MM-Written Assignment-1 PDF

Preview

Summary

Download MM-Written Assignment-1 PDF

Description

Written Assignment 1: Rubbermaid Food Storage

Master of Business Administration, University of People BUS 5112: Marketing Management November 18th, 2020

Rubbermaid: The brand “Rubbermaid” belongs to Newell Brands, a Consumer Products Goods company and manufacturer of many other well-known brands like Sharpie, Graco, Coleman, etc. in North America. For this assignment, I will be discussing more about Rubbermaid Food Storage containers. I will also be reviewing their 4P’s that they are focusing on as well as aim to construct a value proposition of the brand based on my research and understanding. Rubbermaid Food Storage offers variety solutions in products to support consumers with their day to day as well as long term food storage. They classify them as Everyday Use Containers, Meal Prep Containers, On-The-Go Containers, Pantry Containers, etc. Their popular product lines are the Takealongs, Easy Find Lid, and Brilliance which fall under the low, medium and high price points respectively. (Rubbermaid Food Storage n.d.) We will be focusing on Rubbermaid’s TV Commercials for this assignment. (Brilliance Commercial, n.d.). Let us delve into the 4P’s of Marketing. Product: As mentioned above Rubbermaid food storage containers is the product Promotion: Rubbermaid promotes their products through variety of means. TV ads are quite popular and this 15 second ad can help the brand show consumers what it can do, one of their recent ads was for a Brilliance container highlighting their ability to produce leakproof containers (Brilliance Commercial, n.d.). Place: Rubbermaid is widely available at all retailers (Walmart, Target, etc.) as well through ecommerce platforms like Amazon, eBay, etc.

Price: Rubbermaid had products across all price points hence capturing consumers who shop in all the price ranges their cheapest product like Takealongs starts anywhere between $2 to $4 and their costliest product line Brilliance lies anywhere between $8 to $12. Consumer Market & Organizational Market Rubbermaid has a huge market presence across North America and stand number one in the market (Technavio, 2017). They mainly operate in the consumer market sector for Food Storage. As a brand Rubbermaid has Organization Market presence in their Commercial Business side. Their evolution in the consumer market started way long back in the 1920’s and have been a household name in North America for a long time now (Rubbermaid, 2020). In the recent year we can see new products coming out from, which is a positive as we see a lot of new players in this segment of market and Rubbermaid has to improve their product line with new technology and features in order to stay on top of the market. (Rubbermaid Food Storage n.d.) In support of this, Rubbermaid has partnered with TerraCycle to show their commitment towards sustainable practices and since most of their product line is plastic. (Rubbermaid Food Storage n.d.) Value Proposition

Attached image is a snapshot from Rubbermaid’s website and they have mentioned that from Meal Prep to Glass storage and from Fridge to your dining table they have storage solutions. (Rubbermaid Food Storage n.d.)

Here is my version: Whether you want to store food for your meal prep or you want a lunch container or if you want to serve it on the table and save the rest in the fridge you have everything readily available from Rubbermaid. Brilliance products especially are promoted to be leakproof and stain proof since they are made from Tritan. Rubbermaid plays across all price points and all occasions hence you have a one stop brand for all your needs. The containers are easily stackable both when not in use as well as when you are using them for storage, thus they don’t occupy your fridge or pantry. TerraCycle partnership now gives Rubbermaid the ability to support the environment by recycle the plastics 100% and just promoting a more sustainable environment.

References

Rubbermaid. (n.d). Rubbermaid Brilliance TV Commercial, 'Vault'. https://www.ispot.tv/ad/AHXe/rubbermaid-brilliance-vault. Rubbermaid. (n.d.) Rubbermaid Food Storage. https://www.rubbermaid.com/food-storage.html. Technavio. (2017, September 25). Top 5 Vendors in the Household Food Storage Containers Market in the US - Technavio. Top 5 Vendors in the Household Food Storage Containers Market in the US - Technavio | Business Wire. https://www.businesswire.com/news/home/20170925006256/en/Top-5-Vendors-in-theHousehold-Food-Storage-Containers-Market-in-the-US---Technavio. Wikimedia Foundation. (2020, February 10). Rubbermaid. Wikipedia. https://en.wikipedia.org/wiki/Rubbermaid....