When introducing this product (Snuggle liquid fabric softener) into the new Eastern Region, what method should Lever Brothers employ and what attributes should be stressed to guarantee success?
What will be an ideal response?
When introducing this product into the Eastern Region, Lever would benefit the most through comparative advertising. Because Snuggle liquid fabric softener has similar attributes with other liquid fabric softeners, it would be beneficial to compare the prices of the different brands within this market.
Snuggle liquid is a premium product. Like all other premium products, Snuggle fabric softener softens the whole wash, controls static cling, and leaves the clothes smelling fresh. But there is something unique about Snuggle. Although it is a premium product, it is priced well below other premium liquid softeners. Therefore, Lever Brothers should stress the fact that Snuggle has the same level of quality as the other premium brands, but its low price provides consumers with a better value for their dollar.
When advertising this product, it will be important for Lever to stress the fact that Snuggle’s lower price does not suggest that the product is of lower quality. People may associate the low price with low quality, which will have a negative effect on sales. Therefore, it is imperative that Lever make consumers aware, through advertising,
that Snuggle is a premium product, has the same features as other premium products with higher prices, and offers consumers a choice between spending money on a premium product or saving money on an equally high-quality product.
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