Perception Towards Successful Brand Essay

Fire up. of â€Å"Building Brands Without Mass Media.† Joachimsthaler, Erich, and David A. Aaker. Harvard Business Review 3 March 2009: 4-6. Print. In this article, the writers stress that an organization must have an unmistakable brand personality with profundity and surface so it won't pass on confound messages to clients. Likewise, they give some promoting techniques to the brands to set up a reasonable and successful brand character. Furthermore, they show six organizations that have a solid and clear brand personality where The Body Shop and Haggen-Dazs are inspected in detail. Aside from these, they utilize different guides to exhibit the activities of The Body Shop and Haggen-Dazs. To wrap things up, they have looked at The Body Shop and Haggen-Dazs with their rivals. Ultimately, they examine the publicizing techniques for Haggen-Dazs in which they think the Farggi procedure that can befuddle the clients the most. (Melanie) Hartman, Cathy L., and Caryn L. Beck-Dudley. â€Å"Marketing Strategies and the Search for Virtue: A Case Analysis of The Body Shop, International.† Journal of Business Ethics 20.3 (1999): 253-257. Print. In this diary, the creators utilize some authentic guides to talk about three hierarchical virtuesâ€excellence, respectability and judgment in which they believe that the temperances are presently characterized and reached out to network, enrollment and comprehensive quality. In particular, they accept that the temperances are presently generally applied in the organizations. In any case, they concur with the scientists that it is hard to hypothesize the idea of network. Moreover, they utilize the originator of The Body Shopâ€Anita Roddick as the fundamental guide to show the ideals can be used in a major organization in diverse angles. (Melanie) Salver, Jessica. Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty. Germany: GRIN Verlag, 2009. Print. In this book, the writer fundamentally examines some item prerequisites for a brand to get effective. In spite of the fact that it isn't her goal to propose that a brand won't become fruitful without the recorded necessities, she analyzes various variables that can develop an effective brand in detail, for example, high and separated interest for item class, the item is anything but difficult to distinguish and item quality is anything but difficult to keep up. Additionally, she has utilized The Body Shop and McDonald as the guides to clarify her components in detail. Furthermore, she accepts that if the brand offers a sensible cost for the clients, they will absolutely purchase the items. Fire up. of Starbucks: Delivering Customer Service. Moon, Youngme, and John Quelch. Harvard Business Review 10 July 2006: 3-4. Print. In this book, the writers have utilized Starbucks for instance to assess the incentive and they use â€Å"live coffee† to portray the national espresso culture of it. Additionally, they utilize three parts to represent the marking technique of it. For instance, it imports the best espresso beans from the world, builds up a nearby closeness with the client and makes a decent air. Additionally, they talk about the areas of the Starbucks in which they are typically situated in high-traffic and high-perceivability places, for example, business focuses and colleges. Also, they examine various items and the government aides of the workers in the Starbucks. Adubato, Steve. You Are the Brand. Canada: Rutgers University Press, 2011. Print. In this book, the writer utilizes his own understanding to show Starbucks isn't a unintentional brand and it doesn't generally keep an association with clients. In any case, he concurs that Starbucks has based on â€Å"comfortable† and â€Å"familiar† for him toward the finish of the part. In addition, he trusts Starbucks’ notorieties are based on the informal exchange from the clients and amazing administrations from the workers. What's more, he has refered to the book from the first administrator and CEO of Starbucks to show the destinations of the organization and the reasons that it begins to lose clients. In conclusion, despite the fact that he mourns the Starbucks has gotten progressively business, he despite everything makes the most of his recreation time in it.

