Question: Whats the problem with Planters Nuts? Why are sales down 23% in a growing category? 2. Why do consumers think almonds and pistachios are healthier

Whats the problem with Planters Nuts? Why are sales down 23% in a growing category?

2. Why do consumers think almonds and pistachios are healthier than peanuts?

3. What is the consumer decision-making process for category? (Reference: The Consumer Perspective lecture note_Feb.10th)

4. What target should they pursue?

5a. Write a better positioning statement for Planters Peanuts (than the one on page 9 of the case) using the format: To/For (Target Market) Planters is the (single most important claim) Among all (competitive frame) Because (single most important support point)

5b. Explain why your positioning statement is better than the one on page 9 of the case in terms of importance, believability and distinctiveness.

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