Case Study Sun Chips
Overview, Learning Outcomes and Structure of the Lesson
Case Study
In the video above, Prof. Belz refers to the following video - you can watch it right here:
Review and Discussion
- What would you do as the brand manager of Sun Chips against the background of the negative publicity and consumer response? Identify different options and evaluate the consequences.
- Is the new compostable, plant-based Sun Chips packaging better than traditional, petroleum-based chip packaging from an ecological perspective? Look for life cycle analyses (LCAs) and discuss the pros and cons of the two different kinds of chip packaging.
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 193-194.
The Fritolay website: https://www.fritolay.com
The Sunchips website: https://www.sunchips.com
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