marketing plan cox original bloody mary spiced...
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MARKETING PLAN: COX’S BLOODY MARY SPICED KETCHUP
EXECUTIVE SUMMARY
The following market plan is to introduce new innovative product by Cox Original named as Cox Original Bloody Mary Spiced Ketchup. This is an high quality product made of great Indian spices and it extremely different from the other ketchup which are available in the market. Cox Original is an independent food company born in UK of a simple passion for producing high quality food products, deliver an apparent solutions to our customers and eventually provide fantastic taste. We are direct and down to earth people, striving to produce products which reflect our love of good and honest food. Every day we develop new ideas, launch a range of carefully crafted products. As part of expanding our business we are planning to move abroad also. We are aiming to launch our product in the new emerging market that is India. Out of many emerging cities in India we have selected the city ‘Kochi’ in Kerala State which is one among the most popular and commercially expanding region in the south India. The size of the region is 732 square km and density of the place is 4,018/ km2. It is situated in South India. With coming of many developmental and technological projects like ‘Smart city’ the place is peaking in development. With development the lifestyle of people changes rapidly. Owing to this and lack of time more and more people started preferring fast foods and western foods. So launching of our Ketchup will be beneficial for us.
MISSION
The mission of Cox's Bloody Mary ketchup as follows
Quality: To provide highest quality ketchup with fantastic taste to the customers
Value: To offer greater value to the consumers with great flavour and rich in nutrition
Integrity: Our commitment to the highest standard is the foundation of customer trust in the Cox's Bloody Mary. We promise our customers that no customer will be disappointed with our products.
SITUATIONAL ANALYSIS
Current situation
Once upon a time Pizza, Burgers and Pastas were not popular in India. But nowadays even children in the country swear by these. These types of fast foods have replaced the traditional Indian foods like Dal, and Rice. Today it has spread in the various important cities and towns in India. There is strong correlation between Fast food and Ketchup and these two are directly proportional to each other. The spicy and sweet provided by ketchup adds to the great experience of a delicious meal. Therefore the demand for ketchup in India have been increased due to the boost in the demand fast foods. As per the survey carried out by Down to Earth it has been estimated that Indians are spending about Rs 4449 crores in an year in the fast food market like Pizza, Burger, and Pasta.
In India, Ketchup market is estimated around Rs 30million. Majority of Indian Ketchup market is dominated by Nestle Maggi which holds 49% of the market share, Kissan which holds 30% and global leader Heinz holds 10%. Maggi a brand of Nestle, came to Indian market in 1980s. Until that Kissan was in the dominant position up to the middle of 1980s in Tomato Ketchup. In February 2012 Heinz has announced that they are going to launch limited edition tomato ketchup with blended Indian spices like cumin, coriander and cinnamon. However a few of the non popular local brands still remains in the market owing to price competition.
PESTLE ANALYSIS
Political Factors
The operation of an international firm will be influenced by the local rules and policies. Likewise policies and regulations influence Cox's bloody Mary Ketchup in this sector. The operation of Cox's will be monitored by the related regulatory authority and will ensure that the company does not deviate from the prescribed policy. This encompasses assuring usage of high quality of material, non usage of dangerous chemicals, and proper processing of the raw materials. More, Cox's need to constantly monitor the changes in the regulations and rules in India like FDI policies.
Economic factors
The economic condition will have a great affect on the daily business of any company in the food industry. Inflation, fluctuation in exchange rate, and recession can influence this. It is critical Cox's to provide appropriate importance for the economic factors as the economic condition in the different region within India varies from India. The dispensable income and buying power of urban population is much higher compared to rural population. In addition, fluctuation in exchange rate also may affect the in supplying raw materials and will eventually result in the profitability of the business. Further, Cox's need to carry out a research in depth about the spending food habits, economic situation for ensuring objectives are not affected over a period of time.
Social factors
Regarding the habits of consuming food products different countries have different culture. Considering religion, Cox's bloody Mary ketchup does not provide anything with alcohol. Obviously Cox's Bloody Mary ketchup has the content of Vodka, so it may affect the belief of Muslim community. Indians are not that much familiar with the western type fast foods. Therefore it is a tough task for Cox's to cross the barrier. However, the young people prefer to pursue western culture.
