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final marketing project paper

This product differentiation would penetrate further

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This product differentiation would penetrate further into our current markets as well as possibly gather new markets as a result of the innovation. Many of our customers are mothers of families with children and at one point or another each of the family members will have used the Reddi-wip can. Consistently the users complain about the traditional cap; whether the cap can even properly be put back on, or when attempting to remove or put back on that the traditional cap releases some of the nitrous oxide. Eliminating the from occurring customers might be more inclined to not only buy our product in the future but it might also bring in people that once were opposed to buying simply because of the unreliability of the traditional cap.
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Technological Factors The new add-on that we are presenting the “twistable cap” is great because of its simplicity. This is a pretty simplistic change that could alter many of our customers’ perspectives. The traditional cap currently being used simply snaps onto the top of the Reddi- wip can, but tends to be unreliable and sometimes difficult to actually get on or off without releasing nitrous oxide gases. Our product development would simply alter a part of the aluminum can top, so the cap can be twisted onto the can rather than snapped back on. A simple swirl protrusion of the aluminum-can would serve as the “teeth” the cap could use to catch itself onto. The biggest development required is in the process of production. A new and entirely different machine would need to be created and implemented into the production process. Some changes in product management and space constraints in the warehouse where the cans are made. Competition Reddi-wip is part of a market where the competition is known as an Oligopoly. In an Oligopoly type of competition, a few different companies control the majority of sales. Reddi- wip is one of the companies that currently dominate the market for whipped cream. The other main company that dominates the market along with Reddi-wip, is Cool Whip. Just like Reddi- wip, Cool whip comes in many different varieties such as original, extra creamy, French vanilla, chocolate, cinnamon, light, reduced fat, and fat free. Cool Whip is sold typically in containers, but it is also sold in aerosol cans as well so that they can compete with Reddi-wip in the market.
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Another competitor of Reddi-wip that has substitutable products is Instantwhip. Not only do they have whip cream in an aerosol can, they also have other products available such as a cream known as B/C topping, good for cakes, pies, and other desserts, which is a half & half cream that is used for things like coffee, tea, and also a French custard product. Instantwhip, along with a few other companies are competitors of Reddi-wip, however, most people prefer Reddi-wip. Reddi-Wip’s true competitor is Cool Whip. Segmentation
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This product differentiation would penetrate further into...

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