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Breathe Right Strips

Intense competition and constant innovation faces consumer retail products, whereas diagnostic equipment is highly specialized and adapted to the specific needs of its consumer. This highly specialized market meets a more stable level of competition since it serves a smaller target market, and there are fewer competitors. The overall strategy would then be one of careful planning, low-risk, and client-oriented. When CNS decided to diversify and begin producing Breathe Right nose strips, they had a split in strategy. Breathe Right needed a strategy that would be dynamic, capture a large market, and continually innovate to meet consumers demands. The divergence in strategy could lead CNS in many avenues, such as a corporate split or a push forward in company-wide innovation.
             Marketing Mix.
             Product.
             The Product Breathe Right does have some problems. It is a strip that you place on your nose. Many people would see this as an ugly strip and not want to wear it. If it was invisible or a little less noticeable it may be more appealing to the consumers. If the product has an image of being ugly and people have to wear it, they will use it less if even at all. This really is addressed to the people who use it for allergies, because they would use it in public to relieve them of congestion during the day.
             Also that the product is disposable it makes it more expensive for people who snore. If the product was not disposable but reusable it may be seen as a more economical product. .
             Price.
             It is clear that they want this product to be used on a regular basis for people who snore. So if it is a one-time use product then it cannot be overly high priced. But as stated above in the product problems this could be resolved by having a reusable product. Also it can be priced higher in North America because our economy supports products like this. But as they take it over seas there are many people who don't have the discretionary income to purchase expensive luxuries like this.


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