Technological factors
In order to gain competitive advantage in the market company need to be technologically advanced and technological factors need to get updated. Advancement in technology facilitates all sort of business operations from procurement of raw materials, storage and serving it to the customer in the highly desired form. Moreover, technology will also facilitates good inventory system. Using advanced technology in processing food is implemented to assure the superior quality products. Further, Cox's can utilize the electronic media for advertisement campaign and promotions.
Legal factors
Various legal formalities should be considered while launching products like Ketch up. Different rules and regulations are developed by Indian Government's Food Safety and Health Department for ensuring that standards are met. Aspects like nutritional value of the product should be given in the product which will help customer to buy products according to their requirement.
Workers safety and standards of employment should be examined by Cox since friendly atmosphere makes employees to serve the clients more happily. Cox should make sure that long range opportunities and quality are offered to employees.
Taxation policy is very strict in India. So it should be kept in mind by Cox. Fund and money transfer will be more difficult and thoroughly examined because of involvement of foreign stake. Since Indian legal system is very strict regarding foreign stakes all the
transactions will be under thorough observation. There is also chance that offering products that may offend religious law may cause issues for Cox. So Cox should take special care that they do not offend any religion.
Environmental factors
Environmental factors have great influence on the business operation in the country concerned. It is necessary for Cox's to avoid any environmental damages by using highly advanced process for waste processing as this may harm the image of Cox. Moreover, considering pollution issues in India the company need to supply the ketchup in glass bottles rather than plastic bottles as the plastic will create environmental hazards.
MARKET ANALYSIS
Market Segmentation
According to McDonald and Dunbar (2004) market segmentation is nothing but dividing a market into definite groups of customers who require particular products or services. There are four bases of market segmentation namely geographic segmentation, demographic segmentation, psychographic segmentation, and behavioural segmentation (Cahill, 2006).
The segmentation of Cox's will be based on the lifestyle, demographic and behavioural. Cox will catch the attention of teens and youth with fantastic spiced ketchup and easy squeeze bottles. In addition, Cox will focus on the life styles and habits of urban families. Cox Original will provide artificial free ketchup with special offers to attract more people towards the product.
Target market segment strategy
Cox original marketing will target the teens, youths and habits of urban families. In India the fast food industries such as burger, pasta, etc. are booming and majority of the customers are teens and youths. The artificial free Cox's bloody Mary ketchup will provide better taste and consistency.
Market size
The ketchup market in India is estimated to be around Rs 220 crores. 47% of the market is dominated by Nestle Maggi while Kissan hold 30% of the market share. It is found in the market analysis that 78% customers are using ketchup, therefore it can be said that 78% market is potential. This analysis was done with the help of a short survey with the customers. The projected sale in the first year is Rs. 20million and Rs. 15million in the second financial year. Whereas the projected profit in the first year is Rs. 13million and the second year is Rs. 9 million.
Competition and market share
From the market analysis it has been found that India is a potential market for Ketchup. 47% share of market share is dominated by Nestle Maggi while 30% of them dominated by Kissan. However the global Ketchup giant Heinze holds only 10% of the market share while the small other brands dominates 14% of the market share. In the present ketchup market there exist fierce competition between Maggi and Kissan, and many smaller established brands have been disappeared from the market recently like Volfruit from Voltas, Dipy's from Herbertsons, Wimco's Sunsip and Noga of Nagpur orange federation. The Indian soft drink giant Rasna (Pooma Industries) has now made a collaboration with Delmonte for introducing Ketchup very soon with variety of flavours. The global giant Heinz came into Indian market in 2004. They had introduced tomato ketchup with balsamic vinegar.
