Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

Question

Quizplus · Accepted Answer

Points-of-parity refer to the similarities between brands within a category that consumers expect to be present. By stating that the low-calorie beer tastes good, Philip Morris is assuring consumers that the product meets the basic expectation of taste that consumers have for beer, which is a point-of-parity.

Philip Morris Bought Miller Brewing and Launched Low-Calorie Beer, at a Time