Lollacup Executive Summary
Lollacup Marketing Plan
Table of Contents
Company/Product Info Hanna Lim, President and Founder of Lollaland, who created Lollacup after realizing this frustration herself and wanting to create something of her own to solve the problem. She ended up with a valve-free, weighted straw sippy cup that allows infants as young as nine months old to easily and effectively drink from a straw, even if the cup is tilted.
Lollacup is easy to use, easy to clean, safe (BPA-free and phthalate-free), made in the USA, everything from the design and manufacturing to its packaging is done in Southern California and it is just plain attractive. When Hanna’s first daughter began talking, she had trouble saying, “water,” so she would often …show more content…
say, “I want lolla”; therefore, “lollacup” and “lollaland” were the obvious choices for a product and company name.
Hanna and her husband; Mark Lim went on the Shark Tank Show looking for an investment of $100k in exchange for a 15% ownership of the baby cup business and valuing it at $1.5 million. The Lim 's had invested $100,000.00 to get their version of the sippy cup to this point.
The Lim’s did a deal for $100k and 40% which was more realistic number for the Sharks to consider. Hanna and her husband are currently the only full-time employees and they do have two equity partners, Mark Cuban and Robert Herjavec.
Before the Lim 's went on the Shark tank Show they had lifetime sales of $40,000.00 from 50 retail stores. Within months they brought the Lollacup back for a featured update and reported that sales have already climbed to over $300k and it 's now available in over 300 stores. To keep up with demand the Lim 's needed to move the production and fulfillment out of their cramped house which was capable of producing only 800 Lolla Cups a day. They now had the capital and the orders to hire a facility to do the assembly which can make 3000 to 5000 Lollacups in a single day. They report that both Mark Cuban and Robert Herjevic have been very hands-on in making sure this business becomes a huge Success.
The Lollacups retail for $18.00, wholesale for $9.00 and costs $4.50 to make. Lollacup is available for purchase on the lollaland website and in over 300 retail stores across the US. On the website, there is “in stores” page where retailers are listed.
When customers make a purchase from lollacup.com, they provide their name, email address, credit card information, address, phone number, and a password. The company reserves the right to contact them directly for order fulfillment requirements and information about products and services. Lollacup’s privacy policy applies to all customers and any other parties with respect to information that is gathered throughout this website
Mission Statement It is a statement of the firm’s business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions. Lollaland’s mission statement is: To rid the world of tired and mundane products by developing clever, innovative solutions that excite and delight families -- making parenting safer, easier and more fun.
Environmental Scan It is the collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan.
Social factors They include the attitudes, values and lifestyles. Social factors influence the products people buy; the prices paid for products, the effectiveness of specific promotions and how, where and when people expect to purchase products. People also create a certain image of every product available in the market through its brand image. A product might be really good but if the consumer feels it is useless, he would never buy it.
Demographic factors The uncontrollable variable in the external environment which is demography; the study of people’s vital statistics, such as age, race and ethnicity and location is strongly related to consumer buyer behavior in the market place. Age groups such as Generation Y offer opportunities for the marketers. Generation Y who are born between 1979 and 1994 have starts their careers and many have become parents for the first time leading to lifestyle changes, they care for their babies and spend money on baby products.
Women influence over 85% of consumer purchases decisions in the United States. They are primarily involved in baby products purchase decisions.
Economic factors They are areas of greatest concerns to most marketers such as consumer’s incomes, inflation and recession.
Average expenditures per consumer unit for July 2011 through June 2012 were 1.9 percent higher than the 2011 annual average, the U.S. Bureau of Labor Statistics reported March27, 2013. This gradual rise in spending continued the increase reported for all of 2011 and productivity increased 0.5 percent in the nonfarm business sector in the first quarter of 2013.
Technological factors The recent economic downturn and slow recovery have had an impact on research and development (R&D) spending.
An innovative design for a cup that makes it easy for babies to handle in their early months, and a variety of colors and shapes differentiate sippy cups.
As long as the company can include features which are innovative and convenient for consumers; for example a weighted straw; the company will be able to survive in competition.
Political and legal factors Business needs government regulation to protect innovators of new technology, the interests of society in general, one business from another and consumers. The Pure Food and Drug Act (1906) does not allow manufacturers of baby bottles and sippy cups to use plastic that contains BPA (bisphenol A). BPA is a chemical that mimics estrogen.
