Business Plan †Tfbg Essay

ProductThe operable potable Group, Inc. has knowing and is now create a line of compound piss increases using a micro- arseing strategy. Consumers testament be able to assume from a diverse, yet exaltedly specific harvest- era offering establish on their auxiliary dietary or hydration involve. Each growth leave be optimized for vitamin content, electrolyte content, caloric content, andenergy boost. We be soon in the bring of developing three (3) of the tar meeted conventionalitytions.What take holds our deepen irrigate growths so unique is that each of these intersection points bequeath contain levels of Vitamin D3. Our major competitors from Sobe, to VitaminWater, to Propel, and the rest do not gull compound wet that contain Vitamin D3. Becaexercising of the amounts of research data available, we may be able to make health claims concerning our reboundulations claims that the different running(a) body of piddle systems reart make. Currently, in that location is no major marketplaceer of a structural piss mathematical increase containing Vitamin D3.Why Vitamin D3? Over the last two eld, on that point has been a rash of research emerging concerning the inadequacy of Vitamin D in our diets. M both(prenominal) physicians agree that the levels of Vitamin D suggested by current U.S. guidelines ar insufficient. The wishing of Vitamin D in the diet is beginning to gain notoriety by obstetricians, gynecologists, oncologists, pediatricians, and orthopedists across the coun examine giving rise to what is world labeled as a sassy epidemic Vitamin D deficiency.Our Technology Vitamin D has chemic properties which ca expends it to be virtu exclusivelyy insoluble in water. Therefore, a drinking fol wretched would need to develop the technology to dissolve Vitamin D3 into a water produce using food for thought grade ingredients while at the alike date fashioning a merchandise that is pleasing in two sense of taste and appearance. The look into and Development Team of The operative drinkable Group has developed the technology to accomplish these goals.We argon now seeking raise cracking in format to finalize our formulation turn outgrowth and bring these product formulations to market.Investment OpportunityA $500,000 undertake investment (available in units of $10,000 each) provides an up right onness position in The usable deglutition Group, Inc. This funding leave abandon the FBG to fulfil initial study of its product line, developinformational blade-site, and cover the judicial fees and another(prenominal) expenses related to the completion of the second round of funding for the emergence of the operate company running(a) Foods & deglutitions, Inc.Exit StrategyOur research has shown that virtu every last(predicate)y b eerage companies atomic number 18 in the acquisition and/or partnering mode. Recently, many clear beverage makers break been purchased by lar ger entities such as Coke, Pepsi, and Dr. spice up/Snapple. just about of the more(prenominal) than recent purchases include Coca-Colas purchases of Glaceaus VitaminWater and SmartWater leaf blades ($4.1 billion), flat coat Beverage ($327 zillion), Agua Brisa ($92 million), and Jugos del Valle ($456 million). Of more interest to The available Beverage Group is the recent investment of some $5 million the Dr. rain buckets/Snapple Group made into Hydrive Energy, LLC. The Functional Beverage Group believes that our functional waters containing D3 result be a in effect(p) fit for any of those agreements and so we suffer offer an attractive exit plan for our investors.In an differently sluggish merger-and-acquisitions market, successful beverage firms are still the darlings of Wall frustrate deal makers. According to the December 9, 2009 edition of the Wall Street Journal, November was the biggest month in over a social class for deals involving consumer products an d food and drinks firms with $12.54 billion in acquisitions. One of those companies for sale is Cliffstar Corp., a New York based fruit-juice and sports-drink maker. Cliffstar has hired Morgan Stanley to pass on an auction and has entered a second round of bidding, said several batch familiar with the take. Closely held Cliffstar has annual earnings around $75 million and is seeking seven to eight times earnings, which would put it a gross revenue price at $500 million to $600 million, harmonise to the article.Budget instructionOur revenue and expense visualiseions are based on exhaustive constancy research based on the cost to manufacture and market a refreshful beverage product. In estimating revenues, we look at three products currently on the market 1)Wal-Marts Acai-based Energy Drink, 2) Hy-Drive Energy Drink, and 3) DRANK Relaxation drink. These products are thought to be whatsoever of the most innovative products at the time of their introduction. Our revenue confin ementions are conservative. If we apprise achieve early adoption into the major retailers like Wal-Mart or Target, we heap far exceed those revenue projections.Our initial investors will endure shares of The Functional Beverage Group, Inc an intellectual property development organization. Because The Functional Beverage Group, Inc will induce few expenses and we expect to be get laid profitable by Year 2. Most of these profits will be distributed as dividends to our shareholders.Figure 1. The Functional Beverage Group, Inc 5 Yr tax throw offionspicThe Functional Beverage Group, Inc will maintain an approximate 40% threaten