RANK'S MODEL OF PERSUASION

1. Persuaders can choose from four strategies of action.

(i) Intensify their own good points.

(ii) Intensify the weak points of the opposition. 

(iii) Downplay their own weak points

(iv) Downplay the good points of the opposition.

2. Tactics for intensifying persuader's argument:

-          Repetition, association, and composition.

3. Tactics for downplaying weaknesses in persuader's argument:

-          Omission, diversion, and confusion

 

4. Method of self-protection

                               Heinz® Tomato Ketchup

                                                    Heinz "Tomatenketchup" commercial [2010]

Heinz Tomato Ketchup

Maggi Tomato Ketchup

 Maggi Tomato Ketchup is the major competitor to Heinz® Tomato Ketchup in the market.

   

 Heinz® Tomato Ketchup intensified their good points by saying:
 

“It's no wonder Heinz® Tomato Ketchup is the world's favourite. Only the firmest, juiciest, freshest tomatoes make it into our bottle. Every tomato in every bottle of Heinz® Ketchup comes from Heinz seeds and is grown by farmers we know and trust.”

“Heinz was at the forefront of exploring natural preservation, and in 1906 was first to launch a Ketchup free from artificial preservatives.”

Heinz® Tomato Ketchup intensified the weak point of competitors by saying “Heinz is better than any other brand in terms of price and packaging.”

Slogan “Grown, not made.”

The glass bottle design makes the ketchup pour out more quickly and easily.

It is organic, reduced sugar and no salt added varieties.

Traditional breeding techniques and no genetic modification is used.

Heinz subjects the tomatoes we receive from our growers to rigorous testing, inspections and grading. Heinz doesn’t just accept any tomato. Only the very best can be a Heinz tomato.

Heinz upholds the commitment to health and wellness through:

(i) Delivering products with both superior taste and enhanced Health & Wellness benefits

(ii) Providing nutritionally balanced food choices for adults and children

Heinz® Tomato Ketchup downplays the good point of Maggi Tomato Ketchup which is the price. Maggi Tomato Ketchup is cheaper and affordable by the consumers compared to Heinz® Tomato Ketchup.