Brannigan Foods Case Analysis
BRANNIGAN FOODS: STRATEGIC MARKETING PLAN Mitchell Lunde Univerit! "# M$r!l$nd Univerit! C"lle%e MRKT &'( )*+*,+),* T$.le T$.le "# C"ntent E/ecutive Su00$r! C"01$n!+Pr"duct C"01$n!+Pr"duct An$l!i Pr".le0 St$te0ent $nd Underl!in% S!01t"0 Bert Cl$r2 #$ce 0$n! ch$llen%e $ vice31reident $nd %ener$l 0$n$%er "# Br$nni%$n F""d4 S"u1 Divii"n5 .ut n"thin% c"uld h$ve 1re1$red 1re1$red hi0 #"r 6h$t he recentl! re$d7 A critic$l $n$l!i "# the entire "u1 indutr! indic$ted the itu$ti"n $ di0$l $nd 6ith n" end in i%ht7 Bec$ue "# the incre$ed he$lth c"ncern $0"n%t A0eric$n c"nu0er $nd the 1erce1ti"n "# 0"t "u1 $ .ein% hi%h in "diu0 $nd #ull "# 1reerv$tive5 1reerv$tive5 0$n! c"nu0er h$ve either t"11ed .u!in% "u1 entirel!5 "r h$ve 0"ved t" #reher5 #reher5 he$lthier "u17 N"t "nl! i the re1"rt li%htl! ne%$tive5 .ut the c"01$n!4 "6n 0$r2et h$re5 $le5 $nd 1r"8t$.ilit! h$ .een li11in% #"r the 1$t three c"necutive !e$r indic$tin% "nl! "ne thin%: ne6 tr$te%ie h$d t" .e i01le0ented in "rder t" u.ide the d"6n6$rd 1ir$l7 The 1e"1le he de1ended de1ended 0"t "n in hi divii"n h$d $ll 1r"vided 1r"vided their "6n c$re#ul $n$l!i $nd rec"00end$ti"n5 .ut de1ite their e9"rt5 there 6$ n" c"01rehenive c"01rehenive "luti"n $0"n%t $n! "# the rec"00end$ti"n7 rec"00end$ti"n7 There 6$ h"6ever "ne 1"int 6hich Cl$r2 #elt 6$ hi divii"n4 0"t 1rein% need: in "rder #"r the c"01$n! t" %r"65 it h$d t" t$r%et 1r"duct t" $ !"un%er $udience de1ite the #$ct "lder e%0ent c"nu0ed $ 0$"rit! "# c"ndened $nd re$d! t" e$t ;RTE< "u17 In "rder t" $c=uire thi %r"u1 h"6ever5 the c"rrect 0$r2etin% tr$te%ie h$d t" .e $eed $nd i01le0ented5 $nd #$t7 M$r2etin% M$r2etin% ".ective #"r Br$nni%$n include the #"ll"6in%: > Incre$e 1r"8t .! - 1ercent ever! !e$r #"r the ne/t ( !e$r > Devel"1 ) ne6 1r"duct intern$ll! "ver the ne/t ( !e$r > Incre$e hel# 1$ce .! * 1ercent "ver the ne/t ( !e$r
> Incre$e R?D .ud%et #r"0 @*& 0illi"n t" @*'0illi"n Su11"rtin% Evidence T$2en #r"0 the re1"rt5 he$lth c"ncern 6ere cle$ret $0"n%t th"e 6h" 6ere 1$rt "# the .$.! .""0er %ener$ti"n5 "r th"e ."rn .et6een *'& $nd *'& ;uelch ? Kindle!5 ),*-<7 Me0.er "# thi %r"u1 h$ve en"!ed l"n% live $nd the 8rt 6$ve $re enterin% retire0ent7 The! $re $6$re "# their he$lth need $nd 2n"6 there $re 0$n! he$lth! "u1 "1ti"n $v$il$.le7 De1ite the incre$ed l"n%evit! in thi devel"1ed $nd divere e%0ent5 it i in Br$nni%$n4 .et l"n%3 ter0 interet t" 8nd $ 6$! t" t$r%et !"un%er e%0ent7 The 1r"duct4 1erceived he$lth .ene8t i "# little c"ncern t" !"un% c"nu0er7 Inte$d5 thi %r"u1 i 0"re c"ncerned $."ut 1rice $nd c"nvenience7 Incre$in% R?D 1endin% 6"uld hel1 #uel ne6 1r"duct devel"10ent $nd hel1 Br$nni%$n re1"nd t" ch$n%e in c"nu0er 1re#erence 0"re =uic2l!7 T" incre$e 1r"8t h"6ever5 the c"01$n! h$d $ c"u1le "# "1ti"n 6hich 0i%ht .