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A.1 Case Study

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Case recap
A.1. is the market leader in production and sales of steak sauce in the United States, with the leading competitor (Heinz 57) not being in direct competition with them ( they are quite different in taste and appearance, making their marketing about versatility, not direct competition. A.1.’s Senior Brand Manager (Chuck Smith) has a critical choice to make regarding a counter plan for ad placement in a pivotal time frame, against a newly founded branch of a big name brand (Lawry’s). He needs to decide on the best route to take for the sake of the company.
Problem Identification
Lawry’s (a direct, big name competitor) is launching a new steak sauce product nationally, and is aggressively looking to go head to head with A.1. The “big wigs” over at Lawry’s have spoken to Publix, which is a major grocer in the region, about running an ad in their Memorial Day circular. Publix is large grocery chain based in the south eastern United States and covers five states (Florida, Alabama, Georgia, South Carolina, and Tennessee) with over 1000 locations in that region. With the enormous population base in the area (especially Florida, where they have over 750 locations), losing ground to a competitor such as Lawry’s would not be a good thing. Not only is Lawry’s going after a pivotal ad space, they are entering with an extremely low price point. This price point leaves A.1 with some incredibly difficult choices to make.
Identifying the Root Problem Components
The problem that A.1 is facing is a quite difficult one to figure out, there seems to be a possible double edged sword scenario that they could potentially face. Should they defend themselves against the aggressive approach from Lawry’s? Or should they just let it ride and stand idly by? If action is chosen to be taken, the logical choice would be to match Lawry’s price point. However, by doing so, their

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