By Winslow "Bud" Johnson
This distinctive booklet finds the selling plans that force revenues for a few very famous items. the writer presents insightful research and a pragmatic framework for utilising those plans to any product in any industry.
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Extra resources for Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
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Only sales from paint and hardware stores were included. The reason for this was to add stability to the forecasts. Wooster Brush management felt that it could confidently predict potential sales from the traditional paint and hardware stores, based on a long history with these accounts. Predictions for the large national accounts were much less reliable. Management did not want to develop production capacity based on speculative assumptions. 34 Chapter 2: Successful Marketing Plans Often Solve Consumer Problems Chapter 2: Successful Marketing Plans Often Solve Consumer Problems 35 Innovation Is a Good Way to Maintain Market Presence The Jumbo-Koter venture is a good example of the development of a successful new product by solving a consumer problem.
Wooster used trade advertisements that took advantage of the strong reputation of the Wooster Brush Company name. These advertisements explained that the new Jumbo-Koter mini-rollers used the Wooster fabrics that professional painters already knew and loved to use. They emphasized that these new mini-rollers rolled smoothly and required fewer trips to the paint bucket because they held more paint and did not stop rolling. The net result was less cost to the painter. The Advertising Media Strategy Was Directed to the Trade Jumbo-Koter advertising was designed to be run in trade publications such as Do-It-Yourself Retailing and other magazines targeted to paint and hardware stores.