$c28re i# c"nu0er re1"nded ne%$tivel!7 One 6$ t" c"ntinue incre$in% the 1rice "# cert$in line "# "u1 #"r the #"ll"6in% !e$r7 An"ther 6$ t" incre$e the A?P .ud%et .! @), 0illi"n7 Thi "1ti"n "# c"ure 6"uld e$t int" e$rnin% i# $le did n"t incre$e7 Current T$r%et M$r2et ith "ver ', 1ercent "# $ll re1"ndent in DeGenn$r"4 re1"rt $!in% th$t "u1 i $ %""d thin% t" h$ve in the 1$ntr! ;uelch ? Kindle!5 ),*-<5 Br$nni%$n i in $n e/cellent 1"iti"n t" n"t "nl! c"ntinue t" t$r%et it c"re e%0ent5 .ut $l" c$1ture "ther $ttr$ctive c"nu0er e%0ent th$t h$ve ev$ded the c"01$n! thu #$r7 Currentl!5 eni"r citien $re the l$r%et c"nu0er "# "u1 $nd h$11en t" .e the 0"t .r$nd l"!$l5 $cc"rdin% t" the re1"rt7 Thi e%0ent re1reented "ver &, 1ercent "# the $dult 1"1ul$ti"n t"t$lin% $l0"t , 0illi"n 1e"1le $cc"rdin% t" re1"rt .! R$eh I!er $nd Ti0"th! Reien6it ;),*,<7 M$n! $re enterin% retire0ent $%e $nd thi 1reent $ 1r".le0 #"r Br$nni%$n $ it 0ut $l" t$r%et !"un%er %ener$ti"n "# 1e"1le 6ith ne6 1r"duct 6hich $re dei%ned t" 8t their need7 Attr$ctive C"nu0er Se%0ent "un% 1r"#ei"n$l 0"ther 6h" "#ten h$d little ti0e t" 1re1$re $ h"0e c""2ed 0e$l uu$ll! l""2ed #"r 1r"duct 6hich 1r"vided =uic2 "luti"n t" their dile00$ "u1 6"uld erve $ $n e/cellent "luti"n7 An"ther c"h"rt %r"u1 6h" 6$ $l" $ 0e0.er "# the h"ueh"ld5 0illeni$l5 c"nu0ed )7* c$n "# "u1 1er 6ee2 6ith & 1ercent e$tin% dr! "u1 $nd H 1ercent e$tin% 6et "u1 ;uelch ? Kindle!5 ),*-<7 Thi 0$r2et e%0ent $l" c"nidered "u1 $ $ n$c2 6ith c"nu01ti"n re0$inin% te$d! !e$r r"und r$ther th$n e$"n$l ;),*-<7 Current Pr"duct P"iti"nin% Str$te%! ith $ 6ide $rr$! "# 1r"duct th$t c$tered t" 0ulti1le c"nu0er need5 the! h$ve .een $.le t" 0$int$in $ le$din% 1"iti"n in the 0$r2et "# hel#3t$.le "u1 ;uelch ? Kindle!5 ),*-<5 .ut c"nu0er t$te 6ere c"nt$ntl! ch$n%in%5 $nd in "rder #"r the c"01$n! t" 0$int$in it c"01etitive $dv$nt$%e5 it h$d t" c"ntinue
