Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 21

General Mills and several other major food makers have begun producing organic foods. But they have deliberately kept their brand names off the packaging of these new products, thinking that the kind of customer who goes out of his or her way to buy organic products is unlikely to trust multinational brands. Other companies, however, such as Heinz, PepsiCo, and Tyson Foods, are betting that their brand names will prove to be persuasive in the $35 billion organic foods market. Which strategy do you think is more likely to be successful? Why?