SITUATION

- Legacy private label products needed portfolio review and simplification    

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

ACTIONS

- Consolidated 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 promotion configurations

- 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 [fleet of (6) mobile trailers] to:

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