In discussing positioning strategies, Lean Cuisine would be a good example of a brand striving to reposition itself in the marketplace. In just 4 months, the Lean Cuisine Weigh This video racked up over 6 million views. The marketing director for Lean Cuisine explains the rationale behind the reposition in the DigiDay article.

Discussion Questions:

  1. First, can Lean Cuisine change its image from a diet brand to a healthy lifestyle brand? Why or why not?
  2. What was your impression of the Weigh This video?
  3. How important is social media to Lean Cuisine in making the transition to a lifestyle brand?
  4. What are your thoughts about the 15-second TV ad? Does it display the healthy life style position? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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