Proactiv established its brand by creating infomercials that inform the customers. They educate consumers on what acne is and that Proactiv is the only product to help prevent acne, not just treat it. They also sold their product in the skin care market, not the acne market, which is a larger market. I think that Proactiv customers view the product as very important in their lives. It is a product that helps prevent and treat acne, unlike most products that just treat it after it already appears. 11.39 Rodan and Fields learned that their product wasn’t going to be licensed by a company because their product was good and obvious, why hadn’t another established company already created the product. If Proactiv hadn’t partnered with Guthy-Renker and created infomercials I don’t think that they would be in existence today. They went to many companies to help manufacture their product and got turned town repeatedly. Rodan and Fields were about to give up when they by chance ran into the right person to get them in contact with Guthy-Renker. Without this chance they would’ve given up and the product wouldn’t exist. Infomercials were a better means of advertisement than other forms of media, because it allowed for customers to be informed about acne and that their product is different than other …show more content…
They had to make their products standout from others, they did this by what marketing decisions they used. They first made their product standalone by placing it in the skin care market, rather than the acne market, which was a larger market but not for acne care. Their name also helped their product, it showed in the name that it is actively fighting against acne. Their third strategy was making infomercials, most acne products just use commercials and ads to advertise. Infomercials educate customers on acne, teach them about the product, and show them the results with actual