Manjit Singh, Executive Director of a leading lube oil firm, was faced with a situation where lube oil from one channel was being leaked into another channel and sold at prices well below the Maximum Retail Price. His brand Racer is on its way to becoming the "cheap" alternative. The main competitor is commanding a price premium that the channel asks for and gets. The challenge for Singh is to enforce channel discipline, reduce leakage, maintain price, and get the channel to push his product. In the short term, he needs to get retailers to push the Racer brand despite a brand handicap compared to the Fortune brand.