Problem:
The United States is experiencing inflation, increased unemployment, and escalating gas prices. A 71-year-old food company is associated with hard times, and as the economy heads downward, the product bucks the cycle and enjoys sales increases.
During the down economy, marketers are experimenting with various tactics to entice consumers to buy. Cars come with free or cut rate gas; buy a gift card for a friend, and you get one free; and the supermarket is full of 2-for-1 specials each week.
Excluding the supermarket deals, choose a product and marketing campaign that targets buyers in a down economy. Discuss the effectiveness of the campaign and how you might improve upon it. Be sure to include your thoughts on competition and differentiation.