Marketing Currents - Business and Marketing Current Events

Daisy Brand Seeks To Recast Cottage Cheese Vs. Yogurt Debate

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Does cottage cheese have yogurt envy?

As of 2019, Americans consumed about 15 pounds of yogurt per capita compared to just two pounds of cottage cheese.

Click here to read the story at media post.com.

Discussion Questions:

  1. What is competition?
  2. What are the different types of competition?
  3. How would you describe Daisy’s competition?
  4. What type of competition might Yogurt products represent to Daisy?
  5. What is product positioning?
  6. Based on information from this news story, describe this marketing campaign from Daisy.
  7. How is Daisy positioning its product with this campaign?
  8. What is tagline?
  9. What is the tagline for this campaign?
  10. How might that tagline fit its positioning strategy?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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