jaret). Celiac...
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