Question

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier. Mott's used a __________ strategy. a) perceptual mapping b) product positioning c) product differentiation d) repositioning e) psychographics

Answer 1

Answer:

D) Repositioning

Explanation:

Perceptual mapping is the graphical representation of a product to explain the consumers' perception.

Product positioning is a method to explain the product's benefits to the targeted consumers.

Product differentiation is the process of distinguishing a product from other goods to force the customers to purchase.

Psychographics is a qualitative explanation based on the consumers' preferences.

Finally, repositioning is focusing on changing the customers' view engaged with the brand or product. It usually depicts a variety of a product's brand image. Since Mott's used an advertising method that changes the consumers' thought and perception, he used this repositioning strategy.