You know, I just looooooooove these releases regarding non-public data that can't even seem to agree with themselves on just what the data says. Is Zicam 5th in the "upper respiratory" category or the "cold products" category? Are there really 3000 products in the "upper respiratory" category of the survey, or is that 3000 "cold products"? Funny how my local Eckerd's doesn't carry anywhere near 3000 cold products, where did IRI find that many?
What products were 1st, 2nd, 3rd and 4th in Zicam's category? What products were 6th, 7th, 8th, 9th, and 10th? What other products that we are likely to see in stores today were further down the list? What products are not included in the category that one might think were?
What is the "dollar volume" of sales that propelled Zicam to its 5th place positioning on the list? And why, with the supposedly monstrous sales of Zicam, can't GUMM seem to make a profit off of it?
All these questions and more, will not be answered by the longs here anytime soon, I wager. |
