You are the brand manager of Chillwood, a brand of frozen foods. The UK market is broken down as follows: brand leader 30%, retailer’s own label 38%, Chillwood 12%, others 10%. A large supermarket chain holding 15% of the UK market has asked you to make a substantial contribution to their advertising and promotional bill to help finance their store opening programme. In return you are promised no special treatment, however, you are aware that they are undertaking a review of the brands they wish to stock in future. What actions would you recommend to your manager over both the short and longer term? LO.1