New Product Marketing Plan: of Nutribbles - Case Study Example

New product marketing plan Table of Contents Table of Contents 1 1.0 Executive Summary 3 2.0 The Product (Good or Service) or Business Idea 4 2.1 Mission statement 4 2.2 SMART OBJECTIVES 4 2.3 Product and market description 5 2.4 Nutritabbles Value proposition statement 6 3.0 Market Analysis 6 3.1 Benefits and Features of Nutritabbles 6 3.2 Effects of many lunch packs on children 7 3.3 Demographic and Behavioral factors that affect demand of a product 7 3.4 Macro Trends that influence a business 8 4.0 Competitor Assessment 9 5.0 Marketing Strategy 12 5.1 Marketing objectives 12 5.2 Marketing strategy 13 5.3 Product positioning 13 5.4 Product decision 14 6.0 Forecast and budget 16 6.1 Marketing Expense Budget 17 6.2 Budget Controls 17 Milestones 17 6.3 Monthly marketing budget for the first year 2011 18 6.5 Marketing Organization 20 6.6 Projected income statement for the first three years 20 7.0 Implementation and control plan 21 21 8.0 Contingency Plan 21 8.1 Objectives of the Contingency Plan 21 8.2 Contingency planning team 22 8.3 Offsite Data storage 22 8.4 Communication plan 22 8.5 Property protection 23 List of References 23 1.0 Executive Summary Nutribbles is a food product that is basically designed as a supplement for food packed in lunchbox. With increasing nutritional education, parents are becoming increasingly concerned about the kind of food their children consume while away from home. It is evident that in many parts of America, preschools and other education centers do not serve lunch and the few that do so charge a lot of money. Some parents have opted to pack food for their children in lunch boxes while some give them money to buy snacks in the school canteens. Nevertheless, research has indicated that due to the unattractive nature of lunch boxes, most children fail to eat the food packed in lunchboxes. On the other hand, junk foods are quite threatening to the health of children and adults as well and are highly discouraged by nutritionalists and health experts. Additionally, the world has become fast paced and the result is that people barely have time to prepare food let alone pack in boxes. As such, Nutritabbles is seen the ultimate solution to the stipulated problems that are currently being viewed as a great hurdle by many American parents. Nutritabbles are basically prepacked foods which contain a complete diet including a protein, vitamin and starch. The packs will come in different attractive packs that will make the child anticipate for lunch hour. Besides that, Nutritabbles will come in a variety of flavors including spring water, cheddar sub with applesauce and even turkey. With the current notion that pre-packed foods are unhealthy, Nutritabbles will provide a healthier substitute. Through a team of nutritional experts, Nutritabbles will contain foods with minimal caloric content. The target audience or consumers of Nutritabbles are pre-school and elementary school children. Even so, the product is expected to expand to adult lunch packs that will be more elaborate than the children Nutritabbles. Researches on several children foods indicate that children have significant influence over parents purchasing decisions. According to a research conducted by market research packaged facts, kids between the age of 3 and 11 years can attract a profit of more than $18 billion. 2.0 The Product (Good or Service) or Business Idea 2.1 Mission statement The mission of Nutritabbles is to be our customer’s favorite way to eat. We strive to produce superior products that will satisfy all the needs of our large clientele ranging from households to wholesalers. We endeavor to take advantage of new food technology, new products and innovations so as to deliver healthier and better products. The product will make a debut and stance as the largest children food supplier in North America as it continues to make expansion into new global markets. The success of our worldwide operations is centered on the five basics of a customer experience- Price, Place, Product, People and Promotion. We shall support the product goals by applying the highest ethical standards within our corporate philosophy, social economic policies and business transactions. Nutritabbles ultimate aim is to grow profitable in the global food industry and provide outstanding returns for our customers and other stakeholders. We shall take pride in making the present and the future delicious. 2.2 SMART OBJECTIVES Ensuring that customers are satisfied with the products: The ultimate goal of the product is to ensure that all customers’ needs and expectations are met through foods that are hygienically produced and healthy. Profitability objective: To achieve a 50% returns on capital employed by September 2017. Market share objective: To gain 25% of the market of pre-packed food in North America within a period of seven years. Survival objectives: To survive the current global recession through several strategic measures. Objectives for growth: To increase the size of the North America operations from $200000 in 2012 to $400000 in 2013 and to begin overseas expansions by 2017. This is to increase the business capacity to provide better services and produce more stock. Objectives for branding: To make Nutritabbles the preferred pre-packed foods for preschool and elementary school children in the whole of North America by 2015. 