Over the last seven decades Himmel has developed a unique brand building strategy that when applied diligently has led to our most outstanding successes. Our Strategy consists of four major elements: Listen to your consumers, they are the best source for information about products and needs. Himmel has effectively utilized the following consumer research tools to gather critical information: (1) Brand Research Cards (BRC) questionnaires and on-line surveys used to collect consumer feedback on every product, (2) Concept test research, (3) Focus groups, (4) Product use research, (5) Toll free consumer hotline and consumer mail and emails. Management read all consumer correspondence. Create compelling creative messages that strike a chord with target consumers. Focus attention on consumer needs and wants with single-minded, believable messages. Create an advertising "hook" (in the case of medicines, a proprietary name for a medical condition, and then create the solution through the Himmel brand) and have strong brand registration. Control the creative process and cost by utilizing In-house creative development and production resources and contract out manufacturing of products and utilize outside consultants for research and development, medical expert advice, etc., to keep fixed costs low. Differentiate your product from the competition. Discover and exploit the unique selling proposition (USP) of the brand. Motivate consumers to choose the Himmel brand over the competition by promoting brands 52 weeks a year. Create an emotional connection with consumers and treat brands like children — they must be "nurtured." Advertise, Advertise, and Advertise. Maintain a heavy investment in advertising. There is a direct correlation between investment in advertising and consumer awareness, brand loyalty, market share, ability to resist price competition, and leverage with the retailer. Maintained the frequency of advertising — advertising frequency creates awareness and awareness creates sales by deliver advertising messages on television, radio, etc. Control cost and maintained efficiency by utilize in-house media buying service.