Question 22 (4 points) Total: 4 marks You are the Brand Manager for Lifesavers brand candy (includes hard candy, mints and gummy varieties). The brand has been in the market since 1912 and was once a category leader. In recent years, the brand has lost significant market share to other confectionary competitors within the hard candy, gum, mints and gummies categories. Retailers' support of the brand has decreased over the years with their once prominent shelf space now being relegated to the middle or bottom shelves. Your customer base remains extremely loyal but they are aging and engaging new users into the franchise has been challenging. You are now in the midst of developing a 2016 Digital Marketing Strategy and you and your team are assessing various approaches to ensure you reach your brand goals. a) Part 1: Given your brand's current stage of development, please state your brand's primary objective at this time? (0.5 mark) b) Part 2: Evaluate four feasible digital marketing alternatives using a decision matrix format in the space below. Include your four digital marketing alternatives, three decision criteria and an evaluation scale in your decision matrix. (3.5 marks)