Principles of Marketing

Name: Abdullah Amin

Submitted to: Ms. Urooj Zulfiqar
SAP ID: 70058258
Assignment: Case study
Assignment no: 4
Class: BBA 3rd
Question no 1

How could responding to the trending market demand goes wrong?

Answer:
Consumer began voicing displeasure with the new recipe, however later that month. As of
august 27, the country crock website contained over 210 one star reviews and only 31 five star
reviews. Many consumers’ comments on website, as well as on the company’s facebook and
twitter were scathing.

New recipe is terrible. I made toast for my grandson, and he spit it out and said it was ruined. It
is truly inedible, smells horrible, and ruins any food you put it in or on.

Revolting is too nice a word for a review. This stuff is completely inedible as in it literally ruins
whatever food just had the unfortunate experience to have placed in your mouth.

Threw our food away because we thought it was spoiled. After a couple of meals, we realized
you have changed the recipe and that it was country crock. We will be searching for the new
butter.

Question no 2

Meeting consumer health demand could secure country crock future. But with
so many consumers voicing a preference for the previous recipe, it could,
instead, jeopardize the viability of the brand. For country crock, choosing
between consumer health demand, a previous brand recipe, or finding some
other recipe option seemed precarious decision. How should country crock
respond?

Answer:
Butter-substitute spreads had been sold for decades as a healthier, vegetable-based alternative
to butter that was lower in calories, total fats, and saturated fats than butter Unilever's brand
overview on its Country Crock website provided a consistent message in stating that satisfies
the priorities of today's most health-conscious households, bringing you a deliciously creamy
alternative to butter with 0g trans-fat per serving and no hydrogenated oils. With 70% less
saturated fat, 30% fewer calories than butter and no cholesterol, you can feel great about
cooking with Country Crock Original Spread"

We are continuously listening to consumers who are asking more from today's food brands to
deliver great tasting products that they can trust and are made with fewer, simpler ingredients.
In making these changes, we remain true to our brand heritage by bringing the country fresh
taste families know and love. The new, improved Country Crock Original, Churn Style, and Light
varieties are made with no artificial preservatives or flavors. Delivering real taste from real
ingredients, Country Crock buttery spreads contain 0g trans-fat per serving, no partially
hydrogenated vegetable oils, and no cholesterol

END