Name-sharadchandra vilasrao solunke Section -B Roll no- P39103 NATURAL CEREALS CASE PROBLEM STATEMENT: Sally Thompson who works at Breakfast Foods, Inc. is in dilemma about which type of advertisement campaign she should run for the company. Also she should listen to Joe or consult with Tom and then take decision or take decision herself. GENERATING ALTERNATIVES: 1. Sally Thompson should listen to her senior Joe and implement his options. 2. Sally Thompson should implement her own option of advertising. 3. Sally Thompson should personally meet Tom miller and discuss about advertisement campaign. EVALUATING ALTERNATIVES: 1. Sally Thompson should listen to her senior and implement his options – Sally has created three advertising alternatives first alternatives is claiming that natural brand are vitamin enriched and contains no fat, but she knows that all cereals contains no fat also all cereals are vitamin reached. The second advertisement option is focusing on the appeal of bran and fiber as possible preventatives to cancer. Joe is with these two options as these will be probably most effective but these options are not ethical as there are no reports which strongly suggest that high fibers can help in prevention of cancer. If in future FDA acts against these advertisements or if consumer files a lawsuit claiming after eating natural cereals also they got cancer so it will be a drawback and in that case sally will be wholly responsible for running that campaign also Tom suggested that advertisement must be truthful as well as persuasive. In this alternative sally is not discussing with Tom as he said to come on Monday if she follows Joe at same time she is not following Tom’s instructions. 2. Sally Thompson should implement third advertisement option which uses coupons also uses BFIs new resealable pack and there is no link of cancer reduction in this advertisement. The advertisement focuses on the high fiber, low-fat natural food which truly defines the company’s products. It also doesn’t make any extra claims. Also providing a recipes cookbook will be a good idea and she thinks as this advertisement is truthful Tom will like the idea. This options is with ethics of company and also match with ethics of Tom who is in company for a long time and will help in future for the sustainability of company. But if the advertisement campaign doesn’t work then the consequences of failure has to be bared by sally as she went on using her own idea. 3. Sally Thompson should personally meet Tom miller and discuss with him the advertisement options. In this case she will be on safe side if something wrong happens against the advertisement campaign. As Tom is most experienced guy and also backbone of marketing department of company. As Joe is insisted her to use combine first two options for the sells but he is just supervisor she is not bounded to his orders in this case also the first two options are unethical and Joe has not given Tom full details of campaign he is just concentrated on increasing market share so if something wrong happens all will blame sally as she is new in company and Tom also requested to come her back so she should consult him first and then go with campaign. SELECTED ALTERNATIVE Sally Thompson should meet with Tom miller and discuss the advertisement alternatives she has created. In this alternative she will be on safe side. As Tom miller had said that they should meet him next Monday therefore she should consult with him and then go away with advertisement campaign. She can discuss about implementation of the third advertisement option which is truthful and persuasive also it comes with many incentives such as coupons recipe cookbooks and promotes company’s new resealables packs. This advertisement is also good with respect to FDA criteria and if Tom gives green signal then Joe cannot restrain sally from implementing option three advertisement campaign.