Answered: Evaluate this case using a situation…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Evaluate this case using a situation analysis, also choose one to the suggested names.

Transcribed Image Text:HILLCREST PRODUCTS, INC. SELECTING A BRAND NAME Even before they formally started Hillcrest Products, Inc., William Grady and his son, Richard were seeking a brand name for a new product they had developed, an all-purpose glass cleaner. The two men had perfected a chemical formula for a liquid cleaner and then had formed a corporation to produce and market the product. They had also developed a line of related products, a cleaner for optical lenses, a whitewall tire cleaner, and a cleaning product designed to remove lipstick, chewing gum, and similar substances from dishes and glasses in eating and drinking establishments. The main item in the product line, however, was to be the all-purpose liquid glass cleaner. It would compete with such products as Windex, Glass Wax, Easy-Off glass cleaner, and Bon Ami. The new product was considered distinctly superior to all competitive products on the market in that it was the only one, which left no film. Contrary to their advertising claims all other brands contained soap, alcohol, ammonia, or other film depositing materials. The Hillcrest product was also non-toxic, so that if children accidentally drank some of it, no harm would result. The cleaner was intended to be applied in a spray and then wiped off with a clean cloth or soft paper towel. It removed dirt by emulsification processes that is, dirt was lifted and suspended in the cleaner and then wiped off. Hence, it left no film. Obviously, the potential market for such a product was big, so the company did not want to select a name, which would suggest limitations of user or type of user. It could be used for household cleaning, and it could be produced in concentrated form for janitorial work in the industrial market. It was ideal for cleaning automobile windshields, so gasoline service stations were customers. Photographic and electronic manufacturers tried it and were pleased with the results on their precision instruments. The Grady's thought of many possible names for the product during the course of its development. They also got countless suggestions from personal and business associates. The choice was finally narrowed to the following group names: Kleer-Glass Window-Kleen Haze-A-Way Film-B-Gone Easy-Shine Shine-O Goldenrod Kleenest Lustre-Plus Quick-n-Silk Kleen-Sheen Crystal-Shine Evaluate this case using a situation analysis, also choose one to the suggested names or suggest one of your own.

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