The company is also subject to pricing regulations. It is not allowed to set a price below or above competitors as well as being subject to the Consumer Product Safety Act (1972) which establishes safety standards for products.
Competitive factors The competitive environment encompasses the number of competitors a firm must face, the relative size of competitors and the degree of interdependence within the industry.
Much of the baby market is devoted to figuring out which preferences people will pay more for. And it seems as if the market now offers endless choices. Amazon alone sold 2,417 different pacifiers, more than 1,000 car seats and 3,000 straw cups. Munchkin, Nuk, The first years are among those competitors.
Offering a safe product that follows USA rules a regulations is a feature most parents look for and that will guarantee a healthy and happy a child.
Location of production also matters. For parents, a product manufactured in USA is much better and reliable than that of China.
A company should care for its customer service as well.
SWOT
SWOT analysis is identifying internal strengths and weaknesses and also examining external opportunities and threats.
When examining internal strengths and weaknesses, the marketing manager should focus on organizational resources such as production costs, marketing skills, financial resources, company or brand image, employee capabilities and available technology.
When examining external opportunities and threats, the marketing manager must analyze the aspects of the marketing environment through a process called environmental scanning.
Strengths
Enthusiastic and dedicated workforce.
The product is totally made in USA.
The high percentage of reorders suggests a satisfied customer base.
Weaknesses
Lollaland offers only one product; a straw cup.
High production costs.
Opportunities
The newly hired assembly facility allows for expansion of production.
Lollacup follows FDA.
Threats
Lollaland is facing strong competition from competitors like NUK or Munchkin.
The product mostly addresses Generation Y women who have babies or toddlers.
Competitive Advantage
It is a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition.
Lollacup is an innovative straw sippy cup that’s a stylish and smart alternative to the traditional sippy cup. It is just plain attractive. Lollacup is a valve-free, weighted straw sippy cup that allows infants as young as nine months old to easily and effectively drink from a straw, even if the cup is tilted. Other sippy cups come with spill-free valves, making it difficult for little ones to sip from. What gives Lollacup a credit is that it is proudly made in the USA; in Southern California. Lollacup is also easy to clean, are parts are minimal and a straw cleaning brush is included for added convenience.
Marketing Objectives
It is a statement of what is to be accomplished through marketing activities.
The first marketing objective is to build brand awareness to become noticed and to be able to compete with other companies.
Second, to achieve cumulative growth in net profit of at least 50 percent over the next five years.
Third, to gain a better understanding of the needs and satisfaction of current customers.
Fourth, to create new products that can utilize its current equipment, technology, and knowledge base
Target Market Profiles It is a group of people or organizations for which an organization designs, implements and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. Lollacup is available in over 300 stores in addition to online orders. Lollacup customers live across the
United States, Canada and internationally in China, Hong Kong, Japan, Indonesia, Portugal, Puerto Rico, Saudi Arabia,
Singapore and Taiwan. The active consumers represent a demographic group of generation Y, mostly women; those whose lifecycle consists of being young married or divorced with children who are interested in new products. They are also heavy users for baby products. The target market of Lollacup appeal to consumers’ emotional motives; to care for their loved babies in addition to speech and dental benefits that are undeniable and getting children accustomed to straws is beneficial for any busy parent.
Product Strategy It is a plan that links the new product development process with the objectives of the marketing department, the business unit ant he corporation. Lollaland currently offers one product which is Lollacup. Although the company produces a variety of colors; bold red, good green, happy orange, brave blue, posh pink, and chic black, there is only one shape and one size. So, may be expanding its product line will generate more revenues. The drawback is that the straw can stain. The company is asking the chemist about new, safe alternatives, but for the time being, rather than using more additives in the material parents can periodically replace the straw. Lollacup is branded as US made. It is light weighted, it can be shipped easily but the packaging is difficult to display on store shelves. It is important to mention also that lollaland has excellent customer service and after sale service.
Pricing Strategy It is a basic long term pricing framework that establishes the initial price for a product and the intended direction for price movements over the product life cycle. Lollaland provides a high-quality product customized to its clients’ needs. The value of this product is reflected in its premium price. The product is priced with the competition in mind. As mentioned earlier, lollacup is totally made in USA, therefore a few extra bucks per sippy cup is a small price to pay for kids health and for parents to have the peace of mind.
