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Winter 2002 CalBusiness  
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Keep it Simple, Marketer!


Replenish is providing a readily available continuous supply of zero-defect product or service to the existing customer base at acceptable price points, resulting in the customer only having to make the purchase decision once. This is especially relevant to staple goods, raw materials, and ongoing or recurrent services.

For loyal users of Crest, part of the appeal is knowing that the 6-ounce tube of the tartar-control variety will be virtually always available on the shelf of any retailer of health and beauty aids, regardless of which retailer, what day of the week, or what location. Formulation, flavor, and quality will not vary from purchase to purchase. With replenishment, Crest eliminates the toothpaste decision and reduces it to simply a near-automatic action with no customer forethought or analysis other than having noticed the supply at home is running low. As with other leading brands that enjoy extreme brand loyalty in staple categories, Procter & Gamble's job as a Replenisher of Crest is to execute product management at the level of zero defects and zero out-of-stocks. Missing the mark on either not only disappoints a loyal customer but also compounds decision-making time and effort as the customer weighs and selects alternatives.

Peter Sealey, former chief marketing officer of The Coca-Cola Company, speaks widely on brand strategy as a principal of Los Altos Group, Inc. Sealey is an adjunct professor of marketing and teaches marketing at the Haas School of Business. He also serves as co-director of the Center for Marketing and Technology.

Steven M. Cristol is a leading authority on brand strategy and a consultant to leading technology companies. He is co-author of Essentials of Media Planning: A Marketing Viewpoint, now in its third edition and translated into five languages.

From SIMPLICITY MARKETING by Steven M. Cristol and Peter Sealey. Copyright 2000 by Steven Cristol and Peter Sealey. Reprinted by permission of The Free Press, a division of Simon and Schuster, Inc., New York.

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