You are a representative of a company that makes and markets bug bombs. TheEnvironmental Protection Agency (EPA) is conducting a review of your product afterseveral reports that misuse of your product has resulted in fires and explosions. TheEPA wants you to add safety warnings in large letters. You fear that such warningswould decrease sales.Make the case that your company should be allowed to continue the manufactureand sale of these products and propose changes to the label that would avoidadditional warnings. (1 paragraph). Include: What technical changes could you maketo improve product safety? What changes could you make to improve usercompliance with the label instructions?

Answered: Make the case that your company should…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

You are a representative of a company that makes and markets bug bombs. The
Environmental Protection Agency (EPA) is conducting a review of your product after
several reports that misuse of your product has resulted in fires and explosions. The
EPA wants you to add safety warnings in large letters. You fear that such warnings
would decrease sales.
Make the case that your company should be allowed to continue the manufacture
and sale of these products and propose changes to the label that would avoid
additional warnings. (1 paragraph). Include: What technical changes could you make
to improve product safety? What changes could you make to improve user
compliance with the label instructions?

Expert Solution

Step 1

In the given scenario, we happen to be the representative of a company that makes and sell bug bombs. There was an official review statement from Environmental Protection Agency (EPA) end that their are cases of fires and explosion due to the misuse of the company's product and therefore wants us to add safety warnings and precautionary way to use in large or bold letters. However the warning letters displayed this significantly may affect and lower the sales number and statistic.

Since the strategy or tactics mentioned in this explanation may vary from person-to-person as per their experience, presence of mind and knowledge, We will be still following the normal manufacturing process although request slight changes in labelling and designing of the product's outer face or say outer cylindrical shell (Since its a bug bomb, which mostly comes in cylindrical cans). The key elements and material used in the product will be same, as every of the spray cans especially bug bombs are inflammable, however we can propose the sub-heading to be designed or printed on the product right after the Brand and product name, should be such that which will induce the idea of user-friendly and caution to be taken by anyone who uses the product, subliminally putting into minds of people about it's user safety certifications and avoid or harness safety measures and not to use for any purposes other than spraying to kill bugs, insects and rats. The company can further add on the back panel of the can with bold letters stating the nature of the material used which is highly inflammable and poses a threat of catching house fires, skin burns etc. this will prevent EPA to not post up further warnings.