A Successful Marketing Strategy Essay

1070 Words 5 Pages
More and more individuals have become concerned with their quality of life and have started to become more physically active. Either working out regularly at a fitness facility, developing their own routine at home or becoming a part of an organized sports team, people are exercising for a healthier heart, enjoyment or both. However, the stress of exercise can take its toll on our bodies, especially on our joints. Frank L. VanderSloot, President and CEO of Melaluca: The Wellness Company started this company to sell products containing melaluca oil, however, the demand for more products with natural ingredients led to the development of Replenex® and many other products for the body. Replenex®, a joint-replenishing complex with …show more content…
Because this product has been a great success here in the United States and in other countries, it could very well be the same in France with just the right, price, place and promotion. From over the counter relievers like, Advil and Tylenol to the prescribed, such as Vioxx® and Celebrex® all contain synthetic ingredients that could cause minor or major side effects. Knowing the fact that Replenex ® is made with natural ingredients will be an attractive competitive advantage for marketing. The price not only has to be right for its customers, but profitable for the Wellness Company. Although much research was done regarding the lifestyles, needs and wants of the people of France, forecasted sales are not always safe. "Companies use penetration pricing to build sales volume by charging a low initial price" (Bovee et al, 2007 p. 447). Because it is a new product to France, I believe it should be offered at an introductory price of $9.99 for the first 30-day supply. History of use shows between 21 and 30 days, many have reported a difference in how they feel and move, and continue with the product at the regular price of $14.99. The demand for this joint-replenishing complex may be high here in the United States, however, time will tell if the same trend will generate in France. Depending on the inventory turnover ratio for this particular region, the company should be sensitive, not only its own needs, but also the needs
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