Real Business Challenge
The Real Business Challenge is a national competition set by Coca-Cola Enterprises for students who will be in Year 9 and 10 or S2 and S3 from September 2013 – hopefully that means you! The first part of the challenge – explained in this pack – asks you to form a company and develop a new sustainable healthy juice brand. As you will see, your company will need to present its brand on PowerPoint and complete some other key documents. Be sure to read the brief on page 6 very carefully. Your school will need to select the best entry for submission to Coca-Cola Enterprises’ judging panel. Look at the judging criteria on page 3 to see what they will be looking for. Coca-Cola Enterprises will look at all the entries and in each region. The companies with the best ideas will be invited to a regional final where they will be given the chance to work with Coca-Cola Enterprises on a live project and win some great prizes along the way. Read the instructions carefully; work as a team. Good luck!
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What You Need To Submit for Judging Team Sheet
Page 5
Ingredients Sheet
Page 10
Cost, Price and Profit Sheet
Page 15
PowerPoint Presentation (max 6 slides)
Guidance on page 16
Judging Criteria: (What the pieces of work above will be judged on) Answering The Brief
Have you read the instructions carefully and come up with the type of product we have asked for?
Viability
Is your idea realistic? Is it something Coca-Cola might invest in?
Research and Investigation
Have your idea and all elements of the brief been well researched?
General Presentation
Have you presented your work professionally and shown attention to detail?
Creativity
Is your idea original?
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Company Formation Your first task is to form a company and give your company a name. Your company should consist of between 6 and 8 people and we suggest the job roles in the table below. Think about your skills and what you can bring to the team. As you will see this is important when it comes to completing the team sheet (page 5) which you need to submit as part of your competition entry.
Job Role
Brief Description
Managing Director (MD)
You need to lead your team and so good organisational skills and the ability to motivate are important attributes. It may help if you’re a good presenter and have a clear vision of what you’re trying to achieve as a team.
Head of New Product Development (NPD)
You are responsible for overseeing the development of your drink. An appreciation for good design, an understanding of flavour combinations and perhaps an interest in Science may be useful strengths.
Strategic Marketing Manager (SMM)
You are responsible for planning how to market your drink. A good head for business would help as well as an understanding of different ways of promoting and selling products.
Creative Director (CD)
You need to work closely with the SMM and NPD (above) and should lead ‘decision making ‘on the development of your brand (brand name, packaging design, logo and so on). You need creative flair, vision and good listening skills to take on board your team’s ideas.
Corporate Responsibility and Sustainability Manager (CRS)
A modern company needs to conduct its business responsibly. A big part of this is doing business in a way that is environmentally friendly or sustainable. You are responsible for good business practice so a knowledge or passion for environmental and/or community issues may help in this role.
Community Investment Manager (CIM)
Successful businesses often give something back to the community. You need to work closely with the CRS manager(above) as you will be responsible for devising a community strategy. An interest or passion for helping good causes as well as being good at maths may be useful.
Finance Director (FD)
You are responsible for overseeing the figures and keeping a handle on the budget. An enjoyment of and a strong ability at maths is essential . Good presentation skills (to communicate your figures) may also help.
Head of Research and Development (RD)
You are responsible for market research. You should be analytical and not only good with numbers but good at presenting data (e.g. through graphs). Good IT skills and an inquisitive mind would help.
Company Name: Name and Role
Why team member is suited to role
MD
Team Sheet
NPD
SMM
CD
CRS
CIM
FD
RD
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The Brief All members of your team should read the brief below carefully. MD: Remember to make sure everyone is motivated, involved and on board with the task. It might be worth setting deadlines to ensure each job is done in good time. Coca-Cola Enterprises would like you to come up with a new juice brand that is positioned as a social enterprise. This means you need to think of a good cause that will benefit from any profits. You must choose a good cause that is “local”, i.e. a charity or initiative in your city, region or near your school that you feel needs support. The juice brand must be original – with an original brand name, logo and slogan – and must be presented in a 500ml package. The juice itself needs to be healthy and you must consider this when choosing ingredients (fruit, vegetables and so on). You should also ensure that your product is as sustainable and environmentally-friendly as possible.
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Type of Drink Work as a group. Consider the questions below in order to develop the juice brand. It may be a good idea to do some market research (page 8). Give your product a unique selling point (USP) so it stands out from the crowd. Remember you must detail the ingredients (see page 9) as well as develop the brand (see page 11).
What flavour is your drink?
What is your USP? What are the key ingredients?
Who is your target market?
Who is your competition?
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Market Research Areas to research: 1. The Soft Drinks Market There are many different drinks on the market, from carbonated soft drinks to milkshakes, smoothies and energy drinks. A good starting point is to look at what drinks already exist; to be successful it’s likely that your product needs to stand out from the crowd. Perhaps it has a unique flavour or an innovative packaging concept; some kind of unique selling point (USP) would be a benefit. We suggest you do some market research to find out what consumers would like to be available; what tastes are popular, what types of packaging people like and so on. You may want to illustrate your market research in your PowerPoint presentation – perhaps using graphs to show any quantifiable data.