78%
22%
MARKET SIZE ANALYSIS OF KETCHUP
NO.OF CUSTOMER USING
NO.OF CUSTOMER NOT USING
SWOT ANALYSIS
Strength
• Ability to make the products according to the requirement of the Indian customers
• Innovative product
Weakness
• Does not have much knowledge about the Banglore market • Lack of presence in the rural market
Opportunity
• Maximizing the number of products which can attract youth people • Changing preferences of customers towards the fast food market, thereby
increasing the usage of ketchup • Can shift to rural market
Threat
• Threat from other local ketchup brands and other local homemade chutneys • New market and new customers • Fierce competition • Price battle from regional competitors
Consumer Analysis
47%
30%
13%
10%
Exis;ng brands and Market share
Nestle Maggi
Kissan
Others
Heinze
Recently in India, the fast food industry like, burgers, pizza, pastas, fried chicken has grown remarkably. Nowadays these types of fast food chains can be found even in the rural areas. Even kids know much about this. Ketchup is very essential in making these kinds of fast foods. Obviously the growth of fast foods eventually lead to the growth of Ketchup related products. Teens, youths are the major and customers who use these products. In addition, the changing life styles of urban families also need to be considered. They are also considered as the potential customers of Ketchup. In the busy life, people do not get time for cooking and they go out for dinner. Moreover, having fast food has become a trend nowadays and this has replaced the traditional Indian food like, Rice, Dal etc.
Key to Success
The critical key to success are designing and manufacturing products which meet the demand of the market. Moreover, Cox ‘s Bloody Mary Spiced Ketchup need to match the brand image and need to make sure the entire customer satisfaction. The business will get success and sustainable brand if the key to success are achieved.
Critical success factors
In India, it has been seen recently that international as well as national brand has seized urban and elite markets. There is a widespread market which Cox's Original can penetrate by offering competitive prices. Restaurants, fast food chains, are the worthwhile segments in addition to the household market. Further, placement and publicity are the critical aspects while marketing also has got vital role.
COX'S ORIGINAL BLOODY MARY SPICED KETCHUP
Cox's Original is an independent food company born of a simple passion for producing high quality food products, deliver an apparent solutions to our customers and eventually provide fantastic taste. We are going to introduce new product namely Cox's Bloody Mary Spiced Ketchup in Kochi India is the one of the emerging market. We are direct and down to earth people, striving to produce products which reflect our love for good and honest food. It is extremely free from artificial flavour and colours.
Corporate Objectives
The corporate objective of Cox Original is to provide its customers with healthy, high quality and innovative spiced Bloody Mary Ketchup at all times. Moreover, Cox Original also promise affordable prices and convenience.
Marketing Objectives
• To establish strong sales in the city's major supermarket chains. • To achieve a continual increase in market penetration • To improve market presence by 25% by the end of 2013 • Product Innovation: It is necessary for Cox's Original to continue its innovative
research and development strategy to come up with new flavours and products.
Financial Objectives
• To enhance the profit margin by 2% per quarter through efficiency and economies of scale.
• To maintain an important R&D budget
MARKET ENTRY STRATEGY
As far as Indian market is concerned it is very difficult to go and start a business due to the government rules and regulation. In order to begin a business India a company need to make a collaboration, or partnership, joint venture, or strategic alliance with an Indian company. Therefore in order to enter Indian market Cox's original will make a joint venture with local food giant Eastern Foods who produce spices, rice, pickles, etc. Eastern Foods is based in Kochi, Kerala. They have got manufacturing plants in various parts of Kerala state. Hence, by making joint venture with Eastern Foods, Cox's can utilize their plan, people, to produce the Bloody Mary spiced Ketchup. Moreover, Cox's original Bloody Mary Ketchup can penetrate the market with the well established brand Eastern Foods. Further, this market entry strategy will bring financial advantages, marketing motives, and personnel advantages to Cox's Bloody Mary Ketchup.
MARKETING STRATEGY
Targeting
India is a second largest country in the world in population. In Kerala state there are around 40 million people. Cox original marketing will target the teens, youths and habits of urban families. In India the fast food industries such as burger, pasta, etc. are booming and majority of the customers are teens and youths. Moreover the lifestyles of people are changing constantly. Busy life leads to people to having fast-‐food. Cox will focus on the Kochi urban areas. The artificial free Cox's bloody Mary ketchup will provide better taste and consistency.
Segment identification
Cox Original Bloody Mary Spiced Ketchup to established within the functional fast food sector.
Segment needs
The segment will have social as well as physiological need.
