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CASE TWO

Ocean Spray is an agricultural cooperative formed in 1930 by three cranberry growers who shared a common goal of expanding the market for their crops. Its first product was a shelf-stable cranberry sauce. With the introduction of Cranberry Juice Cocktail in 1930, Ocean Spray became the first producer of cranberry juice drinks. In 1963, Ocean Spray introduced the juice industry’s first juice blend, CranApple. In 1976, Ocean Spray expanded its membership to include grapefruit growers from Florida’s Indian River region. Ocean Spray Grapefruit Juice quickly became the number-one bottled grapefruit juice in the country, followed by Ocean Spray Pink Grapefruit Juice Cocktail, the very first citrus blend of its kind. Beginning in 1991, Ocean introduced a variety of grapefruit-blended juices. In 1995, Ocean Spray took a different path with it Craisins Sweetened Dried Cranberries, which are marketed with the Ocean Spray brand and logo on their packages.

According to the customer value hierarchy, when someone buys cranberry sauce, which is food, he or she is buying a(n):

A. augmented product

B. expected product

C. potential product

D. core benefit

E. marketable attribute

The fact that Ocean Spray was able to produce a shelf-stable cranberry sauce that looked the same when it was canned as it did when it slid out of the can is, according to the customer value hierarchy, a(n):

A. augmented product

B. expected product

C. potential product

D. core benefit

E. marketable attribute

Ocean Spray is North America’s leading producer of canned and bottled juices and juice drinks, and has been the best-selling brand name in the canned and bottled juice category since 1981. In terms of the product hierarchy, bottled and canned juices are a:

A. need family

B. product line

C. product class

D. product type

E. product item

In terms of the consumer-goods classification system, Ocean Spray juices are most likely categorized as:

A. convenience goods

B. specialty goods

C. shopping goods

D. manufactured goods

E. MRO goods

In 1999, Ocean Spray introduced Ocean Spray cranberry juice cocktail with calcium to fill a need its Ocean Spray cranberry juice cocktail was not satisfying. This new product introduction was an example of:

A. line harvesting

B. market diversification

C. line featuring

D. line filling

E. line pruning

All Ocean Spray products bear the Ocean Spray name. Ocean Spray uses:

A. individual branding

B. blanket family naming

C. individual branding

D. co-branding

E. distributor branding

When Ocean Spray chose to use the Ocean Spray brand with its White Cranberry Juice drinks, it was using a _____ strategy.

A. dual branding

B. brand extension

C. line extension

D. line featuring

E. brand variation

. When Ocean Spray chose to use the Ocean Spray brand on fresh grapefruit that it sells, it was using a _____ strategy.

A. dual branding

B. brand extension

C. line extension

D. line featuring

E. brand variation