The company conducted the research as it wanted to understand the reasons that the industry was facing issues of flat sales volume and lower penetration of households. The marketing manager overlooked this specific problem and chose research to get insights of what the consumers considered key insights that consumers looked at. Looking at the market segment and synchronizing it with the company it showed that they were highly dependent on the results of the RBGs sales as it contributed to 62% of the sales volume(units).The companys household penetration had fallen to 24% in recent years .The research showed later as the case study moves on that there were huge differences among the USA and Canadian markets consumers’ mindsets about the brand ,as the company never considered different product offering specific to the markets hence it was facing problems in profitability.
