Scenario 5-1 At Meeting with Snapple Distributors in NYC, Cadbury Executives Unveil

Multiple Choice

Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress that the company will work to re-forge strong consumer connections for brand. Cadbury Americas Beverages CEO Gil Cassagne acknowledges, "recently Snapple's connection with consumers has been slipping (and) performance has been volatile." Snapple has had some "frustrating issues and setbacks," but promises improvements and asks distributors for "open mind" and to "believe again." He declares Cadbury will return "to the roots of what made Snapple, Snapple." He acknowledges the company doesn't yet have "all the answers." But Cassagne promises that the company will work with distributors and declares: "I'm all about winning and you are, too." He says "winning" means enjoying "above-category profitable growth."
("Cadbury Unveils New Snapple Ads and Products.'Believe Again.' 'All About Winning.'", Beverage Digest, October 24, 2004.)
-(Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to

A) rank highest on all iced tea evaluative criteria.
B) develop an emotional benefit.
C) find a series of functional benefits to advertise.
D) become part of the consideration set.