Brands in the Same Store
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A CASE STUDY IN: | |
| Selling Two Sister Brands in the Same Store |
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| Problem: CRC sold two brands of performance and maintenance chemicals; with many similar items offered under each brand name. CRC was closely identified with the “traditional” jobber and retailer trade. SILOO was primarily sold through jobbers and well-known in heavy duty diesel truck service and retail establishments. The objective was to provide a defined merchandising area wherein both brands could be positioned with equal weight. Opportunity: CRC desired to develop a merchandising approach which would: 1) provide brand differentiation based upon targeting the do-it-yourselfer versus the professional audiences, 2) provide on-shelf information and guidance to assist with intelligent product selection, 3) reinforce cross-brand identification with “shade-tree mechanics”, and 4) take a category leadership role in both jobber and retailer environments. Solution: A merchandising system was developed that: 1) within one display, provided both the CRC and SILOO brands with a distinctive “home base” while allowing for cross merchandising opportunites, 2) incorporated a useful guide and hints educational merchandising component, and 3) featured clear, copy delineated segmentation of the key segments divided by function. Result: CRC used the display concepts to enhance its merchandising position throughout its market. Although no units rolled out, CRC was able to use its merchandising expertise to achieve a better balance of products in its target markets by demonstrating superior product and consumer use knowledge to both retailers and jobbers. |
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Selected Case Study Portfolio
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