Milk Product- Mark Hirschenberger

Mark Hirschenberger

PCA 261

April 26, 2011

Milk Project

Milk is not really a necessity to people, but it is very nutritious and helpful to the health of the human body. I never would have guessed that something like milk could have a target market. The Request for Proposal asked to essentially bring a whole marketing plan to a milk product. I was to try to sell a milk product to a target market over the age of 45. People over the age of 45 tend to be conscious of their health when it comes to purchasing and consuming food and drink products. My plan was to let the target market know that this product was intended for the health of people of an older age without offending them in anyway. I thought of the name “Dairy-Licious” for the milk product because it gives off a “cute” vibe to the person buying the product. Other health conscious foods that one would find in the super market have brand names which are not as playful and same too serious. I want the target market to know that they are drinking milk, not a supplement or medical drink. I used the bright blue and yellow on the label so it can stand out from other organic milk products yet appeal to the older target market. On the backside of the bottle I displayed the nutrition facts and ingredients that go into the milk itself. The side of the bottle contains a description of the Milk from the makers of Dairy-Licious. This message from Dairy-Licious is important because it adds the feeling of some sort of relationship with the producers and consumers. This is something that you won’t see on ordinary milk labels. I chose a glass bottle to be the container for the milk. Glass bottles are more expensive and I want the consumers to realize that the milk is of high enough quality of to be in a high quality bottle.