National Brands vs. Private Brands Blind Taste Test
A. What is National vs. Private Branding? A "national brand" or \"manufacturer's brand" is a widelyerecognized and usually welleadvertised product brand name found in a Variety of distribution outlets. Examples include Campbell's soups. Cow Cola beverages, Ritz crackers. Dawn dish soap, Solo cups, Dewalt tools, etc. An overall umbrella company (the manufacturer) often owns these particular brands: Coca Cola the company owns Coke. Diet Coke. Sprite. Dasani, etc.. and Proctor and Gamble owns Dawn, Gillette. Tampax, Tide, Pampers, Crest, Charmin, etc. A "private brand," "private label," "generic." or "store brand" is a brand owned and sold by a particular storeit is basically only found in that store and not in other distribution outlets. Private brands are almost always lower priced than their nationalrbranded counterparts. Examples include Walmart's Equate brand overetheecounter medications as well as their Great Value brand food items and Sam's Choice brand beverages; Publix supermarkets' Publix brand, Target's Up and Up brand. Krogei's Private Selection and Kroger Value brands, etc. Find two articles that explain some of the differences between, benets, and/or problems associated with private or generic branding versus national brands. Make sure they are no older than 2018 to help make sure the content is relatively current. Write a brief summary of approximately 92 page for each of these articles. Be sure to properly cite your sources according to APA guidelines. Why do stores go to the time and effort to develop. manufacture. distribute, and market their own varieties of products instead ofjust selling the national brands? Are there actually quality differences between the two? How does the marketing differ for national brands versus private brands? B. choose competing productsnational and private Choose two competing edible products from the same categoryone national brand (for example: Coca Cola's Coke Classic) and one private brand (for example. Walmart's Sam's Choice Cola). This could be any readilyaavailable food or beverage items, from any store of your choosing, as long as you can buy the product essentially "side-by-side" on the shelf in one particular storemeaning, don't buy your national brand from Walmartand then buy your private brand from CVSbuy from the same store! when possible, please purchase online, through pick-up, orwith caution while practicing safe in-store shopping protocols due no the Coronavirus [COVID-19) pandemic. Other ideas include, but are not limited to: cereal, canned goods, frozen meals, snacks, snack cakes, frozen desserts, sodas. sports drinks. juice. baked goods, soups, chips, crackers. cookies, readyatoaeat meals, oatmeal. etc. Avoid plain bottled water as besides the packaging there is naturally very little way to possibly distinguish a difference between brands. Also. do not use medications or alcoholonly food or beverages. Be sure to choose products that are as exactly similaras possible: portion size, avor, color, preparation method, etc. Create a table to detail the similarities between them. The Cost Per Ounce for each product should be either available on the price tag on the store shelf or can be easily calculated using the total price for the product divided by the total ounces purchased. For instance. if you go to Walmart and buy a 14.3 ounce package ofOreo cookies for $3.10 and a 15.! ounce package ofGreat Value Twist and Shout cookies for $2.00, you would divide each ofthose prices by their package weights (readily available on the label of the product) and multiply by 100 to make it into dollars and cents. Vou will also detail differences in the primary Nutrition Facts for each product. For example: Purchased at: Walmart Oreo chocolate sandwich Great Value Twist and shout cookies chocolate sandwich cookies Cost Per Ounce 21.7 cents l3.10/14.3*100) 12.9 cents [2.00/155' 100) Sewing Size 34g 34g Calories 160 160 Total Fat 7g 6g Cholesterol 0mg 0mg Sodium 170mg 170mg Total carbs 25g 25g Protein 1g 2g Vitamins and Minerals (listed "' "' , individually in the table) C. Blind Taste Test Due to the Coronavirus (COVID719) pandemic, you are NOT required to perform a taste test with any other individuals. Vou will selfiassess your chosen National and Private competing products usingthe questions below. Prepare two sample servings using separate plates, cups. bowls, etcone for the National brand and one for the Private brand. It does not have to be a full \"sewing size" as suggested by the Nutrition Facts, but it should be several pieces of cereal, chips, crackers. etc.. or an adequate portion of a beverage so that a few sips could be taken. Ideally. the plate, bowl, or cup will he opaque so that you can label the bottom of the oontainer of the National product with A and bottom of the Private with B. Do your best under the circumstances to "shuffle\" the two containers without looking yourself. I_lwhi| f H you have another person with which to work on this test, you can have them shuffle the samples for you. Vou are also free to shuffle the samples and have them do the test as well. This Is not required but may make the exercise more interesting. You will taste each brand more than onoe during the test and reoord your answers to the questions below. Reportingthe Results Discuss your results. You will include your results and observations both in your written report as well as in your video presentation. Which brand did you "blindly\" choose? Does that surprise you? What did you learn about National Versus Private brands from this project
