A common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 2.7 million kilograms of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 170 kilograms.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 190 degrees Celcius.The bakery can cook 2700 kilograms at a time.During the baking season (August-December),the bakery uses a tractor-trailer load of raisins daily.The suggested retail price of a 454-gram Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.There are numerous jokes about the indestructibility of fruitcake-many of them derogatory.To change its consumer image,Claxton periodically engages in public relations campaigns in which it describes fruitcakes in terms of family Christmas traditions.Which type of strategy is being used with attempts to move the fruitcake from being perceived by consumers as the butt of jokes to a comfort food?
A)contraction
B)expansion
C)repositioning
D)diversification

Question

Quizplus · Accepted Answer

Repositioning is the strategy being used by Claxton to change the consumer image of fruitcakes from being a joke to a comfort food. Repositioning is a marketing strategy in which a company changes the way consumers perceive a product, service, or brand through changes in marketing or other efforts. In this case, Claxton is using public relations campaigns to shift the perception of fruitcake from being a joke to being a part of family Christmas traditions, a comfort food associated with the holiday season.

A Common Christmas Tradition in Many Households Is the Claxton