...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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...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 or an immediate relative who is a teacher. ...
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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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...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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...Celiac disease diet also well-known as celiac sprue, gluten-induced enteropathy and no tropical sprue is an autoimmune illness that can arise in heritably disposed people where the absorption of gluten leads to damage in the small intestine in response to eating gluten. The exact reason of celiac disease diet is not clear but it is known that it have a genetic factor. A gluten free diet is one of the necessary medical nutrition therapies. Because, when you have celiac diseases your body reacts to gluten as if were toxic. What are Gluten free healthy snacks? This is very difficult and limiting job to cutting out gluten from diet. Happily, there are many healthy and delicious snacks that are obviously gluten free. A gluten-free diet is a diet that ignores the protein gluten. That gluten is found in jots such as wheat, barley and rye between wheat and rye called triticale. Gluten free healthy snacks is primarily used to treat celiac disease diet and eating a gluten free healthy snacks helps people to control celiac disease with their sign and symptoms and prevent problems. Some list of healthy snacks: In the following, there are given some healthy snacks those are gluten free: * rice * cassava * corn (maize) * soy * potato * tapioca * beans * sorghum * quinoa * millet * amaranth * flax * chia * yucca * gluten-free oats Symptoms of celiac disease: Peptic symptoms are...
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...Class Pizza Party Justification Report (Student Name) ENG 315 – Professional Communications (Professor Name) (Correct Date) August 11, 2014 Dr. Annabelle Karnes Professor of English Global University 2222 Academic Lane Riverton, VA 98625 August 11, 2014 Sophia Bailey 3456 Student Drive Riverton, VA 98625 Dear Dr. Karnes: I am pleased to present the report you authorized on June 10, 2014, regarding the feasibility of potential pizza options for the upcoming class party. An analysis of both Pop’s Pizza Planet and Scooby’s Pizza Mansion found that, although both alternatives offered delicious options, Scooby’s Pizza Mansion better met our chosen criteria in cost, choices, and delivery time. It is therefore the recommendation that we utilize Scooby’s Pizza Mansion for our upcoming class pizza party. Thank you for allowing me the opportunity to research potential party choices. I appreciate your consideration of my recommendation. Should you have any questions regarding this report, please do not hesitate to contact me at (909) 555-5555. Sincerely, Sophia Bailey Enclosure: Justification Report Table of Contents Executive Summary 4 Problem Statement 5 Terminology 5 Report Overview 5 Overview of Alternatives 6 Criteria 6 Research Methods 6 Evaluation of Alternatives 7 Findings and Analysis 7 Recommendation 8 References 9 Executive Summary This report examines the feasibility of two potential pizzeria choices for the upcoming class...
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...years, there has been a fivefold increase in the prevalence of celiac disease, and a lot of these cases occurred in elderly people, according to a study published in the Annals of Medicine. "This has been such an unexpected result," says study researcher Alessio Fasano, MD, director of the University of Maryland's School of Medicine Center for Celiac Research and their Mucosal Biology Research Center in Baltimore. "Our impression was always that this disease began in childhood, and went under the radar screen and surfaced later on with symptoms." Symptoms of celiac disease include abdominal cramps, constipation, diarrhea, bloating, and nausea. The disease is triggered by ingesting gluten, the protein in specific cereal grains including all types of wheat, barley, and rye. Gluten-free foods are becoming more...
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...While the symptoms are vast, the disease is incurable and lifelong, but also comes with many forms of treatment to improve quality of life. Many are unaware that the disease even exists, but it is important to be educated on a disease that affects so many and can be deadly. Celiac Disease is the immune systems negative response to eating gluten. Over time, the inflammation from the immune response damages the small intestine’s lining, preventing absorption of nutrients in food. The small intestine is lined with small...
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...May 2016 Celiac Disease (also known as Dermatitis Herpetiformis) Dermatitis Herpetiformis is a disease, which is unknown to many people. What is Dermatitis Herpetiformis? Dermatitis Herpetiformis, otherwise known as Celiac Disease, is a systemic sensitivity to a food substance called gluten, which causes physical reactions such as an itchy, blistering rash (Green and Jones). However, clinically it occurs anywhere, including limbs, trunk, groin, hands, fingers, face, scalp, and along the hairline (Green and Jones). However, the important information that people should be aware of is the causes/symptoms, treatment, and foods to eat and to avoid. Many ways a person can get Dermatitis Herpetiformis. The cause of Dermatitis Herpetiformis is unknown. As for it is an autoimmune disorder and that 25% of people with celiac disease can get Dermatitis Herpetiformis (Berman et al.). However, some of the symptoms with Dermatitis Herpetiformis are that the rash is usually the same size and shape on both sides. It can also look like eczema and...
