Question

Philip morris bought miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. what did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

Answer 1

I believe the answer is: points-of-parity

points-of-parity refers to a set of characteristics that a brand need to has if it want to be considered as a serious competitor in the market. In beer industry, those characteristics would include things such as taste, nutritional value, price, attractive packaging, etc.