Segment trends
The segment trend comprises moving from traditional food such as Dal and Rice to fast foods such as Pastas, Burgers, Fried chickens etc. Ketchup is essential for these kinds of fast foods and it brings great taste into this. Once upon a time Pizza, Burgers and Pastas were not popular in India. But nowadays even children in the country swear by these. Today it has spread in the various important cities and towns in India. The spicy and sweet provided by ketchup adds to the great experience of a delicious meal. Therefore the demand for ketchup in India has been increased due to the boost in the demand of fast foods.
Positioning strategy
Positioning can be defined as how you single out your product from products of competitors and determining the market slot to enter (Hooley et.al, 2008). Positioning is associated with creating an image in customers’ mind regarding your product. Positioning strategy depends upon requirements of customers and how they get motivated and activities of competitors.
Cox's Bloody Mary Ketchup will be a bottled Ketchup as the unique Indian spiced the Ketchup available in the market. Although Nestle maggi has similar product in the market, Cox's Bloody Mary Spiced Ketchup will be entirely differentiated from those products. Cox will keep moderate price with high quality product. It will be entirely artificial free and will bring different experience to its valuable customers.
Positioning statement
To the young and teen active customers as well as the urban families who does not have time to cook and love fast foods, Cox Bloody Mary Spiced Ketchup will give you fantastic taste with no artificial flavours. Ketchup is essential in fast food to make more delicious. Now it is your choice that you can have food with great spicy taste.
MARKETING MIX
Marketing mix is significant in deciding the attributes which differentiate a product from various others of same kind (Pride et.al, 2009). It is usually referred under 7 Ps: ‘Product’, ‘Place’, ‘Promotion’, ‘Price’, ‘Physical evidence’, ‘Process’ and ‘People’.
Product
The item which fulfils the requirements and desires of customers is termed as product (Pride et.al, 2011). Cox's Original Bloody Mary Spiced Ketchup is high quality food products, deliver an apparent solutions to our customers and eventually provide fantastic taste. We are direct and down to earth people, striving to produce products which reflect our love for good and honest food. Cox's Original Bloody Mary Ketchup is
extremely free from artificial flavour and colours. The spiced Ketchup will be produced locally with favourite Indian spices but the taste maker will be imported from UK as the company is careful about the consistency of the taste. There are three types Cox's Ketchup bottle will be available, they are
1. 300g bottle
2. 500g bottle
3. 1000g bottle
The significant aspects of the Cox Bloody Mary Spiced Ketchup comprised of :
* Quality
* Taste
* Health
* Availability
Promotion strategy
The communication methods that are used for gaining attention of customers are referred as promotion strategy (Kurtz and Dave, 2010). The major elements used for promotion are public relations, sales promotion, advertising and personal selling. Cox will launch an integrated marketing communication strategy for promoting a new healthy revolution of the product.
• Concentrate on making distinct image on the basis of taste and artificial free with emphasis on the health conscious and urban market and gradually to rural areas.
• Make a young and successful cricket player as the brand ambassador of the product. The possible choice may be Virat Kohli or Irfan Pathan
• Conduct promotional campaign at colleges, universities, and urban areas with population more than 10000.
The Cox Original will adopt both push and pull promotion strategies.
Push strategy: It occurs only in the trade level. They comprise display programme and price off.
Display programme; it is considered as the competition at the trade level.
Trade price of promotion: The significant purpose of this is to throw out the competitors
Pull strategy: This is for customers. Cox go for thematic promotion as the main target is youth and teens.
Promotional mix
Advertising:
It is an intense tool in the promotional. In order to establish the sales and make continual progress Cox original will carry out advertising strategy as following ;
Television Asianet, ESPN, Start sports
Magazines Time magazine, The hindu
Radio Radio mango, Club Fm
Outdoors Bill boards and prints on the road
Samples-‐It is a strong tool which goes all the year round. The Cox cars go to different institution and offer free samples of bloody mary spiced ketchup because they believe they cannot grab a customer unless he taste it.
Point-‐of-‐purchase
Supermarkets and food malls will be opted for point-‐of-‐purchase. It helps in providing good visibility of the product.
Discounts
Offering of discounts will attract customers and encourage them to purchase the product.
