Spotlight Oral Care, a Galway based company, was set up by sisters and dentists Dr Lisa & Dr Vanessa Creaven and Dr Barry Buckley in 2016 - Leaving Cert Business - Question 8 - 2022

A suitable channel of distribution for Spotlight Oral Care could be represented as follows:

Channel of Distribution of Spotlight

Manufacturer
   ↓
Retailer (e.g., Boots)
   ↓
Consumer

1. Increased Sales/Reach a Wider Audience: By utilizing retailers, Spotlight Oral Care can access a broader market, thus maximizing exposure and potential sales volume. This helps establish a strong brand presence in the competitive consumer oral care segment.

2. Profit Margin Considerations: Selling through retailers may require lower profit margins per unit compared to direct sales, impacting overall profitability. However, this trade-off can be balanced by higher sales volume and brand recognition.

When designing a new or revised product, businesses must consider the following:

1. Functionality: The product should meet the intended purpose effectively and be simple for consumers to use.

2. Cost of Production: This includes evaluating materials, equipment, and labor to ensure that production costs align with budget forecasts while maintaining quality.

3. Target Market: Understanding the needs and preferences of the target audience is crucial. Businesses should analyze whether the product meets market demands and consumer expectations.

4. Competitors: Assessing competition helps in identifying unique selling propositions (USPs) that can differentiate the new or revised product from others in the market.

5. Legal Requirements: Compliance with regulations and relevant standards, particularly those pertaining to safety and quality, is essential.

6. Branding: The product should align with the existing brand identity, enhancing customer loyalty and ensuring recognition in the marketplace.

Persuasive advertising aims to convince consumers to purchase a product or service by appealing to their emotions or needs. It highlights benefits to differentiate from competitors and typically employs motivational messaging. For example, the advertisement for a new oral care product might emphasize how it promotes dental health and boosts confidence through a brighter smile.

Informative advertising seeks to educate consumers about a product's benefits, features, or uses. It provides data and factual evidence to make an informed decision. For instance, during the COVID-19 pandemic, informative advertising by Spotlight Oral Care could include details on how their products help maintain oral hygiene amidst health concerns.

Generic advertising promotes a product category rather than a specific brand, beneficial for raising overall awareness. For example, an advertisement campaign from National Dental Council might stress the importance of regular brushing and dental check-ups, highlighting the advantages of maintaining good oral hygiene.