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A.1 is a premium Steak Sauce with an estimated 54% market share. In comparison, Lawry has a market share of around 10% while others such as Heinz and Private Label control the remaining 36% market share. A.1’s longevity in the market has propelled it to a market leadership position and consumers associate the product with quality. As the quality perception survey indicates, customers are willing to pay the price Kraft charges for A.1 and have a strong association with the product. The brand equity that A.1 enjoys allows Kraft to ignore Lawry’s planned Independence Day promotion because its competitive position is not centered on lowering prices....

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