2.3 Product and market description Nutritabbles are pre-packed food products comprising of a full diet composition; proteins, carbohydrates and vitamins. Although the products will come in a wide range of assortments, they must meet the standard of ensuring a complete balanced diet. In addition, they will include fresh juice refreshments that will be made purely of fresh juice. With a highly innovative team, Nutritabbles will be healthier than any other pre-packed foods in the region. The products will be made with caloric levels of least negative effect towards the health of an individual. All the products will have the tag name “Healthy Solution” to capture the attention of health-minded shopper; who now comprise the largest proportion of customers. The purpose of the tag is also to help time pressed shoppers to spot Nutritabble products more easily. Nutritabbles target a caring group of parents through their healthy labels. The overall design of the products as well as promotional activities will be directed towards persuading customers to buy the products for their exceptional offers. The pre-packed and healthy packs will therefore, a group of busy parents who barely have time to prepare food for their children to carry to school. As such, Nutritabbles will serve as the ultimate time saving solutions. The products will be launched in North America but is expected to make expansions in the whole of America and in other parts of the world. 2.4 Nutritabbles Value proposition statement Nutritabbles stands for “Affordable, healthy, convenience, consistency and cleanliness”. In other words, the products will be sold at relatively low prices, in the healthiest combinations possible, with large stocks that will ensure that they are consistently supplied to customers and at the nearest location possible. 3.0 Market Analysis 3.1 Benefits and Features of Nutritabbles Nutritabbles came to give a way of salvation to many households. This product for an on-the-go consumer comes with added new benefits over most of current products and taps new needs. Healthier lunch for children especially school going, and easing life for mothers and working parents with tight schedules, makes Nutritabbles the go for stuff. It seeks to compress time and space between children and parents. Nutritabbles aims to be world leader of healthier instant packed food by year 2030. In the U.S., the number of children under 18 years has risen from 47.3 million in 1950 to 73.7 million by 2006. The number is projected to rise to 85.7 million come 2030 (Child Trends Data Bank, 2008). By then, Nutritabbles should hold the strong vendor base as effective in holding the various big orders by the clients in bulk. Much work has been employed to see this vision come to reality, as the fingers behind this new product have been overly engaged, to make sure right features are involved in an attempt to deliver value and quality. Reasonable pricing for nutritious, well balanced lunchable is the key feature. The safe and secure packing with no spills and leaks plus hygienic as well as durable pack adds to the benefits. 3.2 Effects of many lunch packs on children Statistics have shown that, 16 percent of young children between 6 to 11 years are obese. One third of children total calories come from lunch packs which do not meet nutritional requirements. Many of them include high fat content, which is consumed and deposited in a human body. Still, the calories are mainly consumed at lunch time (Schanzenbach, 2005). So, if lunch packs are contributing to childhood overweight, making healthier option could potentially reduce a large number of children across socio-economic status, race, and geography boundaries. And up-to-date, few packs actually meet those goals (Schanzenbach, 2005). Bearing this in mind, Nutritabbles have been made to play a large role in the school lunch with a child`s good health as a priority. They will see the lunch menu changed due to their high nutritional value to meet daily recommended portions of energy giving food, body building food and vitamins. They include brown breads with low sugar contents, small portions of a local turkey, and fresh fruit juices and bottled drinking water. In this regard, Nutritabbles will significantly lower childhood obesity and the rate at which it occurs. 3.3 Demographic and Behavioral factors that affect demand of a product A number of demographic factors in the U.S. will significantly affect demand for this product. The United States is a diverse country racially and ethnically with almost all world races represented whether by birth or via immigration. Having the third largest population in the world after china and Japan, U.S is a densely populated community with over 311 million people which is about 4.5% of world’s population. This means out of every twenty people on the planet, one is a resident of the U.S. (Unites States Census Bureau, 2012).This spells a good market for the new product. These trends will continue to go up with increase in years. In this respect, consumption of innovated, differentiated and value added Nutritabbles, are likely to continue to positively earn more revenues. Also, age targeted by the product, mainly made of school going children makes a better part of U.S. population. According to Unites States Census Bureau (2012), total population of children from 0 to 17 years is 76.1 million in 2012 and population projections are 76.7 and 77.4 millions in the years 2013 and 2014 respectively. In this regard, the sales for Nutritables are expected to be stable and even better with increase in years. Behavioral