Public relation
Public relation is a method of managing information flow between public and an organization that does not involve direct payment. Companies and marketers involve in public relations so as to create a positive image regarding them and their products in mind of public (Seitel and Fraser, 2007). It allows company to get exposure to customers and public with the help of news and topics and issues having common interest. Their purpose is to convince government, stakeholders, public etc. by creating a positive image about them. The promotional activities like events, conferences, sponsorship deals, winning industry awards etc. comes under public relation. Cox original utilize special events to promote Cox Bloody Mary Spiced Ketchup and get in touch with potential market.
Price
The amount paid by consumer for a product is referred as price. It is significant since profit and survival of organization depends upon it (Bennett, 2009). Cox will implement market penetration pricing strategy. This means Cox original will set low price for attracting large number of buyers and gaining large market share. This is to attract the existing and new health conscious customers who look for fantastic tasty ketchup. An effective penetration pricing method will help in increasing the sales and in improving market shares. In industry or markets where standardization is given importance price penetration strategy is more effective. So it is more appropriate for Cox’s Bloody Mary Ketchup since we are trying to make a place and image in people’s mind. Our aim is to become the industry standard. Penetration pricing policy will help us to become standard in the industry. The price of the large bottle such as 1000ml will be reduced by 10% in comparison with 300ml and 500ml bottles.
Place
The term place indicates distribution or offering product at a place easily accessible for customers. The Cox Original will pursue an exhaustive distribution structure for the product in the urban areas of Kochi, Kerala and this is considered as the great strength and competitive advantage for the company.
Initially the distribution channel for urban market will be strengthened by:
• Supplying products in supermarkets and small grocers where the product reach to the target customers.
• Achieve more than 90% availability of the product in all stores.
Physical evidence
Today, customers typically come into contact with products in retail units for buying the products and the customers expect high level of presentation on the products. Hence, Cox will make available the products in each every super markets and grocer
Processes
Cox will involve the process associated with customer service in making marketing effective in an organisation e.g. processes for handling customer complaints, processes for identifying customer needs and requirements, processes for handling order etc People
Any person who has got contact with customers will make an impression and which can have a product effect, either positive or negative customer satisfaction. Hence Cox original will make sure that the employees are trained and well behaved with the customer so that customers may feel comfortable.
ACTION PROGRAMME -‐ 24 MONTHS
Here, In order to reach all the segment Cox design a multi phased strategy for Bloody Mary Spiced Ketchup.
The product Cox's Bloody Mary Ketchup will be launched on 15th April 2012. The estimated completion date is two to three months after release. The action programme comprised for the first six month are : The free sample of Bloody Mary Spiced Ketchup will be given in supermarkets, shopping mall, shopping centres, and different institutions ect. Cox' original believe that it is a very strongest strategy because we believe that we can't grab a customer unless they taste the product. Moreover, we can get the suggestion from the customer, so that we can innovate the products. And also will conduct promotional campaign in the urban areas of Kochi and Ernakulam district. During this time Cox will identify the brand ambassador for the product promotion. Advertising campaign will be focus tested for ensuring the necessary impact.
By the end 6-‐12 months Cox will conduct the promotional campaign in the areas of 200 KM of the Ernakulam district. By expanding the market Cox can reach more to its target customers. In addition, the distribution channels will be also strengthened during this time. Cox will launch new advertising campaign in Television, Radio, and print media commercial with brand ambassador. This advertising campaign will enable the company to send the wide message over Kerala state or even in India that the great tasty Spiece Bloody Mary Ketchup is there in the market for having delicious food. With the help of magazine ads the target market will then match an image with the name of the product more easily. The recognition of Bloody Mary Ketchup will be faster. This will help to achieve a continual increase in market penetration.
By the 12-‐18 month, Cox will conduct promotional campaign with in the areas of 400km to cover the most part of the Kerala state. This will help to achieve the marketing objective of achieving the market presence by 25%. Moreover, during this time Cox will carry out market research to discover the market penetration of the product in the urban and rural areas covered in this time. Further, during this time the company will review the market research and will take necessary steps.
By the end of 18-‐24 months Cox will intensify the promotional campaign to reach the target customers of whole Kerala State and south India. This to achieve the financial objective of enhancing the profit margin by 2% per quarter through efficiency. Further, Cox will review the result of marketing research and take corrective action for product innovation to come up with new flavours of and products.
