MARKETING MIX: I’ll name that brand in one!

This week’s mystery brand is in a product category mentioned and recommended by Hippocrates around 400 years BC, although there have considerable scientific advances made with the product since then. Brand X launched initially in the US, manufactured by the largest healthcare manufacturer in the world. It was one of the first brands to contain fluoride and its launch followed a manufacturer-sponsored research project at Indiana University which had led to the development of a paste containing fluoride.

This week’s mystery brand is in a product category mentioned and

recommended by Hippocrates around 400 years BC, although there have

considerable scientific advances made with the product since then. Brand

X launched initially in the US, manufactured by the largest healthcare

manufacturer in the world. It was one of the first brands to contain

fluoride and its launch followed a manufacturer-sponsored research

project at Indiana University which had led to the development of a

paste containing fluoride.



The name of Brand X was chosen with care and the final decision was made

after it was deemed that the name implied ’outstanding’, ’top’ and

’pinnacle’.



British consumers had to wait until 1975 to purchase Brand X. With a

number of other brands already established on the market, competition

was stiff.



Ten years after its initial launch a new variant, Brand X + was

launched, containing sodium fluoride. Other brand extensions include a

product specifically designed for children under seven years old. Brand

X remains a minor player in its category in the UK - it has a market

share of just 3.3%. Can you name this brand? Answers please, by fax to

0171 413 4504. One randomly selected answer will win a bottle of

champagne.



Last week’s winner was Ged King of the Bank of Scotland who identified

Cafe Hag



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