variables of U.S population also paved away for Nutrittbles existence. With people`s tight schedules of the 21st century, the world needs a smarter, quicker and reliable way of getting fed. The entry of so many mothers into the workforce compels need for an alternative as demand for services like cooking that they initially played as housewives, remains. Considering most of the people in our society have to work hard to make ends meet and bearing in mind that time is of essence, these lunch parks are as convenient to fill the gap. In fact, they are very easy time savers. According to Unites States Census (2012), as of 2007, out of the about 28 million firms in America, 28.8% are owned by women. At this juncture, lunch parks saves the day. Additionally, factoring that many people are naturally lazy, you can be sure Nutritabbles fills the gap when the lunch bell rings. Also, habitual extreme love for fun by American people makes it easier to get involved in Nutritabbles. Many will say “I just needed something to do while watching TV or mingling with my friends” hence a better chance to sell the product. 3.4 Macro Trends that influence a business As it is the case with every business, there are macro trends that shape opportunities as well as posing threats. They somehow determine and affect the demand and consumption of a product or service in the market. They are uncontrollable external factors that affects organizations strategies’, performance as well decision making (Term Paper Warehouse, 2012). One of them is technological trends which includes development of telecommunication and internet among other things. In order to survive the competition that encompasses today`s world, adapting to technological changes by organization from time to time is very essential. These have lead to globalization that has seen the growth of many businesses worldwide. This in conjunction with e-commerce of our current century which includes online shopping will help market products even more (Management Centre Europe, 2012). This vast array of technologies will in turn advantageously increase sales for Nutritabbles. Economic trends like change in levels of income, interest rates as well as United States economic growth automatically will influence Nutritabbles demand and consumption. On the other hand, increase in income levels among many families in the U.S. will see better sales of the product. Moreover, U.S commendable economic capacity and good infrastructure (Management Centre Europe, 2012), spells a good market for this product. A recent statistics shows that wealthier nations like the U.S spend 13% of their total expenditures on food ( Dairy Supply Chain Forum, 2004). 4.0 Competitor Assessment Nutritabbles will compete effectively in the food industry despite the fact that the industry is said to be saturated. This is despite the presence of big giant companies in the food industry such as Kraft Company. According to Porter (2008) there are five competitive forces in industry that greatly determine the industry attractiveness- threat of substitute food products, bargaining power of the consumers, bargaining power of suppliers, threat of new entrants and rivalry among competitors. The mix of these forces explains the reason why some companies are more profitable than others. Bargaining power from suppliers is generally considered weak within this industry. Most of the packing companies receive their suppliers from various butchers, farmers and other partners. This is most preferred rather than growing food themselves. There are many suppliers to choose from and the companies can always select their suppliers through competitive market bidding. The bargaining power of the consumer is also described as a low force in the industry. It is evident that a food company will attract its consumers for its standardized tastes, low prices, quality of food and its fast services. In addition, 28 percent of Americans consume fast food daily. The volume of the consumers, therefore, keeps consumer bargaining power low (Jones & Hill, 2012). The threat of substitutes is considered to be high in the food industry. In this industry there are different companies with similar products, reasonable prices and more options where the consumer may prefer to shop. In addition, the fact the fast-food industry is facing issue concerning people’s health, keeps this force high. Rivalry among competitors has been a high force in the industry. Each company is establishing strategies that will outdo the main competitors. For instance, there is increased rivalry between the McDonalds versus Burger King. The increasing popularity of healthier fast-food alternatives has made the rivalry fiercer. In order to penetrate the market, the product has some success factors. Adequate market analyses have been done in order to establish the niche of our product. In addition, the analysis has assisted in keeping up with the changes expected among the consumers. The product has continued to pride itself in creative marketing. The food product is well packaged, excellent artwork done on the package and the advertising efforts have ensured that marketing is a success. Application of lean manufacturing in our production has promoted success. It has led to elimination of wasted steps during processing of food. This has led to reduction of costs and increases profitability (Jones & Jones, 2006). Various competitors are currently satisfying the proposed targets in different ways. Some, for example McDonalds