Wrighrfoods1 - Essay Example

The product, La Fresh can be used only with dessert items, such as pie, ice creams, fruits, etc, and thus, it is marketed in a very specific consumer market due to its bounded utilization. In this regard, it is essential and significant to maintain the brand standard and provide high quality, in order to confront and resolve issues related to new consumers of the product in an effective manner. Like every market, Wright Foods expect a huge antagonism from its competitors due to introduction of similar and comparative product in the market.

According to statistics, La Fresh was introduced in the month of October this year, and was able to capture the market with brand loyalty of Wright Foods, which devastated the sales of existing and established brand, Whip Topp in an adverse manner. It is observed that brand loyalty and high prices of Wright Foods was able to magnetize consumers with the fact that high prices bring high-quality products. Studies have indicated that a prolong period of competition is expected in the new future, which will focus specifically on product prices.

In this regard, it is very imperative for both companies to make efficient decisions related to discount offers, sales campaigns, and price reduction strategies. It is likely that competition will result in coupon offerings from Captain Foods; however, brand imaging and loyalty will restrict Wright Foods from doing that. Experts have predicted that Wright Foods, and especially, La Fresh may confront a price war from Captain Foods due to their wide range of whipped topping products, as well as, chances of reduction of prices from their side.

La Fresh was recently introduced by Wright Foods, which is a whipped topping product. The company had no idea that Captain Foods, their competitor, would come up with flanker brands that would give such competition to their product. It appears that, in anticipation of capturing the