Distribution Strategy Adequate distribution for a new product can often be attained by offering a larger than usual profit margin to distributors. A variation on this strategy is to give dealers a large trade allowance to help offset the costs of promotion and further stimulate demand at the retail level. Lollaland uses retailer channels; it is available in over 300 retail stores across the United States, Canada and internationally. It is also available online on their website. Orders are characterized by fast shipping. Lollaland monitors and maintains strong relationship with both distribution channel members and customers.
Over the next few years, Lollaland seeks to expand distribution to retail specialty shops throughout the nation. In addition, Lollaland plans to place internet kiosks at some of the biggest profitable retail stores so consumers could order products from the stores.
Promotion (Marketing Communications) Strategy It is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion and social media.
Advertising
It is an impersonal, one way mass communication about a product or organization that is paid by a marketer. Lollaland was first identified when Lollacup was seen on ABC’s Shark Tank. Lollaland is currently using the website and blogs for advertising. Adding another form like television or magazines can help the company communicate to a larger number of people at one time.
Public Relation It is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in and executes a program of action to earn public understanding and acceptance.
The company relies on personal contact with retailers to establish the products in their stores. This contact, whether in-person or by phone, helps convey the Lollaland message, demonstrate the products’ unique qualities, and build relationships. During the next period, there will be sales representatives visit each store twice a year and offer in-store training on the features of the products for new retailers.
Sales Promotion
It is marketing activities – other than personal selling, advertising and public relations – that stimulate consumer buying and dealer effectiveness. Sales promotions currently make up the bulk of Lollaland promotional strategy. Blue Sky staff works with retailers to offer short-term sales promotions; Lollacup fans entered a drawing for a lollacup, a straw replacement pack and a canvas tote bag for the first ten winners.
In the future, Lollaland may also offer free samples for fans or coupons through direct mailing. A good idea will be offering a free replacement pack with every purchase of a Lollacup.
Personal
Selling It is a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other. Lollaland uses their website on the internet to attract retailers and consumers seeking information about their products. The company’s promotional efforts are to differentiate their products from those of its competitors. This may be done through planned presentations in stores showing the unique features of the product.
Social Media
It is promotion tools used to facilitate conversations among people online. Consumers are able to speak directly to other consumers and the company through microblogs as Twitter and social networks as Facebook. Consumers can also receive the latest news of the company through their personal e-mails. The company is using social media to manage their image, connect with consumers and generate interest in their products.
Works Cited
(2008). Conducting an environmental scan and SWOT analysis.
Retrieved from: http://doa.alaska.gov/dop/fileadmin/StatewidePlanning/pdf/WorkforcePlanning EnvironmentalScanandSWOTAnalysis.pdf
(2013) http://lollaland.com/
(2013). https://www.facebook.com/lollacup?ref=br_tf (2013). Lollacup on Shark Tank Show.
Retrieved from: http://sharktanksuccess.blogspot.com/2013/02/lollacup-update.html
(2013). Privacy policy. Lollaland.
Retrieved from: http://shop.lollaland.com/pages/privacy-policy
(2013). Sippy cups: Reviews. Consumer Search. Love what you Buy. Retrieved from: http://www.consumersearch.com/sippy-cups
(2013). Economic news release. Bureau of Labor Statistics.
Retrieved from: http://www.bls.gov/bls/newsrels.htm
(n.d) Appendix C: Sample Marketing Plan.
Retrieved from: http://college.cengage.com/business/pride/foundations/2e/resources/pf_found_sample_ mkt_plan.pdf
About Munchkin: The Mission Statement.
Retrieved from: http://www.munchkin.com/about-munchkin
Davidson, A. (2013). The sippy cup 1%. The New York Times.
Retrieved from: http://www.nytimes.com/2013/06/16/magazine/the-sippy-cup-1.html?pagewanted=all&_r=0
Karen. (2013). Mommy spotlight: Hanna Lim of Lollacup.
