Recommendations to Increase Profitability and Long-Term Success
The goal of RelEVE is to get more people curious enough to try the product. I recommend RelEVE to focus mainly on promotion and distribution in order to increase profitability. This company has a product that attracts a devoted minority of women who very loyally back the product. Mrs. Bowing feels that spending millions on simply building brand awareness through television is not necessary. She has decided to utilize direct mail, focused advertising, and selling the starter kit the store as the most effective and efficient means to geting people to try the product at this time. Upgrading their website and offering links will be helpful in educating and attracting trial consumers. The most important issue that RelEVE must focus on is to continue to build brand awareness and offering the product in stores nationally.
Mrs. Bowing asserts that currently, RelEVE needs to stem any further erosion in sales, to regain and increase retail distribution in key accounts, to utilize appropriate trade promotion to generate interest and trial usage, and to sustain the current loyal user base. Currently, RelEVE's only vehicle for promoting the product has been using in store coupons and scans downs. This method is used as much to placate retailers as it is to reward existing customers. The purpose is to reward customers and invite new consumers to give it a try.
