The objective was to obtain distribution for Zicam in all the major retailers that carried cold remedies. This was to be done by using a network of brokers in each local market. This strategy was very effective for the brand once the publicity began. As stated previously, at the time of this writing, Zicam was in all the major mass merchandisers, such as Wal-Mart, Kmart, and Target. It also had 90 percent distribution in drugstores. Food store distribution was about 60 percent and growing.
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- The Lessons to Be Learned from Zicam
- A Firm Commitment to Growth
- Protection from Competition
- Adding Market Research to Manage and Expand the Brand
- A Very Small Staff of People
- As Many Off-Shelf Displays as Possible
- Sales Promotion Used for Targeted Opportunities
- The Advertising Message Was Aimed Directly at the Consumer
- Maintaining Awareness with Advertising
- Sending a Message with Pricing
- Creating Packaging That Communicated the Benefit
- The Creation of Appropriate Product and Brand Names
- Expanding the Product Line
- Formalizing the Marketing Plan Elements
- Proving that Zicam Really Works
- Funding the Venture for Growth
- From Idea to Financially Viable Business Venture
- The Birth of a Winning Idea to Reduce Cold Systems
- Effectiveness Leads to Repeat Purchases