have continued to offer products of excellent qualities. The packages have also been attractive and this has made their products satisfy the customers. Favorable prices on the menu have continued to positively influence the clients. The pricing of the food products varies among companies. It is expected that companies with high prices are likely to have excellent quality. Likewise, low price may create a situation where the consumer may question the service and product quality. Good delivery has been a major way of satisfying the consumers. Most competitors have been ensuring timely delivery of their products in good conditions (Jones & Jones, 2006). The products is likely to face competition from different companies, For instance, the MacDonald Company is likely to give stiff competition to the product. Apart from it being a multinational company, it has learned more about the market as compared to other food companies. It is evident that this company as continued to invest in market research. The complexity in management observed in Kraft Company is an added advantage to our product. In recent years, the company has been characterized with closure of plants and product rationalization. Kraft is said to be faced with managerial issues which results to stiff competition from other food companies. As our product is of great quality, we are likely to set high standard for good and nutritious food. The use of high quality ingredient will ensure that our product rise above the competitors. The unique features that will characterize our product will be an added advantage over our competitors. The overall management over the company will help in the smooth running of our product. It will assist in the getting the target population. It also increases the chances that the product will be of good quality and services offered will not be interrupted. 5.0 Marketing Strategy 5.1 Marketing objectives To increase the number of people who make purchase through the internet by 40%. To become one of the top three customer’s favorites in the American food industry by the year 2017. To ensure convenient and adequate distribution points to bring the products to the end user in proper condition and in a timely manner. To ensure that the target audience is fully aware of Nutritabbles by the end of the year 2013 through aggressive promotional activities. To have Nutritabbles recognized throughout the world without extra explanations. 5.2 Marketing strategy Samuel et al (2003) notes that the food industry is highly competitive and dominated by companies with big names. New entrants therefore, need to develop marketing strategies that will drive customer traffic. Nutritabbles will develop several marketing strategies that are aimed at shaping the overall customer’s experience: i. Collectibles: These are incentives that will be given free of charge at the point of sale or attached to the product. For our audience, relevant collectibles include small dolls, glasses or popular animated films. ii. Market segmentation: Nutritabbles intends to develop different segments as part of its marketing tools. Market segmentation is the process of discriminating customer groups (Shuttle, 2012). This will be achieved through market surveys in order to determine people demographic information such as household size, income, and age. Since most of these variables change over different geographical locations, segments can be apportioned over different states in the target market. iii. Loyalty programs: In order to achieve customer loyalty, Nutritabbles will utilize frequency cards where customers will fill every time they make a sale. After hitting the stipulated number of sales, the customer will be eligible to the company’s loyalty programs that come along with many benefits. Customers who make large scale sales will also be offered rewards. For example a customer who purchases one dozen of Nutritabbles will be awarded a popular animated film. 5.3 Product positioning Product positioning is what comes to the mind when the product is mentioned. It should be an important consideration as it influences the market’s perception towards a product. Meaningful, concise and clear product positioning will enable a company to cut down on the cost of relentless marketing and advertisement activities (Carlton & Blaise, 2007). While there are a variety of product positioning strategies, Nutritabbles will employ one on benefits. It will focus in the benefits the products will provide to the target audience. It will emphasize on the safety of the products with regard to enhancing the overall health of the customers that will ultimately assure them of a comfortable future. 5.4 Product decision A product can be defines as a collection of symbolic, services and physical attributes that yield overall benefit or satisfaction to the end user. While developing the product, there are several factors that have to be considered such as whether the brand will follow international standards, it will be adopted, the organizations own portfolio, its strengths and weaknesses and the international life cycle. Product labeling: Labeling does not only serve the purpose of expressing the content of the product but may also be promotional (Marsh & Bugusu, 2007). Labels on Nutritabbles will contain the name of the product, any treatments, list of ingredients, quantity, date mark, name and address of the company, special nutritional claims and any allergic ingredients. Product packaging: Packaging helps to protect the