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Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
Answers To End Of Chapter Learning Aids
Marketing Applications
1 LLBean guarantees that its products will last forever. What features of a pair of pants
from LLBean would be part of the actual product and which would be part of the
associated services?
Features of the actual pants product might include brand name, design, durability,
2 Classify each of the following products into either convenience, shopping, specialty,
or unsought goods: toothpaste, Life insurance, Sharp TV, Eggo Waffles, lettuce,
Coach handbag, Adidas Soccer cleats, furniture.
Toothpaste, Eggo Waffles, and lettuce are likely convenience products because it is
frequently purchased with very little thought.
3 Study the following two product mixes below are provided. Product Mix 1: A, B, C
and D are the lines and for Product Mix 2: X, Y and Z are the lines.
Which mix has more breath and why? Which mix is deeper and why?
A firm’s product mix breadth represents a count of th enumber of product lines offered by
the firm. Product mix 1 has greater breadth because it offers four product lines versus
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1
Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
4 Suppose you are the coffee buyer at Kroger’s. There is a strong corporate initiative to
increase store label merchandise. Discuss the advantages and disadvantages of
offering private label coffee.
Private label brands (also called retailer/store brands) are products developed by
retailers who often contract with manufacturers to produce products. Store brands now
5 Identify a specific brand that has developed a high level of brand equity. What
specific aspects of that brand establish its brand equity?
Student answers will vary. In picking a brand that they think has high equity value;
6 Are you loyal to any brands? If so, pick one and explain why you believe you are
loyal, beyond that you simply like the brand. If not, pick a brand that you like and
explain how you would feel and act differently toward the brand if you were loyal to
it.
Student answers will vary. This question challenges students to consider exactly why
they may be brand loyal toward one product but not another, which may be because of
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
7 Sears owns several store brands, including DieHard, Kenmore, and Craftsman. Each
brand features many models that may appeal to various customer groups. Wouldn’t it
be easier to just identify them all as Sears? Justify your answer.
Sears is using an individual branding strategy. The advantage of individual branding is
8 Do you think all edible items sold in a grocery store should have an ingredient and
nutrition label? Consider the perspectives of consumers, the manufacturer, and the
store.
To expand students’ understanding of the roles and responsibilities of the different
parties, this question challenges them to consider the benefits and costs of labels for each
group.
Most food in a grocery store should have an ingredient and nutrition label, with the
exception of, say, unpackaged produce. Consumers can make more informed purchase
9 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 tamper proof 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 bean “addicts.” What should you do?
Student answers will vary. This question leads the student to examine the ethical aspects
of packaging and its impact on the brand.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
Net Savvy
1 Visit MAC Cosmetic’s website (http://www.maccosmetics.com/). Identify and briefly
describe the depth and the breadth of its product lines?
Student’s answers will vary. MAC offers a variety of product lines including product
lines for lips, eyes, nail color, hair color, and beauty tools. These product lines make up
10 Go to BMW's website (http://www.bmwusa.com/) and identify a few recently
introduced brand extensions to the marketplace. Discuss whether you believe the
brand extension examples you provided will benefit or harm the firm.
Some of BMW’s new brand extensions include the new X5 SUV and the 4-series coupe.
Chapter Case Study: Oprah Winfrey, A Brand Unto Herself
1 Visit the company website (http://www.oprah.com/index.html) and identify and
describe the different product lines that it markets.
Oprah categorizes her products by: spirit, health, relationships, fashion and beauty,
books, food, entertainment, home and garden, and money. This website also sells
Oprah’s books, videos, and O magazine. Each of these product lines is targeted towards
Oprah’s primary customer, women, and is founded in Oprah’s motto to “live your best
life.”
11 How would you describe its product line breadth?
The breadth of the product lines vary depending on the product line. The items listed for
12 Review the different product categories in each of the company’s product lines.
Which has the greatest depth? Which has the least??
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4
Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
13 How has the company positioned its brand? How does it go about communicating its
position?
The company has positioned its brand to meet the needs of women and help women live
Additional Teaching Tips
This chapter examines product lines, mix, and breadth. Different branding strategies are
addressed. Students use critical thinking skills to discover why brands are valuable to a
firm. Product packaging and labeling also contribute to the firm’s overall strategy and
those concepts are also reviewed in this chapter.
This is a fun exercise to get students excited about brands. To demonstrate the value of
a brand, instructors may want to start the topics discussion by gathering brand symbols
(such as below) and brand character icons such as the ones below without any identifying
writing on it. These can be obtained through a Web search of the character for instance
type “Tony the Tiger” in your search engine and download the graphic. Place the
symbols on a transparency in color. Start the class by dividing the class into four or five
groups. The instructions: The leader is to write down the brand name from input of
group members. Time the exercise. It usually doesn’t take long depending how many
characters you use. At the conclusion declare a winner and then ask the students “Why
are brands valuable?” Students realize the importance of brand recognition through the
brand character or icon.
Online tip: The same exercise can be used in an online forum in synchronous
connection with the class where each of the brand characters are shown. The first student
that types in the correct brand name would ‘win’ and the instructor shows the next image.
A synchronous course discussion can then occur about the importance of the brand
character/logo.
Product packaging is known as the last five seconds of marketing. Instructors can bring
in an empty Pringle’s can as well as other interesting examples of packing. Pringles is
one of the first package designs to protect from breakage of food items such as potato
chips. The class can address how packaging becomes the last five seconds of marketing.
Package label requirements by the FDA and package design for shelf space should also
be addressed.
Remember to review the Newsletter for Instructors and its accompanied PowerPoint
presentation, which integrates examples and discussion from the newsletter. Each
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
Chapter 11 - Product, Branding, and Package Decisions Marketing 5th
newsletter contains over ten article abstracts on hot topics, plus a selection of current
commercials and videos for you to use with your class. The newsletter also includes a
guide that explains where the articles, commercials, and videos best fit in your Marketing
course.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
