In the laundry detergent category,Unilever markets a number of premium brands including Omo and Drive.In addition,it markets the low-priced alternative Surf,whose main role is to compete with the budget brands and protect the integrity of the Unilever's premium brands.Surf is best described as a ________.
A)promotional discount
B)fighter brand
C)penetration brand
D)product bundle
E)dynamic brand

Question

Quizplus · Accepted Answer

Surf is best described as a fighter brand, which is a low-priced alternative brand that competes with budget competitors while protecting the integrity of the company's premium brands.

In the Laundry Detergent Category,Unilever Markets a Number of Premium