Category Management - Master Distributor / Mobile Marketing 

SITUATION

- Newly acquired SHUR-LINE brand needed to be launched into Professional, Co-Op & Hardware Distribution

ACTIONS

- Consolidated, simplified and optimized legacy product lines (150+ SKUs) under one recognizable brand

  • Built branded Plan-O-Grams of most popular SKUs
  • Developed Off-Shelf merchandisers and promotions

-Developed new MASTER DISTRIBUTOR program with new pricing structure, new terms and trade marketing under  SHUR-LINE brand.  

- Initiated program line reviews with key HDW, Paint Sundry and Co-Op distributors and Regional Chains 

- Developed and executed SHUR-LINE Mobile Blitz marketing program to:

  • LAUNCH (sell) the SHUR-LINE brand into Paint Dealers
  • PULL program through distribution

RESULTS

- Established (10) Master distributors & delivered first year sales in excess of $1.8M

- Secured over 3,900 feet of POG space in the first 6 months

- Secured Plan-O-Gram Placement @ 600+ Independent Paint Stores & Regional Chains