ABSTRACT
The Southern Rice Company is one of the country's leading rice brands. The company's distribution area is generally equivalent to the territory south of the Mason-Dixon Line with some distribution into western states. For more than fifty years, the Southern Rice brand has based its entire marketing and advertising strategy on the sale of a quality brand, which management states costs more due to the natural harvesting technique that they use to cull their rice from the fields. The Southern Rice approach has been a hit with consumers, since a large segment of the population in the southern states indicated that they were willing to pay a bit more to get the type of quality that they enjoy in a rice brand commodity. The key question for Southern Rice management continued to be the level of spending required to make their market share goals.
