Richarson-Vicks 1991 (A subsidiary of Procter & Gamble)
Fixodent
Fasteeth
Fixodent Fresh
Objective
Maintain leadership in denture adhesive category.
Tactical Examples
- Direct response program to convert competitive users.
- Sampling follow-up.
- Professional programs to persuade and educate dentists (especially high-volume
denture makers).
- Dental conventions
- Direct mail
- Data base (relationship marketing)
- Journal advertising
- Sample fulfillment
- New product launch.
Key Learning
Importance of healthcare professional recommendations to OTC product
success.