t" "9er ne6 1r"duct7 The c"01$n! h$d .een $.le t" 0$int$in 1r"8t #r"0 #$llin% $ 0uch $ $le due t" $nnu$l 1rice incre$e7 It c"ndened $nd re$d!3 t"3e$t "u1 1r"vided H 1ercent "# the divii"n4 $le $l"n% 6ith 1ercent "# it 1r"8t ;uelch ? Kindle!5 ),*-<7The recentl! $c=uired Ann$.elle4 F$t n Si01le "u13in3$31"uch 6$ li%htl! hi%her 1riced c"01$red t" 0"t c"01etit"r5 .ut the 1r"duct 6$ 1"iti"ned $ $ %"ur0et 1r"duct intended t" c$1ture !"un%er 0$r2et e%0ent 6ith it e/citin% $rr$! "# $v"r $nd .etter =u$lit! in%redient7 The "ther 1r"duct intr"duced 6ith little tr$cti"n ever$l !e$r $%"5 Br$nni%$n4 Je$rt e$lth! l"63"diu0 line5 h$d n"6 .ec"0e $ re6$rdin% 1r"duct #"r the c"01$n!5 .rin%in% in @-), 0illi"n in $le #"r the !e$r ),** ;uelch ? Kindle!5 ),*-<7 E/hi.it * Br$nni%$n4 Pr"duct $lue Pr"1"iti"n M"re #"r 0"re M"re Price Bene8t F$t ? Si01le Me$l3in3$31"uch e$rt e$lth! Br$nni%$n c"re S"u1 ;6et ? c"ndened< Re$d!3t"3e$t "u1 Le Le #"r le$t Envir"n0ent$l An$l!i Intern$l Stren%th $nd e$2nee Acc"rdin% t" uli$n DeGenn$r"4 u00$r! re1"rt .$ed "n the JSt$te "# the S"u1 Indutr!5 th"e 6h" $re 1$rt "# the .$.! .""0er %ener$ti"n $re c"nidered the 0"t .r$nd l"!$l "ut "# $ll "ther 0$r2et e%0ent7 Thi i $ 1lu #"r Br$nni%$n F""d $ thi %r"u1 "# c"nu0er re1reent $ l$r%e 1"rti"n "# the A0eric$n $dult 1"1ul$ti"n7 N"t "nl! i thi %r"u1 .r$nd l"!$l5 .ut the! $re $l" he$v! c"nu0er "# "u1 6h" 0$int$in $ %""d t"c2 in the 1$ntr! !e$r r"und7 Br$nni%$n4 0$int$in &, 1ercent "# the @7& .illi"n "u1 0$r2et5 6ith $ * 1ercent le$d in #r"nt "# it cl"et c"01etit"r5 Gener$l Mill5 #"ll"6ed .! $n $t"undin% -- 1ercent $he$d "# Unilever7 An"ther tren%th #"r the c"01$n! i th$t Cl$r24 divii"n 6$ re1"ni.le #"r 0"re th$n h$l# "# the U7S7 divii"n4 t"t$l 1r"8t ;uelch ? Kindle!5 ),*-<7 Thee tren%th erved $ $n $dv$nt$%e "ver c"01etit"r5 .ut there 6ere intern$l 6e$2nee 6hich 6ere $ c$ue #"r c"ncern7
F"r the 1$t three !e$r5 n"t "nl! h$d the "u1 indutr! .een in decline5 .ut the divii"n4 1r"8t$.ilit!5 $le $nd 0$r2et h$re h$d #$llen $ 6ell ;uelch ? Kindle!5 ),*-<7 Cl$r2 eti0$ted net $le $ declinin% @, 0illi"n $nnu$ll! #"r the ne/t t6" c"necutive !e$r7 S"u1 c"nu01ti"n in Br$nni%$n4 1ri0$r! 1r"duct line ;RTE5 6et $nd c"ndened 6et "u1< 6$ in decline7 E/tern$l O11"rtunitie $nd Thre$t A c$nned "u1 c"ntinue t" re0$in $ t$1le in the A0eric$n diet5 Br$nni%$n4 h"uld c"ntinue t" 6ith thi tr$diti"n .! "9erin% #$t5 i01le 0e$l5 re$d! t" .e erved 6ithin 0inute #"r $n entire #$0il!7 Alth"u%h "u1 i #$t $nd e$!5 it i 0"t "#ten hi%h in "diu0 $nd l"$ded 6ith 1reerv$tive5 6ith i01"rt$nt c"nu0er e%0ent de0$ndin% he$lthier "1ti"n t" the $lre$d! 1"1ul$r "u17 N"t "nl! $re the! cr$vin% he$lth! "u15 .ut $l" 0"re dr!30i/ "u1 $nd 1re3 0$de deli "u1 6ith e/"tic $v"r7 Other "11"rtunitie 1reented .! Cl$r24 #"ur le$der included the #"ll"6in%: > Incre$e the $dvertiin% $nd 1r"0"ti"n .ud%et > O9er 1r"0"ti"n$l de$l #"r h"t ne6 $v"r ;uelch ? Kindle!5 ),*-< > Ac=uire 0$ller c"01etit"r 6h" "9er he$lthier5 0"re 1"1ul$r $v"r > Incre$e PP?E invet0ent > Intr"ducin% ne6 1r"duct A hi#t in c"nu0er t$te i the %re$tet e/tern$l thre$t the c"01$n! #$ce7 Alth"u%h the c"01$n! "9er he$lthier "u1 "1ti"n5 $le indic$ted th$t thee c"nu0er 6ere 1urch$in% "ther 1r"duct7 An"ther c"ncern #"r the c"01$n! i the 1"i.ilit! "# ne6l! $c=uired .r$nd c$nni.$liin% $le "# c"re Br$nni%$n 1r"duct7 Ret$iler 6ere $l" devel"1in% 1riv$te3l$.el .r$nd "# "u1 6hich n"t "nl! t""2 $6$! v$lu$.le hel# 1$ce5 .ut $l" chi11ed $6$! $t $le7 Indutr! An$l!i Br$nni%$n F""d i under c"nt$nt 1reure #r"0 0$n! e/tern$l #"rce 6ithin the indutr!7 S"0e #"rce $re tr"n%er $nd 0"re de0$ndin% th$n "ther5 .ut $ll 0ut .e de$lt 6ith in "0e 6$! in "rder t" re0$in c"01etitive7 Utiliin% Mich$el P"rter4 Five F"rce An$l!i5 the #"ll"6in% in#"r0$ti"n 1r"vide $n $n$l!i "# $ll the thre$t currentl! #$ced .! Br$nni%$n F""d7 *7 Riv$lr! $nd thre$t "# ne6 entr$nt The "u1 0$r2et i d"0in$ted .! 0$n! c"01etin% .r$nd5 "0e $re l$r%e $nd 6ell 2n"6n 6hile "ther $re 0$ll7 There i $l" the thre$t "# ret$iler4 1riv$te l$.el "u1 .ec"0in% $n incre$in% c"01etitive #"rce7 Acc"rdin% t" Cenu Bure$u d$t$5 the c"ncentr$ti"n r$ti"5 CR5 #"r the & l$r%et #""d ret$iler i rel$tivel! hi%h indic$tin% th$t thi indutr! i hi%hl! c"ncentr$ted 6ith ver! #e6 c"ntitutin% $ l$r%e 1"rti"n "# the 0$r2et7 The three l$r%et c"01etit"r t" Br$nni%$n include Gener$l Mill5 Inc75 Unilever5 $nd 77 ein C"01$n!5
$cc"rdin% t" .uine $n$l!i c"01$n! ""ver5 Inc7 ;""ver7c"05 ),*-<7 Br$nni%$n F""d 0$int$in r"u%hl! $ &, 1ercent h$re "# the 0$r2et5 $nd i $ hi%hl! devel"1ed .r$nd7 Ne6 entr$nt t" the 0$r2et i unli2el! due t" the hi%h c"t "# 1r"ducti"n i l"6 0$r%in due t" h"6 hi%hl! c"01etitive the indutr! i $ $ 6h"le7 )7 Thre$t "# Su.titute A c"nu0er c$n 6itch .r$nd rel$tivel! e$il! $nd $t little t" n" c"t7 Alth"u%h Br$nni%$n h$ tried t" t$! $he$d "# c"01etit"r .! intr"ducin% ne6 line "# 1r"duct5 " h$ve it c"01etit"r7 C"nu0er t$te $re driven .! culture $nd $%e5 " n"t $ll "u1 6ill enc"01$ $ll e%0ent5 0$2in% the thre$t "# c"nu0er u.titutin% Br$nni%$n 1r"duct #"r $ c"01etit"r hi%hl! li2el!7 Br$nni%$n h$ incre0ent$ll! incre$ed 1rice5 .ut i n"6 #$cin% c"nu0er 1uh.