Marketing in Brief: Kneipp Corp. of America
This article was originally published in The Rose Sheet
Executive Summary
Kneipp Corp. of America: Broadening distribution of Kneipp herbal bath and skin care products and stepping up promotional activity and advertising for 1997, the U.S. subsidiary of Frankfurt, Germany-based Kneipp-Werke said. The $600,000 ad/promo campaign will support an ad running throughout the year in Herb Companion, Seventeen and Parenting magazines, the company said. Promotional activity will include giveaways and couponing. Kneipp expects its U.S. sales will reach $20 mil. within the next five years; currently, domestic sales total about $5 mil. annually, the company said. Originally available in Nordstrom and health food store doors, Kneipp is now sold at department store doors such as J.C. Penney in an effort to reach a broader audience, the company explained. Kneipp hopes the expanded distribution will familiarize U.S. customers with aromatherapy, encouraging them to buy the company's more expensive items at Nordstrom, Marshall Field's, health food store and spa doors...