Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as ___
A) a brand extension.
B) individual packaging.
C) manufacturer branding.
D) family packaging.
E) multiple packaging.

Question

Quizplus · Accepted Answer

The strategy of packaging single-serve boxes to look like the half-gallon cartons is called family packaging, where the product is packaged in a way that is consistent with other products in the same product line to create brand recognition and customer loyalty. This is different from brand extension, individual packaging, manufacturer branding, and multiple packaging.