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Branding Strategy

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Submitted By rt1944
Words 357
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interoffice memorandum

to: Gordon Badovick

FROM: SUBJECT: BRAND AND POSITIONING FOR SLENDERTONE

DATE: 5/24/2012

WHAT CAN SLENDERTONE DO TO ENHANCE PRODUCT/BRAND CREDIBILITY AND INCREASE SUCCESS IN THE MARKETPLACE?

Alternative 1: We have been very successful relationship with the medical practitioners in Ireland and France. We could obtain celebrity endorsement from a sport professional that has personally benefited from our product. This would increase our product branding as effective. The professional endorsement would increase our product visibility in the market place and appeal to our target market of men and women 20 – 60 years. The endorsement would be enhanced through infomercials, TV and radio commercials, community health fairs and at weight and physical therapy conventions. The spokes person could attend and give first hand feedback on the products effectiveness.

Alternative 2: Slendertone will need to have a non-biased third party validate the products effectiveness. I would recommend a government entity from both Ireland and France trial the product and give an unfettered medical report. The two associations that I recommend would be the Association of Occupational Therapists of Ireland and the Association Nationale Francaise des Ergotherapeutes. Both have excellent reputations are well-respected occupational therapist associations. If the report is favorable as our test indicates, we could leverage their findings to bolster our product credibility in the marketplace.

Alternative 3: Co-brand with fitness gyms across France and Ireland. There are national fitness centers such as Curves or Fitness First that we can collaborate in multiple facilities. In addition, we could co-brand with fitness programs across Ireland, which would emphasis Slendertone as part of their fitness program. I would recommend Unislim in

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