IMPLEMENTATION
It is the process of the converting plan into actions, and it comprise all the activities which make the marketing plan to perform. Successful implementation of Cox marketing plan is depending on the how the business mix together its culture, people and structure of the organisation into consistent program which have support on the marketing plan. Cox original need to impose constant key changes to carry out all the
marketing strategies. Cox need to make sure the production needs to be on time and meet the quota demanded from the sellers. In addition, Cox will make sure the forms of promotion such as advertising, public relations, outdoor, are attracting and enticing to the target market to fantastic exposure for the product. This will make sure the success of the product in the target market. Besides, Cox will strengthen the distribution channels and make sure products are delivered to the target customers. Further, Cox will review all the marketing activities and make sure all objectives are achieved in the timely manner.
CONTROL
In the first quarter the operation management will make sure that whether the marketing objectives are going under the right direction. If it is not on the right direction then the management will overview what went wrong and what are difference between expected performance and actual performance. Changing the programme of action or even changing goals or objectives may be required this.
• Operating control It comprised of evaluation current performance against the yearly plan and taking necessary steps. This make sure that the Cox original achieve the sales, profits, and other objectives set out in the annual plan. In addition it also encompasses defining the product profitability. .
• Strategic Control Strategic control comprised of reviewing at the company basic strategies are appropriate to its opportunities. Marketing strategies and programme may be out dated soon and there would be a requirement of recheck its entire approach to market place. Marketing audit is a significant tool.
MARKETING AUDIT
With reagards to the ongoing actions and volume there is a requirement of monthly marketing audit to cover the all the marketing areas. They are as following.
1. Marketing Environment 2. Marketing Strategy 3. Marketing Organization 4. Marketing Systems 5. Marketing Mix 6. Marketing productivity 7. Profitability
BUDGETING
The estimated sales and marketing cost marketing of Cox Bloody Mary Ketchup is about Rs. 53 Lakh (5.3million Rs) and in the second year Rs. 64 Lakh (6.4 million Rs) See appendix I. Whereas Sales forecast for the first year is 80 Lakh (8million) and in the second year is (Rs 1.2 crores) See appendix II. Cox original has estimated Rs. 3Lakh for the samples supplying to target customers through shopping mall and supermarkets etc. The advertising expense has been estimated around Rs. 10 Lakh for the first year while Rs. 15 Lakh is estimated for the second year. The advertising cost comprised of Television, outdoor, radio, magazines, internet etc. The Cox original has focused more on the advertising campaign to establish the sales and to achieve continual increase in the market in the market presence. Whereas the estimated public relations is Rs. 5 Lakh is for the first year and Rs. 10 Lakh for the second year. Cox will participate the special events to reach to the target potential customers. In order to establish the Cox Bloody Mary Spiced Ketchup brand the company will appoint one cricket player as a brand ambassador. Cox believe that this is one of the great strategy to established the brands amongst the numbers of existing well established brands. Cox has estimated Rs 15 Lakh for the first years and second year also Rs. 15 lakh for the brand ambassador. In addition, association trade expenses is estimated Rs 15 Lakh for the year and Rs. 18 Lakh for the second year. Hence the total sales and marketing cost for the firt year is Rs. 53 Lakh while Rs. 64 Lakh has been calculated for the second year.
APPENDICES
I. SALES AND MARKETING BUDGET EXPENSES
YEAR-‐1 YEAR-‐2 ADVERTISING RS.10 LAKH RS.15 LAKH SAMPLES RS.3 LAKH PUBLIC RELATION RS.5 LAKH RS.10 LAKH SOCIAL MEDIA, WEBSITE RS. 5 LAKH RS.6 LAKH BRAND AMBASSADOR RS.15 LAKH RS.15 LAKH ASSOCIATION, TRADE RS.15 LAKH RS.18 LAKH TOTAL SALES AND MARKETING EXPENSES
RS.53 LAKH RS.64 LAKH
II. SALES FORECASTE
YEAR-‐1 YEAR-‐2 RS.80 LAKH (8.MILLION) RS.1.2 CRORES (12,MILLION)
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