Retrieved from: http://www.tyckledtales.com/2013/01/24/lollacup-straw-sippy-cups-hanna-lim/
Table of Contents
Company/Product Info Hanna Lim, President and Founder of Lollaland, who created Lollacup after realizing this frustration herself and wanting to create something of her own to solve the problem. She ended up with a valve-free, weighted straw sippy cup that allows infants as young as nine months old to easily and effectively drink from a straw, even if the cup is tilted.
Lollacup is easy to use, easy to clean, safe (BPA-free and phthalate-free), made in the USA, everything from the design and manufacturing to its packaging is done in Southern California and it is just plain attractive. When Hanna’s first daughter began talking, she had trouble saying, “water,” so she would often …show more content…
say, “I want lolla”; therefore, “lollacup” and “lollaland” were the obvious choices for a product and company name.
Hanna and her husband; Mark Lim went on the Shark Tank Show looking for an investment of $100k in exchange for a 15% ownership of the baby cup business and valuing it at $1.5 million. The Lim 's had invested $100,000.00 to get their version of the sippy cup to this point.
The Lim’s did a deal for $100k and 40% which was more realistic number for the Sharks to consider. Hanna and her husband are currently the only full-time employees and they do have two equity partners, Mark Cuban and Robert Herjavec.
Before the Lim 's went on the Shark tank Show they had lifetime sales of $40,000.00 from 50 retail stores. Within months they brought the Lollacup back for a featured update and reported that sales have already climbed to over $300k and it 's now available in over 300 stores. To keep up with demand the Lim 's needed to move the production and fulfillment out of their cramped house which was capable of producing only 800 Lolla Cups a day. They now had the capital and the orders to hire a facility to do the assembly which can make 3000 to 5000 Lollacups in a single day. They report that both Mark Cuban and Robert Herjevic have been very hands-on in making sure this business becomes a huge Success.
The Lollacups retail for $18.00, wholesale for $9.00 and costs $4.50 to make. Lollacup is available for purchase on the lollaland website and in over 300 retail stores across the US. On the website, there is “in stores” page where retailers are listed.
When customers make a purchase from lollacup.com, they provide their name, email address, credit card information, address, phone number, and a password. The company reserves the right to contact them directly for order fulfillment requirements and information about products and services. Lollacup’s privacy policy applies to all customers and any other parties with respect to information that is gathered throughout this website
Mission Statement It is a statement of the firm’s business based on a careful analysis of benefits sought by present and potential customers and an analysis of existing and anticipated environmental conditions. Lollaland’s mission statement is: To rid the world of tired and mundane products by developing clever, innovative solutions that excite and delight families -- making parenting safer, easier and more fun.
Environmental Scan It is the collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan.
Social factors They include the attitudes, values and lifestyles. Social factors influence the products people buy; the prices paid for products, the effectiveness of specific promotions and how, where and when people expect to purchase products. People also create a certain image of every product available in the market through its brand image. A product might be really good but if the consumer feels it is useless, he would never buy it.
Demographic factors The uncontrollable variable in the external environment which is demography; the study of people’s vital statistics, such as age, race and ethnicity and location is strongly related to consumer buyer behavior in the market place. Age groups such as Generation Y offer opportunities for the marketers. Generation Y who are born between 1979 and 1994 have starts their careers and many have become parents for the first time leading to lifestyle changes, they care for their babies and spend money on baby products.
Women influence over 85% of consumer purchases decisions in the United States. They are primarily involved in baby products purchase decisions.
Economic factors They are areas of greatest concerns to most marketers such as consumer’s incomes, inflation and recession.
Average expenditures per consumer unit for July 2011 through June 2012 were 1.9 percent higher than the 2011 annual average, the U.S. Bureau of Labor Statistics reported March27, 2013. This gradual rise in spending continued the increase reported for all of 2011 and productivity increased 0.5 percent in the nonfarm business sector in the first quarter of 2013.
Technological factors The recent economic downturn and slow recovery have had an impact on research and development (R&D) spending.
An innovative design for a cup that makes it easy for babies to handle in their early months, and a variety of colors and shapes differentiate sippy cups.
As long as the company can include features which are innovative and convenient for consumers; for example a weighted straw; the company will be able to survive in competition.
Political and legal factors Business needs government regulation to protect innovators of new technology, the interests of society in general, one business from another and consumers. The Pure Food and Drug Act (1906) does not allow manufacturers of baby bottles and sippy cups to use plastic that contains BPA (bisphenol A). BPA is a chemical that mimics estrogen.
