Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?
A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection

Question

Quizplus · Accepted Answer

The company was trying to create a point-of-difference by highlighting the fact that their low-calorie beer contained one third less calories and was less filling, which could be seen as an advantage over other low-calorie beers that may not have tasted as good.

Philip Morris Bought Miller Brewing and Launched Low-Calorie Beer, at a Time