Post on 24-Jun-2015
description
After 4 years with Borden, Inc, I advanced from a sales position to product management,
responsible for a $9MM commercial wallcovering brand.
Through my efforts the Guard brand realized double digit gains in revenue and
gross profit margin over a 3 year period.
This presentation addresses the market challenges present.
My solutions led to increased profitability for the ESOP organization.
In cooperation with the creative group at Slaughter Hanson, the brand experienced tremendous growth.
CHALLENGE
Brand is identified as lackluster. Clients are not aware of re-branding efforts.
SOLUTION
Incorporate new corporate philosophy into advertising campaign.
CHALLENGE
While existing advertising is memorable, clients do not associate it with our product.
SOLUTION
Incorporate product into new campaign to associate imagery with our brand.
CHALLENGE
Brand is identified with previous ownership.
SOLUTION
Incorporate newly formed ESOP identity into marketing campaign.
CHALLENGE
Client base is shifting priorities to include “earth friendly” products.
SOLUTION
Incorporate “green” manufacturing attributes into sales brochure.
CHALLENGE
Inconsistent and unfocused branding.
SOLUTION
Remove branding responsibilities from field personnel and establish standards for all client interaction materials.
Business Cards
Correspondence Folder
Business Envelopes
Postcards
Client Leave Behinds and Tradeshow Handouts
Paper Clips
Colored PencilsThermos
CHALLENGE
National tradeshow presence is virtually non-existent.
SOLUTION
Partner with other divisions to utilize existing tradeshow booth that can be partitioned for multi-use applications.
CHALLENGE
Existing product does not meet the client’s level of design sophistication.
SOLUTION
Conduct extensive market research to aid in development of materials that are client driven.
CHALLENGE
Further solidifying brand image and product recognition.
SOLUTION
Continue with creative marketing campaign and increase focus on new introductions.
RESULTS
Beginning Sales Volume $9,600,000
Ending Sales Volume $12,600,000
Total Volume Increase 30%
Beginning Avg. Unit Sell Price $3.80
Ending Avg. Unit Sell Price $4.92
Avg. Unit Sell Increase 29%
Beginning Gross Profit Margin 35%
Ending Gross Profit Margin 42%
Gross Profit Margin Increase 20%