product from damage that can be incurred during transportation and storage as well as serves as a promotional tool. Today, environmental issues are becoming increasingly important which is in turn imposing pressure upon manufacturing companies to produce eco-friendly products (Brody et al, 2008). In that respect, Nutritabbles shall be packed in environmentally friendly packs that will be 60% less plastic. This will reduce the product footprint in the environment. Additionally, it will give us a competitive advantage as we join the rest of the world in the environmental sustainability journey. Physical product: As the product targets an audience with distinct demographic characteristics such as age and income, the food packages will come in different sizes, quantities, qualities and shapes. Prices will differ based on these factors. Integrated Marketing Communication (IMC): It is described as the integration and coordination of all marketing communication sources, avenues and tools within an organization into a seamless program that maximizes the benefits to the end user while reducing the ultimate costs incurred by the company (Percy, 2008). The concept can utilize either online of offline marketing channels or both. Objectives of IMC: i. To increase brand awareness ii. To Influence customer’s brand attitude iii. To influence customer’s brand purchase intention Promotion plan: Nutritabbles will use promotional tools such as premiums, contests and coupons to draw and retain buyers. The aim of the promotional efforts will be to communicate the brand to customers, offer incentives so as to give value to customers and invite customers into transactions with the company (Yeshin, 2006). Public relations plan: Nutritabbles public relations will be committed to maintaining high credibility, which is, disbursing credible and authentic information to customers in advertisements. In addition, it will use innovative channels to reach prospective customers who cannot be reached through salespeople and advertisements. Media plan: The rapid development of the internet in the past few decades has changed the classical approach of marketing communication. Gurau (2008) states that this is because the internet offers an interactive platform whereby the company can freely communicate and give real time feedback to their clients. Besides that, the internet is quite transparent as information posted can be accessed by any internet user at any geographical location. The audience has access to other organizational information that might not be provided by other media platforms (Lamb et al, 2012). As such, Nutritabbles will devote significant resources to online advertisement. Nevertheless, the company will use television, radio and newspapers to advertise its products. 6.0 Forecast and budget Marketing Strategy Nutritabbles’s advertising budget is very limited, so the advertising program is simple. Nutritabbles does direct mail and local advertising, with coupon inserts in daily newspaper likely to be the most successful of the campaigns. Nutritabbles will attempt to get articles in daily newspaper. This has proved successful for similar businesses that have been featured in daily newspapers. Marketing Expenditure This section will offer a guide on the breakdown of marketing expenditure Expense Forecast Marketing expenses are to be budgeted so that they are ramped up in the first year. 6.1 Marketing Expense Budget Expenses 2011 ‘$000’ 2012 ‘$000’ 2013 ‘$000’ Direct mail 4,000 5,000 6,000 Magazine advert 11,000 10,000 8,000 Promotions 3,000 5,000 7,000 Total 18,000 20,000 21,000 Ongoing sales forecasting will be to use the services of Action Marketing who will advise on all aspects of the marketing function that Nutritabbles will be engaged with. Action Marketing will also be given access to the marketing cost data so that they can periodically examine and validate marketing costs in line with industry benchmarks. 6.2 Budget Controls The purpose of Nutritabbles marketing plan is to serve as a guide for the organisation. The following milestones identify the key marketing programs. It is important to accomplish each one on time, and on budget. Milestones Advertising 2011 Budget 2012 Budget 2013 Budget $ $ $ Marketing plan completion 31/12/2011 31/12/2012 31/12/2013 1st Advert in daily newspaper 3,700 4,000 4200 2nd Advert in daily newspaper 6,200 7,000 7350 Total Advertising Budget 9,900 11,000 11550 Direct Marketing       Direct mail campaign 2,200 2,500 2625 Telemarketing expense 2,200 2,500 2625 Total Direct Marketing Budget 4,400 5,000 5,250 Internet marketing 1,100 1,200 1260 Other consumer and trade promotions 1,100 1,200 1260 Point of Sale Leaflet 1,500 1,600 1680 Totals 18,000 20,000 21,000 6.3 Monthly marketing budget for the first year 2011 Monthly Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Advertising 1st Advert in daily newspaper 3,700 3,700 2nd Advert in daily newspaper 6,200 6,200 Total Advertising Budget 3,700 0 0 0 0 0 6,200 0 0 0 0 0 9,900 Direct Marketing 0 Direct mail campaign 190 190 190 185 185 185 180 180 180 180 180 175 2,200 Telemarketing expense 190 190 190 185 185 185 180 180 180 180 180 175 2,200 Total Direct Marketing Budget 380 380 380 370 370 370 360 360 360 360 360 350 4,400 Internet marketing 100 100 100 95 95 95 90 90 90 85 80 80 1,100 Other consumer and trade promotions 100 100 100 95 95 95 90 90 90 85 80 80 1,100 Point of Sale Leaflet 125 125 125 125 125 125 125 125 125 125 125 125 1,500 Totals 4,405 705 705 685 685 685 6,865 665 