Product Life Cycle
Regardless of the fact that Gynofem has been on the market for more than five years and has good distribution across the country; Mrs. Bowing feels that the product is still in the introductory stage. It was never available nationally at the time there was a national advertising campaign in place. In fact, once all advertising, which did not last more than a year stopped, the brand name faded from memory. RelEVE still receives fan letters that describes how consumers find out about their products through word of mouth or just happened to notice it in the store and tried it because they were not happy about their current product. In short, few know about this product and RelEVE needs to gather funds to create awareness and trial. RelEVE cannot positioned better to take advantage of additional marketing funds. Gynofem is available in the largest retailers in the United States, thus making availability as they increase awareness and sales a manageable problem and one that should give them quick results (RelEVE 2002).
