Author Question: For Kraft, the South Beach deal seems an admission that the diet - - linked with celebrity dieters ... (Read 98 times)

sammy · **on:** Jun 28, 2018

For Kraft, the South Beach deal seems an admission that the diet - - linked with celebrity dieters such as Bill Clinton, Bette Midler and Nicole Kidman -- may be a bigger consumer draw currently than the Kraft name. The South Beach Diet book, by cardiologist Arthur Agatston, has sold more than 8 million copies. Among Kraft products that will carry the South Beach diet seal of approval is Jello. (Bruce Horvitz, Kraft gets South Beach diet's seal of approval; New labels part of deal to keep waist watchers buying, USAToday.com, September 27, 2004.)

To maximize Jell-O's chances for success, describe the general characteristics its new position should possess.

Question 2

Marketing research is the use of information to identify and define marketing problems.
a. True
b. False
Indicate whether the statement is true or false

sabina576 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

Effective positioning begins with substance. Jell-O must be able to deliver whatever the position promises. The positioning strategy must be consistent internally. Everything must work in combination to reinforce a distinct perception in the consumer's mind about what a brand stands for. The position should remain consistent over time. This gives the brand an opportunity to break through advertising clutter and establish what it stands for. Finally, the position must be simple and distinctive. No matter how much substance has been built into a product, it will fail if the consumer doesn't perceive what the product can do.

Answer to Question 2

True