What do Katy Perry, Cindy Crawford, Victoria Principal, and Tony Robbins have in common? Each has starred in a program produced by Guthy-Renker, one of the largest infomercial producers in the US. With distribution in nearly 70 countries, the electronic retailing company pursues marketing opportunities through direct TV, cable and satellite, mail, the Internet, and telemarketing. Its pitch people hawk a variety of goods and services, including skin care products and cosmetics such as Proactiv Solution (the company's primary category), fitness equipment, and motivational tapes. The company was founded in 1988 after being spun off from Guthy's Cassette Productions Unlimited (CPU).
Over the years the company has launched offices in Russia, Sweden, Finland, Germany, Japan, China, Australia, the UK, and India.
Sales and Marketing
The company expanded its product line in 2011 with the launch of hair wash-in treatment X Out. The product is designed specifically for the teen market.
As consumers cut back on the amount of time they are watching infomercials on television, Guthy-Renker has been repositioning itself to sell its products online, through social media sites such as Facebook and Twitter, and mobile phones. Guthy-Renker's growth strategy involves nonstop globalization as a way for it to stay among the leaders in its industry.
Each year, international sales typically account for about 30% of its revenue. Driven by high online sales of its Proactiv Solution, it is specifically targeting the Indian market as a means for growth with plans to generate $13 to $15 million in revenue from this region alone.
Guthy-Renker was originally founded in 1988 by Bill Guthy and Greg Renker.