Natrol rethinks marketing strategy
supplements, has appointed Innovative Strategic Solutions (ISS) to
help it improve the marketing of its products via radio and
television.
Natrol, the US-based manufacturer and marketer of dietary supplements, has appointed Innovative Strategic Solutions (ISS) to help it improve the marketing of its products via radio and television.
"As the nutritional market has grown, Natrol has solidified a strong leadership position and significant retail distribution," said Elliott Balbert, Natrol's chairman and president.
"The company recognises the need to maximise its position through efficient and effective consumer communications, an expertise of ISS. Successful companies today are not measured by the dollars they throw at problems, but rather by the intelligence employed to solve those problems. ISS' expertise is bound to help Natrol as it seeks to be more effective in its use of the media."
ISS' president, Anthony Raissen, who will handle the Natrol account, said: "Natrol is well known for its uncompromising stand on quality. This positive image is a wonderful base to build from. ISS is looking forward to working with Natrol in developing stronger awareness of its Natrol, Prolab Sports Nutrition and Laci LeBeau tea brands."
In the light of modern food and supplement health scares, a coherent marketing strategy must not only ensure that the company and its brands get the maximum amount of exposure, but also that it is seen as reliable, trustworthy and safe. Consumers are fickle, and have little loyalty towards brands, so it is paramount that they feel assured that the products they buy are not only efficacious but also safe. No doubt this will form a major part of ISS' strategy for Natrol.
