What is your favorite brand of sandwich cookie? If you are like most Americans,

Question

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 1.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. 2.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). 3.Can you modify the original formula to make something new and more competitive? Will a brand extension work here? Why or why not?

I really cant think of another name of a cookie to compete with Oreo. Help please.

Explanation / Answer

1. 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.)

In 1908, Hydrox was founded as the American sandwich cookie. The "Hydrox" name came from merging the terms hydrogen and oxygen as Sunshine executives believed in this name as extracted purity. Others analyze it sounds more like a laundry detergent. Its original manufacturer was Sunshine which was sold to Keebler in 1996. Keebler reformed the product and launched it with the name of “Droxies”.Hydrox is the Pepsi to the Oreo's Coca-Cola; it actually predates Oreo, although it is less popular. The Hyrax’s beautiful pattern is at once primitive and more delicate than the Oreo's; the ridges around the edge are longer and deeper, but the center contains stamped-out flowers, a design more complex than the Oreo pattern. The possible names for the “Hydrox” are:

·Hydros

·Turtle Drops

·Martian Turtles

·Ninja Turtles

·Classy StylosFrom

Out of this name, the best name for "Hydrox" will be Classy Stylos. The reason for choosing the name is "Hydrox" is that it is a classic cookie of 19th century and now after one century, it should be also stylish because of its unique shape or pattern on the cookie.

2. 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).

I would want to add more color to the package to make it stand out. I would want the packaging to start out small maybe 24-32 cookies. If we could do packaging out of recycled materials so that customers see that we are also environmental caring. I would not want to go overboard with the presenta±on because it could push customers away.

The packaging of new Classy Stylus cookie will satisfy a number of important functions, incorporating

·Advertising the brand and its benefits;

·Guarding the product against damage and contamination during load, as well as damageand tampering once it’s in retail outlets;

·Preventing leakage of the contents;

·Presenting government-required warning and information labels.

The Classy Stylus could be shaped as the space ship. The Design and description on the packet should grab the attention of target market effectively. The Packaging Plan should include the following points:

Protection: The Package of Classy Stylus should cover the product and it also should be resalable.

Promotes: The Package should grasp the attention of the buyer and advertises a fun snack completely

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

You definitely could recreate the cookie and make it more competitive but keeping in mind that the smallest changes can be the biggest. Brand extension will only work if it is from one product category to another.

                                                                         OR

1. 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. 2. 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). 3. Can you modify the original formula to make something new and more competitive? Will a brand extension work here? Why or why not?

I think a name change can do a lot for re-creating this product. It gives it a fresh start and could appeal to more people. My 5 choices for a name would be: Twist’ums, Dunk’ums, and Keebler Cookies (later found it’s already taken) Elf cakes, and Elfin Delights. I chose Elfin Delights as the name. Elfin is a Trademark name by Keebler, and Delights is something to catch the attention of adults to show it’s not just a kids market cookie. Also Delights are not a category yet for Keebler so it allows for a new beginning and room for expansion. I think in order to attract more customers I think having bright colors, an opening that can be resealed, and something fun would be best. To be more specific I would have a package that had the Keebler Elf Tree as the main front and that opening should be from the trunk of the tree to the top to appear as if you are entering the Keebler Tree Bakery! This would be the shareable size and family size. This goes great with one of the slogans “Fresh from the Hollow Tree”. If affordable I would have the elves pictured inside hiding under the cookies. As for single serving packs the outside would be the same and the inside would have just one elf.

To become more competitive Elfin Delights will offer different flavors. The original is chocolate, however, other flavors such as strawberry and vanilla would be offered. There would also be seasonal flavors like pumpkin spice in the fall or chocolate cherry near Valentine’s Day. These will be limited edition per season in order to create a higher demand. During these limited editions the outside package Tree could be decorated or the season. Another possible idea would be the elves that have been placed on the inside could become collectable stickers or cards for kids or collectors

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