Scenario You are the product brand manager at Holden Evan, a global corporation that sells a variety of consumer goods. Holden Evan is creating its own brand of hot sauce, Burnin' Rock, using exotic peppers sourced through fair trade. As product brand manager, your task is to successfully introduce Burnin' Rock into the marketplace and manage the brand through its product life cycle. You have significant freedom to make the marketing decisions you think best, but the CFO has directed you to make at least some profit on this brand each year beyond the first.