If you were a consultant to Vivian Callaway, what product changes would you recommend to increase sales of Warm Delights?
a) What initial promotional plan directed to consumers in the target market did Callaway use? (b) Why did this make sense to Callaway and her team when Warm Delights was launched?
(a) What marketing research did Vivian Callaway execute? (b) What were the critical questions that led her to conduct research and seek expert advice? (c) How did this affect the product’s marketing mix price, promotion, packaging, and distribution decisions?
2 (a) Who is the target market? (b) What is the point of difference on the positioning for Warm Delights? (c) What are the potential opportunities and hindrances of the target market and positioning?
What is the competitive set of desserts in which Warm Delights is located?