Specific Marketing Objectives Were Set for the New Product

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 by the management of the Wooster Brush Company:

1. To entice consumers and professionals to purchase a mini-roller system that is not interchangeable with other mini- roller systems. This is a superior system because it utilizes a cage frame that does not stick over time the way current systems do. However, users must purchase a new frame and covers that will work only with the Jumbo-Koter system. The goal is to get Jumbo-Koter frames into the hands of users, and then motivate them to repeat purchases of Jumbo-Koter covers.

2. To get the majority of the twenty-four different Jumbo-Koter rollers and two frames into broad-scale distribution. To maximize consumer sales, the goal is to have the full product line available in as many retail stores as possible.

3. To time the expansion of distribution so that production is able to keep up with retail sales. A key goal is not to run out of product at any time during the launch of the Jumbo-Koter product line.

4. To achieve specific sales volume objectives that will enable the venture to pay back the investment in new equipment within a specific time frame. The Jumbo-Koter product line required new equipment for manufacturing and packaging. A key goal was to cover the investment in this equipment in a timely manner.

5. To launch the Jumbo-Koter line nationally in the initial distribution targets within three months.

6. To overcome the potential objection by retailers and customers that the Jumbo-Koter covers do not have a fabric covering on the end of the rollers. One of the improvements included in the Jumbo-Koter covers is that the professional-style fabric does not go over the end of the cover. This enables the roller to get closer to the corner. An important goal is to communicate this benefit, because retailers and users now expect all Wooster Brush rollers to have fabric on the end of the cover.