Green Revolution vs. Organic Farming free essay sample

Dr. Pamela Haley AP Human Geography 5 April 2013 The Green Revolution alludes to the utilization of present day, western-type cultivating strategies to less financially created nations. Natural cultivating is a sort of farming that utilizes normal types of developing harvests. In this paper I will address the near likenesses and contrasts between The Green Revolution and natural cultivating. The Green Revolution happened between the 1940’s and 1970’s. It comprised of utilizing hereditarily altered seeds, pesticides, hormone inclusion into creatures, and the necessity of a water system framework. The thought for The Green Revolution was respectable: to kill mass starvation in creating nations. It took into account a colossal increment in crops, along these lines, improving the normal farmers’ compensation. The Green upset was the reason for Asian countries’ GDP pay to practically twofold in only two decades and permitted neediness to shrivel a generous sum regardless of the populace development occurring. The Green Revolution likewise allowed for better nourishment and for more food utilization in light of the fact that the cost of food went down because of the plenty of it along these lines, individuals turned out to be increasingly unfortunate. We will compose a custom paper test on Green Revolution versus Natural Farming or on the other hand any comparable subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Individuals lost their conventional food and had a shifted diet. Obviously with an unrest of this degree must have been some kind of negative effect. Analysts have accused The Green Revolution of ecological corruption. Pundits of the Green Revolution contended that proprietors of huge homesteads were the principle adopters of the new advancements due to their better access to water system water, composts, seeds and credit. Little ranchers were either unaffected or hurt in light of the fact that the Green Revolution brought about lower item costs, higher info costs, and endeavors via proprietors to build leases or power inhabitants off the land. They likewise contend that The Green Revolution cheered the unnecessary abuse of motorization, in doing as such, constraining down country wages and work. Natural cultivating is the opposite of the procedures that the Green Revolution utilized. The procedure of natural cultivating in which no engineered synthetic substances are included and crops are not hereditarily adjusted. This framework has little yields of the harvest however allows for an assortment of nourishments developed. Natural cultivating supports solid ways of life and a possibility for better biological systems, while The Green Revolution cultivating methods advances covetousness and large scale manufacturing. Natural cultivating techniques consolidate logical information and present day innovation with conventional cultivating rehearses dependent on a great many long stretches of horticulture. Natural cultivating depends profoundly on the regular separate of natural issue, by means of strategies like green fertilizer and treating the soil, to keep up supplements taken from the dirt by the former yields; not at all like Green Revolution frameworks by which the land was not left to recover the supplements it lost. To finish up this exposition, the Green Revolution varies from natural cultivating in a plenty of ways. The Green Revolution’s strategies is the direct inverse of natural farming’s techniques for delivering food. Natural cultivating utilizes Earth’s normal assets to create food conversely of the Green Revolution’s cultivating utilizes logical, engineered assets. 1. Characterizing the Green Revolution. Wparks. myweb. uga. edu/ppt/green/. N. p. , n. d. Web. 1 Apr. 2013. 2. GREEN REVOLUTION: Curse or Blessing?

MTV picks up SIPA-student-designed campaign to raise public awareness to maternal mortality COLUMBIA UNIVERSITY - SIPA Admissions Blog

