Cadbury Changing Its Schweppes Ginger Ale Brand from a Mixer

question 64

Multiple Choice

Cadbury changing its Schweppes ginger ale brand from a mixer for alcoholic drinks to a soft drink by refocusing its product mix (with more emphasis on flavoured ginger ales, such as raspberry ginger ale) , its advertising and its packaging, is an example of:

• A) repositioning.
• B) re-targeting.
• C) rebranding.
• D) market segmentation.

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Definitions:

Sensing

Gathering information through the five senses and focusing on what actually exists.

Escalation of Commitment

Describes a pattern of behavior in which individuals continue to invest time, money, or effort into a decision or action despite evidence of its failure, often due to a desire to justify prior commitments.

Splitting Responsibility

Dividing duties, tasks, or obligations among individuals or groups to ensure accountability and efficiency in achieving objectives.

Cognitive Dissonance

A psychological state characterized by experiencing conflicting thoughts, beliefs, or attitudes, especially relating to behavioral decisions and attitude change.