Over the years a number of firms have tried to change their positioning for a variety of competitive reasons. Choose a firm in the global marketplace who has changed their positioning over the recent past. Describe the firm’s original positioning strategy and then describe the firm’s revised positioning strategy. How did customers react to this change in positioning strategy – was it successful or not? Why?
Positioning and Brandin
According to the International Dairy Foods Association, take-home ice cream sales totaled $6.8 billion in 2010. This market can be divided into four quality-based segments:
· Super premium ice creams like Ben & Jerry’s and Haagen-Dazs have very low overrun (i.e., minimal aeration) and high fat content, and the manufacturers use the best quality ingredients.
· Premium ice creams like Turkey Hill have low overrun and higher fat content than regular ice cream, and are made with higher quality ingredients.
· Regular ice cream brands like Breyer’s meet the overrun required for the federal ice cream standard (i.e., finished product must not weigh less than 4.5 pounds per gallon).
· Economy ice cream meets the government standard and generally sells for a lower price than regular ice cream.
Using what you learned this week about positioning and branding, discuss the strategy you would use to enter the take-home ice cream market. Be sure to discuss what your points of differentiation are and what brand associations you would link to your brand. Support your choices with logic and research.
need to have roughly 2 to 3 pages answering these two question.
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