From marketing and brand awareness perspective it's a failure
From margin control perspective it's a wise strategy, as big supermarkets require gross margins of up to 80%. Meaning that Zoono will either have to be priced above market risking brand damage as overpriced non-alcohol ("non effective") sanitiser or price accordingly and see its profitability in B2C evaporate with potential loss of distribution control.
so really not a clear cut solution and a very fine line for small emerging player
Chart, page-5114
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