Question

Roxanne has completed her positioning analysis and believes she understands why her adult milk beverage has been performing so badly. Her product was the first product to use aseptic packaging, which allows milk to be stored at room temperature for long periods of time. Introduced in 1999, the product was positioned as a survival food because everybody was worrying about Y2K problems at the turn of the century. Today people are more concerned about nutrition and her aseptic milk is very low in fat. To take advantage of this, she changes her advertising slogan from "It will keep you alive in the next century" to "A healthy beverage, ready and waiting". Roxanne is trying to?

Answer 1

Answer:

The answer is: reposition her product to expand its market

Explanation:

Roxanne's adult milk beverage was positioned as a survival food, so the market considered it a very specific product (niche product) for survivalists. That market was probably very profitable in 1999 when an important group of people thought the end of the world was near, but that has changed now.

In order for Roxanne's milk beverage to be successful again she must reposition it as a healthy beverage good for every adult. She is trying to expand her market to regular adults.