Frito-Lay Is Considering Whether to Buy the Cracker Jack Brand

Multiple Choice

Frito-Lay is considering whether to buy the Cracker Jack brand of caramel popcorn from Borden,Inc.Frito-Lay research shows that Cracker Jack has a strong brand equity.But,Cracker Jack's dollar sales market share and pound (a surrogate for unit) volume market share have declined recently and trailed the Crunch 'n Munch brand as shown in the Figure 14-A marketing dashboard above.Borden's management used an above-market,premium pricing strategy for Cracker Jack.As a Frito-Lay marketer studying Cracker Jack,calculate Cracker Jack's price premium.What position in Figure 14-A above represents the price premium of Cracker Jack?

A) "A"
B) "B"
C) "C"
D) "D"
E) "E"