You are the brand manager for a firm that makes herbs, spices, andother food additives. You have had complaints from some of your retailoutlets that they are finding empty bottles of pure vanilla extract stashedaround the store. Apparently, due to the high (35 percent) alcoholcontent of pure vanilla extract, people are grabbing the cute littlebottles, having a drink, and getting rid of the evidence. Anecdotalevidence from store employees indicates that the majority of theimbibers are teenagers. The cost of placing a tamperproof cap on theextract is a relatively insignificant percentage of the purchase price butwill make it more difficult to open, particularly for older customers.Also, there has been a significant rise in sales to retailers as a result ofthe vanilla “addicts.” What should you do?
You are the brand manager for a firm that makes herbs, spices, andother food additives. You have had complaints from some of your retailoutlets that they are finding empty bottles of pure vanilla extract stashedaround the store. Apparently, due to the high (35 percent) alcoholcontent of pure vanilla extract, people are grabbing the cute littlebottles, having a drink, and getting rid of the evidence. Anecdotalevidence from store employees indicates that the majority of theimbibers are teenagers. The cost of placing a tamperproof cap on theextract is a relatively insignificant percentage of the purchase price butwill make it more difficult to open, particularly for older customers.Also, there has been a significant rise in sales to retailers as a result ofthe vanilla “addicts.” What should you do?
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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| You are the brand manager for a firm that makes herbs, spices, and other food additives. You have had complaints from some of your retail outlets that they are finding empty bottles of pure vanilla extract stashed around the store. Apparently, due to the high (35 percent) alcohol content of pure vanilla extract, people are grabbing the cute little bottles, having a drink, and getting rid of the evidence. Anecdotal evidence from store employees indicates that the majority of the imbibers are teenagers. The cost of placing a tamperproof cap on the extract is a relatively insignificant percentage of the purchase price but will make it more difficult to open, particularly for older customers. Also, there has been a significant rise in sales to retailers as a result of the vanilla “addicts.” What should you do? |
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