‘Apple Marie’ is a company which makes ready-made desserts, such as fruit pies and cheesecakes. These deserts are sold in supermarkets all over the country, and are advertised on national television and in cooking magazines. Apple Marie’s most popular product is a home-made cherry pie. Sales from this item make up thirty percent of the company’s revenue. The directors of the company wish to increase the sales of their other products in the same way. They have recently hired an advertising consultant, who intends to increase the sales of the company by creating low fat versions of traditional favourites. These products will be advertised as ‘Half-baked Apple Marie’, as they will have under half the amount of fats and sugars as the traditional product. The Half-baked Apple Marie range will be on sale for a trial period of four weeks.