Question

Find a grocery product that is being featured as being new and answer the following questions. Please number from 1 to 10 at the beginning of each of your answers. For example, 1. The product’s name is Mr. Ted’s brand Soda Crackers.  Those not numbered will not be counted.

Note: To aid in finding a new product: Look for displays, shelf signage, the word NEW on the package, or recall a recent advertisement about the new product. Do NOT submit a product that has been on the market for a significant time period and widely adopted – as it will not be graded. (Brand extensions are fine.)

Once you've selected a new product, answer the following questions. Please write in paragraph form and use the question in the topic sentence of each paragraph.

1. What is the complete product name and who is the manufacturer?
2. Using marketing terminology, what type of consumer product is it? (See the information in this week's Commentary & Readings. Do not say it is a cookie, cracker, etc.)
3. Describe how this product fits into its manufacturer’s product mix. (Check out the section in the text on this.)
4. Describe its logo and/or trademark.
5. Who do you think is the target market? How can you tell?
6. Is it co-branded? Is it a brand extension of an existing product?
7. What other products is it competing with?
8. How is it priced in relation to its competitor products?
9. How is it promoted? (Examine the package and shelf display. Have you seen any advertisements or public relations?)
10. Do you believe it will be a success or a failure? Why?

Answer 1

1. What is the complete product name and who is the manufacturer?
   1. Doritos Flamin’ Hot Nacho - Doritos
2. Using marketing terminology, what type of consumer product is it? (See the information in this week's Commentary & Readings. Do not say it is a cookie, cracker, etc.)
   1. Consumer product is defined as “products purchased to satisfy personal and family needs.”
   2. This product is a convenience product, which in this week’s commentary is defined as an, “inexpensive products that a consumer doesn’t spend much effort buying (e.g., candy, news magazines, and many grocery items).”
3. Describe how this product fits into its manufacturer’s product mix. (Check out the section in the text on this.)
   1. Product mix is defined as “the composite, or total, group of products that an organization makes available to customers.”
   2. Typically, a product line will develop, and success usually follows. The Doritos Flamin’ Hot Nacho is an evolved form of the original Doritos. This is one product (flavor) in a group of flavors sold by Doritos.
4. Describe its logo and/or trademark.
   1. The logo of this product is a play on the original nacho flavored Doritos. The new package has a Dorito chip on the front of it that is on fire, instead of an entirely red bag, this bag has a black section that looks like it has just been burned by the chip.
5. Who do you think is the target market? How can you tell?
   1. People who both liked the original nacho flavored nacho Doritos and those who like spicy snacks. The Dorito pictured on the packaging is on fire leading me to believe that these chips are spicy, along with the descriptor “flamin’” being a clue.
6. Is it co-branded? Is it a brand extension of an existing product?
   1. Doritos Flamin’ Hot Nacho chips are an extension of the original Doritos Nacho chips.
7. What other products is it competing with?
   1. This product is competing with other chip flavors produced by Doritos, other chips in general, chips that are spicy, and more generally speaking, other snacks/food.
8. How is it priced in relation to its competitor products?
   1. Walmart sells a 9.75 ounce bag of these chips for $2.98, they sell other Doritos chips that are this size for the same price.
   2. Walmart sells an 8.5-ounce bag of Ruffles for $2.50, the difference in bag size is apparent, but price per ounce, the bag of Ruffles is cheaper than the bag of Flamin’ Hot Doritos.
9. How is it promoted? (Examine the package and shelf display. Have you seen any advertisements or public relations?)
   1. The bag of Doritos I saw was put on an end cap, this was done to show that not only is it a new product, but it is also
   2. During the Super Bowl this past year this type of Doritos was advertised. Chance the Rapper and the Backstreet Boys collaborated on a video to bring attention to the fact that there was a new flavor of chips based off a previous flavor.
10. Do you believe it will be a success or a failure? Why?
    1. I think that this product will be a success just based on how successful all of the other Doritos products are .