At one time Kraft was on the verge of discontinuing Cheez Whiz because its sales were so low. Then Kraft determined it could launch a new ad campaign showing Cheez Whiz as a fast, convenient microwavable cheese sauce. This ________strategy made Cheez Whiz a strong product within the Kraft product line.
A) market development
B) product diversification
C) target market divestment
D) repositioning
E) market aggregation

Question

At one time Kraft was on the verge of discontinuing Cheez Whiz because its sales were so  low. Then Kraft determined it could launch a new ad campaign showing Cheez Whiz as a fast, convenient microwavable cheese sauce. This ________strategy made Cheez Whiz a strong product within the Kraft product line.
A) market development
B) product diversification
C) target market divestment
D) repositioning
E) market aggregation

Quizplus · Accepted Answer

The correct answer is repositioning because Kraft changed the perception of Cheez Whiz in the market by promoting it as a fast, convenient microwavable cheese sauce, without changing the product itself but rather its intended use and appeal to consumers.

At One Time Kraft Was on the Verge of Discontinuing