The company is also subject to pricing regulations. It is not allowed to set a price below or above competitors as well as being subject to the Consumer Product Safety Act (1972) which establishes safety standards for products.
Competitive factors The competitive environment encompasses the number of competitors a firm must face, the relative size of competitors and the degree of interdependence within the industry.
Much of the baby market is devoted to figuring out which preferences people will pay more for. And it seems as if the market now offers endless choices. Amazon alone sold 2,417 different pacifiers, more than 1,000 car seats and 3,000 straw cups. Munchkin, Nuk, The first years are among those competitors.
Offering a safe product that follows USA rules a regulations is a feature most parents look for and that will guarantee a healthy and happy a child.
Location of production also matters. For parents, a product manufactured in USA is much better and reliable than that of China.
A company should care for its customer service as well.
SWOT
SWOT analysis is identifying internal strengths and weaknesses and also examining external opportunities and threats.
When examining internal strengths and weaknesses, the marketing manager should focus on organizational resources such as production costs, marketing skills, financial resources, company or brand image, employee capabilities and available technology.
When examining external opportunities and threats, the marketing manager must analyze the aspects of the marketing environment through a process called environmental scanning.
Strengths
Enthusiastic and dedicated workforce.
The product is totally made in USA.
The high percentage of reorders suggests a satisfied customer base.
Weaknesses
Lollaland offers only one product; a straw cup.
High production costs.
Opportunities
The newly hired assembly facility allows for expansion of production.
Lollacup follows FDA.
Threats
Lollaland is facing strong competition from competitors like NUK or Munchkin.
The product mostly addresses Generation Y women who have babies or toddlers.
Competitive Advantage
It is a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition.
Lollacup is an innovative straw sippy cup that’s a stylish and smart alternative to the traditional sippy cup. It is just plain attractive. Lollacup is a valve-free, weighted straw sippy cup that allows infants as young as nine months old to easily and effectively drink from a straw, even if the cup is tilted. Other sippy cups come with spill-free valves, making it difficult for little ones to sip from. What gives Lollacup a credit is that it is proudly made in the USA; in Southern California. Lollacup is also easy to clean, are parts are minimal and a straw cleaning brush is included for added convenience.
Marketing Objectives
It is a statement of what is to be accomplished through marketing activities.
The first marketing objective is to build brand awareness to become noticed and to be able to compete with other companies.
Second, to achieve cumulative growth in net profit of at least 50 percent over the next five years.
Third, to gain a better understanding of the needs and satisfaction of current customers.
Fourth, to create new products that can utilize its current equipment, technology, and knowledge base
Target Market Profiles It is a group of people or organizations for which an organization designs, implements and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. Lollacup is available in over 300 stores in addition to online orders. Lollacup customers live across the
United States, Canada and internationally in China, Hong Kong, Japan, Indonesia, Portugal, Puerto Rico, Saudi Arabia,
Singapore and Taiwan. The active consumers represent a demographic group of generation Y, mostly women; those whose lifecycle consists of being young married or divorced with children who are interested in new products. They are also heavy users for baby products. The target market of Lollacup appeal to consumers’ emotional motives; to care for their loved babies in addition to speech and dental benefits that are undeniable and getting children accustomed to straws is beneficial for any busy parent.
Product Strategy It is a plan that links the new product development process with the objectives of the marketing department, the business unit ant he corporation. Lollaland currently offers one product which is Lollacup. Although the company produces a variety of colors; bold red, good green, happy orange, brave blue, posh pink, and chic black, there is only one shape and one size. So, may be expanding its product line will generate more revenues. The drawback is that the straw can stain. The company is asking the chemist about new, safe alternatives, but for the time being, rather than using more additives in the material parents can periodically replace the straw. Lollacup is branded as US made. It is light weighted, it can be shipped easily but the packaging is difficult to display on store shelves. It is important to mention also that lollaland has excellent customer service and after sale service.
