Some basic product lines sold by TerraCycle include picture frames and line of clocks. Material which is conventionally considered non-recyclable like vinyl records is used to introduce new products. Bags also form an important product line which is pretty long. Bike pouches made from energy bar wrappers form an important constituent of this line.
At this stage of the company’s growth, product line extension would make more sense for TerraCycle to stay ahead of the game and gain a competitive edge over rival organic manufacturers. The current products are topnotch and very reliable, but more variety is needed to fuel the business and address needs of a diverse line of customers. It should be remembered that the present day business environment is fiercely competitive.
How well do TerraCycle’s bottles perform the four packaging functions discussed in this chapter? Compare TerraCycle’s products to Miracle-Gro’s (www.scotts.com). Do you think TerraCycle’s package design distinguishes their products well enough from those of the industry giant, or are they similar enough to cause customer confusion?
TerraCycle does not distinguish its products well enough from those of the industry giant, the Scotts. This is why the Scotts had to sue TerraCycle for copying their labels and advertisement techniques. TerraCycle finally reached a settlement with its rival company and agreed to modify its packaging. Though the package design is not similar enough to cause customer confusion, it nevertheless hurts the