The next step in the new product development process is the marketing strategy development. The team has decided that the mid$-$tier product concept tested the best, so they need to come up with a marketing strategy for the product.

You know from the focus group testing and research that the market for this product is both men and women, age $45+,$ with moderate to high household income levels. The anti$-$aging cream will be sold at department stores, and the target price is expected to be $$65.$

The client is a cosmetics company that has been in business for five years and has distribution relationships with several large department stores. The company wants to increase overall company market share by $10\%$ with this product within the next two years.

The team now needs to choose the best marketing strategy.