New Product Development, Positioning Strategies, and Differentiation
How and to Whom is the Product Differentiated?
Mrs. Bowing states that the product Gynofem is highly specialized. This is because RelEVE is the only company that produces a disposable soft cup protection that can be used up to for 12 hours. The only contender that produces anything similar is a company that creates a reusable rubber cup, which can only be obtained through the internet. She feels that RelEVE does not regard this company as a competitor. Further, the packaging of Gynofem is unique in that it exudes a sense of superior feminine quality compared to the competitor's products which in my opinion exudes function and sensibility (RelEVE 2001).
How do Customers View the Company?