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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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...back office work, she would still like to interact with her clients to keep her presence known and is able to hear what customers are saying and any feedback that is given. While Kudler Fine Foods is the only known specialty food store around there is no known competitor in their geographical region. Ways that Kathy can keep competition up is to build her catering side of the business and keep prices reasonable for her products. Having a catering service offered by her industry will help boost sales as long as it is marketed in the right places and properly. Another way to stay on the up and up of competition is to offer gluten free products. Even though Kathy is not basing her products on the healthy side but on the high end quality side, by having a gluten free menu and products for her customers will help sales increase due to the demand for gluten free foods now (Kudler Fine Foods, 2013). While looking at the marking surveys from 2012 and 2013 there are a lot of similarities and not may differences. One that stood out to me personally was the pricing question with the economy the way it is there is definitely reason behind the answers given. The question asked was “the merchandise sold is a good value for the money.” Most participants either said agree or disagree. Picking this question out of all that were asked is because if there is a...
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...50 Celiac Disease Dascha C. Weir, MD Ciaran Kelly, MD Celiac disease (CD) is an immune-mediated enteropathy secondary to permanent sensitivity to wheat gluten and related proteins in rye and barley. It results in characteristic histologic changes consisting of inflammation, crypt hyperplasia, and villous atrophy of the small intestine in genetically susceptible individuals. Significant variability in the clinical presentation of CD in the pediatric population complicates recognition of the disease in many patients. Treatment for CD consists of a lifelong strict gluten-free diet (GFD). Adherence to this diet is associated with resolution of most related signs and symptoms and a decreased risk of related complications. With an explosion of new knowledge over the span of two decades, our understanding of CD has changed dramatically. CD has gone from a rare condition causing gastrointestinal symptoms in children of European origin to a common disorder causing symptoms that affect multiple organ systems in all ages virtually worldwide.1 The overall prevalence of CD is similar in Europe and North America affecting up to 1% of the population.2,3 A large multicenter study in the United States, using serologic screening with biopsy confirmation to identify cases of CD, showed a prevalence of CD of 1:133 in individuals with no evident risk factors. Prevalence of CD in symptomatic patients was 1:56. The prevalence of diagnosed CD is much lower, especially in the...
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...Operational case study exam – February 2016 Pre-seen materials – Students’ copy February 2016 Operational case study examination Pre-seen materials First Class Bakery Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Introduction Products Production Customers Distribution/suppliers/recycling Employees Financial statements Information and costing systems The industry News articles ©CIMA 2015. No reproduction without prior consent Page 2 3 7 10 12 13 15 19 20 21 Page 1 Operational case study exam – February 2016 Pre-seen materials – Students’ copy Introduction First Class Bakery manufactures cakes and desserts which are packaged and sold directly to food retailers. All production is carried out on a single site in the west of Beeland, a country that has B$ as its currency. Most of the cakes manufactured are for large food retailers who sell the cakes as their own brand. First Class Bakery packages the cakes using the brand required by each retailer. Some cakes and desserts are sold to small independent food retailers under First Class Bakery’s own brand. All sales are made in Beeland, in B$. First Class Bakery was established over 30 years ago by three brothers: John, James, and Frank Mitchell. The three brothers owned and ran the business until recently when 80% of its equity shares were sold to Universal Foods, a large group quoted on Beeland’s stock market. The two older brothers John and James retired from the business...
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...“Wheat Belly” By William Davis, M.D. When I first picked up this book I was thinking “I probably already know most of this stuff but I'm curious”. Man, was I ever wrong. This book was quite excellent and I learned a lot from it. There was one point that the author made that really made me drop my pants; wheat bread has a glycemic index (GI) rating of 72, shredded wheat cereal stands at 67. “So what?” you ask? Well, he also shows that the GI rating of a Mars bar is 68, in other words when it comes to sugar content and effects upon blood sugar levels, eating wheat bread and shredded wheat is comparible to eating a Mars bar! A Snickers bar's GI rating is only 41, “far better than whole grain bread” as he says in the book. And get this, the GI rating of pure table sugar is 59. Allow me to repeat myself; table sugar 59, wheat bread 72. Think about that for a second, ok? Early on in the book the author makes several points concerning the properties of wheat, how it's grown, and how much it has been changed even since the 1950's with genetic modifications and such. He states “Today einkorn, emmer and the original wild and cultivated strains have been replaced by thousands of modern human-bred offspring.” He mentions that geneticist Norman Borlaug was credited with creating a new variety of wheat that was shorter in height and quicker to mature, giving it a shorter growing season, a quicker and easier harvest, a higher yeild and a lower cost of cultivation. It came to be known...
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