2. Recommendations:
Continue with the current marketing strategy with the following changes:
• Establish a fixed price for end-users
• Provide product demonstrations at customer businesses with free samples
• Develop a follow-up survey for customers using free samples and develop a call
back system to ensure distributors follow up on leads
• Demonstrate the product at trade shows
• Develop a new print advertisement with a cost / benefit analysis where typical
household disinfectants are used in place of a maintenance biocide
o Display the savings opportunity prominently on the advertisement
o Explicitly state the safety and ease of use on the product
o Keep the advertisement short – minimize word usage
• Allow formulators to privately brand using a fixed specification that cannot be
deviated from
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