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Q2. What was the role and importance of the Real California

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Jake Nga

on 11 March 2014

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Transcript of Q2. What was the role and importance of the Real California

The role and importance of the Real California Cheese certification mark in implementing positioning and IMC program elements
Q2. What was the role and importance of the Real California Cheese certification marke in implementing the positioning and IMC program elements? How and where was it implemented? Do you think it made a difference to the program?
- to identify natural cheese made in California from California milk

- able to promote many varieties of cheese from cheese makers who qualify for and use the seal on their packaging


Create identity
- the seal assures that the cheese they are purchasing is natural and is made from California milk

- this set a standard for cheese makers to meet the production quality
How and where was it implemented?
- on all packaging and advertising

- on all coupons/brochures and point
of sales materials

- on restaurant menus and table tents
Any difference to the program?
- Yes

- it tied the IMC program together

- I believe it will successful in creating and increasing the number of sales
Full transcript