665 655 645 635 18,000 6.5 Marketing Organization One of the directors will be primarily responsible for marketing activities and has the authority and responsibility over all company activities that affect customer’s satisfaction. Action marketing have been engaged to provide marketing services as required, and some outside resources for graphic design work, and creativity are also to be utilized. Feedback will come from in-store feedback forms and local customer surveys 6.6 Projected income statement for the first three years   2011 $ 2012 $ 2013 $ Revenue 150,000 200,000 400,000 Cost of revenue 90,000 120,000 240,000 Gross profit 60,000 80,000 160,000 Other income 15,000 20,000 40,000 Total income 75,000 100,000 200,000 Expenses   Advertising and promotion (marketing expenses) 18,000 20,000  21,000 Depreciation 7,200 7,200 7,200 Insurance 5,400 5,400 5,400 Motor vehicle expenses 1,800 2,000 2,100 Rent 9,000 9,000 9,000 Repairs and maintenance 3,600 4,000 4,200 Wages and salaries 13,500 13,500 13,500 Other expenses 4,500 4,500 4,500 Total expenses 63,000 45,600 66,900 Net income 12,000 54,400 133,100 7.0 Implementation and control plan Organizational chart for marketing people and functions 8.0 Contingency Plan Contingency planning will be essential to the marketing departments of Nutritabbles as it will prepare them for events that could occur by unforeseen circumstances or chance. The contingency plan that is presented below will basically serve to protect and restore critical marketing functions that could be lost during an eventuality. 8.1 Objectives of the Contingency Plan Facilitate timely recovery of core marketing functions Minimize critical decisions in times of crisis Minimize loss of customer data Maintain public image and reputation Minimize loss of revenue Protect the well being of customers and employees 8.2 Contingency planning team Name Title Phone Email Vice President Marketing Director of product marketing Director of marketing communications Head of product managers Corporate manager Creative services manager Programs manager 8.3 Offsite Data storage Offsite data storage will include but not limited to: Backup tapes, in-house developed software, programs products and system manuals and guides, copies of insurance policies and legal copies of correspondences, leases and contracts. 8.4 Communication plan Communication is a critical aspect in marketing and its breakdown might lead to major losses. In that respect, all members of the marketing team will be presented with a copy of contacts of key personnel in the marketing department including their home and cellular numbers as well as their email addresses. The department will introduce a communication center which shall be responsible for communicating critical information to department members. 8.5 Property protection Fire hazards are an inherent danger in the company. As such, fire and smoke detectors as well as fire fighting machines will be installed and regularly checked for proper operation. Even so, the premises will insured against disasters such as fire, theft and floods through accredited insurance companies. List of References Dairy Supply Chain Forum. (2004). Desktop study into demand of Dairy Products. London: Agra CEAS Consulting. Child Trends Data Bank. (2008). Number of Children. Retrieved 09 03, 2012, from childtrendsdatabank.org: http://www.childtrendsdatabank.org/pdf/53_PDF.pdf Management Centre Europe. (2012). Six Trends Point to Changes with a Wide Impact on Business. Retrieved 09 03, 2012, from mce-ama.com: http://www.mce-ama.com/6-Macro-Trends-from-MCE-Executive-Issue-38-2012/ Schanzenbach, D. W. (2005). Do School Lunches Contribute to Childhood Obesity? Chicago: University of Chicago. U.S. Department of Commerce: Unites States Census Bureau. (2012, 08 16). Measuring America—People, Places, and Our Economy. Retrieved 09 01, 2012, from quickfacts.census.govl: http://quickfacts.census.gov/qfd/states/00000.html Porter, M. (2008). On Competition. New York: Wiley & Sons, Inc. Jones, G & Hill, C. (2012). Strategic Management Theory: An integrated Approach. London: CengageBrain. Jones, R. & Jones, M. (2006). The Apparel Industry. New York: Wiley & Sons, Inc. Brody, A., Bugusu, B. H., Sand, C., & mcHugh, T. (2008). Innovative food packaging solutions. Journal of food science, 73(8) . Carlton, M., & Blaise, D. (2007). The power of pormotional products: how to motivate prospects, reward performnace and create target promotions with residue value. Hamilton: Phantom Publishers. Gurau, C. (2008). Intergrated online marketing communication: Implementation and management. JOurnal of communication management, 12(2) , 169-184. Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of marketing. Mason: South-Western Cengage Learning. Marsh, K., & Bugusu, B. (2007). Food packaging- Roles, materials and environmental issues. Journal of food science, 72(3) . Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. London: Elseiver Publishers. Samuel, S., Caraypo, L., Dorfman, L., & Purciel, M. (2003). Food and beverage industry marketing practice aimed at children: Developing strategies for preventing obesity and diabetes. San Francisco: A report on the proceedingsd from a meeting sponsered by the Carlifornia endowment . Shuttle, R. (2012). Fast foods marketing strategies. Retrieved September 4, 2012, from http://smallbusiness.chron.com: http://smallbusiness.chron.com/fast-food-marketing-strategies-3408.html Yeshin, T. (2006). Sales promotion. London: Thomson learning. Read More