Coat's product manager continues to perform well in the market. However, a competing product is coming on strong and is looking to take over as the market share leader in the segment. Without sacrificing contribution margin, what can the Coat product manager do in order to improve upon the buying criteria, and thus potentially increase demand?

Lower the selling price since it is the second most important buying criteria

Increase MTBF by 2000

Reposition Coat to make it even smaller and higher performing

Increase the promotion budget to gain greater awareness