A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?
A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.
B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.
C) The company confused a superordinate level with a subordinate level of categorization.
D) The determinant attributes between diet pills and breakfast were not sufficiently strong.

Question

Quizplus · Accepted Answer

The example demonstrates that the company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills. The company's failure to properly position the product resulted in its failure but repositioning it as a diet product was more successful.

A Small Company, Craig Inventions, Produced a Pill That Had