How will Macey think about the feasibility of following options?

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