Are All Strategies of Product Differentiation and Positioning Effective Through Consumer Pricing? The Case of Packaged Ice Cream in Mexico: 2017

Abstract

The research shows that not all product differentiation strategies have positive effects on prices, some of them are positively associated in the mind of consumers and do not manifest directly in the first mentioned path. Especially the cobranding strategy, which has negative effects on prices, assuming that it is not the ideal option to obtain higher revenues through high prices. In the packaged ice cream market, the development of a premium brand with a satisfactory quality requirements from the consumers perspective, partially justifies the price increases compared to other brands that are leaders by volume sold (market power).

Keywords: Leader; brand; positioning; prices; cobranding; quality.