Tasty Chicken Inc. has worked hard to develop its brand name. Its motto "Absolutely Tasty" has become a common term used for good food. But the company finds that grocery stores do not feature their products in high visibility areas. Further, restaurants never tell their patrons they are eating food manufactured by Tasty Chicken. What needs to be done?
What will be an ideal response?
The restaurants and grocery stores may be trying to signal an intent to switch suppliers, since they have been downplaying the chicken's brand identity. When contracts are renewed, Tasty Chicken should plan on making some concessions in order to get its brand displayed more prominently in the retail outlets. For example, it could offer to print restaurant menus with its brand name prominently displayed. Display provisions could be included in grocery store contracts in return for a kickback from Tasty Chicken for prime shelf space.
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