Chapter 9 Notes

Chapter 9 Notes - Chapter 9 Consumer Behavior Learning,...

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Chapter 9 Consumer Behavior Learning, Memory, and Product Positioning Imagine a company buying a brand whose sales had declined 90 percent over the past 15 years in large part because its use was linked with a deadly disease. Further imagine that for all of its 110-year history it has been marketed exclusively as a children's product, and you are going to market it to baby boomers and older adults. A foolish idea? Johnson & Johnson doesn't think so. Johnson & Johnson recently acquired St. Joseph Aspirin, which, since its beginning in the late 1800s, had been sold strictly as a children's aspirin. It is sold only in orange-flavored, 81- milligram doses, compared with 325 milligrams in standard aspirin. It was quite successful until the 1980s, when using aspirin to treat viral infections in children was linked to Reye's syndrome (a disease that affects all organs of the body, but most lethally the liver and the brain). Johnson & Johnson hopes to reposition St. Joseph as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults. The firm hopes to capture the positive memories many adults have of St. Joseph while teaching them that it is the optimal source for low-dosage aspirins. Thus, the firm faces the dual challenge of reviving old memories and positive feelings while teaching consumers that the product is uniquely appropriate for this use by adults. The marketing team asked itself, How would baby boomers remember St. Joseph? They went on eBay and bought old St. Joseph packages and posters, they redesigned the package using elements from its old packages, when the brand was at its strongest. Of course, any reference to children was removed and adult usage was emphasized. Evidence indicated that most adults had heard the message that aspirin is
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This note was uploaded on 04/28/2008 for the course MKT 315 taught by Professor Wiman during the Winter '07 term at Rider.

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Chapter 9 Notes - Chapter 9 Consumer Behavior Learning,...

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