Tender Care Marketing

Tender Care Marketing

Right now most of Bennett's time was spent on Tender Care. Bennett recognized that Tender Care would be marketed much differently than the phototherapy products. Tender Care would be sold to wholesalers, who in turn would sell to supermarkets, drugstores, and mass merchandisers. Tender Care would compete either directly or indirectly with two giant consumer goods manufacturers, Procter & Gamble and Kimberly – Clark. Tender Care represented considerable risk to RMM.

Because of the uncertainty surrounding the marketing of Tender Care, Bennett and Cagan had recently sought the advice of several marketing consultants. They reached formal agreement with one, a Los Angeles consultant named Alan Anderson. Anderson had had extensive experience in adverting at J. Walter Thompson. He also had had responsibility for marketing and sales at Mattel and Teledyne, specifically for the marketing of such products as Intelli Vision, the Shower Massage, and the Water Pik. Anderson currently worked as an independent marketing consultant to several firms. His contract with RMM specified that he would devote 25 percent of his time to Tender Care the first year and about 12 percent the following two years. During this time, RMM would hire, train, and place their own marketing personnel. One of these people would be a product manager for Tender Care.

Bennett and Cagan also could employ the services of a local marketing consultant who served on RMM's advisory board. The board consisted of twelve business and medical experts who were available to answer Questions and provide direction. The consultant had spent over twenty-five years in marketing consumer products at several large corporations. His specialty was developing and launching new products, particularly health and beauty aids. He had worked closely with RMM in selecting the name Tender Care, and had done a great deal of work summarizing market characteristics and analyzing competitors.

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ตอนนี้เวลาส่วนใหญ่ของเบ็นเน็ตต์ถูกใช้ไปกับการซื้อการดูแล เบนเน็ตต์ได้รับการยอมรับว่าการดูแลการซื้อหลักทรัพย์จะทำการตลาดมากแตกต่างจากผลิตภัณฑ์ส่องไฟ ดูแลซื้อจะขายให้กับผู้ค้าส่งที่ในที่สุดก็จะขายให้กับซูเปอร์มาร์เก็ตร้านขายยาและ merchandisers มวล ดูแลซื้อจะแข่งขันไม่ว่าจะโดยตรงหรือโดยอ้อมกับสองผู้ผลิตยักษ์ใหญ่สินค้าอุปโภคบริโภค