Background Over recent decades, plastic cling wrap has become an important staple in many kitchens it is primarily used to seal food in containers, thereby helping to keep that food fresher for longer However, and as the name suggests, plastic cling wrap comes with a significant drawback it is made from plastic, which means that the wrap will not naturally decompose for hundreds of years Plastic cling wrap is also ultimately made from oil, so using products like plastic cling wrap helps to continue our dependence on fossil fuels Product Great Wrap is a Melbourne based brand that makes plastic free, compostable cling wrap Product design Great Wrap is a bioplastic that is made from potato waste Great Wrap is therefore made from what would otherwise be thrown away By virtue of being made from bioplastic, Great Wrap is BPA free BPA is found in some plastics and has been linked to a range of health issues in humans Great Wrap is 100 compostable when added to your compost bin, it will fully break down in under 180 days If Great Wrap is instead sent to landfill, it will break down in 1 3 years Great Wrap has been certified by DIN CERTCO (an independent, international accreditation agency) as meeting two Australian compostable standards Home Compostable AS 5810 and Compostable AS 4736 Great Wrap is microwave safe Great Wrap is fridge and freezer safe Each roll of Great Wrap contains 30m of cling wrap Product positioning Great Wrap is targeted at people who are interested in minimizing their plastic waste and reducing their environmental impact more broadly Product pricing A 30m roll of Great Wrap cling wrap is available for AU$7 48 Question 3 Background In 2021,Choice conducted a review of Great Wrap Overall, the Choice review of Great Wrap was favourable Great Wrap was tagged as a 'recommended' product and received a Choice expert rating of 76 (For the sake of comparison, the highest rated plastic cling wrap received a Choice expert rating of 81 ) Nevertheless, the Choice review identified several product usability issues While Great Wrap easily reseals glass and ceramic containers, it does not easily reseal plastic containers Great Wrap cling wrap can be difficult to pull out from the roll, which might make it hard for some people to use the product Marketing strategy and justification 20 marks Use one of the below strategy thatGreat Wrap could introduce to reduce the likelihood that users of their product will experience post purchase regret As part of your answer, explain how and why this strategy will reduce the likelihood that consumers will experience post purchase regret Marketing strategies for reducing regret include Expectationsetting Usingtwosidedmessaging Providinginstructionsand oraftersalessupport Sendingapostpurchasemessage Leveragingsocialnorms

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Background Over recent decades, plastic cling wrap has become an important staple in many kitchens: it is primarily used to seal food in containers, thereby

Background

Over recent decades, plastic cling wrap has become an important staple in many kitchens: it is primarily used to seal food in containers, thereby helping to keep that food fresher for longer. However, and as the name suggests, plastic cling wrap comes with a significant drawback: it is made from plastic, which means that the wrap will not naturally decompose for hundreds of years. Plastic cling wrap is also ultimately made from oil, so using products like plastic cling wrap helps to continue our dependence on fossil fuels.

Product

Great Wrap is a Melbourne-based brand that makes plastic-free, compostable cling wrap.

Product design

Great Wrap is a bioplastic that is made from potato waste. Great Wrap is therefore made from what would otherwise be thrown away.
By virtue of being made from bioplastic, Great Wrap is BPA free. BPA is found in some plastics and has been linked to a range of health issues in humans.
Great Wrap is 100% compostable; when added to your compost bin, it will fully break down in under 180 days. If Great Wrap is instead sent to landfill, it will break down in 1 - 3 years.
Great Wrap has been certified by DIN CERTCO (an independent, international accreditation agency) as meeting two Australian compostable standards: Home Compostable AS 5810 and Compostable AS 4736.
Great Wrap is microwave safe.
Great Wrap is fridge and freezer safe.
Each roll of Great Wrap contains 30m of cling wrap.

Product positioning

Great Wrap is targeted at people who are interested in minimizing their plastic waste and reducing their environmental impact more broadly.

Product pricing

A 30m roll of Great Wrap cling wrap is available for AU$7.48.

Question 3.

Background

In 2021,Choice conducted a review of Great Wrap. Overall, the Choice review of Great Wrap was favourable: Great Wrap was tagged as a 'recommended' product and received a Choice expert rating of 76%. (For the sake of comparison, the highest-rated plastic cling wrap received a Choice expert rating of 81%).

Nevertheless, the Choice review identified several product usability issues:

While Great Wrap easily reseals glass and ceramic containers, it does not easily reseal plastic containers.
Great Wrap cling wrap can be difficult to pull out from the roll, which might make it hard for some people to use the product.

Marketing strategy and justification - 20 marks

Use one of the below strategy thatGreat Wrap could introduce to reduce the likelihood that users of their product will experience post-purchase regret. As part of your answer, explain how and why this strategy will reduce the likelihood that consumers will experience post-purchase regret.

Marketing strategies for reducing regret include