1. Unit 7 Discussion
Kaplan University MT219
4/9/2015
Discussion: Product Strategy
http://graphic-design.tjs-labs.com/show-picture?id=1107984113
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
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.
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).
Can you modify the original formula to make something new and more competitive? Will
a brand extension work here? Why or why not?
Professor and Class,
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, Keebler
Cookies (later found its 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.
2. Unit 7 Discussion
Kaplan University MT219
4/9/2015
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 Valentines 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.
Holly Gauldin
Reference
Kellogg Co.(2015).Keebler.com. Retrieved from https://www.keebler.com/
Suddath, Claire.(April 30, 2010).The Keebler Elves' Tree Image. Retrieved from
http://content.time.com/time/specials/packages/article/0,28804,1986037_1986035_1986032,00.h
tml
Pintrest.com provided elves picture from google images. Retrieved from https://s-media-cache-
ak0.pinimg.com/originals/f1/3e/71/f13e715fc4bfc0ca055d907fea2013ef.jpg
