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

Fruit Delight - Essay Example They want to look and behave like the celebrities who have high influence on them. Hence, as described by Kelman, source attractiveness would be an important characteristic of our communication messenger (Egan 2007). Word Of Mouth marketing using the brand’s current customers would also influence the target audience as they are highly image-conscious and trust their peers more than others. Fruit Winders already has a positive image (especially with the mums) as far as health benefits are considered. Using these indirect customers to propagate the benefits of the product can be effectively used for viral marketing as was done by â€Å"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 same target audience The target audience of Fruit Delight overlaps that of Fruit winders for the 10-12 year olds. This can have both favorable and unfavorable implications. A major d isadvantage of this can 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 product which would propagate a different image association, the target audience would not know which one to adopt. There will be a symbol clash in this kind of brand extension. This will erode some customers from the Fruit Winder’s basket which may or may not fall 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 â€Å"Pierre Cardin†. The company diversified into so many product lines that people did not associate with the core line of business. The brand eventually died (Mininni 2006). Thus, we c an see that any failure of strategy implementation by inappropriate transfer and linkages of brand associations of the parent brand to the new product can lead not only 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 â€Å"increasing the rate of new acceptance and purchase intention of customers† (Juda 2007). It can help 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 info rmation 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 –