Pricing Strategy It is a basic long term pricing framework that establishes the initial price for a product and the intended direction for price movements over the product life cycle. Lollaland provides a high-quality product customized to its clients’ needs. The value of this product is reflected in its premium price. The product is priced with the competition in mind. As mentioned earlier, lollacup is totally made in USA, therefore a few extra bucks per sippy cup is a small price to pay for kids health and for parents to have the peace of mind.
Distribution Strategy Adequate distribution for a new product can often be attained by offering a larger than usual profit margin to distributors. A variation on this strategy is to give dealers a large trade allowance to help offset the costs of promotion and further stimulate demand at the retail level. Lollaland uses retailer channels; it is available in over 300 retail stores across the United States, Canada and internationally. It is also available online on their website. Orders are characterized by fast shipping. Lollaland monitors and maintains strong relationship with both distribution channel members and customers.
Over the next few years, Lollaland seeks to expand distribution to retail specialty shops throughout the nation. In addition, Lollaland plans to place internet kiosks at some of the biggest profitable retail stores so consumers could order products from the stores.
Promotion (Marketing Communications) Strategy It is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion and social media.
Advertising
It is an impersonal, one way mass communication about a product or organization that is paid by a marketer. Lollaland was first identified when Lollacup was seen on ABC’s Shark Tank. Lollaland is currently using the website and blogs for advertising. Adding another form like television or magazines can help the company communicate to a larger number of people at one time.
Public Relation It is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in and executes a program of action to earn public understanding and acceptance.
The company relies on personal contact with retailers to establish the products in their stores. This contact, whether in-person or by phone, helps convey the Lollaland message, demonstrate the products’ unique qualities, and build relationships. During the next period, there will be sales representatives visit each store twice a year and offer in-store training on the features of the products for new retailers.
Sales Promotion
It is marketing activities – other than personal selling, advertising and public relations – that stimulate consumer buying and dealer effectiveness. Sales promotions currently make up the bulk of Lollaland promotional strategy. Blue Sky staff works with retailers to offer short-term sales promotions; Lollacup fans entered a drawing for a lollacup, a straw replacement pack and a canvas tote bag for the first ten winners.
In the future, Lollaland may also offer free samples for fans or coupons through direct mailing. A good idea will be offering a free replacement pack with every purchase of a Lollacup.
Personal
Selling It is a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other. Lollaland uses their website on the internet to attract retailers and consumers seeking information about their products. The company’s promotional efforts are to differentiate their products from those of its competitors. This may be done through planned presentations in stores showing the unique features of the product.
Social Media
It is promotion tools used to facilitate conversations among people online. Consumers are able to speak directly to other consumers and the company through microblogs as Twitter and social networks as Facebook. Consumers can also receive the latest news of the company through their personal e-mails. The company is using social media to manage their image, connect with consumers and generate interest in their products.
Works Cited
(2008). Conducting an environmental scan and SWOT analysis.
Retrieved from: http://doa.alaska.gov/dop/fileadmin/StatewidePlanning/pdf/WorkforcePlanning EnvironmentalScanandSWOTAnalysis.pdf
(2013) http://lollaland.com/
(2013). https://www.facebook.com/lollacup?ref=br_tf (2013). Lollacup on Shark Tank Show.
Retrieved from: http://sharktanksuccess.blogspot.com/2013/02/lollacup-update.html
(2013). Privacy policy. Lollaland.
Retrieved from: http://shop.lollaland.com/pages/privacy-policy
(2013). Sippy cups: Reviews. Consumer Search. Love what you Buy. Retrieved from: http://www.consumersearch.com/sippy-cups
(2013). Economic news release. Bureau of Labor Statistics.
Retrieved from: http://www.bls.gov/bls/newsrels.htm
(n.d) Appendix C: Sample Marketing Plan.
Retrieved from: http://college.cengage.com/business/pride/foundations/2e/resources/pf_found_sample_ mkt_plan.pdf
About Munchkin: The Mission Statement.
Retrieved from: http://www.munchkin.com/about-munchkin
Davidson, A. (2013). The sippy cup 1%. The New York Times.
Retrieved from: http://www.nytimes.com/2013/06/16/magazine/the-sippy-cup-1.html?pagewanted=all&_r=0
Karen. (2013). Mommy spotlight: Hanna Lim of Lollacup.
Retrieved from: http://www.tyckledtales.com/2013/01/24/lollacup-straw-sippy-cups-hanna-lim/