JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness.
-In the JUICE MINI CASE, Fruit Fusions is taking advantage of ________ in extending its brand name association to its new juice line as a means of increasing consumer acceptance of the new product.
A) umbrella positioning
B) product repositioning
C) contrast
D) consumer stereotypes
E) the halo effect

Question

Quizplus · Accepted Answer

The halo effect is at play here, where the positive perception of Fruit Fusions' organic fruit blended yogurts is leveraged to foster consumer acceptance and positive perception of its new juice line. This strategy relies on the good reputation of the brand's existing products to enhance the reception of its new offerings.

JUICE MINI CASE: Fruit Fusions Is a Well-Known Producer of Organic