A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy,putting most of the brand's marketing budget into trade and consumer sales promotion.Which of the following is a potential disadvantage of this approach?
A)It may be difficult to identify meaningful product differences in advertising.
B)Mass media campaigns are increasingly more expensive.
C)A new marketing communications model is quickly replacing mass marketing.
D)The strategy may spark a spiral of price- slashing that will undercut the brand's future for short- term gains.
E)Retail giants may be reluctant to respond to the strategy.

Question

Quizplus · Accepted Answer

Heavy push strategies focused on trade and consumer sales promotion can lead to a price-slashing spiral as competitors respond with their own promotions to maintain market share. This can be detrimental to the brand's long-term success.

A Maker of Vitamin Drinks Wants to Compete with the Leading