When Procter & Gamble launched the Swiffer, it was promoted as a brand new way to clean. This is an example of
A) value positioning.
B) innovation positioning.
C) leadership positioning.
D) new product positioning.
E) lifestyle positioning.

Question

Quizplus · Accepted Answer

The launch of Swiffer as a brand new way to clean indicates that Procter & Gamble positioned it as an innovative product that offers a unique cleaning experience. Therefore, the correct choice is innovation positioning (B). Value positioning (A) emphasizes the value for money, leadership positioning (C) emphasizes being the market leader, new product positioning (D) emphasizes the novelty of the product, and lifestyle positioning (E) emphasizes how the product fits into consumers' lifestyles. These positioning strategies are not applicable to this scenario as Swiffer is being positioned as an innovative product.

When Procter & Gamble Launched the Swiffer, It Was Promoted