A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats. It is the first product of its type to enter the marketplace
What promotional mix would the company most likely use with this new product? Why?
In the introduction phase, the objective is to build product awareness among consumers. Advertising is the primary promotional tool for creating awareness, and a publicity campaign to generate news reports about the eye drops may help as well. Sales promotions will encourage trial. Personal selling is important to get channel members to carry the product and to encourage veterinarians to recommend the use of the drops. Trade promotions may be useful to encourage retailers to carry the items.
You might also like to view...
Which of the following is not a benefit of virtual teams?
a. Improved brainstorming b. Reduced work-life conflicts for employees c. Easier to establish team cohesion d. Reduced real estate costs e. Ability to share knowledge of diverse markets
Explain how cultural influences affect consumers
What will be an ideal response?