What kind of brand name could go head-to-head

Assignment Help Business Economics

Reference no: EM13793862

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: EM13793862

Questions Cloud

Project risks responsibility plan : Project Risks Responsibility Plan. Include a responsibility matrix listing the stakeholders and project team members, with risk actions (or category of actions) along the top. Next, fill in the table using the following letters, and refer to the e..

Explain how and why each source is valuable and useful : Explain how and why each source is valuable and useful - Identify any quantitative or qualitative forecasting factors contained in the sources.

Human rights and education and fertility rates : Discuss the relationship between women's rights (human rights) and education and fertility rates?

Advantages and disadvantages of plea bargaining : Write a 1,050- to 1,400-word paper in which you evaluate the advantages and disadvantages of plea bargaining. Address the following in your paper:

What kind of brand name could go head-to-head : 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.

Consistently enforce them against foreign suppliers : Are Walmart's standards illusory if it does not consistently enforce them against foreign suppliers? Does Walmart owe a duty to require that its foreign suppliers provide the same protections to their workers as is provided to workers in the United ..

How can grapevine be useful : Write at about one page and give examples of when formal communication has been most and least effective and also give examples of when informal communication has been most and least effective.

Write a research essay on gender roles and stereotypes : Write a research essay on gender roles and stereotypes.

Business ethics and social responsibility : Business Ethics and Social Responsibility

User Account

All Pages