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.