Ch7 Graded Activity

Handout: MKT1040                                   GRADED ACTIVITY #3

Rebrand & Relaunch Hydrox Cookies

Team Members:        _______Xin Xu_____________        __________Tam Vo______________

                        ________Tommy Pham______        _________Daniel Trvong_________

Instructions for Students:

What is your favourite brand of sandwich cookie? If you’re like most Canadians, chances are it’s Oreo. In fact, Oreos are so popular that many people think Oreo was the original sandwich cookie. But they’re 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 totalled $16 million, while Oreo’s revenues were at $374 million. Keebler purchased Hydrox (subsequently purchased by Kellogg), and the Keebler elves are trying to give the cookie a major facelift. You are part of the company’s team deciding what to do with the Hydrox brand.

Activity

Students will form into teams of 3 or 4.        

Student teams will answer all the following questions and submit this document to: eConestoga>Course Tools>Assignments>Ch7 Hydrox PRIOR to start of next class

Also prepare 5 Prezi slides (1 per question for questions #3, 5, 7, 8 &9) and submit to: eConestoga>Course Tools>Assignments>Ch7 Hydrox PRIOR to start of next class

Next class, be prepared to present only questions 3, 5, 7, 8 & 9 (all members must present). Bring a hardcopy to also submit.  

1. What type of consumer product is Hydrox?  (Convenience, Shopping, Specialty, or Unsought)  Why do you categorize it this way?

Because people can buy it everywhere. (1)

1. Is Hydrox a product item, a product line, or a product mix and explain?  

Because Hydrox only has 1 flavor, the original one, so it is a product item. (1)

1. Describe a clear target market profile for the rebranded Hydrox cookies (pg .152):______(4)