Executive Summary and Company Information ROUGH DRAFT

[Liz Simpson]

Executive Summary: Rough Draft

A new generation of health-conscious consumers paved the way for the
creation of Mamma Chia. Mamma Chia is a new beverage entering the
functional drink market. Not only are they a new company, but are
creating the first ever beverage containing chia seeds. Consumers are
unaware to the powerful health benefits Mamma Chia includes. The
target market needs to first be educated about the chia drink before
they can be influenced to purchase it. We at (company name), have
developed a combination of direct marketing efforts to aid Mamma Chia
in building brand awareness. The top priority is to inform consumers
about the benefits the chia seed has to offer. Working within a budget
of $75,000 we are to launch a successful direct marketing campaign. We
plan on providing Mamma Chia with the means to:
1. Successfully create a Facebook page
2. Develop a brochure to educate consumers
3. Design a print ad for future use to reach the target market via e-
mail or direct mail
4. Build a layout for future web page at www.mammachia.com
5. Write a script for a jingle on the radio


Business Description:

Company Overview:

Introducing the first beverage to ever contain chia seeds, is a new
start-up company, Mamma Chia. Mamma Chia is an organic vitality
beverage containing chia seeds popular for its nutritious value and
richness in omega-3’s. Janie Hoffman, CEO and founder, plans for the
product to hit stores summer of 2010.This generates an advantage for
the company, because there are no direct competitors for their
specific product category. Mamma Chia is entering the functional drink
market planning to capture a 2% market share. As a new product and new
company, Mamma Chia’s main goal pre-launch is to generate brand
awareness.
The chia seeds within Mamma Chia are loaded with nutrients, which
provide the user a combination of health benefits. Chia seeds contain
such nutrients as omega-3s, antioxidants, calcium, iron, and much
more. These nutrients provide for a healthy heart, increased energy,
stabilized blood sugar, and digestive regulatory to name a few. Janie
Hoffman has perfected the combination of ingredients, flavor, and the
chia seeds to produce a tasteful drink. There are to be 4 flavors:
cranberry lemonade, blackberry hibiscus, raspberry passion, and cherry
limeade.
Mamma Chia was created in 2009, and its headquarters reside in
Bonsall, CA. They are proud to be a socially responsible company,
donating 1% of their sales to local food communities. Their target
market are active, health-conscious women ranging from ages 35-54.
Mamma Chia has no direct competitors since they are the first in their
product category, chia beverages. They consider their indirect
competitors to be GT’s Kombucha and Sambazon Acai.

Industry Overview:

In 2008, the functional drink market sold $10 billion. It grew at a
compound annual growth rate of around 15%. According to The Organic
Trade Association, organic non-food sales grew by an amazing 39.4%
reaching $1.684 billion.