This case focuses on whether Litehouse Foods should switch its signature creamy salad dressings from glass to plastic packaging. The central figure in the case is Doug Hawkins Jr., the firm's Senior Business Development Manager (Marketing lead). The business, which is one of three major players nationally in the refrigerated salad dressing marketplace, has been selling its dressings in glass jars for 50 years, and these glass jars are considered important components in how consumers perceive about the Litehouse brand. Two of Litehouse Foods' opponents have lately switched to plastic, however, and this has helped them to realize an important cost advantage over Litehouse at retail. Switching to plastic jars would save Litehouse $1.5 million/year and allow it to narrow the price advantage opened up by adversaries. Doug must develop a recommendation to the company's executive committee that considers the cost savings of plastic against the worth of the glass packaging of the brand. Complicating this choice are the environmental consequences of a switch from glass to plastic, both real and perceived, as well as how a change at this time would mesh with the recently established growth strategy of the firm.
This is just an excerpt. This case is about SALES & MARKETING
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