in Functional Foods & Beverages, Inc (FFBI). FFBI will receive the base responsibility of manufacturing and market products licensed from The Functional Beverage Group, Inc.Figure 2. Functional Foods & Beverages, Inc 5 Yr Sales Projectionspic2. The Functional Beverage Group, Inc.The Functional Beverage Group, Inc (The FBG), an Illinois Corporation was found in 2009 with a ace core purpose to be mystify the preeminent supplier of functional or enhanced water products. The FBG is developing a line of functional water products based on the diverse needs of the functional water consumer. The consumer will be able to choose from a diverse yet highly specific product offering for their supplemental dietary or hydration needs. Each product is optimized for vitamin content,electrolyte content, caloric content, and energy boost. Our selling will focus on grass roots efforts as closely as forming alliances, partnerships, and promotional agreements with A-List celebrities to produce other unique market angles. Our channel model will be split into three reprinting entities 1) The Functional Beverage Group, Inc an intellectual property organization responsible for the development and licensing of branded enhanced water products and other beverages to be produced and marketed by its subsidiary operating company, Functional Foods & Beverages, Inc.2) Functional Foods & Beverages, Inc the operating company responsible for the manufacturing of products developed by The Functional Beverage Group, Inc. Functional Foods & Beverages, Inc will have the exclusive right to manufacture and market products developed by The Functional Beverage Group, Inc. Functional Foods & Beverages will be managed by individuals with food and beverage exertion follow out. Although this organization will be managed by beverage persistence professionals, selected members of the Functional Beverage Group, Inc will act as consultants to the organization.3) Functional Beverage Real commonwealth Holdings, LLC a real estate holding company responsible for getting any land and buildings associated with the manufacturing and distribution of products sold by Functional Foods & Beverages, Inc. The Functional Real Estate Holdings, LLC will seek to locate facilities in areas where they can take advantage of incentives such as TIF financing, property tax concessions, and indolent or unused property incentives.picFigure 3. Proposed Operating Structure3. perplexity TeamOur core management team consists ofShelby Parchman, President MS Chemistry, Illinois land of Technology. Mr. Parchman has worked in new product development in the pharmaceutical and maintenance arenas for both Baxter Healthcare Corporation and the Amoco Corporation (Now BP). Mr. Parchman has years of experience running(a) in the manufacture and formulation of analogs of Vitamin D3. In addition, he has a 15-year track record of success in working with start-up and entrepreneurial organizations. Mr. Parchmans priming in product development and nutrition has been instrumental in developing the unique features and formulations of our product mix.Edward A. Williams, Corporate Treasurer JD, DePaul University School of jurisprudence, CPA (Licensed in IL & IN). Mr. Williams specializes in legal matters in the following practice areas revenue Law, Tax fi gurening, Tax Litigation, Civil Practice, and Federal Taxation. Mr. Williams has represented several historied clients including the late Bernie Mac.Marvin Rux, art Organization and Management consultant JD North Carolina primal University School of Law, MBA University of Chicago Booth School of Business, Mr. Rux practiced law for more than 20 years, specializing in the following practice areas Real Estate Law and Taxation, Business Law & Development, and Estate Planning. Mr. Rux, no longer actively practicing law, provides consulting operate to business development and real estate investment clients.Christopher McGruder, VP of marketing BA Business Administration, Barrington University. Mr. McGruder has extensive Marketing, Public Relations and Executive Assistance experience via Edelman PR Worldwide, Merck & Company Pharmaceuticals and Morgan Stanley. His clients list includes several Fortune 100 Companies such as Micro-Soft, Sears, Wrigleys, KFC, Unilever, Kobel Champaign , Mikes Hard Lemonade, Cub-Cadet, and Axe Body Spray. He was instrumental in the capabilities development and promotions, and execution of product initiatives and national campaigns.Charles Moss, Marketing and Promotions BA Communications, Southern Illinois University, Mr. Moss has years of experience in the entertainment and put down industries. Through his organization, Chuck Moss Presents, he has worked with various recording artists in all aspects of management, marketing and promotions. Because his reach stretched from Los Angeles to New York, he has been able to develop a valuable network of celebrities in both the music and sports industry.Terrence Seaphus, Marketing advisor MS Marketing/Advertising, Northwestern University Medill School of Journalism. Mr. Seaphus is an individual who can believe a project and follow through to completion. His experience at M&M Mars along with his Northwestern University Graduate School advance set the foundation that gave him the tools t o succeed in marketing, advertising, diversity training and gross revenue. His perceptiveness of how to take new products through different channels including distributors, retailers, wholesalers, and finally, the