AB 219 Unit 6 Discussion

AB 219 Unit 6 Discussion

1 Describe the specific reasons each of the three (3) segmentation bases might be used to segment the market for your chosen food show.

The show that I chose was chopped. The three geographical segmentation that I have notice are age experience and technique. These are things that usually draw people when they are watching these types of cooking shows they appeal to all ages and genders. This reflects how people use different styles of cooking and it shows you how experience they are.

2 Describe the type of target marketing strategy that might be used to reach the consumer for your chosen food show. Discuss the product differentiations strategy used to distinguish your chosen food show from the rest of the shows on the Food Network website.

The marketing strategy that would be used to reach audiences are people who like to cook and cater to people and who loves food. Shows like these usually appeals to people who like to cook and eat and learn new ways of cooking. they like learning new things and ideas.

3 Describe the most likely positioning base or bases that might be used to appeal to consumers in the target market for your chosen food show.

Cooks generally interested in this show. The title alone usually attracts audiences. This show invents unique styles of cooking and people generally love theses types of shows. Kenneth Hill

References

Chopped

http://www.foodnetwork.com/shows.html

The World of Marketing

http://www.cengage.com/marketing/book

Unit 7: Product Strategy

Respond to your Discussion topic after you have completed your Reading and Learning Activity.

Discussion Topic

What is your favorite brand of sandwich cookie? If you are like most Americans, chances are it is Oreo. In fact, Oreos are so popular that many people think Oreo was the original sandwich cookie. But they are wrong. Sunshine first marketed its Hydrox sandwich cookie in 1908. Hydrox thrived until 1912, when Nabisco (now part of Kraft) launched Oreo. With Nabisco’s superior distribution and advertising, Hydrox was soon outmatched. By 1998, Hydrox sales totaled $16 million, while Oreo’s revenues were at $374 million. Hydrox has been purchased by Keebler (subsequently purchased by Kellogg), whose elves are trying to give the cookie a major facelift. You are part of the Keebler team deciding what to do with the Hydrox brand.

Activities

Can you re-create Hydrox through a name change? What kind of brand name could compete with Oreo? (Most people unfamiliar with Hydrox think it is a cleaning product.) Develop five (5) possibilities for a new name. Pick the best out of five and give your reasoning.

How can you package your renewed sandwich cookie to make it more attractive on the shelf than Oreo? What about package size? Draft a brief packaging plan for the new Hydrox (or whatever name you chose).

Can you modify the original formula to make something new and more competitive? Will a brand extension work here? Why or why not?

Directions for the Discussion

To obtain full credit for this assignment, you must answer the available question as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences. Please follow the Discussion Board guidelines as provided in your Syllabus.

Be sure to comment on at least two of your classmates’ posts. Your comments should be substantial and well-reasoned. Just agreeing with comments of another student does not fulfill this requirement.

Reference

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

ID: AB219-07-07-D