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We’ve decided to use the direct sales route for our product. Direct Selling is the sale of a consumer product or service, person-to-person, away from a fixed retail location. These products and services are marketed to customers by independent salespeople. Depending on the company, the salespeople may be called distributors, representatives, consultants or various other titles. Products are sold primarily through in-home product demonstrations, parties and one-on-one selling. As reported in 2000, the 55 percent of American adults who have ever purchased by direct selling is exceeded only by the percentage of those who have ever purchased via retail stores (96%) or through mail order catalogs (83%). The primary reason we chose direct sales marketing is we feel that the consumer, in this age of internet commerce, will have a better personal experience while purchasing a new product though direct sales. In addition, we chose direct sales because we want to target a demographic that will purchase from a trusted retail vendor such as the major department store. We’ve decided to sell this product at department stores like Macy’s, Strawbridge’s, J.C. Penney. We’ve also decided to sell it at large-scale gyms like the YMCA or Gold’s Gym and sporting good stores such as Sports Authority and Dick’s.


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