Answered: You are the brand manager for a firm…

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 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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