MTV picks up SIPA-student-designed campaign to raise public awareness to maternal mortality COLUMBIA UNIVERSITY - SIPA Admissions Blog Were excited to share this story about the impact of SIPA students work (L-R: Justine LaVoye MPA-DP ’19, Jenise Ogle MPA ’19, and Maria José Diaz MPA ’19). For reference, check out Stephen Friedmans course Art of Creating Social Impact Campaign. “It gave me goosebumps.” That was adjunct professor Stephen Friedman’s visceral reaction to a pitch by three MPA students in his course on the  Art of Creating Social Impact Campaigns. The students’ ideaâ€"to raise awareness of the disproportionately high rates of maternal mortality in the U.S.â€"was a “punch in the gut” Friedman was not expecting. Over a 25-year career in media and consulting that included a stint as president of MTV, Friedman has repeatedly launched innovative, socially impactful campaigns, that helped bring awareness to many critical issues, including the genocide in Darfur. The course, which he taught for the first time at SIPA in the fall of 2018, seeks to apply the principles of storytelling to, as the public policy academic Marshall Ganz has said, translate “values into action.” “The most complicated part of the class is ‘How do you translate a complicated social issue into something that gets past your analytic framework and hits you in the gut?’” Friedman said. “Because you have a lot of students at SIPA who are trying to do great things in the world, and they come at it with an analytical rigor, an important rigor, but the most successful campaigns must also appeal to your emotions and values in order to change behavior.” That fall day in class, Friedman heard a pitch from Justine LaVoye MPA-DP ’19, Jenise Ogle MPA ’19, and Maria José Diaz MPA ’19 that creatively used narrative technique to address what Harvard Public Health magazine recently called “a human rights crisis.” According to  a 2017 UNICEF report, “the global maternal mortality ratio declined by 44 per cent” from 1990 to 2015. However,  data from the Centers for Disease Control and Prevention  (CDC) showed that pregnancy-related deaths in the United States “increased from 7.2 deaths per 100,000 live births in 1987 to 18.0 deaths per 100,000 live births in 2014,” a rate  higher than any other country in the industrialized world.  A 2018 report from nine U.S. states  revealed that were 60 percent of all pregnancy-related deaths were preventable. The disparity between white and black mothers is even more staggering, according to the CDC: 12.4 deaths per 100,000 live births for white women compared to 40 deaths per 100,000 live births for black women.  A recent article in Harvard Public Health  noted that for African American mothers, the “odds of surviving childbirth are comparable to those of women in countries such as Mexico and Uzbekistan, where significant proportions of the population live in poverty.” We have black women dying all the time from this and the community doesnt really know why they are at risk, Ogle said. For someone like myself, who is African American, I didnt know this, and I think the reason to focus on the social aspect of this issue is because there is a lack of awareness. Despite the dire statistics, the health of African American mothers has been under-reported, only recently gaining some media attention because  Serena Williams’s story of a near-fatal birth experience  and Democratic presidential candidate  Elizabeth Warren’s proposal  to offer hospitals incentives to lower African American maternal mortality rates. The reasons for this crisis are wide-ranging and, according to Ogle, stem from years of systemic racism and bias. A  recent study done in Texas  found that 8 out of 10 pregnancy related deaths in that state could have been prevented “one or more reasonable changes to the circumstances of the patient, provider, facility, systems or community factors.” The studentsâ€"all of whom had career experience in public health- and gender-related policy rolesâ€"said they were astounded by the statistics. “Even at SIPA, where we are studying policy, this is still an issue that many people dont know about at all,” LaVoye said. The students researched other awareness campaigns focusing on the issue of maternal mortality, many of which targeted the medical community. They decided to aim their messaging at mothers and their support networks, emphasizing warning signs for the common causes of pregnancy-related deathsâ€"like hemorrhaging, infections, and clotsâ€"and educating about self-care once new mothers leave the hospital. “We saw in our initial research that most of the focus was on generating awareness among the medical community,” Diaz said. “It was interesting to see there was a gap when it came to the social aspect â€" pregnant women and people supporting them.” The group’s creative proposal referenced recent pop-culture touchstones that blend cinematic storytelling with social activismâ€"including  Childish Gambino’s “This is America”  and Beyonce’s “Lemonade”â€"along with powerful PSAs like “Sandy Hook Promise.” Friedman was blown away by the approach, which employed a double narrative and a surprise ending. “The creative storytelling was elevated and palpable,” he said. “We want to emphasize that even during very joyous moments, like having a baby, having a gender reveal, having a baby shower, that you also have to be wary and think about the warning signs as well. We want pregnant women to be there when their baby is born,” Ogle said. The creative concept hooks the viewer by establishing a joyful tone as an expecting couple plans for the birth of their child. As the narrative continues, it becomes more somber, implying that the child is dangerâ€"only to reveal that it is the mother who has actually died during childbirth. After flashing back through a sequence of actionable opportunities to mitigate risks for pregnant mothers, the video concludes happily after all, with the mother alive and well and holding her new baby. On the last day of the class, Friedman was talking to his successor at MTV, Chris McCarthy. He told him about the emotional student pitch he couldn’t shake. He said, ‘You never get goosebumps,” Friedman remembers. Friedman initially did not think the campaign would be right for MTV, but he had piqued McCarthys interest. With television properties like Teen Mom and Dear Mama on VH1, McCarthy felt the demographics were perfect for a campaign focused on maternal health. “When Stephen shared the creative pitch from the SIPA students, I knew it was something that would resonate with our audience because the topic intersects with so many of the issues in which our audience is engagedâ€"family, healthcare, and the life stage of young parenthood, McCarthy, who is president of the MTV, VH1, CMT, and Logo networks, said. “Stephen is a mentor and a pioneer in the field of social impact and with his guidance and the students creative campaign, I felt we had a powerful way to address this important issue facing our audience.” As the project progressed, strategic partnerships were secured with  Every Mother Counts, an organization founded by model and activist Christy Turlington Burns, and  Black Mamas Matter, a collaboration between the Center for Reproductive Rights and Black Lives Matter. Then, Lena Waitheâ€"the actress and screenwriter who  recently made history as the first African American woman to win a comedy-writing Emmyâ€"signed on to produce and narrate the PSA. The students have been on board as consultants to the project and hope to continue after the video launches during the lead up to Mother’s Day. The campaign will also feature  an online engagement platform  to encourage viewers to learn more about the issue. “Not only did the students pitch us this breakthrough idea, they joined our team throughout the development of the campaign,” McCarthy said. “They helped with research and getting to know the nonprofits working on this issue. They were in lockstep with our team and the campaign partners as key decisions were made around the messaging and call to action. Before the launch of the campaign, we looked to the students to provide feedback on the final video treatments and online resources.” “Were still those [SIPA] policy students, but now were in this fast-paced television media environment and they are looking at us as the experts on the content and theyre guiding us through this whole creative world,” Ogle said. “Its really exciting.” The students’ ambitions for the campaign’s reach has grown as it evolved from a fictional project to a reality. “I hope a lot of people see it and we can improve the community responsibility with women’s maternal health ” said Diaz. “Over half of these deaths are preventable,” said McCarthy, “and our hope is that this campaign will help sound the alarm about this serious issue and help moms receive the care, services, and support they need.” Before enrolling in Friedman’s class last fall, Diaz, LaVoye, and Ogle had never met. Now they are bound together in ways they never expected. “Learning from Maria José and her experience in Chile and throughout the different public and private sectors, and from Jenise, a woman who is from U.S. but has a very different lived experience than I do, I think thats a very powerful thing,” LaVoye said. “I know that they will be on speed dial.” Friedman hopes that the students’ maternal mortality campaign is just the beginning. “Thats what was great about the students in our class,” he said. “I think students, in every group presentation, had a creative nugget like that, which has the potential to find its way into the world and have a positive impact.” A week before the campaign was to air, Diaz, LaVoye, and Ogle had a chance to see a close-to-final cut of the video. They were pleased to see their artistic vision was intact. “I watched it, went into shock, and then cried,” said LaVoye. â€"  Brett Essler View this post on Instagram The US is the most dangerous place in the developed world to give birth, but we have the power to change this story. Watch #SaveOurMoms narrated by @LenaWaithe. saveourmoms.mtv.com A post shared by MTV (@mtv) on May 9, 2019 at 6:02am PDT

