As a salesperson for Hygiene Inc (HI), you have been sent the following information on a new product you will soon sell. Using this information, how would you develop your presentation?
The Product: The product is a new mouthwash or oral antiseptic called Fresh
Mouth. It is a red liquid packaged in a new, uniquely shaped bottle. It is
produced by HI, a corporation which has an established niche in the toiletries
and hygiene products market.
Fresh Mouth is available in a full line of 4 sizes: 6 oz (the perfect trial and travel size), 12 oz (2nd largest fast-moving size), 18 oz (accounts for 41% of consumer sales) and 24 oz (fastest growing segment in the mouthwash market)
The most important goal is to gain multiple-size distribution i.e going in with all 4 sizes at one time will aid in achieving this objective. As with other markets, there is size loyalty as well as brand loyalty in the mouthwash business. It was reported that in a recent Nielsen study, 18% of shoppers who did not find their preferred brand size did not purchase at all. Our experience shows we can expect 40% better improvement in accounts where we have multiple sizes on the shelves.
Test Market: A proven success in the western markets, Fresh Mouth had 9.8% market share 9 months only after the launch of its advertising campaign. Laboratory tests proved that the Fresh Mouth formula is superior to that of the leading brand. It was significantly preferred to competition in consumer product tests. There was high repurchase rate of 50% after sampling.