Almex and Company introduced a new coffeeflavored liqueur in direct competition with HiramWalker’s tremendously successful Kahlua brand.Almex named its new entry Kamora and packagedit in a bottle similar to that of Kahlua, using a preColumbian label design. The ad copy for Kamorareads, “If you like coffee—you’ll love Kamora.”Explain Almex’s marketing strategy in terms oflearning theory.

Almex and Company introduced a new coffeeflavored liqueur in direct competition with HiramWalker’s tremendously successful Kahlua brand.Almex named its new entry Kamora and packagedit in a bottle similar to that of Kahlua, using a preColumbian label design. The ad copy for Kamorareads, “If you like coffee—you’ll love Kamora.”Explain Almex’s marketing strategy in terms oflearning theory.

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter18: Personal Selling And Sales Promotion

Section18.2: Mistine’s Mystique: Great Promotional Strategies

Problem 2C

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