Essay on Gluten Free Awareness Campaign

2843 Words May 30th, 2013 12 Pages
Table of Contents
I. Executive Summary 2
II. Situation Analysis 3 Background: 3 Competitors: 3 Strengths, Weaknesses, Opportunities and Threats Analysis (SWOT) 3
III. Marketing Strategy 4 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
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Our goal is in the next three years is to expand our campaign to San Francisco and Marin counties.
Our primary objective is to reach a 20% awareness amongst non gluten free consumers within the first year of our campaign. The second year we expect an additional 10% increase as well as another 10% increase the third year.
To reach our primary objectives GFA will use media relations, community relations, web site development and advertisement to educate the targeted communities.

II. Situation Analysis
Background:
GFA started back in 2007 after one partner shared her story about her son having autism and how a gluten free diet has helped reduce the symptoms of autism. Celiac disease is on the rise, more children are being diagnosed with autism, wheat allergies are becoming common, Gluten free helps with IBS (Irritable bowel syndrome).
The Gluten Free Awareness Campaign is a Public-Private Partnership. A Public-Private Partnership is business relationship between a private-sector company and a government agency for the purpose of completing a project that will serve the public. Public-private partnerships can be used to finance, build and operate projects such as public transportation networks, parks and convention centers. Financing a project through a public-private partnership can allow a project to be completed sooner or make it a possibility in the

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