Real-Life Decision Making -- Solution
You continue to market your classic brand alone.
You realize you're opting out of a hot market, but you can't bear to commit the company to a major business partnership for the sake of dipping into a trendy and unreliable new product.
You feel safer sticking to your traditional product and marketing means. You decide to wait out the competition's popularity in hopes that it will fade. You're sure your old consumers will return when they get tired of paying more.
However, your competitor only further sharpens their marketing campaign and sales of the chilled fresh juice continue to overtake your traditional product. The better they do, the cheaper their product becomes until it's at par with your own.
Now your product has no advantage over the competitor and sales worsen. Soon you're edged out of your dominant market spot and suffer on the lowest rungs of consumer interest.
"When we decide on new products, what we'll do is look at how the category is doing and move from there," says brand manager Rob Peter. "If it's doing well, we'll definitely want to participate, and try to find the best logistic manner to get that product to the consumer."