Marketing Mix: Hand Sanitizer Essay

Through the marketing mix, businesses use the controllable variables of product, price, place, and promotion to define the firms marketing strategy (Berkowitz, 2011). The companies use these elements to contribute to the businesses marketing of the product, service, or good sold. While developing a product, determining the price, making the product convenient for customers to purchase or access, and promotion the product to advise the consumer of the product the business will have a solid marketing strategy in response to the marketplace around (Berkowitz, 2011). Background 1946 GOJO Industries created by Goldie and Jerry Lippman developed the first hand sanitizer and later introduced in 1988 Purell Instant Hand Sanitizer (GOJO Industries, 2012). GOJO created Purell to reduce the spread of germs for health care providers and restaurant operators without needing soap and water. Effective at killing 99. 99% of common germs in 1997 Purell Hand Sanitizer was no longer just available to the hospitals and restaurants, but consumers everywhere (GOJO Industries, 2012). Product  Gel hand sanitizer that just kills germs evolved into a global market of other products (Centers of Disease Control and Prevention, 2012). Removing dirt and killing germs with just one pump (U. S. Food and Drug Administration, 2003). Purell offers hand sanitizers in a variety of sizes, shapes, and forms. Developing personal pump bottles, hands free dispensers, jelly wrapped carriers, and personal hand wipes Purell offers more than just keeping hands free of germs. Convenience, personalized, dermatologist tested, doctor recommended, hypoallergenic, along with Vitamin A, E, and Aloe Purell can be used everywhere by everybody (CDC, 2012). Price With the rising cost of healthcare eliminating contributing factors which increase visits to the doctor at a reasonable price is not only what consumers look for but also employers (Berkowitz, 2011). When FedEx Custom Critical added Purell Instant Hand Sanitizer to its work environment, the company saw a 20% reduction in absenteeism (GOJO Industries, 2012). Purell has a variety of sizes offering a variety of prices. Purell Hand Sanitizer pricing range from size and dispensers wanted having a wide variety of products make it easier for every type of consumer to purchase (GOJO Industries, 2012). Compared to the leading hand soap, reaching an average price of $3. 04, Purell eight ounce standard bottle average at a price of $3. 79 factoring in the time and water used Purell proves convenience, accurate, and fast making the use of Purell a deal consumers are will to pay (GOJO Industries, 2012). Place Product accessibility and convenience can determine whether a consumer purchases the product or not. Purell is available in every drugstore chain in the United States ranging from Walgreens, to Rid- Aid and places like CVS. Even sold in department stores like Target, Wal-Mart, and K-Mart. GOJO keeps Purell accessible making it available in grocery stores and discount stores like Dollar General, Family Dollar, and Big Lots etc. As technology expands, it opened a new market for business to offering product s to consumers everywhere, at any time of the day without leaving the comfort of home. Purell brand products can be found on thousands of website on the internet, and the Purell shop website (GOJO Industries, 2012). In as little as one click finding the hospital size dispensers, wipes, and hand sanitizers have become a quick find (GOJO Industries, 2012). Promotion Purell various ways to let consumers know a product like hand sanitizer is available. Having commercial advertisements targeting the main consumer â€Å"mother with kids† keeping up with technology and reaching people everywhere with Twitter and Facebook pages (Twitter, 2012). Although regularly keeping in touch with consumers while giving tips to stay germ free (Facebook, 2012). In 2006, Purell launched call to action campaigns for consumers disturbing yellow stickers on the cover of every magazine in physician offices and hospitals. Placing each sticker in the appropriate place exposing the dates so the stickers could read, â€Å"Thumbed through by people since May 2005† and â€Å"Exposing patients to more germs since June 2004† (Purell Ad Campaign, n. d. ). This campaign helped Purell transition to creating a Facebook page and Twitter account were consumers can interact and discuss the brand (Purell Ad Campaign, n. . ). Summary Purell Hand Sanitizer in the beginning in just one specific market, until innovators Jerry and Goldie looked beyond the horizon. Hospitals, restaurants, schools, work places, and home Purell can be used everywhere even when on the go killing 99. 99% of germs while keeping hands softs Purell market base reaches every consumer who needs it, or wants it. Covering the market mix, knowing the target market, the product, price, promotion, and distribution are all the steps to having a successful business and product.