THE COOPERSURGICAL BRAND
    

CSI has gained a strong market position with a customer base in nearly 60 percent of Ob/Gyn offices, 65 percent of hospitals and 69 percent of fertility clinics. Each new addition presents opportunities to expose CSI's existing product line to new customers and new products to existing customers.

CSI rapidly integrates acquired companies or products into its portfolio through a branding strategy. Because CSI has excellent name recognition and recall with its customers, the marketing strategy features "CooperSurgical" in a high profile position and at the same time promotes the acquired product line or company brand names. As a result, CSI grows in importance and substance to the customer as a source of preferred products.

M
EETING CUSTOMER NEEDS WITH A MULTIPLE SITE, MULTIPLE PRODUCT STRATEGY

CSI markets a diversified product mix in a variety of clinical settings. The product line contains more than 2,100 offerings. In 2000, 51 percent of CSI's Ob/Gyn revenue was generated in the office setting, 38 percent in the hospital and 11 percent in fertility clinics. About 60 percent of CSI's products are disposable. For optimal market coverage, CSI employs a direct sales force of 28 representatives, 7 independent sales representatives, catalogs and other direct marketing programs, including a business-to-business e-commerce site (www.cooopersurgical.com) for physicians and hospitals.