Tutorial Sheet $2$ of $2$

A manufacturer of brown sugar is marketing his product to the large supermarkets in his

country. However, these supermarkets tell him his product is the same brown sugar, packaged

in plain plastic bags, as from any other competitor. Therefore, he is not able to command the

price he wants nor achieve better sales volumes, See Figure $1.$

Figure $1$: Perceptual Map of the Brown Sugar Market $-$ Manufacturer's vs$.$ Competitors'

Using the product adaptation model given in Figure $2$ to guide your answer, suggest various

strategies this manufacturer can employ to distinguish his brown sugar, achieve his desired

positioning, and hence make the supermarkets stock more of his product.

Figure $2$: Product Adaptation Model