One Common Christmas Tradition in Many Households Is the Claxton

Multiple Choice

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December) ,the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.There are numerous jokes about the indestructibility of fruitcake-many of them derogatory.To change its consumer image,Claxton periodically engages in public relations campaigns in which it describes fruitcakes in terms of family Christmas traditions.Attempts to move the fruitcake from being perceived by consumers as the butt of jokes to a comfort food is an example of what type of strategy?

A) repositioning
B) diversification
C) demographic
D) expansion