The New Mini-Roller Was to Be Called Jumbo-Koter


The New Mini- Roller Was to Be Called Jumbo-Koter

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 , Painters Choice TM , and Pro Foam TM .

On each package, the description name (Pro Doo-Z, etc.) was in the largest type. This was intended to be what would catch the customers attention. In many cases this name and the graphic appearance of the bag were the same as those of the well-established nine-inch Wooster Brush rollers that could be found down the aisle in the same store. The idea was to establish a link between the new mini-rollers and other Wooster Brush products now used by professional painters .

The nameWooster TM was in the next largest type size on all Jumbo-Koter packaging. The Wooster name is not well known by the average consumer; however, it is very well known by retailers and professional painters. The Wooster name included on the packaging was to signal professional painters and the trade that these are high-quality mini-rollers. Jumbo-Koter was in the smallest type size. This name communicates that this is a new product, but it was not intended to be the key element in driving sales.

The overall brand name strategy was to leverage the power of the current-Wooster Brush image. Most of these names, or parts of names, have been previously used by the Wooster Brush Company. The name Wooster helps establish that this is a professional small-diameter system. The name Koter has been used on previousWooster Brush products, but it has not been linked with the word Jumbo . Previous examples were Magi-Koter TM and Mini-Koter TM . The names Pro Doo-Z and Super Fab were taken from the nine-inch roller program to help establish a connection to a well-established product line.




Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
ISBN: 735621675
EAN: N/A
Year: 2006
Pages: 172

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