Marketing work 1

MKTG 2101 (Sec 001 & 002): Marketing Management

ACTIVITY – CASE 5: BRANDLESS, Inc.

DUE: FRIDAY, NOV 30

REQUIREMENTS

1) READ: CASE 5: “This No-Brand Startup Won $240 Million to Fight Amazon on Price and Quality” posted on Canvas, in Cases module

2) WRITE: READ & ANSWER QUESTIONS 1 and either 2 or 3 (LISTED BELOW)

· Your written submission should NOT exceed 1½, double-spaced pages

· Use standard 8.5" by 11" size, double-spaced, 11- or 12-point font of your choice, and appropriate margins

· Include YOUR NAME, TUmail, Section #, and “CASE 5: BRANDLESS” at top of page. Please DO NOT create a cover page.

· Work that is incomplete or not submitted in proper form will receive zero (0)

· DUE: FRIDAY, November 30, BEFORE CLASS; submitted on CANVAS

3) IN CLASS: BE PREPARED to discuss YOUR ANSWERS during class on Friday, November 30.

4) GRADE: TOTAL potential = 2 Points

· UP to 1 ACTIVITY Point for paper submitted to CANVAS before DEADLINE

· Work that is incomplete or not submitted in proper form will receive a zero (0)

· Turnitin similarity score >50% will be further reviewed and may receive a zero (0)

· +1 ACTIVITY Point for active participation in class on day case is due

5) LATE: PENALTIES FOR SUBMITING WRITTEN ASSIGNMENT AFTER DEADLINE

· Minus 50% If submitted after DEADLINE , but BEFORE 5:59 PM on FRIDAY, NOVEMBER 30

· Minus 100% If submitted AFTER 6:00 PM FRIDAY, NOVEMBER 30

ANSWER QUESTIONS 1 and either 2 or 3

Brandless Inc.’s marketing strategy is to sell upscale-sounding products for less than their equivalents on Amazon and elsewhere. Brandless's focus on data and its ability to generate buzz around generic household products are its key selling points.

1) Visit the Brandless website (brandless.com). How important are brands to you when selecting everyday items, such as bath tissue, peanut butter, or body wash? For which household items does brand matter most to you? For which items does it NOT matter?

2) How will – or how should – Amazon respond to Brandless? Why?

3) Are there other categories of consumer products – besides household items – where being a “no-brand” retailer could be successful? What categories are they, and why do you think so?

MKTG 2101: CASE 5: Brandless, Inc. 1 11.30.2018