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The New Definition Of Racism Essay - 1961 Words

The New Definition of Racism in a Post-Obama America Racial discrimination has persisted in American societies from the oppressiveness of servitude to lawful seclusion. Digressing in severity, Americans are presently burdened with the modern manifestation of those years of racial intolerance and prejudice - a new definition of racism. While slavery and lawful segregation, such as Jim Crow Laws, are a thing of the past – by less than a century – racism is still an intrinsic societal problem that has subliminally permeated American culture. A 1947 study to determine the racial preference of â€Å"Negro† children exemplified the preference Caucasian and African American children, of all skin pigmentations, had for white baby dolls, which were inherently more beautiful and desirable (Clark and Clark p. 169-78). Variations of this study repeated as late as 2010, show little improvement of this perception that a white baby doll is more desirable and attractive than a colored baby doll (Cooper). In a historic 2008 election cycle, Barack Obama became the first African American president of the United States of America, but only two years later a repeated study on the racial preferences of children correlates powerfully with the original study in 1947. While a majority of all child participants, especially the younger children, in the recent 2010 study identified darker skin colors negatively, they were unable to provide justification for their answer beyond the restatement of theShow MoreRelatedRace, Racism, Or Ethnicity1559 Words   |  7 Pagesand has raised many questions, due to its lack of proper definition and mostly because of its negative connotations. Associated with ethnicity or racism, it created a lifelong debate about whether or not races are socially constructed. 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We will consider South-African apartheid along with its associated focus on race as well as globalization along with its associated focus on class and nationality. We will examine how these concepts encompass the statist, racialised, classist new world order. We commence by examining South-African apartheid and its historical and theoretical context. Apartheid was a system of racial segregation used in the overtly racist regime in South Africa from 1948 to 1991. It was based on laws that bannedRead MoreRacism in Our Society Essay examples1068 Words   |  5 PagesRacism in Our Society Race relations are becoming increasingly important in our civilization. Despite this increasing importance, the question, Is our society racist? is commonly debated. After investigating this subject, it is evident to me that American society is racist. There are various definitions of both racism and society. 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Spaniards used Native Americans as slaves to mine gold in the early days of Mexico. America relied on slaves to farm for them or perform household chores. After slavery was abolished in most countries, racism prevailed. In the United States whites established the â€Å"Separate but Equal† idea. For example, whitesRead MoreThe Probem of Reverse Discrimination Essay1749 Words   |  7 Pagesexist? Another even more high news case was Ricci v. DeStefano. This landmark case ,most likely lead to Griffin and Low being rewarded as they were, started in 2003 when nineteen firefighters filled a lawsuit against the city of New Haven, Connecticut alleging that the city discriminated against them regarding promotions. Of these firefighters, seventeen are Caucasian and two are Hispanic, had all passed the city test for promotions to management. New Haven officials invalidated the test results

