It was felt that a key to success in getting the full Jumbo-Koter product line into retail stores was an in-store display program. The cornerstone of this program was a two-foot freestanding merchandiser that included the full Jumbo-Koter product line. Wooster Brush would give the rack free to retailers. Management felt that this would be [...]
Monthly Archive for June, 2009
The Jumbo-Koter product line was set up with a different price point for each of the different products in the line. The pricing strategy was to hit the price points of the low-priced imported competition. Wooster Brush management did not feel that the company had to match competitors’ prices exactly because Jumbo-Koter was a different [...]
The Wooster Brush Company basically sells its products through a national network of distributors and buying groups. It does have some direct accounts; Lowe’s and Home Depot, for example, are direct accounts. Most of its sales, however, go through distributors. These are typically traditional stocking distributors that take orders and then make shipments to the [...]
The decision was made to produce the majority of the Jumbo-Koter line in the Wooster Brush Company factories in Ohio. One of the reasons for this was to maintain tight control of the timing of the production. It was felt that manufacturing would have to keep up with distribution in order to maintain in-store inventories. [...]
Jumbo-Koter is a comprehensive line of twenty-four different mini-rollers and two different frames. The short-handle frame has a 14-inch handle, and the long-handle frame has a 261/2-inch handle. Both of these are cage frames, which turn much better than the traditional wire frames. Both the shorthandle frame and the long-handle frame have a 4-inch arm, [...]
The new mini-roller system was launched under the overall brand name Wooster Jumbo-Koter. This name appeared on all packaging and display header signs. Also, seven additional names were used to differentiate the different types of covers: Super Fab TM, Pro Doo-Z TM, Mohair Blend TM, 50/50 TM, Super Twist TM, Painter’s Choice TM, and Pro [...]
Based on these planning assumptions, the management of Wooster Brush set up a series of specific key strategic marketing objectives for the Jumbo-Koter venture. These objectives covered marketing communication goals, sales goals, distribution objectives, inventory planning, and the overall timetable for the launch of the venture. The following are the key strategic marketing objectives set [...]
Prior to launching Jumbo-Koter, the management of Wooster Brush made a series of assumptions regarding the outcome of the implementation. These planning assumptions were based on a long history of things that had happened during the launch of previous new products from Wooster Brush. The following is a list of the key planning assumptions made [...]
Wooster Brush used an observation tracking system to identify the extent to which mini-rollers were being used across the United States. Interviews were conducted with managers of paint and hardware stores to determine their impressions of trends in the sales of mini-rollers. Personal observations of the back of contractors’ trucks were then conducted to see [...]