Another issue RelEVE should address is its distribution. Mrs. Bowing emphasizes that RelEVE needs to build their distribution in drug and food stores to a higher level. This is not easy considering consumer marketing and promotion does not equal competitive category standards. RelEVE's marketing budget will allow the brand to provide consumer marketing and programs to support and continue to build the business to achieve sales. RelEVE should access distribution in all major accounts where Gynofem is placed at the end of the feminine protection category next to the feminine cleaners, anti-itchy products, or pregnancy test kits. They should ensure brand presence in order to reduce out of stock situations (web-cam 2002).
