Mktg 578 Video Case Study Week 1

Video Case Study CNS Breathe Right Strips

How successful do you feel CNS has been in trying to put their product in each of the markets it has entered? How does this relate to brand equity?

Majority of the sales from the company CNS are derived from the Breathe Right Nasal Strips brand. The reason could be because they are the only clinically proven FDA treatment for relief from snoring due to nasal congestion. The most interesting fact is that the Breathe Right strips were originally marketed to sports teams, NFL in particular, nasal congestion sufferers, and people who snore. There are pills that one could take to prevent snoring, medical treatments that include surgery, oral strips, vaporizers, and nasal sprays. So the market for anti-snoring products is pretty large. The thing that sets the strips apart from other products that prevent snoring is that it enables the consumer to use the strips without the use of medication. While they are extremely affordable, they are also easy to apply, making for a hassle-free product.

The big break for the Breathe Right Nasal Strips came when Jerry Rice, a wide receiver for the San Francisco 49er’s wore a Breathe Right strip during the Superbowl, where his team won that year. After he was seen, sales rose domestically as well as internationally. As more NFL players wore the strips during the games, CNS took full advantage of the free publicity by handing out press kits to the news and sports media.

Internationally, Breathe Right was successful because consumers everywhere were looking for a drug-free and natural alternative to over the counter medication. Today. Breathe Right is a $70 million brand when you take into account the product line extensions and any other companion products

How powerful is CNS's brand image?

The Breathe Right brand is marketed around the world, with different products available in different countries, and packaging in many languages. It was interesting to learn that the...