Fruit Delight Essay Example | Topics and Well Written Essays - 1750 words

Fruit Delight - Essay ExampleThey fatality to look and be shake like the celebrities who have high influence on them. Hence, as described by Kelman, source attractiveness would be an authorized characteristic of our communication messenger (Egan 2007). Word Of Mouth selling utilize the brands current customers would also influence the tush audience as they argon highly image-conscious and trust their peers more than others. Fruit Winders already has a positive image (especially with the mums) as farthermost as health benefits are considered. Using these indirect customers to propagate the benefits of the output send word be effectively used for viral marketing as was done by Dove. They used the real customers in their ads to spread a credible word of mouth (Dahlen, Lange and Smith 2009). Critique of current/recent campaigns to the very(prenominal) target audience The target audience of Fruit Delight overlaps that of Fruit winders for the 10-12 year olds. This give the axe have both favorable and unfavorable implications. A major dis usefulness of this stern be the confusion it can create in the minds of this age group. So, far this group of audience has been used to the symbols and self-association with these symbols. With the introduction of the new-fangled produce which would propagate a different image association, the target audience would not know which one to adopt. at that place will be a symbol clash in this kind of brand extension. This will wear off some customers from the Fruit Winders basket which may or may not hail into the Fruit Delight basket as they might get attracted towards other brands in the same product range. This is because they have already perceived this brand as one for smaller kids and they may not be able to associate with the new one as being for older kids. This is what happened with the global brand capital of South Dakota Cardin. The company diversified into so many product deciphers that people did not associ ate with the core line of business. The brand eventually died (Mininni 2006). Thus, we can see that any failure of strategy implementation by improper transfer and linkages of brand associations of the parent brand to the new product can lead not only(prenominal) to the failure of the new brand but also that of the parent brand (Juda 2007). However, a major advantage of this brand extension is that it is not moving very far away from its core brand values. This is an important factor to consider before going into a product line. Positive images and strengths of the current brand, Fruit Winders, can easily be leveraged to achieve a successful brand launching into a new segment (Juda 2007). This is one of the ways of increasing the rate of new acceptance and purchase intention of customers (Juda 2007). It can table service in penetrating into a new segment while achieving advertising and promotion expenditure efficiencies. Thus, using viral marketing can be a very easy strategy to launch the new product using old customer base. Using the same TV commercials with extra information on the new product can help in promoting the Fruit Delight through the younger siblings of the target audience. Current websites can be used to promote the product but content of the websites for this audience can be designed according to their interest. Using the same billboards and TV commercials to promote websites will help in promoting the product to a great extent. Positioning statement Positioning consists of two main factors