Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including:

Question

Quizplus · Accepted Answer

A competitive analysis should include a review of the brand equity and consumer preference of competing products, such as PC's Woven Wheat Thins. It is not relevant to consider how much profit Kraft expects the Triscuit brand to contribute, the manner in which people prefer to eat Triscuits, or the media costs of specific magazines.

Before Determining the Appropriate Promotional Mix for His New Annual