end-consumer requires a twenty-first Century integrated marketing effort which happens to be his background.Michael Vick, Marketing Consultant Pro Football Player, Virginia Tech (College), Atlanta Falcons, Philadelphia Eagles. In addition to be an outstanding football player, Mr. Vick has a sharp-worded sense of marketing and salesmanship. In addition to being a partner, Mr. Vick has expressed interest in being our first signed celebrity endorser. In addition, Mr. Vick has a list of contacts who have expressed an interest in investing in our endeavor. Mr. Vick still has many fans and followers. His jersey is still a best seller in the NFL a good testament to his marketing potential.Pamela Williams, Manufacturing Consultant MS Chemical Engineering, chapiter Universi ty. Ms. Williams is a dynamic leader with extensive experience in project management, puzzle out and mechanical equipment design, and manufacturing start-up. Her broad technical expertise and demonstrated big businessman to learn technology quickly will enable us to complete project milestones at a fast pace. Additionally, Ms. Williams has over 12 years of experience working in global manufacturing at Proctor and Gamble.Larry Williford, Project Management MBA, MPM, Keller Graduate School of Business. Mr. Williford has extensive experience in project management. Heis skilled at working with business units to create proficient business strategies, as well as supporting technology strategies. Mr. Williford worked in the IT departments of the McDonalds Corporation, CNA Financial Services, and the Motorola Corporation before starting his own IT Consulting Business Premier Project Management, Inc.4. IntroductionFunctional WatersThe bottled water industry has experienced phenomenal gr owth over the last ten years. Although low cost tap water is readily available, on that point is still 71 million bottles of water consumed per day. In 2007, bottled water sales reached $15 billion. Whats fueling the demand for bottled water? Bottled water demand is powered by the health and fitness craze. Consumers are being told that drinking bottled water is water-loving and they have responded to the call by increasing their consumption of bottled water on a year over year basis.As the consumer becomes even more health conscious, there is an increased demand for enhanced and functional waters. These enhanced and functional waters contain added ingredients such as vitamins and minerals that allow the producer to claim health benefits related to these waters. Therefore, functional waters have a greater product evidention. Demographically, these enhanced waters are especially ordinary with 18-35 year olds.Industry TrendsAccording to beverage industry experts, the beverage ind ustry has been trending towards lighter, lower large calorie beverages with an emphasis on taste, refreshment, and function. Functional or enhanced beverages have seen phenomenal growth for the years 2006-2009 where the industry saw sales of enhanced waters and sports drinks up by 36% and 16% singly for the period. Sales growth has been modest (approximately 3% from Jan 2009 to May2010) during the current recession. However, according to Coca-Cola and Pepsi, sales of the enhanced waters have kept overall beverage sales in the black.Figure 4. Beverage Industry Growthpic come Beverage Spectrum, June 23, 2010Factors for Success of the ProductAccording to Michael Bellas of the trade publication Beverage World (www.beverageworld.com), there are some key factors in making a new beverage product successful. These factors are1) Make product exciting for the junior consumer,2) Let the label tell a good story convince the consumer,3) Create great and exciting flavors, and4) Create added time value and credibility.We took these factors into account as we designed our initial product offerings.5. Product PlanOur initial product line is designed to address three relevant issues concerning vitamin supplements, obesity, and water quality. The three main product qualities are1) Fortified with Vitamin D3,2) Natural, no-calorie inhering hooks, and3) apprised pharmaceutical free.1. Fortified With Vitamin D3Over the last two years, there has been a rash of research emerging concerning the lack of Vitamin D in our diets. Many physicians agree that the levels of Vitamin D suggested by current U.S. guidelines are insufficient. The lack of Vitamin D in the diet is beginning to gain notoriety by pediatricians and bone doctors across the country giving rise to a new epidemic Vitamin D deficiency.The Functional Beverage group has designed a line of Health Waters that include levels of Vitamin D3. We will design our marketing campaign around the concerns for the lack of Vitamin D in the diet along with the health benefits of supplementing Vitamin D in the diet. Because there is not a one-size-fits-all recommendation for the amount of Vitamin D that should be supplemented in the diet, we have designed different formulations for targeted groups. This keeps in line with our strategy of micro-targeted waters. Therefore, in addition to optimizing our formulations for taste, other vitamins, lucre content, etc, we will also optimize for the levels of Vitamin D suggested for our targeted groups.2. Stevia The Natural, No-Calorie SweetenerThe Functional Beverage Group has chosen an extract of the Stevia plant as the primary sweetener in our enhanced water products. A recent article in the Wall Street Journal highlighted Pepsis and Cokes