$c2 ;uelch ? Kindle!5 ),*-<7 -7 Bu!er P"6er There $re 0$n! c"nu0er $nd cut"0er "# "u15 0$2in% their 1"6er le "# $ thre$t th$n th$t "# riv$l7 S"u1 i en"!ed .! 0$n! 0$r2et e%0ent 6ith ', 1ercent indic$tin% th$t it4 $ %""d ite0 t" t"c2 u1 "n ;uelch ? Kindle!5 ),*-<7 N" individu$l e%0ent h$ i%ni8c$nt 1"6er "ver $n! 0e0.er "# the "u1 indutr!7 &7 Su11lier P"6er Alth"u%h Br$nni%$n #$ce incre$ed c"01etiti"n #r"0 "ther .r$nded 1r"duct5 it i the %r"6in% reilience 6ith 1riv$te l$.el .r$nd .ein% "9ered .! ret$iler th$t 1"e $ i%ni8c$nt thre$t7 Alth"u%h "u1 i $ c"00"dit! 1r"duct5 ret$iler re0$in reluct$nt t" "9er 0"re hel# 1$ce t" Br$nni%$n5 "r $n! "ther c"01etit"r #"r th$t 0$tter7 Inte$d5 ret$iler h$ve 1uhed their "6n 1riv$te l$.el 1r"duct7 De1ite thi5 ret$iler d"n4t 0$int$in $ tr"n% $n inuence $ the! 0i%ht d" in "ther indutrie7 Fin$nci$l An$l!i S"u1 c"nu01ti"n in the U7S7 h$ .een "n the decline #"r the 1$t three !e$r5 $ indic$ted in the u00$r! re1"rt .! DeGenn$r" ;uelch ? Kindle!5 ),*-<7 Thi lu01 in $le h$ $9ected ever! .uine 6ithin the indutr!5 includin% Br$nni%$n F""d7 S$le #"r Br$nni%$n in ),** t"t$led @- .illi"n7 Net 1r"8t 0$r%in #"r the !e$r 6ere *, 1ercent5 $nd i eti0$ted t" decline #"r the ne/t c"necutive t6" !e$r5 $cc"rdin% t" Cl$r24 #"rec$t ;),*-<7 De1ite hi r$ther 1ei0itic ".erv$ti"n "# hi divii"n5 the #"ur 1e"1le he relied "n re0$ined "1ti0itic $nd t$ted " in their $cc"01$n!in% c"rre1"ndence7 M$n$%e0ent C"nider$ti"n Cl$r2 relied "n the $dvice "# hi #"ur eni"r c"lle$%ue in "rder t" hel1 hi0 deter0ine 6h$t $cti"n 6"uld .rin% the .et 1"i.le %r"6th t" the di vii"n7 The
#"ll"6in% t$.le lit e$ch 0e0.er4 .et "luti"n t" the divii"n4 %r"6th ch$llen%e7 T$.le * C"lle$%ue Pr"1"$l There 6$ ne$rl! un$ni0"u $%ree0ent "n the need t" incre$e $dvertiin% $nd 1r"0"ti"n$l 1endin% "n ne6 1r"duct5 .ut Cl$r2 h$d eri"u reerv$ti"n due t" n"t "nl! the u00$r! re1"rt5 .ut hi "6n $le #"rec$t7 I# $le 6eren4t $ntici1$ted t" incre$e5 6h! cut int" th"e l"6er 0$r%in 6ith 0"re $dvertiin% Still th"u%h5 he undert""d there 6$ $ need t" re0ind c"nu0er "n 1r"duct th$t h$d re$ched $ 0$ture c$te%"r! t$%e $nd t" $de=u$tel! 1r"0"te ne6 1r"duct th$t t$r%eted !"un%er5 li%htl! 0"re $Quent c"nu0er7 C"01rehenive Su00$r! "# 0$r2et itu$ti"n Declinin% $le 6ithin the indutr! $ $ 6h"le $nd $ lu01 in Br$nni%$n4 "u1 divii"n $le h$ cre$ted 1r".le0 #"r Cl$r2 $nd hi c"lle$%ue7 The %"$l 6$ cle$r5 .ut the tr$te%ie t" $chieve %r"6th 6ere nu0er"u5 $ indic$ted in the c"rre1"ndence .et6een Cl$r2 $nd hi eni"r c"lle$%ue7 The c"01$n! h$ inveted he$vil! int" 1r"duct 6hich 8t .et 6ith c"nu0er enti0ent5 .ut the ec"n"0! re0$in t$%n$nt $ 0"re 1e"1le 1re#er e$tin% $t h"0e r$ther th$n %"in% "ut5 6hich i $ 1lu #"r Br$nni%$n F""d7 Rec"00end$ti"n Altern$tive Str$te%ic S"luti"n * T" 1r"vide t" !"un%er c"nu0er e%0ent 6h" de0$nd e/"tic !et c"01etitivel! 1riced 1r"duct5 Br$nni%$n h"uld incre$e A?P 1endin% "n the F$t ? Si01le $nd e$rt e$lth! 1re0iu0 "u1 line7 Adv$nt$%e $nd di$dv$nt$%e N"t "nl! $re thee line t$r 1er#"r0er re1reentin% hi%h %r"6th c$1$.ilitie5 .ut thee 1re0iu0 "u1 $re 6ell in line 6ith current c"nu0er t$te $nd 6ith the 1r"duct $ccur$tel! t$r%eted t" !"un%er c"nu0er5 it i in line 6ith the c"01$n!4 l"n%3ter0 %r"6th tr$te%!7 "6ever5 even i# thee reci1e $re 6ell received .! $ tet 0$r2et5 the reci1e 0i%ht n"t .e 1"1ul$r en"u%h t" .ec"0e $ t$1le ite0 #"r the c"01$n! $nd ulti0$tel! .ec"0e ut $n"ther h"rt li#e3c!cle 1r"duct 6hich #$il7 Altern$tive Str$te%ic S"luti"n ) T" incre$e $le v"lu0e #r"0 the l$r%et cut"0er e%0ent5 (,%r"u15 $ 1rice decre$e "# *, cent 1er c$n #r"0 Br$nni%$n4 c"re RTE 6et "u1 h$ll .e ditri.uted "ver $ ( !e$r 1eri"d $nd 0$de 1"i.le .! invetin% @)) 0illi"n in re#ur.ihin% "lder 0$nu#$cturin% 1l$nt7 Adv$nt$%e $nd Di$dv$nt$%e
One $dv$nt$%e "# i01le0entin% thi tr$te%! 6"uld .e th$t the 1rice decre$e 6"uld .e vii.le .! cut"0er i00edi$tel!7 The ec"n"0! i li2el! t" re."und5 $ indic$ted .! 0ulti1le %"vern0ent re1"rt7 Ret$iler 6"uld .e 0"re c$uti"u $."ut t$2in% $6$! hel# 1$ce #r"0 $ 1r"duct 6hich .rin% the0 revenue $ 6ell7 The 1rice decre$e 0i%ht even .rin% in "ther unt$r%eted 0$r2et e%0ent uch $ l"63inc"0e #$0ilie $nd tudent 6h" $re 0"re c"ncerned $."ut 1rice r$ther th$n he$lth det$il7 An"ther 1"i.ilit! i th$t thi tr$te%! 0i%ht $llevi$te c$nni.$li$ti"n #r"0 "ccurrin% "n $ l$r%er c$le 6hen ne6 1r"duct $re 1r"duced $nd 1r"0"ted t" di9erent e%0ent7 C"re cut"0er re0$in $ti8ed $nd ne6 %r"u1 $re #ree t" tr! 1r"duct t$r%et t" the07 One di$dv$nt$%e "# i01le0entin% $ 1rice cut tr$te%! 