Familiar brands such as Arnott's Biscuits generally occupy clear and strong positions (as perceived by the market). This leads to:
A) a strength because consumers know the product benefits and features.
B) a weakness because this position is difficult to change short term.
C) a limitation because new brands in the market can establish positions based on new benefits.
D) all of the options listed.

Question

Quizplus · Accepted Answer

understand how to effectively position an offering to a target market in relation to competitors, and develop an appropriate marketing mix. In familiar product categories, familiar brands occupy clear and strong positions, which is paradoxically both a strength and a limitation. Existing consumers are in no doubt about the benefits and features of the product. At the same time, such a strong position is difficult to change, and new brands are better able to establish new positions based on new benefits as consumers develop awareness of new issues.

Familiar Brands Such as Arnott's Biscuits Generally Occupy Clear and Strong