Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
-(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to

Question

Quizplus · Accepted Answer

Becoming part of the consideration set is necessary in order for consumers to think of Snapple when considering iced tea options. The fact that Snapple's connection with consumers had been slipping indicates that they may not have been part of many consumers' consideration sets. Developing emotional and functional benefits and ranking high on evaluative criteria can all be helpful in building brand image and preference, but they are not directly related to becoming part of the consideration set.

Scenario 5-1 At Meeting with Snapple Distributors in NYC, Cadbury Executives Unveil