What Goals are Sought through the Promotional Mix?
RelEVE's goal is to acquire an additional 450,000 users over the next 24 months raising annual revenues to $10 million. This will put the company at breakeven for both cash and profits. Another goal is to obtain each consumer for $12 or less, to position the product to continue its growth in other markets, using internally generated funds, to a sales level of $50 million annually by 2006. Mrs. Bowing states that marketing will be conducted in a much targeted, methodical way to ensure that customer acquisition costs are low and that the sales grow to a point where the company is profitable and generating a positive cash flow. This will put the company in a position for its next growth phase into other markets, with perhaps a broader demographic appeal. RelEVE wants to accomplish three things with their target marketing. They wish to satisfy the retailers with their internal promotional needs, to reach their target demographic groups, and to position themselves for marketing to a broader group of women once they have achieved profitability and have a means of expanding their nationwide marketing strategies.
