A Maker of Vitamin Drinks Wants to Compete with the Leading

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.

Correct Answer:

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