Avi Sivan

TIMELINE FOR SUCCESS

1992

Avi Sivan and Prem Ramchandani combine forces to start up Tactica International LLC as a full-service direct response marketing and merchandizing company.

1993-1995

The pair and their associates at Tactica spend three yearts testing products and developing marketing plans.

1996

Tactica introduces the IGIA Hair Removal System in October and defies what is "acceptable" in the DRTV industry with a high-end product, selling for $120. Late 3d quarter, Macy's East becomes a launching pad for tactica's new poduct introductions and quickly expands the company's instore "real estate" to six SKUs. Soon after that, Federated Department Stores joined in and began featuring the IGIA line in stores like Burdines and Macy's West, among others.

1997

The May Corp, including such stores as Lord & taylor and Hecht, pick up the IGIA line in the 1st quarter of the year. Throughout 1997, the IGIA line was one of the top performers in Macy's Cellar, as well as the top-rated product for the company's biill insert/statement-stuffer program. The IGIA Hair-Removal spot was rated in the top-10 products in the Jordan Whitney industry survey for several consecutive months, and took the top spot out of the top 50 informercials for the year.

1998

In April, the IGIA Cellulift Massage System is introduced via DRTV and is launched in retail in July. Throughout the year, Tactica introduces a myriad of new products, including: IGIA Protonique, IGIA Denta Cleanse, IGIA Vorttx and IGIA Epielle. Tactica is nominated as No 1 of the top-50 informercials of 1998 by the Jordan Whitney Report.