II. Time Context
Economic Condition In 2007, Frank’s was the category volume leader with 15.2% share, had no. 2 dollar share with 16.6% and was the wing segment leader with 23% dollar share and 21% volume share. Social Condition
Reckitt Benckiser and Mike Power – Category Marketing Director
For Frank’s RedHot to grow its market share it requires very different approaches. The Marketing team will compromise detailed marketing strategies.
IV. Central Problem
The brand had enough resources to pursue only one growth strategy. Which approach would create the best chance to grow?
To increase market share of Frank’s
For Frank’s RedHot outpace the hot sauce
VI. Areas of Consideration
VII. Alternative Courses of Action(ACA)
Having considered all the data and trends, the team has identify three potential paths to share growth
1. Regional share conquest
2. Drive Category Penetration
3. Compete more directly with the fast-growing Mexican-style brands
VIII. Recommendation Drive Category Penetration
IX. Plan of