BAS 282: Product, Branding, and Packaging: Homework

Noticing the success of Purell stations in supermarkets and other retail outlets, Marvolo plans to do the same by marketing Simply Clean in upscale boutiques and department stores, such as Nordstrom and Neiman-Marcus. Which of the following packaging decisions will increase the convenience of the product in these locations?

automatic, touch-free dispensers located near all dressing rooms and restrooms

The first step in developing ________ for The Coffee Collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity.

brand equity

If Martha decides to use a ________ strategy to grow The Coffee Collective, she could distribute a series of Coffee Collective branded teas, packaged with another company's tea biscuits, through the local supermarket, calling it Tea Time.

co-branding

Marco ultimately decides to expand his product mix by offering rain booties made from the same upcycled leather and fabric as his dog collars and sweaters. This strategy is known as

expansion of product mix breadth.

Marco sees how well his dog collars and dog sweaters are selling, so he decides to expand his product mix. He considers doing this by expanding his product line depth, which means

offering dog collars and sweaters in different sizes and for different breeds.

If Martha used a ________ strategy to grow her business, she might develop a line of flavored teas called Martha's Special Blends and sell them at her shop.

private label brand

Marco's dog collars are such a success that he decides to add a new product line of dog sweaters, thus creating a

product mix.

For each example, select whether it represents a product item, product line, or product mix.

1. A box of Kellogg's Corn Flakes (breakfast cereal) - Product Item 2. The group of snack foods sold by Frito-Lay, including Fritos corn chips, Cheetos, Doritos, and Rold Gold pretzels. - Product Line 3. The set of breakfast cereals sold by Kellogg's, including Froot Loops, Raisin Bran, Special K, and Frosted Mini-Wheats - Product Line 4. All of the goods sold by Johnson & Johnson, including Aveeno skin care products, Band-Aids, Listerine mouthwashes, and Visine eye care products - Product Mix 5. All of the products sold by Nestle, including Gerber baby foods, Perrier bottled sparkling water, Nescafe coffees, and Haagen-Dazs ice cream - Product Mix 6. A family-sized bag of Lay's potato chips (snack food) - Product Item

Select the product category that each example represents.

1. An original painting by Pablo Picasso - Specialty Product 2. A Snickers candy bar - Convenience Product 3. A fire extinguisher for your new apartment - Unsought Product 4. A GE washing machine - Shopping Product 5. A Toyota Prius - Shopping Product 6. A first edition of J.D. Salinger's classic novel The Catch in the Rye - Specialty Product 7. Plumbing services when your sinks are clogged - Unsought Product 8. A can of Coca-Cola - Convenience Product

For each specific branding activity, select the branding strategy it exemplifies.

1. Guaranteeing that all prescriptions will be filled in less than 10 minutes in an effort to change customer perception that Woods is slow - Brand Revitalization 2. Promoting in-store flu shots through advertisements that include the company that make the shots - Co-branding 3. Woods introduces a new line of premium shampoo to accompany the body lotion the company previously developed - Brand Extension 4. Woods has started offering a home delivery service for its groceries and prescriptions - Brand Extension 5. Selling healthy snacks for kids with packaging that shows the food manufactured and the Woods Drug seal of approval - Co-branding 6. Using new packaging that builds trust that Woods Drug prescriptions cannon be opened by children - Brand Revitalization

Match each strategy to the appropriate component of building a successful brand.

1. Make sure that Debbie's has the freshest ingredients of any quick-service restaurant. - Deliver a Quality Product 2. Sponsor a community health fair. - Create a consistent brand image. 3. Run television advertisements reminding consumers that Debbie's provides fresh sandwiches in five minutes or less. - Create consistent brand messaging 4. Ask Facebook followers to share their feelings about Debbie's new toasted sandwiches. - Capture feedback 5. Train employees to provide the best possible customer service. - Deliver a quality product 6. Help to fund a local children's sports camp designed to get kids more exercise. - Create a consistent brand image. 7. Start a Twitter campaign that emphasizes Debbie's ability to provide great food quickly to busy customers. - Create consistent brand messaging 8. Offer Debbie's customers a discount on their next sandwich if they complete an online survey. - Capture feedback

Align each action to a product mix breadth or product line depth strategy.

1. P&G adult diapers - Product Line Depth 2. P&G Prepared Foods - Product Mix Breadth 3. P&G's personal accessories - Product Mix Breadth 4. P&G breath mints - Product Line Depth

Match each example to the correct type of product.

1. lawn-care maintenance performed by Green-a-Lawn, Inc. - Service 2. a quesadilla purchased and consumed at a Chipotle restaurant - Physical Good 3. the environmentalist slogan "Think globally, act locally" - Idea 4. Tide laundry detergent - Physical Good 5. the Republican party's promise to decrease taxes - Idea 6. house cleaning provided by Spotless Service, Inc. - Service

Marvolo Brands needs to design travel-convenient packaging for Simply Clean that will contain and protect the product. Which of the following is the best option for packaging, given consumers' complaints about the packaging of existing brands?

a UV-coated, ergonomic, tight-seal flip-cap squeeze bottle

Marvolo Brands is committed to sustainable packaging. Of the following packaging options, which is the most sustainable, according to the principle of sustainable packaging function and design?

a bottle that is made from 100 percent postconsumer recyclables and that will degrade in a landfill after being exposed to the sun for 24 hours

Marco loves making things by hand. He recently created a dog collar made from upcycled leather that he later sold to a local pet store. This dog collar is an example of

a product item.

Most hand sanitizers come in square plastic bottles; some are clear or tinted green or yellow. In general, they are practical, not very stylish, and not intended for decorative display. Marvolo seeks to change this image of hand sanitizers by changing its packaging. Which principle of packaging function and design should Marvolo apply in this case?

advertising and promoting products by changing the shape of the packaging

The customers love Marco's handmade dog collars. What does Marco do to transform this product item into a product line?

creates more dog collars of varying patterns and colors