A number of analysts believed that there was never a market for such products but the problem was with company’s marketing strategy since they could have educated their customers, created awareness and a need for the products before the launch (Ellen, 1998). A launch requires money andCampbellspent a lot of money. Their target market was concentrated to only those who had been diagnosed of specific diseases which was a niche in the market (Kotler, et al; 2007, p266).
The positioning strategy was more for less which is known as a winning value proposition unlike in this case (Kotler, et al; 2007, p275). They used above the line mediums including TV, radio and print ads which is said to have the highest impact and the most effective reach. Thus the media they chose is usually considered to be successful (Kotler, et al; 2007, p.552). Their distribution strategy was personal selling since they delivered directly and had sales representatives (Kotler, et al; 2007, p.580). Their sales people were a good team and personal sell is considered to be the most successful way of distributing products unlike in this case (Kotler, et al; 2007, p.582).
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