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Measuring the consumer value is straightforward as well and RMC already has a number of research vehicles for identifying that value.
Justification: Reynolds plastic wrap product has high ratings and customer appeal and, importantly, has much higher margins and significant upside within its market. Strategically, although the plastic wrap holds a sizable share of total market purchases in its category (47%), its penetration within households is quite a bit lower at seven percent. Improving sales for this product does have the potential to cannibalize sales of others in the line, but take would come primarily from competing plastic wraps or from competitor and other RMC products equally...
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