ESSAY QUESTIONS

CHAPTER 9 Product Concepts

1. Name and briefly define four categories of consumer products. For each category, list three specific examples of products that would most likely be classified in that category.



2. The Kauphy Coffee Company's product portfolio is shown below: Desserts
Coffee ice cream
Coffee cakes

What is the product mix width? What is the product line depth? What options does this company have to adjust its product lines or its mix as a whole?

3. You are a marketing manager for Gillette, a manufacturer of razors, blades, and various personal care items. You have been asked by the Vice-President of marketing to some up with some branding strategies for a new line of men's toiletries to be launched by the company. These toiletries will include shaving cream, deodorant and anti-perspirant, shampoo and conditioner, and disposable razors. List all the branding strategies you would use and list one advantage and one disadvantage to each strategy. Which one would you choose?

4. You are the brand manager of the family of Q-T-Pie custom-shaped pies that are distributed in Canada. The products include a wide variety of pie flavours, ingredients, and shapes. The brand is a favourite among gourmet gift givers and dessert aficionados. Your firm would like to enter several foreign markets. Name and describe the three major alternative brand name choices for this global strategy. What is the best alternative?

Essay Question Solutions