The document outlines a company's market position, highlighting its strengths such as market share and brand awareness, while noting weaknesses like minimal advertising and low product awareness. It also identifies opportunities for improving retention and advertising, alongside threats from competition and negative image due to lawsuits. Financial data regarding advertising expenditures and month-to-month performance metrics in comprehension, conviction, and sales are included.

3. Strengths:
• #1 in market share
• Strong brand awareness
• Wide variety of products
Weaknesses:
• Has minimal advertising
efforts
• Does not have a strong
conviction
• Low awareness of products
Opportunities:
• Increase conviction rate
• Increase retention rate
• Build more advertising
Threats:
• Heavy competition in
market
• Negative image due to
pending lawsuit
• Competitors have strong
advertising

22. $3,553,329
$2,767,913
$4,350,000
$675,000
$600,000
Media Dollars
Print
Internet
Television
Radio
Production Costs
30%
23%
36%
6%
5%
Media Percentages
Print
Internet
Television
Radio
Production Costs

24. Evaluation
Month Comprehension Conviction Sales
March 5% 4% 0.6%
April 3% 2% 0.3%
May 11% 10% 1.5%
June 9% 7% 1.0%
July 8% 7% 0.9%
August 9% 7% 1.0%
September 3% 3% 0.3%
October 11% 9% 1.4%
November 3% 3% 0.4%
December 2% 2% 0.3%
January 2% 2% 0.3%
Februrary 4% 4% 0.5%
Totals: 70% 60% 8%