development of products using the Stevia plant (see WSJ, July 31, 2008 Beverage Wars Take on New Flavor). Massimo dAmore, chief executive of PepsiCos beverage business in the Americas states that This is credibly the biggest ch ange in the formulation of beverages since the initial days of artificial sweeteners.3. Certified Pharmaceutical FreeAs evidence mounts of pollutions in some public water systems, unease about the water supply is growing. As contracting technology improves, utilities are finding more contaminants in water systems. In early 2008, media reports of trace amounts of pharmaceuticals in water across the country force charge from U.S. Senators and environmental groups, who are now pushing for regulations of these substances in water systems. Health concerns extend to bottled waters according to the National Defense Research Council. A lot of bottled water is actually tap water. Consequently, there is no assurance that what is coming from the bottle is any safer than what is coming from the tap, according to their studies. The Functional Beverage Group will certify each lot of water to be free of all pharmaceutical compounds. These results will be corroborate and/or tested by independe nt testing laboratories. In order to insure water of the highest laurels, we will start with purified spring water. If necessary, we will process/polish our feed water to a level of high purity utilizing industry standard methods.6. Initial Product Designbeverage marketers may be best served and this is the key point by classifying products according to the new evolving need states that define our consumer. Michael BellasBarringtons School District 202 dairy dilemma is an specimen of a discussion playing out across the country, as educators try to reconcile two concerns childhood obesity and insufficient calcium intake. til now some experts have trouble coming up with a hearty answer. Chicago Tribune, Nov. 19, 2009FormulationsWe will formulate and bottle our products using purified Wisconsin spring water. Our ab initio proposed products are1) Infant Water, Certified Pharmaceutical Free (CPF) This product is the same as any nursery water sold on the memory shelves today. H owever, each bottle will contain a CPF label stating that we have tested the water and certified it to be free of any detectable levels of pharmaceuticals. What concerned mother wouldnt choose our product over one that has not been certified?2) X-Y-Teen (Young G) Formula The target market for this formula will be children in grades K-12. This formula, containing Calcium, Vitamin D3, protein, and natural sweeteners will be marketed directly to schooltime nutritionists/dieticians as a worthy selection to milk. According to an article in the November 12, 2009 edition of the Chicago Tribune, there is a discussion playing out across the country as educators try to reconcile two concerns childhood obesity and insufficient calcium and Vitamin D intake. According to the article, even some experts have trouble coming up with a satisfying answer. This product is the satisfying answer.3) Womens Formula Designed to supplement nutritional requirements of women especially those of childbear ing age. Our formulation will contain Calcium, Vitamin D3, and other vitamins and minerals key to womens health. In addition, emerging research suggests the daily consumption of 1,000 IU of Vitamin D3 is associated with the support of look health. A claim we can make in the marketing of our product.4) oecumenical (Active Adult) Formula A formula for the masses that contain low levels of Vitamin D3, Calcium, and other electrolytes. This formula is designed for the consumer to drink sevenfold bottles per day, hence the lower levels of vitamins and minerals. This formula will compete with the more mainstream vitamin enhanced water products and is targeted to replace the ever decreasing carbonated soft drink market.5) Extreme Sports Formula This product is designed for professional athletes and amateurs who go in in endurance sports or multiple bouts of intense exercise. The product contains Calcium and Vitamin D3 for firmer bones as well as increased amounts of electrolytes for morecomplete hydration. This formula is designed for the rigors of professional sports and can have variations for other professional sports endorsers. The target market consists of professional athletes and amateurs who participate in endurance sports or multiple bouts of intense exercise. We are shrewd an MV-7 formulation of the Extreme Sports formula for Michael Vicks comeback to the NFL. This formulation is to be sold in markets where Michael Vick has a strong marketing and brand realization presence. Additionally, we are in discussions with Pierre Thomas of the New Orleans Saints to come a control panel as an endorser.Our future product offerings may include1) wintertimetime Formula This formulation will include higher levels of vitamin D for the winter months to address the lack of sunlight available in winter months.2) Acai berry Formula Acai berries, found in the Amazon, are believed to have some genuinely healthy qualities. Wal-Mart has recently entered the market fo r Acai Berry Juice and sold approximately $40 million worth of the juice within the first 90 days.3) Baby Boomers Formula A formulation designed for active adults who are ages 45 and older. The target demographic has a keen awareness of health related issues and an above average amount of usable income.4) Other Formulas These can include