January 2001
Beginner
213 pages
4h 8m
English
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17Positioning a product: Milk Duds
The brand is Milk Duds, a product of Switzer Clark. Milk Duds is a candy product that comes in a little yellow and brown box. It had a reputation as a “movie” candy for teenagers, but the company wanted to broaden its Milk Duds business to include the younger crowd.
Looking into the mind
The first step in any positioning program is to look inside the mind of the prospect.
And who is the prospect for Milk Duds? It’s not some little kid who doesn’t know the score. Research indicates that the best Milk Duds prospect is a sophisticated candy buyer. He or she has been in and out of candy stores several hundred times at least.
The average Milk Duds prospect is 10 years old. A cautious, suspicious, shrewd purchasing ...
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