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January 20, 2023

How did this marketing agency implement product differentiation

Troy University Unique Positioning Discussion
Two years after the Pandemic began, Theaters in Peru still had capacity restrictions. 35% of the seats remained empty, which meant 35% of tickets were unsold.
So how did they fill the theaters when the rule prohibited it?
Peruvian advertising agency, Fahrenheit DDB, responded to this question with ‘Mannequins Spectators’. They dressed figures/mannequins in different outfits to occupy the restricted seats while, at the same time, presented collections in an unusual way.
Watch the following YouTube video and then answer the questions below:
https://www.youtube.com/watch?v=rRweGKLhm7c (Links to an external site.)
How did this marketing agency implement product differentiation?
How did this differentiation help create brand equity?
Would this unique product positioning have also work in the United States? Why or why not? (No wrong answer to question #3 – this is your opinion.)

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