The brand share of the major product of the company is threatened as a result of heavy incentives offered to consumers by the competitors. The situation requires an immediate decision on the strategy the company should follow to protect its market share. The case can be used with both a shortterm and a medm to longterm perspective in mind since it also raises the more basic issues of brand loyalty and product quality. The case also deals with the choice of a proper mix of theme advertising and promotions. It contains adequate information for analyzing the financial implications of various promotional strategies.