In June 2001, Empresa Editora El Comercio (EEEC) had launched a fresh popular paper, Trome, for low income families. Although this launch had been preceded by several studies, the sales exhibited a decreasing trend and actually in subsequent months didn't reach expected levels. Trome embodied the company's attempt to expand its news coverage to new population segments which weren't served by its own other newspaper, El Comercio, a market leader that had functioned as the foundation for the business itself. Six months after Trome's launching and faced with losing sales, the company’s management discussed discuss their choices. Should Trome focus more on violence and sex -related issues as its competitors did? Would it be convenient to replace the silverware promotion chosen to support establishing? Was the channel conflict satisfactorily handled? Were the readers’ needs really and fully comprehended? Should the firm re-launch Trome or would it be wiser to simply give up on this job?
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: July 15, 2008 PRODUCT 2008 PRODUCT #: NA0052-PDF-ENG
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