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)product repositioning
E)psychographic

Question

Quizplus · Accepted Answer

Mott's used a product repositioning strategy to change the way consumers thought about their applesauce and to position it as a healthier alternative to cooking oil in baking. This involved changing the perceived value and benefits of the product in the minds of consumers.

Mott's Used an Advertising Campaign to Change the Way Consumers