You are the brand manager for Dryer's Ice cream. A new product, called Halo Top Ice Cream has just taken over the #1 spot in your category, the first year! Halo Top is a healthy alternative to regular ice cream, as they use a natural sugar alternative, Stevia. In addition, they have a unique protein and whipping process which reduces fat, calories, and sugar and increases protein. Here is how they stack up with you: (Chart)Both you and Halo Top are priced around $3.50 per pint.Using the JND and JMD theories, thoroughly describe how you would design a competing product to fight against Halo Top. Do you see why Halo Top is doing so well, based on the differences in the above chart? What would Dryer's product have to be like to have a noticeable and meaningful difference vs. Halo Top? HALO- vs –DREYER'S SLOW CHURNEDby the numbersDREYER'SHALO TOP®SLOW CHURNEDvanilla beanvanilla beancalories70100protein5g3gfcat2g3gsugar6g13gPER 1/2 CUP SERVINGТОР

The product in the market will offer a higher perceived value to its customers with an increased…

Answered: ou are the brand manager for Dryer's…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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You are the brand manager for Dryer's Ice cream. A new product, called Halo Top Ice Cream has just taken over the #1 spot in your category, the first year! Halo Top is a healthy alternative to regular ice cream, as they use a natural sugar alternative, Stevia. In addition, they have a unique protein and whipping process which reduces fat, calories, and sugar and increases protein. Here is how they stack up with you: (Chart)

Both you and Halo Top are priced around $3.50 per pint.

Using the JND and JMD theories, thoroughly describe how you would design a competing product to fight against Halo Top. Do you see why Halo Top is doing so well, based on the differences in the above chart? What would Dryer's product have to be like to have a noticeable and meaningful difference vs. Halo Top?

HALO
- vs –
DREYER'S SLOW CHURNED
by the numbers
DREYER'S
HALO TOP®
SLOW CHURNED
vanilla bean
vanilla bean
calories
70
100
protein
5g
3g
fcat
2g
3g
sugar
6g
13g
PER 1/2 CUP SERVING
ТОР

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