The Wooster Brush Company basically sells its products through a
national network of distributors and buying groups. It does have
some direct accounts; Lowes and Home Depot,
for example, are direct accounts. Most of its sales, however, go
through distributors. These are typically traditional stocking
Jumbo-Koter was to be sold into national distribution by the
Wooster Brush Company sales force and network of service personnel.
The company maintains its own staff to help retailers set stores.
When a new account is established, this detail force works with the
distributor and retailer to set up Woosters
product lines, then trains them on how to communicate the benefits
of the products to customers. This sales and
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
When the program was launched, a 10 percent introductory
allowance was offered on the entire line. The line was also
launched with incentives to use a display with the Jumbo-Koter
A pricing contingency plan was set up in case the competition
decided to lower its prices in response to this program. Wooster
Brush management decided that it would not reduce the Jumbo-Koter
prices if that were to happen. Management felt that by the time the
competition was able to implement a price reduction, Wooster Brush
would have established the Jumbo-Koter line as a
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-
Retailers were given three display options. First, they could use the freestanding rack, which typically goes at the end of an aisle. Second, they could decide not to use the freestanding display, but take the full contents of the Jumbo-Koter rack and display them on pegboard. In this case, they would be given a detailed plan-o-gram on how the display was to be set up. All of the necessary hardware and signage would be included with the in-line display. Wooster Brush would even send out people to help retailers set up the display. The third option was for the retailer to simply buy Jumbo-Koter products without the freestanding or in-line display.
A piece of literature for the consumer was included with either display option. This was an 81/2- by 11-inch sheet of paper folded in half that described the complete program. It told the consumer what each of the different mini-rollers should be used for. It also talked about the types of paint that each of these covers was best suited for. This literature was also to be passed out at trade shows at the time the display options were being demonstrated.
The display program was primarily intended for paint and
hardware stores. It was felt to be