Promotion and Strategy
What Promotional Mix Items has the Company used in the Past? What Items does the Company use now? What does the Company Plan to use in the Future?
Early on, RelEVE implemented a very aggressive promotional mix for their product, Gynofem. The first CEO used multiple TV commercials, infomercials, radio and magazine ads, mobile billboards, internet sites, direct mail, and finally, sampling at stores, malls, and athletic events. This resulted in a high percentage of brand awareness but the success was overshadowed because the product was not available nationwide and subsequently, brand awareness dissipated or was forgotten within a year. With the issues of Chapter 11, the company went from using a very aggressive promotional mix to utilizing hardly any. RelEVE is keenly aware of this and is currently rectifying this problem. So far, RelEVE relies on their website, brand awareness in stores, coupons, and word of mouth as their promotional mix. In addition, the company offers regular users to join an Gynofem Club and offers them a free club kit. Mrs. Bowing states that future promotions of Gynofem will be based on a $6 million dollar budget. She plans to use promotional mixes such as: reinventing the packaging, offer starter kits, place ads in local newspapers, and sponsor local athletic events. RelEVE would utilize auto wraps (new technology that allows for cars to be wrapped in a polyethylene film that has been preprinted with any kind of artwork), place ads in magazines, radio, and TV advertising, PR, sales promotion, and personal selling.
