Cocoa Puffs Case Study
The Rise of the Generic Label
Think of the last time you went to the grocery store. In the cereal aisle you may have seen a box of Cocoa Puffs. On the box, Sonny the yellow billed Cuckoo Bird. Next to the Cocoa Puffs you notice another box of cereal that appears to look like Cocoa Puffs, but is not. It has a bowl of what appears to be the chocolaty puffed spheres. Though, instead of Sonny there is a very plain non-colorful hippo. The box says “Great Value” brand and the name of the cereal is “Cocoa Cool”. The cereal looks the same. The ingredients may be close if not the same. Is there a difference between the two?
Obviously most shoppers can identify the generic version of a product. We also know the main difference between the two, prices. Most of us will also feel reluctant to purchase the generic version. The reason, quality or maybe taste. Some may have never heard of Cocoa Cool. We are familiar with General Mills and its product Cocoa Puffs. We have seen Sonny many time telling us he’s “Crazy for Cocoa Puffs.”
Many factors influence the choice of a company’s product line up over a competitor’s. Whether it is the association (use) of a product, the lifestyle it perceives, or the catchy commercials, companies invest heavily into the market to establish brand …show more content…
The thought of tin factories with high tiled windows, networks of large machinery. Ship yards with welders. Large steel bridges and interstates. Invention was the hammer and man was the hand, and the hammer met steel. Quality was massed produced, but mass production also brought many products. Many products needed self-identity. The brand was the company and the advertisement, “one vehicle used to convey that meaning to the world” (Klein 7). Companies had to separate themselves from the next competitor. If not, you were going out of business. Brand knowledge was establish with no fault of its
Think of the last time you went to the grocery store. In the cereal aisle you may have seen a box of Cocoa Puffs. On the box, Sonny the yellow billed Cuckoo Bird. Next to the Cocoa Puffs you notice another box of cereal that appears to look like Cocoa Puffs, but is not. It has a bowl of what appears to be the chocolaty puffed spheres. Though, instead of Sonny there is a very plain non-colorful hippo. The box says “Great Value” brand and the name of the cereal is “Cocoa Cool”. The cereal looks the same. The ingredients may be close if not the same. Is there a difference between the two?
Obviously most shoppers can identify the generic version of a product. We also know the main difference between the two, prices. Most of us will also feel reluctant to purchase the generic version. The reason, quality or maybe taste. Some may have never heard of Cocoa Cool. We are familiar with General Mills and its product Cocoa Puffs. We have seen Sonny many time telling us he’s “Crazy for Cocoa Puffs.”
Many factors influence the choice of a company’s product line up over a competitor’s. Whether it is the association (use) of a product, the lifestyle it perceives, or the catchy commercials, companies invest heavily into the market to establish brand …show more content…
The thought of tin factories with high tiled windows, networks of large machinery. Ship yards with welders. Large steel bridges and interstates. Invention was the hammer and man was the hand, and the hammer met steel. Quality was massed produced, but mass production also brought many products. Many products needed self-identity. The brand was the company and the advertisement, “one vehicle used to convey that meaning to the world” (Klein 7). Companies had to separate themselves from the next competitor. If not, you were going out of business. Brand knowledge was establish with no fault of its