Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 27

Almex and Company introduced a new coffee-flavored liqueur in direct competition with Hiram Walker's tremendously successful Kahlua brand. Almex named its new entry Kamora and packaged it in a bottle similar to that of Kahlua, using a pre-Columbian label design. The ad copy for Kamora reads, "If you like coffee-you'll love Kamora." Explain Almex's marketing strategy in terms of learning theory.