In June 2001, Empresa Editora El Comercio (EEEC) launched a new popular newspaper, Trome, for low-income families. Although some studies have preceded this launch, sales in the months did not reach the expected levels and actually displayed a downward trend. Trome testament to the efforts of the company to expand its news on new segments of the population who are not served by other his newspaper, El Comercio, the market leader, which is the basis for the company. Six months after the launch Trome and faced with falling sales, the company's managers met to discuss their options. This case describes the dilemma of management team members at this meeting: "If the style and content of the new document to be changed if Trome focus more on sex and violence related issues, as its competitors do, it would be convenient to replace the promotion silver pick? To support the start-up? Was adequately manage channel conflict? were intended readers need to truly and fully understood? If a company to run Trome or would be wiser to just give up on this project? "Hide
by Guillermo D'Andrea, Javier Jorge Silva, Maricruz Prado Source : North American Case Research Association (NACRA) 28 pages. Publication Date: July 15, 2008. Prod. #: NA0052-PDF-ENG
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