Pioneer Manufacturing Company, the Jamaican producer of the popular Chloro-Do brand of household bleach has recently started to export the product to the Cayman Islands. The company is benefitting from the increased demand for sanitization products (including bleach) since the onset of the COVID-19 pandemic. Supermarkets in Cayman had run out of stocks of bleach and were forced to ration the commodity. The importing of the Jamaican Chloro-Do bleach into Cayman is expected to ease this situation.

a. Recommend a suitable positioning strategy for Chloro-Do bleach in the Cayman market and justify your recommendation.

b. Recommend and justify an appropriate product-communication strategy that Pioneer can use for this new market.

c. The Cayman Islands enjoys a higher per capita income than Jamaica. Given their proximity and ease of travel between the two countries do you think gray marketing could become an issue for Pioneer Marketing? Why or why not? If gray marketing did become an issue, explain how it could happen and the potential impact on Pioneer with their Chloro-Do Bleach.