What Promotional Mix Items does the Competition Use?
The competition forces a highly aggressive promotional mix. Their strategy is similar to RelEVE's original promotional mix during their "launching" period. Kimberly Clark, Proctor and Gamble, Playtex, and OB implement a thorough mix that has been proven very successful. Their promotional mix includes the following: infomercials, mobile billboards, internet sites, direct mail, sampling at stores, malls, and supporting athletic events, TV, magazine, and newspaper ads. This promotional mix has helped maintain the competitor's standing in the feminine reproductive market.
How do Target Markets Modify the Promotional Mix?
Since the target market is now directed to college students, active women such as mothers, fitness enthusiasts, career women, and lesbians (setting aside age and ethnic background), RelEVE has created a promotional mix has been adapted to these women. RelEVE plans to re-launch Gynofem to the targeted women most likely to convert to its use. The company will market within specific geographic areas and to the specific demographic groups. With that in mind, RelEVE has changed their logo to reflect the active women who are thrilled to be free to do whatever they want to do. The company also changed their packaging to produce a bold yet feminine look that portrays the confidence and activeness of women. They also support sporting events of women to increase brand awareness.
