Creating an Effective Sales and Distribution Strategy

The objective was to obtain distribution for Zicam in all the major retailers that carried cold remedies. This was to be done by using a network of brokers in each local market. This strategy was very effective for the brand once the publicity began . As stated previously, at the time of this writing, Zicam was in all the major mass merchandisers, such as Wal-Mart, Kmart, and Target. It also had 90 percent distribution in drugstores. Food store distribution was about 60 percent and growing.