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Meaning if they want to grow in dollar amount they need to raise their market share in current grocery stores and reach a high dispersion in the grocery store channel or expand their distribution channel to reach out to mass-merchants more.
Pros: By doing television advertising it could improve the brand awareness of Drypers, it may increase the distribution coverage, and allows for a expansion into mass merchandise and drugstore markets more.
Cons: There is a risk of sales not increasing over the $10 million advertising budget and they have never used television advertising in their 10 year history
Rejecting the $10 million budget:
Pros: Don’t have to take the risk of not being able to recover the $10 million dollar expense and they have never used television advertising before so that makes them new to the area and may make them not as successful at it...
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