energy drinks, other enhanced water formulations, natural juices, and alcohol based beverages.Container DesignBecause Vitamin D is sensitive to both light and oxygen (air), the traditional moldable bottle is not adequate for our formulation designs. We look at that being an added bonus because it forces us to use a newer, up-scale, and more hip package design the aluminum bottle. The use of this package further differentiates our beverages from the typical bottledwater and vitamin waters. An added advantage to using the aluminum bottle is the ability to added extremely artistic graphics to the outside of the encase adding even more product distinction without the expense of a separate label. According to CCL Container, manufacturer of an aluminum bottle product, the aluminum bottle offers distinct advantages, including the ability of top-to-bottom shaping, chill-retention, re-sealability and durability.The use of the aluminum bottle has added significance over the plastic bottle as well when it comes to the environment. Because there are more grand initiatives implement by both federal and local environmental concerns, it is important that product packaging is preliminary looking in terms of get together any new environmental regulations. According to the Recycling Revolution web site (www.recycling-revolution.com/recycling-facts.html), these facts, among others, are worth considering about the use of aluminum for packaging1. A used aluminum can is recycled and back on the market place shelf as a new can, in as nethersized as 60 days a process known a closed-loop recycling.2. Because so many of them are recycle d, aluminum cans account for less than 1% of the total U.S. waste stream according to EPA estimates.3. Americans use 2,500,000 plastic bottles all(prenominal) hour with most of them being thrown away.After considering product stability, costs, and environmental issues, we have concluded that the aluminum bottle is the perfect packing for our product design.7. Trademarks, Patents, Copyrights, Licenses, RoyaltiesWe will seek trademark defense for all of our product brand names, designs, logos, and relevant phrases. In addition, we may patent some of our formulas and processes. However, we feel that retentivity our formulations and processes a trade secret will offer better protection that securing a patentfor the these items. We will review each situation on a case-by-case basis, in consultation with our legal team, as we make decisions on whether or not to pursue patent protection for any of our formulations or processes.8. Government ApprovalsThe United States Food and Drug Admi nistration (FDA) regulates bottled water as a food product. The FDA has established specific rules for bottled water, including Standard of individuation Regulations that define different types of bottled water, and Standard of Quality Regulations that establish minimum levels for contaminant (microbial, chemical, and radiological).The FDA has also established Good Manufacturing Practices (cGMP) regulations for the processing and bottling of drinking water. These rules require that bottled water must be safe as well as processed, bottled, held and transported under sanitary conditions. Processing practices addressed in the cGMP regulations include protection of the water denotation from contamination, sanitation at the bottling facility, quality control to assure the bacteriological and chemical safety of source water, and sampling and testing of source water and the final product for microbiological, chemical, and radiological contaminants. Our bottling group will be requisite t o maintain source approval and testing records in the feature of any government recapitulation.Our bottling group may be subject to additional inspection by state and local licensing agency, health agencies, and/or environmental agencies. Procedures and protocols will be in place to ensure full compliance with all federal, state, and local rules and ordinances.In addition, all of our ingredients, including Vitamin D3, are on the FDA list of ingredients that are approved as GRAS (Generally Recognized as Safe). Consequently, no approvals are mandatory for adding these ingredients to bottled water. However, there may some restrictions on how much can be added to the bottled water product. Our formulations will be well below those limits.9. Product indebtednessWe will purchase product liability insurance and/or an comprehensive policy in addition to the product liability insurance insurance coverage that is held by any of our suppliers. We are depending on our legal team to lay out us further guidance on the types and amounts of insurance we should obtain in order to protect the organization from any product liability or other claims.10. ProductionAll production will be performed by our subsidiary operating company Functional Foods & Beverages, Inc. In addition, we will alter contract bottlers to ensure a continuum of production in the event our primary production facility is out of service or in the event we would need excess production capacity in order to meet unanticipated product demand.11. Marketing Plan Fortified Beveragesbeverage marketers will open new vistas for growth. Their size and growth opportunities will be different their product positioning will be more specific. Michael Bellas (Beverage World)Three transparent goalsAs we market our products and create brand awareness, we have three honest goals we look to accomplish1) transfigure