Favorite Drink, Favorite Brand

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Everyone has certain brands of different products that they have some sort of loyalty towards. This is brand/product that a consumer buys over and over again or a certain one that they will only buy for reasons of knowing they will get the same features, quality, taste, and/or benefits each time (Armstrong & Kotler. 2007). For me, one of these is Country Time Lemonade. Country Time Lemonade is a powered drink mix produced by Kraft Foods (Kraft Foods. n.d.). For as long as I can remember it was the one brand of lemonade that was always in my parents house, and besides iced tea the popular drink in our household during the summer. It was a quick and simple drink to make. All that was needed was a pitcher, water and of course the drink mix. Kraft Foods first introduced Country Time Lemonade in 1975 (Horwitz, J. & Singley, P.). In a year from its introduction, Country Time Lemonade became a top selling drink powder through grocery stores and convenience stores. After becoming a top seller, in 1977 the Country Time Lemonade introduced yet another addition to its line: pink lemonade (Kraft). For many years these were the only two products to the line of Country Time Lemonade. But as more companies were coming out with more instant drinks, the line of Country Time expanded once again. In 1990 the powdered iced tea mix was introduced and added (Kraft). This allowed for Country Time to appeal to more consumers, specifically the avid iced tea drinkers, and in turn increase their customer base. Society started to gain more an environmental view of things in the nineties. And once again that encouraged another change for Country Time, this time one in modifying their product. This was simply done with a new packaging style (Armstrong & Kotler). The once ever popular and original canister, made of composite paperboard was replaced with a new recyclable plastic container that had a finger grip molding at the waist for easier opening and grip (Kraft). With this new design the familiar scoop that came in the old canisters was also discarded. The new plastic container needed no measuring scoop, because the lid of the container became the measuring tool. On the inside of the lid are line markings for measuring depending on how many quarts of drink one wanted to prepare. Now the customer just fills the lid to the desired line, and then adds it to their container of measured water. No more counting the number of scoops or the possibility of forgetting what count number one was on. Once again, keeping up with changes, demands, and competition, two new Country Time Lemonade flavors were introduced in 1996. These were Raspberry lemonade and Strawberry Lemonade (Kraft). Two years later, in 1998, the Country Time Iced Tea added two new flavors. These were Lemonade Iced Tea and Raspberry Lemonade Iced Tea. Sometime in 2006, continuing to keep up with competition, and society, Country Time Lemonade made another modification to the product packaging. They introduced their ‘On the Go’ packets (Evans, Aimee. 6/21/06). These individual packets were designed to be opened and poured into a basic 16 ounce bottle of water. Quick and simple. No measuring is needed either, just open, empty into a bottle of water, shake, and drink. Now people who are constantly on the go due to sports, or an office worker, or for what other reason can carry a little pouch that will easily fit in any pocket with them, and with access to a bottle of water, can instantly have a flavored drink. This has kept the Country Time brand in the loop with their competition with Crystal Light (another Kraft Foods product), Wyler’s and Kool-Aid. Marketing strategies have been anything from basic product line extensions, product modifications in packaging, television commercials, to even becoming the official lemonade for the Alex’s Lemonade Stand Foundation, an on-line website that helps raise money for pediatric cancer (Kraft). This foundation was started...
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