Just recently, RelEVE's web-site has been upgraded with a new look and a revised text. Mrs. Bowing feels that the website is an essential tool for education and that continual maintenance and upgrade is necessary. RelEVE also offers coupons pages that allow them to support their retail partners as well as a general Gynofem coupon redeemable at any store that carries the product. In addition, an Gynofem Club allows the collection of consumer emails and other information. This promotion has produced some amazing results. RelEVE has enrolled over 41,000 club members so far. The membership count is growing daily.
Both Mrs. Bowing and I agree that despite the success of the current promotional strategies, RelEVE needs to utilize more tools in order to meet its goals. The question here is what promotional mix is adequate to fulfill the needs of the company. Since one of Mrs. Bowing's goals is to increase brand awareness, she needs to produce a promotional mix that does not surpass the marketing budget that also meets the time constraints. I think RelEVE should utilize all five specific marketing tools interchangeably: advertising, public relations, sales promotion, personal selling, and direct marketing (Nan Mac Isaac, JD 2002).
