Vita-King Co. , Grape Vine Co.

Vita-King was a leader in the vitamin and supplement industry and it had the resources to research, develop, and marketing its products. Customer loyalty of Vita-King was strong because of its brand reputation among its customers. Grape was the largest producer and marker of wind in Canada, however, there was a potential risk that the retail stores might refuse to participant the marketing campaign in the future if it could not bring in significant profit.

All packaging of Vita-King and FluidChem products would be specially marked the amount of the contribution and the logo of CBCF, therefore it could effectively bring the awareness of the Foundation to the customers. Grape Vine would not disclose the contribution on its product label and normally the contribution would not be tied to the sale of each product. As the contribution amount were not disclosed to consumers, Grape Vine might be seemed to have the intention of increasing its sales and image and less for the intention of helping.

Vita-King's primary market was focusing on men and women aged 18-55, who were also concerned about healthy living and cancer prevention, therefore its customers were more sensitive to the issue of breast cancer. Both consumers' personal and social factors such as their perception and attitude toward healthy living and cancer prevention could help build a long-term relationship with CBCF and also strengthen the association of its brand.

Comparing Grape Vine with Vita-King, most of the customers of Grape Vine were adult, therefore there might be an issue associated with promoting the Foundation and sharing the knowledge of Breast Cancer among Canadian teenagers by selling their vine products.

There were some health-related issues associated with FluidChem's windshield washer fluid. Windshield washer fluid is a kind of liquid made of methanol, which is a poisonous alcohol. These chemical products may present