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Video Case Study One

571 words - 3 pages

CNS Breathe Right Strips are an international product that has played a positive impact on many lives from sleep-deprived snorers and individuals with allergies to competitive athletes looking for a little push to maximize their performance. Breathe Right Strips have found a place in many homes around the world and with great marketing techniques, been chosen over competition on a routine basis.

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 success relate to brand equity?

CNS has done a great job exposing Breathe Right nasal strips in the different markets presented and finding openings for more exposure. CNS has had great success in getting their product into the right hands. Initial marketing was focused on snorers and then individuals with colds and allergies but has found a ...view middle of the document...

National Football League’s Herschel Walker as well as superstar wide receiver Jerry Rice swear by and endorse their product. Valentino Rossi, motorcycle racer of Italy, will not race without his Breathe Right strips! The marketing in sports as well as mastering what appeals to different areas of the world have all had a great impact on the success of the brand image.

Describe how the cultural factors would influence CNS's marketing approach toward entering New Zealand? What similarities exist in other markets where CNS already has a presence that could be duplicated in this market?

Due to great exposure of Breathe Right strips through sports athletes, a great approach to maximizing advertising efforts is to have rugby players endorse the product. “Today, the sport has the largest number of spectators and followers of any sport in New Zealand” and so surely, the strips will get some attention if endorsed by one of the star players. ("Sport," 2013)
Another point to consider is that “New Zealand has the highest prevalence of asthma in the world along with the U.K., Australia, and Ireland”. (Newman, 2008) High asthma rates signify high allergies which indicate a great demand for products such as Breathe Right. With the correct marketing and it’s already proven results, Breathe Right will find a place on New Zealand’s shelves and sell rapidly there as well.


Breathe Right Strips has a powerful brand image and has positioned itself to be the go to brand for breathing assistance whether it be for sleep, allergies, or sports. Additional market research has been provided to determine exactly how to appeal to the different markets and has successfully positioned CNS Breathe Right Strips to sell more than any other brand.

Newman, J. (2008, May). Allergies—misery for all seasons. Retrieved from
Sport. (2013). Retrieved from

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