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Product Management

Product Relaunch (HVAC)
Project Overview: Objective was to solidify product offerings place in “best” category of a good, better, best product-positioning strategy through differentiated and “enhanced” marketing efforts and materials. Product initially launched with little marketing differentiation from any of the other products. Developed a comprehensive marketing plan for relaunch that consisted of the following: Rewrote literature with heavy benefit-oriented, consumer-oriented direction, collaborated with in-house creative for fresh new “look” for materials, created additional literature pieces and sales tools including touch & feel product differentiators for consumers, collaborated with sales to provide a spiff on product that coincided with launch dates, worked with corporate marketing to incorporate product-specific information in already existing ads, worked with promotional item company to create product identified items and giveaways, created sales/dealer training materials and provided personal sales training to several dealerships via a “road show” approach. Results were a 60% sales increase for the company within the two months around the time of the relaunch efforts. A sampling of the launch kit items is shown below.


 
Introduction Letter
Click to read copy
 
Sales Tool

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