6"uld .e th$t the c"01$n! in$dvertentl! re1"iti"n the it c"re RTE "u1 int" $ l"6er v$lue 1"iti"n7 C"nu0er 6h" rel$te 1rice t" =u$lit! 6"uld 1re#er c"01etit"r "u1 th$t $re li%htl! hi%her 1riced "ver Br$nni%$n7 N"t $ll c"nu0er in the eni"r e%0ent $re c"ncerned 6ith 1rice5 there#"re thi tr$te%! relie 0"tl! "n the h"1e th$t c"nu0er 6ill .u! 0"re "u1 .ec$ue "# the 1rice decre$e7 I# the invet0ent @)) 0illi"n invet0ent d"e n"t 1r"duce the e/1ected eciencie 5 then the c"01$n! 0i%ht end u1 l"in% 0"re 0"ne! th$n it .rin% in7 Altern$tive Str$te%ic S"luti"n T$r%etin% !"un%5 1r"#ei"n$l 0"ther 6h" $re e=u$ll! c"ncerned $."ut the he$lth .ene8t "# "u1 $ the! $re 6ith c"nvenience incre$e 1endin% "n R?D #"r ),*) #r"0 @*& 0illi"n t" @*' 0illi"n in "rder t" .rin% t6" ne6 reci1e #r"0 the Re$d!3t"3e$t "u1 line t" #ull 1r"ducti"n7 Adv$nt$%e $nd Di$dv$nt$%e Intr"ducin% ne6 reci1e t" thi 0$r2et e%0ent #r"0 the ne6 line "# "u1 6ill #urther 1r"1el the .r$nd 1erceived i0$%e $ $ c"nu0er "riented th$t re0$in l"!$l t" c"re c"nu0er .ut i $l" 6illin% t" "9er ne6 1r"duct t" ne6 e%0ent7 RTE "u1 $re c"nitent 6ith the c"nu0er4 1re#erence #"r #$t $nd i01le 0e$l7 Bein% $.le t" intr"duce ne6 1r"duct 6ill hel1 t$2e $6$! the tin% "# n"t .ein% $.le t" intr"duce ne6 1r"duct 8rt5 de1ite the l$r%e h$re "# the 0$r2et7 "6ever5 t" cre$te t6" 6innin% reci1e5 the c"01$n! li2el! h$ t" %" thr"u%h 6ith 1r"ducin% 0ulti1le dud 6hich 0i%ht h$ve teted 6ell "n $ 0$ll c$le5 .ut end u1 #$ilin% 6hen intr"duced "n $ #ull c$le7 Rec"00ended Altern$tive In "rder t" $chieve the 0$r2etin% ".ective #"r - 1ercent $nnu$l %r"6th5 the "1ti0$l tr$te%! 6"uld .e t" incre$e $dvertiin% $nd 1r"0"ti"n "n Br$nni%$n4 riin% t$r "u1 c$te%"rie 6hich include the F$t ? Si01le $nd e$rt e$lth! "u1 line7 R$ti"n$le #"r rec"00ended S"luti"n
ith the divii"n4 deire t" re$ch !"un%er c"nu0e5 0"t 1re#er$.l!5 teen $nd !"un% 6"r2in% 1r"#ei"n$l5 Br$nni%$n 6ill $chieve the %re$tet ucce i# the! 1r"1erl! $dvertie $nd 1r"0"te thee t6" ne6 c$te%"rie "# "u17 Thi Additi"n$l det$il re%$rdin% ch$llen%e "# i01le0entin% rec"00end$ti"n in 0$r2etin% Pl$n: > Re=uired ch$n%e t" the t$r%et 0$r2et "r 1"iti"nin% tr$te%! > Re=uired ch$n%e t" the 0$r2etin% 0i/ t" i01le0ent the rec"00ended > S"luti"n7 Dicu ch$n%e t" 1r"duct5 1rice5 1l$ce $nd 1r"0"ti"n th$t 0$! .e needed7 I# n" ch$n%e t" $n! 1$rticul$r 0$r2etin% 0i/ ele0ent needed5 > Dicu 6h! n" ch$n%e needed7 > "6 0$n$%e0ent c"nider$ti"n5 i# $n!5 c$n .e 0ini0ied > "6 t" $ddre $n! "1er$ti"n$l iue5 i# $n!5 t" i01le0ent rec"00ended > "luti"n Re#erence T"1 C"01etit"r #"r C$0.ell S"u1 C"01$n!7 ;),*-<7 Retrieved #r"0 htt1:++6667h""ver7c"0+c"01$n! in#"r0$ti"n+c+c"01etiti"n7C$01.ellS"u1C"01$n!7&(&,H&,.)#-c*7ht0l
