Determining the role of packaging

Assignment Help Accounting Basics

Reference no: EM13787735

What is your favorite brand of sandwich cookie? If you're like most Americans, chances are it's Oreo. In fact, Oreos are so popular that many people think Oreo was the original sandwich cookie. But they're wrong. Sunshine first marketed its Hydrox sandwich cookie in 1908. Hydrox thrived until 1912, when Nabisco (now part of Kraft) launched Oreo. With Nabisco's superior distribution and advertising, Hydrox was soon outmatched. By 1998, Hydrox sales totaled $16 million, while Oreo's revenues were at $374 million. Hydrox has been purchased by Keebler (subsequently purchased by Kellogg), whose elves are trying to give the cookie a major facelift. You are part of the Keebler team deciding what to do with the Hydrox brand.

Activities

Can you re-create Hydrox through a name change? What kind of brand name could go head-to-head with Oreo? (Most people unfamiliar with Hydrox think it is a cleaning product.) Make a list of three to five possibilities.
How can you package your renewed sandwich cookie to make it more attractive on the shelf than Oreo? What about package size? Draft a brief packaging plan for the new Hydrox (or whatever name you chose).
Can you modify the original formula to make something new and more competitive? Will a brand extension work here? Why or why not?

Purpose: To show students how important branding can be to product success. Students try to relaunch the Hydrox cookie brand (the original chocolate sandwich cookie) by investigating branding issues, including brand name and brand mark, determining the role of packaging, and assessing the feasibility of brand extensions.

Reference no: EM13787735

Questions Cloud

Identify and discuss how the code of ethics is used : Identify and discuss how the code of ethics is used. Include several paragraphs on each use: one for employees, one for management, one for the board of directors, and so forth.

What is minimum acceptable selling price for new product : Tork Corporation is about to announce a new product, J82, whose variable cost is $116.30 per unit and that would require 7.70 grams of a raw material that is the constrained resource in the company. The opportunity cost to use this constrained resour..

Accounting for pensions and other post-retirement benefits : Make sure that you number each answer. The answers will be turned into turnitin.com. Using the Internet or Strayer databases, go to the FASB Website and other resources to research the Disclosure of Postretirement Health Care and Life Insurance Ben..

Inventory-companys total asset turnover for year : Deflorio Corporation's inventory at the end of Year 2 was $165,000 and its inventory at the end of Year 1 was $150,000. The company's total assets at the end of Year 2 were $1,466,000 and its total assets at the end of Year 1 were $1,416,000. Sales a..

Determining the role of packaging : To show students how important branding can be to product success. Students try to relaunch the Hydrox cookie brand (the original chocolate sandwich cookie) by investigating branding issues, including brand name and brand mark, determining the rol..

Method in researching human behavior : Describe how you would use this method in researching human behavior and what topics you might study. Explain why you chose this method and where it fits in using the scientific method.

Assignment on compensating an employee on a foreign : Compensating an Employee on a Foreign

The products profit-maximizing price is closest : Gorry Company's management has found that every 6% increase in the selling price of one of the company's products leads to a 10% decrease in the product's total unit sales. The product's absorption costing unit product cost is $12. According to the f..

Describe three different perspectives on psychology : Write a 500- to 750-word paper in which you select and describe three different perspectives on psychology, including major theoretical positions and ideas. Describe why the goals of psychology are applicable to your life, and how each perspective..

User Account

All Pages