A Study Analysis on The Process of Information Technology Free Essays

In the world of today, the process of information technology is a part of organizations due to the importance of information systems. These are the processes through which one derives solutions to the challenges faced in organizational and management problems. There is also a view among experts that the quantity of interaction between the IT department of the organization and other units are what determines the success of any organization. We will write a custom essay sample on A Study Analysis on The Process of Information Technology or any similar topic only for you Order Now The entire process of IT can be used in a centralized or decentralized manner. The structure of IT in any organization should provide assistance in its strategy and must conduct the needed research for this purpose. (Centralized versus Decentralized Information Systems in Organizations) Today, several organizations in all sectors of industry, commerce and government are based on their information systems. In some industries like telecommunications, media, entertainment and financial services, the survival of the organization itself depends on how efficiently it applies to information technology — IT. A new system called e-commerce has now burst into the arenas of international trade, and that makes IT as a method of conducting modern business. This is now changing the attitudes of the business leaders and IT is no longer only a method of performing existing business, but should also be used for development as that is expected to provide advantages in competition. Thus many organizations today want to develop a more strategic approach to their use of IT, but more have probably arrived at their present situation due to their adoption of short-term ‘tactical’ decisions with IT. The Evolving Role of Information Systems and Technology in Organizations: A Strategic Perspective) At the same time, many organizations would wish that it were possible to rethink their investments, or begin with a clean sheet, but that is impossible as they have a ‘legacy’ system built up from their approach to IT in the past. It is not possible to start again as we can see that many banks and insurance companies still focus on systems that they had developed over 30 years back. It is also not required as IT is not the only determinant of success unless the ability and knowledge of the organization have increased radically. (The Evolving Role of Information Systems and Technology in Organizations: A Strategic Perspective) The important part of strategic management depends on learning from experience which means the successes and failures of the past. The results achieved through IT helps only through experiences and experimental analysis that it provides. Thus, it should not be viewed as an essential component for strategic decisions. The main advantage that IT provides to organizations is that IT helps in the processing of information much faster so that uncertainty can be lower. The uncertainty comes from lack of knowledge, or information, even though it may be possessed at power levels. The advantage with IT is that the information can be collected, gathered and processed in a faster manner. (Benbunan-Fich, 2002) Though most organizations are trying to use for quite some time to solve these problems, it is unlikely that any organization has been exposed to the entire range of experiences in IT. Still it is important to study the process of development of IT in large organizations as that may be of use in the general evaluation of development of IT in another organization. In general it is known that there are some important matters that result in the speed and effectiveness of IT in organizations. The importance of the different factors in the list changes over time, but it is still important to make a note of the list of the factors. (The Evolving Role of Information Systems and Technology in Organizations: A Strategic Perspective) Those are the capabilities of the organization, the economics of the technology that the organizations following, the applications that the organization is carrying out and their feasibility, the skills and availabilities that are available within the organization or from outside vendors, the capacity of the organization and it ability to use the applications and the overall pressures that exist on the organization or the entire industry to improve performances. What we are talking about here is Information Technology with the insistence on technology and that means hardware, software and telecommunication links. This form of technology has both items that one can see and feel, like servers, desktops and network cables; as also items that cannot be touched but only paid for, like software. At the same time, the world is moving to a digital era, and it is IT that helps in the collection, processing, storing, developing and sharing of all these items. At the same time, there are also differences in terms for referring to the entire process and what is called IT in the states is called Information and communication Technologies in the European Union. This is the item that we are referring to though at times in the past, the two were seen as clearly different areas. (The Evolving Role of Information Systems and Technology in Organizations: A Strategic Perspective) The next important question is to find out how this technology helps us. The first area of help is in business strategy and this helps by creating new opportunities for dynamic changes in products and services. There were some services in the past that had to be handled manually, but can now be handled over the network. The important advantages cone from re-sequencing which includes parallel processing of data bases; simultaneous delivery of data; time extension of data by making it available 24 hours a day and all 365 days in the year; portability or taking the service and product closer to the user; and re-usability or developing the capacity to use the data collected for one purpose to be used for other purposes. There are also changes to organizational culture and that is the second most important development. The Impact of IT on Organizations) This is through devices like electronic mail and group ware. Information can now flow much faster between organizations and their clients. The changes in organizational culture have also led to changes in organization structures, and this has happened due to the larger spans of control and greater use of group ware. A lot of this has happened due to business process re-engineering and also the requirement to cut costs due to high competition. There have been efforts to find out whether IT encourages increased concentration or increased decentralization has not given out any clear results, but it certainly permits the organizational structure to be more flexible and fluid, dispersed teams and even teams that can come and go with the requirement of changes in the organization. (The Impact of IT on Organizations) This is also leading to changes in management processes and that includes even routine business processes. IT has provided methods for collecting information from many sources, directly and collectively through the use of databases and the Internet. Yet, though it has tried, it cannot still replace certain decision making that has to take place in groups and in meeting rooms as there is certainly the need for a master facilitator who can take the group discussion to an end. At the same time it can be seen that the impact of IT is leading to changes in the methods of professional work today. Practically all offices of today use personal computers and the availability of ready information has made the job expectation also to involve greater levels of knowledge. This is in addition to the earlier required skills of organizing, thinking, writing, convincing, etc. Now, in addition to doing all that, the managers of today are combining the greater knowledge that they are collecting. All the changes in situations due to the use of IT have also come as it is now essential for most people to have direct access to it while they are working. At the same time, IT itself has to find out methods of controlling the flow of information so that all information does not reach everybody. (The Impact of IT on Organizations) At the same time, a situation has come where the organizations have to now determine whether IT should be a separate department, or become a part of all departments. The different systems suit different organizations. It should be remembered that IT itself has some goals and that may be said to be innovation and efficiency. Yet, innovation is necessarily cost conscious and the organization has to determine the levels of different goals. (Centralized versus Decentralized Information Systems in Organizations) The most interesting and probably intriguing part of development of IT has been concerning Internet, and a stage has now come through which this medium has started influencing the environment, which is the biggest concern of the world of today. In the recent trade talks also, it was seen that United States has decided to retain its control over it. Does it mean that we are about to find a new source of business? How to cite A Study Analysis on The Process of Information Technology, Essay examples

