The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer- market sales promotion techniques.Which of the following would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese?

Question

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Offering a coupon for a discount on a box of Kraft Macaroni and Cheese is a common and effective way to encourage brand loyalty. Consumers who regularly purchase the product will appreciate the savings, and it may also entice new customers to give the product a try. A 50-cent rebate (Option A) is less effective because it requires the customer to go through the extra step of submitting a rebate form in order to redeem the discount. Option B, offering an additional case of product at a discounted price, may result in consumers stockpiling the product for future use, rather than actually using and repurchasing it regularly. Option C, featuring a celebrity endorsement, can be effective in increasing product awareness, but may not necessarily lead to brand loyalty if the product itself does not meet the consumer's expectations.

The Marketers at Kraft Are Currently Focusing on Building Brand