10-10 How do firms decide which products to add or subtract from their product mix? Adopting Product Breadth to Meet Changing Consumer Demand
10-11 Case in Point: Goodbye Vanilla CokeCoke Challenge Answer Results To keep up with customer demands in a rapidly changing beverage landscape. Explore new flavors that appeal more to customers than current flavors. Vanilla Coke and Diet Vanilla Coke, though selling well over 250 million cases, were removed from stores in the U.S. (2005) and the UK (2006). Consumers are now demanding Cherry flavored drinks so Black Cherry Vanilla Coke and Black Cherry Vanilla Diet Coke are now on the market.
10-19 Test Your Knowledge The purpose of branding is to _______________. A)allow advertising firms to establish a name for themselves B)make customers aware of a product’s features C)ensure legal rights for a product D)help consumers distinguish one company’s products from another
10-37 How do firms effectively use brand licensing to reach new markets? Using Brand Licensing
10-38 Case in Point: Slave Labor Graphics and DisneySlave Labor Graphics and Disney Challenge Answer Results Disney Publishing Worldwide, the largest children’s publisher in the world, sought to attract an older market to its products. Disney licensed Slave Labor Graphics to create older series based on “Tron”, “Haunted Mansion”, “Gargoyles,” and “Wonderland” (based on Alice in Wonderland). The new series are being launched throughout 2005 and 2006.
10-40 Test Your Knowledge What is the purpose of brand repositioning? A)To allow another firm to use a brand name for a negotiated fee. B)To target new markets or realign the brand’s core emphasis with changing market preferences. C)To market two or more brands together. D)To extend the brand name to additional products.
10-43 Case in Point: Quaker Coffee Challenge Answer Results To find a way to establish the brand image and convey the product description. Coffee labels that communicate roast qualities, bakery labels that say baked fresh, and the cups attract customers. Sales increased 400 percent.