2.
Ingredients and Packaging
What ingredients are you going to use? Why are you using them? Where are they coming from? These details should be included in the ingredients sheet. Is your drink going to be in a can or bottle? Maybe look into the sustainability of different materials.
3.
Good causes
Remember that the profits from your drink need to go to a good cause that is local to your region, city or school. What charities, projects or initiatives near your school need support? Is there a problem or issue in your region that the profits from your drink could go towards resolving?
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Ingredients On the ingredients sheet (page 10), list all the ingredients your juice contains. Choose two ingredients and detail why you have chosen them. Think about any health benefits the ingredients may provide as well as where they have come from (ethical and sustainable sourcing). NB: Credit will be given for detail but you should use no more than 60 words to explain the benefit(s) of your key ingredients. Remember also that there will be cost implications to the ingredients you use (see page 14 for costs). Ingredients Sheet - Example All Ingredients:
List:, 4 apples, 1 mango
Key Ingredient
Quantity
Benefit
1. Apple (example):
4 whole apples used in each 500ml serving
Apples are a rich source of dietary fibre. They are a good source of boron, which helps promote bone growth. In addition, the high fibre content helps maintain a steady blood sugar level due to the slow release of sugars into the body. The apples we use in our drink come from a local farm that is well known for using renewable energy and for supporting the local primary school.
2.
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Ingredients Sheet Drink Name: All Ingredients (list):
KEY INGREDIENT
QUANTITY
BENEFIT
1.
2.
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Brand Development Work as a whole team. By now you should be clear about what your juice tastes like so you need to develop a brand with a unique identity and think of ways of marketing it. Think about the areas below and build your ideas into an illustration of your product for your PowerPoint presentation. Refer to page 12 when considering how to package your drink and feel free to propose any marketing ideas in your PowerPoint presentation.
Brand Name
Logo
Promotion
Slogan
Price*
Label and Packaging
* We suggest you complete the “Cost and Profit Projection� section before deciding on your price.
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Packaging What sort of packaging are you going to use for your product? It needs to be a 500ml serving but what materials are you going to use? You can choose plastic, aluminium, card or glass. It is your decision but remember different packages have varying impacts on the environment. Perhaps you have an innovative design idea you would like to incorporate. What labels and colour schemes are you going to use? Keep in mind what your brand is all about and illustrate the design for your PowerPoint presentation.
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Cost and Profit Projection For the purposes of this challenge and to get an idea of cost, you need to work out an estimated cost based on making 900,000 litres in 500ml containers. TIP: How many containers does that mean you will have to make? In order to do this you will need to make some assumptions and base your projection on the costs listed on page 14. You will then need to complete the Cost, Price and Profit sheet on page 15. This sheet needs to be handed in as part of your submission.
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Production Costs
PACKAGING Choose the type of packaging you want to use and include cost of labelling and other packaging. Recycled plastic
15p per container
Recycled aluminium
10p per container
Recycled card
8p per container
Recycled glass
20p per container
Labels and other packaging (e.g. stretch wrap)
2p per container
KEY INGREDIENTS You must work out the cost for any fruit or vegetable that is on your ingredients sheet. You must assume you are using water in your drink and factor in this cost. If you are using sugar or sweeteners you need to add this cost. If you have other ingredients (e.g. vitamins, herbs etc.) – for the purposes of this estimate – you do not need to work out or add this additional cost. Fruit or vegetable – sourced from UK
10p per litre for each fruit or veg
Fruit or vegetable – sourced from Europe
15p per litre for each fruit or veg
Fruit or vegetable – sourced outside Europe
20p per litre for each fruit or veg
Water (purified)
£150 per 5000 litres
Sugar or sweetener
£120 per 1000 litres OTHER PRODUCTION COSTS
Labour
£120 per hour (assume you can make 500 containers a minute)
Distribution
£500 per 200,000 containers
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Cost, Price and Profit Sheet Packaging (see page 14) Ingredients (see page 14) Labour (see “Other production costs” page14) Distribution (see “Other production costs” page 14) Marketing Cost
£350,000 (fixed)
Total Cost Cost per container Suggested selling price* (*this is your decision – think about your target market and what they would pay as well as making a profit)
Profit per container Total Profit (Assume 80% of containers are sold)
Mdonei-04/04
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Presentation You need to present your healthy juice brand to Coca-Cola Enterprises for judging. We suggest you do this using PowerPoint. Your PowerPoint slides must include an illustration of your product. Do not use more than 6 slides. We suggest you include the following information: Your brand name Any market research you carried out What kind of drink it is Your USP and why your target market will buy your drink Your pricing strategy and how you might market your drink Anything you are doing to be more sustainable The social enterprise element – what good cause are you supporting? Why should Coca-Cola invest in your brand? 16