In Its Recent "You're Not You When You're Hungry-Snickers Satisfies

question 60

Multiple Choice

In its recent "You're not you when you're hungry-Snickers satisfies" TV ad campaign, Mars, the maker of the Snickers candy bar, repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy one's immediate feeling of hunger. Mars used this product repositioning strategy with its Snickers brand to

• A)react to a competitor's position.
• B)catch a rising trend.
• C)reach a new target market segment.
• D)change the value offered to its customers.
• E)implement a global strategy.

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Definitions:

Theory of Planned Behavior

A theory that predicts an individual's intent to engage in a behavior at a specific time and place, considering the attitude towards the behavior, subjective norms, and perceived behavioral control.

Subjective Norms

Social pressures perceived by individuals about whether they should engage in a particular behavior.

Behavioral Attitudes

Attitudes reflected through an individual's actions or behaviors, demonstrating their beliefs, feelings, and values in a tangible manner.

Perceived Behavioral Control

An individual's belief about how easy or difficult it will be to perform a particular behavior.