non-bottled water drinkers to enhanced bottled water drinkers,2) Convert bottled water drinkers to enhanc ed bottled water drinkers, and3) Convert others from competitors products.Our marketing plan is designed to efficiently accomplish these goals.A multi-prong approachWe are devising a multi-prong approach to our marketing efforts. We will develop a sales force to create relationships and alliances with people and organizations of influence in our target markets.Figure 6. Marketing PlanpicTarget Market School Districts crosswise the NationOne of the first formulations the FBG will design and develop will be the Young G formulation. This formulation which contains Calcium, Vitamin D3, protein, and reduced sugars, is an excellent alternative to milk. Children need about 32 ounces of milk daily just to get the recommended allotment of vitamin D. It is difficult getting children to drink eight ounces of milk, let wholly 32 ounces. Our Vitamin D3 fortified Young G formulation is the drink for them. Having no fat and fewer calories than 2% milk also makes this an attractive product to hig hlight in First Lady Michelle Obamas new childhood Obesity Initiative. The size of this market is enormous. If we count only the children receiving subsidized lunches in the school system, we have a market that is 31 million children strong in more than 100,000 schools.Target Market Sports FansWe are very rosy-cheeked to have professional football player Michael Vick as a member of our founding group. Mr. Vick immediately saw the potential of our proposed formulations and did not hesitate to come on board. Another formulation in the stages of development is our MV-7 formulation. This formulation will be marketed as the drink developed for his return to the NFL. Having Mr. Vick on board establishes immediate brand recognition and credibility for our products. Currently, he is receiving tons of mediaattention every time he hiccups. This media attention is invaluable. For example, experts estimate that last years giveaway of free Grand Slam breakfasts by Dennys generated roughly $50 million through free advertising. We look forward to cashing in on this media attention as well.Additionally, we are looking to sign additional celebrity endorsers from both the sports and entertainment arenas. We are currently in discussions with Pierre Thomas of the New Orleans Saints to bring him aboard as another celebrity endorser from the sports world.12. Competition ProfileThere are numerous competitors in the market for enhanced water products. Even with numerous products on the market, new brands can be highly successful. It is a matter of carving out a position in the market where your product has the perception that it does something the others are not doing. As shown in Figure 6 below, there is no huge product distinction from the major functional water brands. Propel Fitness Water includes calcium for stronger bones, however Vitamin D is required in order for the human body to absorb calcium. mend it may be obvious to consider our major competitors to be other vitamin water products, we beg to differ. We feel that our major competitors and target market would be those who drink milk or use some other form of Vitamin D fortified consumer product. These products include cereals, cereal bars, and yogurts. Because of extensive research into Vitamin D deficiency, these products can make specific claims on their labels claims that the vitamin water products cannot make. Because our products are fortified with Vitamin D, we can make these same health claims. As a result, we can make this product stand well above the vitamin water products on the market.In the article Chocolate Milk Lovers Have a overawe About Bans, Chicago Tribune, November 12, 2009, it has been noted that children are not drinking uncontaminating milk and that chocolate and strawberry milk products are too high incalories. The article goes on to express parents concerns that children are not getting enough Calcium because they are not drinking milk. The conclusion is that there is n o suitable alternative to milk in the schools. We conclude indeed that milk is indeed our main competitor because we have designed the suitable alternative.Table 1. Competitive ComparisonAdvantages Drawbacks Milk Well known source of Vitamin D & Calcium Lactose intolerance in many individuals solution of Protein and essential fats Not very portable needs refrigeration unafraid marketing campaign USDA subsidized in schools Concerns about hormones $0.50 per 8 oz. serving Flavors are high in calories Limited shelf life Vitamin Waters Brand recognition Flavors are weak or medicine-like with child(p) marketing budgets No true function Moving towards healthier product lines Product choices can be overwhelming Lower calories Some have high sugar content Natural flavors Not directly marketed to younger generation (target 18-35 year olds) $0.60 per 8 oz. serving FunctionalFoods Alternative sources of Vitamin D & Calcium Some products are dairy ( lactose Contained i n mainstream food items Usually breakfast specific Some are portable Some are not portable Brand recognition Perishable address per serving varies Aqua-D from the FBG, Inc Designed as a great tasting, low calorie direct replacement for milk No product history Vitamin D and Calcium containing alternative to more popular enhanced Major rivalry from Coke and Pepsi Products waters e.g. Vitaminwater Limited marketing budget Smaller bottles w/ lower price point (