Cuddle Infant Warmer Bags Business plan †MyAssignmenthelp.com

Question: Discuss about the Cuddle Infant Warmer Bags Business plan. Answer: Vision Statement The vision of Cuddle Infant Warmer Bags is to provide the best economical incubation services for babies born prematurely in the outskirts of Melbourne where there is no electricity and quality medical care. We expect to build it into a $30 million business within three years. Mission Statement To provide an affordable backcountry incubation services by collaborating with non-governmental organizations and the ministry of health. Goals Manufacture and distribute 1 million bags by the second year Increase gross revenues by 10% in the first year Attain profit before interest and tax of $ 1 million Establish a long-term best relationship with all our clients by Attaining 95% on-time delivery of services with 97% accuracy. Open office branches at Canberra after the first year Strategies Become internationally known for the production of economical incubation bags that do not use electricity. Concentrate on non-governmental organizations that offer health care services and the ministry of health. Establish client base by the first year of operations. Promote initial trial by offering free Cuddle Infant Warmer Bags to families with pre-mature babies. Design add-on sales by promoting the benefits of the bag and how to reheat it using water. Attract and retain key employees by offering competitive perks and rewarding performance. Action Plans Finalize on the formal business plan by 04/04/2018 Complete the test product by 20/04/2018 Launch the product in the market in Dec 2018 Launch sales campaign in Dec 2018