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The document discusses the brand positioning strategies of two major spice companies, McCormick and Fuchs. McCormick positions itself as a low-cost provider of spices, targeting all customer segments. It focuses on high production volumes and wide distribution. McCormick uses emotional and sensory positioning related to health and taste. Fuchs positions itself as a premium brand with higher prices but higher quality. It focuses on retail distribution and functional benefits of its natural, preservative-

Author

Laura Mng

Language

EN