A small company, Graig Inventions, produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig 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, but it did appear to fit within the category of diet pills.
B) The company confused a subordinate level with a basic level of categorization.
C) The company confused a normal level with a basic level of categorization.
D) The determinant attributes between diet pills and breakfast was not sufficiently strong.

Question

Quizplus · Accepted Answer

The example demonstrates that the initial failure of the product was due to poor positioning, as consumers found it hard to accept a pill as a substitute for breakfast. However, when repositioned as a diet product, it fit better within consumer expectations and became successful.

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