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Heinz Katchup decided in the early 2000s to introduce a fun new product targeted at children. They created and marketed the Heinz EZ Squirt product, which came in a squeezable bottle with a narrow tip for writing with the "Blastin’ Green" colored ketchup. Soon Heinz added the colors orange, purple, teal, blue, and pink to the mix. It was initially successful, but within a few years sales dried up, and the product was retired. Which common type of reposition pitfall did they likely encounter?

Answer :

jepessoa

Answer:

Bias towards young people

Explanation:

When Heinz launched EZ Squirt they focused on little kids and the association they made between colored ketchup and Shrek movie. That is why the original color of EZ Squirt was green. But the problem is that kids grow up and fads fade away. For a short while kids went crazy for EZ Squirt and several colors were added purple, blue, orange, etc., but as they grew they focused their attention to the next fad.

Tundexi

The insufficient research towards market segment was encountered reposition pitfall.

What common pitfalls are encountered while repositioning?

When repositioning a  brand, product, or service, some common pitfalls that can be encountered includes:

  • doing insufficient research with market perceptions or target segments
  • underestimating “back to basics” or adding too many meanings and new ideas
  • creating confusing positioning between the old and the new positions

In conclusion, the insufficient research towards market segment was encountered reposition pitfall.

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