A company manufacturing CAST STUDY  solution

Read the following case and answer the questions given at the end.

A company manufacturing biscuits now plans to launch a new range of biscuits targetted at health and calorie conscious customers as well as diabetics. The company intends to produce these biscuits with multigrains and lower sugar as well as calorie content. It is planned to offer the biscuits in different flavours like apple, orange, vanila etc. to cater to the different tastes of the customers. The company now has to decide upon the different aspects of the new launch like the ingredients, flavours, branding, packaging and labelling of the product.

Questions :

(a) Suggest some methods for generating ideas regarding the product attributes of the proposed range of biscuits.

(b) Identify the characteristics of a good brand name and suggest a suitable brand name for the new offerings.

(c) Suggest an appropriate positioning strategy.

(d) Discuss the significance of packaging and labelling decisions in the marketing of these new products.