Royal Spring Water (fka RSPG)

[Trueheart]

I'd like to weigh in on the advertising. I'm not sure that radio is the way to go initially. It's a mass retail medium and so very fragmented as each station has a target audience (ie: 25-54 adults, etc). Also, one has to buy deep (many stations with good frequency) into a particular market to make the campaign effective. According to the June RSPG broadcast, their target market is grocery store chains and other large users and international clients so mass media would probably not be effective in reaching these potential customers. The water appears to be a price point product that I believe requires one-on-one contact and direct sale to large-scale buyers.

Any thoughts would be appreciated.

Trueheart