FINANCIAL ASSESSMENT AND RESOURCE BRIEF
Financial Assessment and Resource Planning Brief
Shanice Cole
Southern New Hampshire University
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PRODUCT LAUNCH STRATEGY AND PLANNING BRIEP Introduction
The goal of Milestone one is to develop a product strategy and a product brief for the case Study Adam Burke and PBM Plastics: Message in a
Bottle prepared by Gerry Yemen. The newest product PBM Plastics proposed for the market was new expandable bottle liner which collapses around
the remaining milk instead of the customary non-expandable preformed liners that required sterilization. This plan will outline a comprehensive
process of product development along with the supporting framework to present a new product to PBM Plastics. To conclude, the plan will layout the
stakeholders involved in the manufacturing of the new product.
Rationale
PBM Plastics Inc., founded in 2000 is an industrial company that manufactures plastic and laminated products. The company initially gained
its success by the creation of its new product for infants and mothers by introducing the new liners to the market. The company had contracts to
supply the private-label bottle liners to 16 retailers that included Wal-Mart stores. I chose this case study because of their reason for creating the new
liners. They wanted to create something that met the customer needs but also solved a problem. It was a newer more improved product due to its
features of decreasing air in the bottle and eliminating sterilization
Problem or Opportunity
PBM Plastics a subsidiary of PBM Products, is a manufacturing company who "developed its patented Melt-Phasing Forming technology
which combines the advantages of thermoforming and blow molding, and modified its manufacturing with automation innovation to enhance the new
process" (Bowers, 2005). An example a great innovative product that was created was products for feeding infants. The new liners made it easier to
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PRODUCT LAUNCH STRATEGY AND PLANNING BRIEF feed babies, provide equal quality to families at 20 percent less cost, and also minimized the chance that a baby will swallow air while nursing which
helps to minimize the probabilities of an upset stomach and unhappy babies.
The traditional feeding bottles was made of reusable plastic or glass, however in the 1980s Playtex launched the new disposable bottle liner and
eradicated the need for bottle sterilization. To compete with the market and gain a competitive advantage over other companies PBM Plastics
launched a new more improved liner. The disadvantage with the liners is that milk was wasted if over filled and parents were re-using the liners
causing tears in the bottle liner's rim which caused milk to spill out of the bottle
In today's new world, "more than 8 in 10 mothers (81.1 percent) begin breastfeeding their babies at birth, but may stop earlier than is
recommended, according to the 2016 Breastfeeding Report Card released but the Centers for Disease control and Prevention (CDC, 2016). Due to
this, mothers cannot be away from their babies for long, so they need a solution to be able to still provide milk without depriving their child.