Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 15

You are the brand manager for a firm that makes herbs, spices, and other food additives. You have had complaints from some of your retail outlets that they are finding empty bottles of pure vanilla extract stashed around the store. Apparently, due to its high (35 percent) alcohol content of pure vanilla extract, people are grabbing the cute little bottles, having a drink, and getting rid of the evidence. Anecdotal evidence from store employees indicates that the majority of the imbibers are teenagers. The cost of placing a tamper proof cap on the extract is a relatively insignificant percentage of the purchase price, but will make it more difficult to open, particularly for older customers. Also, there has been a significant rise in sales to retailers as a result of the vanilla bean "addicts." What should you do?