Alice imports and retails gourmet coffees under her own label 'JavaJoe'. The coffee is packaged in coloured tins with two coffee mugs pictured on the front. JavaJoe has become very well-known and is selling well. Sludge Coffee, a commercial coffee supplier has now introduced a range of coffees called "JiveJo" packaged in coloured tins with two coffee cups pictured on the front, with a recommended retail price 10% below that of JavaJoe. Both product lines are sold at the same outlets. Neither JavaJoe nor JiveJo are trademarks. 

Advice Alice of any action she may take, why she may take it and the consequence of such action.