Channels and Communication

Running head: UNIT 4 INDIVIDUAL PROJECT

MkGT305-1005a-02

by Barbara Ryals

Channels & Communications

Joe Shull

December 5, 2010

Abstract

There are many brands that are known nationally and internationally from tires, to clothing, to transportation, to food. For this assignment, Paul Newman will be used. He is known not only as a great actor, but for salad dressing which is named after him.

Channels & Communication

Paul Newman is a well known actor who has also been successful in specialty foods such as pasta sauce, salsa, steak sauce, popcorn, lemonade, and salad dressing (www.fundinguniverse.com). Newman has made a name for himself and for his brand of salad dressings.

It all started when Newman and his friend Hotchner , gave homemade dressings to their friends on holidays. They would use old wine bottles and pass out their dressing in the neighborhood of Westport, Connecticut, where they reside. It was the talk of the town, and soon theydecided to take their product to market. People tried to discourage the two men from doing this by telling them it would cost them $400,000 on test marketing (www.fundinguniverse.com). This did not stop Newman from following his heart.

After selecting a few of their salad dressings, Newman and Hotchner invited friends to sample their dressing. This was the start of Newman’s Olive Oil & Vinegar Salad Dressing, all made with Newman’s organic ingredients (www.newmansown.com). Newman did not expect to make a profit on this product, nor did the marketing experts. It was predicted Newman would lose $1 million the first year (www.fundinguniverse.com). To everyone’s surprise, Olive Oil & Vinegar Salad Dressing was a success, and just as Newman stated, after-tax profits, money would go charity. The first year’s charity donations was close to a half million dollars (www.fundinguniverse.com). It wasn’t long when Newman’s brand of salad dressings came in a variety of flavors giving...