Enamelon (ENML) - Does anyone follow this? Message Board

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Non-Tech : Enamelon (ENML) - Does anyone follow this?

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To: Harpo who wrote (824)	6/4/1999 10:19:00 AM
From: Q.	Read Replies (2) of 863

news release today: co. lays off 40%, throws in the towel on consumer marketing. To save costs, they will now spend only to promote the brand to dental professionals. This is a huge, huge change. They had recently built up an in-house marketing department to replace an outside effort. Plus, they had just hired the executive who did the consumer marketing for Arm & Hammer toothpaste, with the plan to fine-tune their advertising. They had just introduced a second product, the whitening stuff, which would need lots of consumer marketing expenses to take hold. I take this as an admission of defeat in one of the flawed elements of their business plan: burning mountains of cash to get consumers to take free or cheap toothpaste. They still suffer from another of their flaws: they did not wait to market the prodcut until they had strong clinical evidence, an ok to make broader claims of product efficacy, and ADA approval. Considering the timing of this announcement, I wonder if they were having trouble getting another private placement. I can easily imagine institutions balking at handing them more cash when they burn it faster than they can raise it by diluting the equity. biz.yahoo.com

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