It may be considered a little late but most of the Christmas shopping is done in the last week before Christmas. In fact, All In London.co.uk (2012) indicates that Christmas shopping is always left for the last minute. Additionally, most of the parties will take place in the last two weeks ending with New Year celebrations. Therefore, a large quantity of ‘PowaPak’ is expected to be sold. Packaging The package that is used for a product is a powerful marketing tool (FactExpert 2012). The style of the bottle is therefore very important. PowaPak will be packaged in 250ml glass bottles. Glass bottles are used because it is environmentally friendly when compared with PET and aluminium cans. However, the cost is high in comparison to those substitutes. Nutricap Labs (2012) indicate that costs and environmental factors play a key role in the drink packaging industry. Consumers have become very environmental and health conscious and awareness is increasing in relation to the deleterious effects of greenhouse gas (GHG) emissions. Therefore, this is a major consideration in our choice. Although, aluminium cans and PET bottles cost less and are more convenient to carry around as well as to ship because of their lighter weight, glass bottles provide more benefits. A list of factors which makes bottles more beneficial when compared to substitutes includes: i. Glass bottles are recycled more than aluminium cans (Johnson 2011) ii. Aluminium products use a lot of energy in the mining process iii. The production of aluminium products have a negative impact on the ecosystem and contribute to waste (Johnson 2011) iv. Aluminium is number one in terms of being the contributor of the largest amount of GHG in the waste stream (Johnson 2011) v. Plastic bottles normally end up in landfills even though they are recyclable vi. Aluminium cans are better to use than plastic bottles because plastic bottles are made from unrefined and non-renewable petroleum (Johnson 2011) vii. Health risks are associated with the use of plastic bottles viii. Plastic bottles leach out Bisphenol-A (BPA) which is used in its production (MacLusky et al 2005) - BPA is a potent hormone disruptor which can impair the reproductive system (Johnson 2012). Even a small dosage of BPA is associated with adverse health effects such as cancer, obesity and neuro-behavioural problems (Vogel 2009). ix. Canned beer gives a metallic tastes to drink (Jim Koch n.d; cited in Johnson 2011) - The taste of a product is very important and so it is best to allow our customers to taste the real PowaPak. The aim in producing PowaPak is to ensure that it meets safety standards for all adults including pregnant and lactating mothers. Sporting enthusiasts and people engaged in sporting activities are the main target group. The ingredients will be assessed to ensure that it is safe for all while providing the required energy and nutrition. Foods in general can be harmful if too much is consumed and so the 250ml bottles are expected to meet the requirements of the majority of consumers - even those with diabetes. The drink will contain ginseng, wheat germ, lecithin, bee pollen and non-sulphured blackstrap molasses. Ginseng which has gained popularity in recent times is highly valued in the Far East (Attele et al 1999). Lecithin contains choline which is good for the brain. Bee pollen is considered to be highly nutritious and can be used to enhance energy, memory and performance (Johnson 2012). It is considered by many to be
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To: Potential Investors From: Potential Entrepreneur – Name here ‘ENERGY WITH EVERY SIP’ Introduction ‘PowaPak’ is power packed and provides ‘energy with every sip’. This drink is will be on the shelf before Christmas which is one of the busiest shopping seasons of the year…
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