SPIN case study You are the Key Account Manager for Lovely Cosmetics, a leader in the cosmetics industry. Your products are known as competitive to your largest competitor, X Cosmetics. You have been trying to get into see the buyer at Sephora. You have been hearing that X Cosmetics has designed packaging similar to your and undercut your pricing because the company is struggling to meet their sales objectives. You have been struggling to get product into their stores due to logistical problems overseas. You have an appointment with Mrs. King - the logistics manager at Sephora. They have a great relationship with you but also X cosmetics. You notice that their boxes are displayed at the front to the stores where yours used to be.