Capability: 
Market InnovationChannel Strategy
Axiom Tools: Category AnalysisProduct PositioningProduct Messaging
Business Objective
-
Convince merchants to stock a leaf blower costing twice as much as the blower they’re presently stocking
Strategy
-
Develop a memorable and defensible unique selling proposition, illustrate and spotlight the USP with video, in-store tests, expert reviews and news coverage
-
Develop a pricing model that triples manufacturer margins and doubles channel margins
Results
-
Product became North America’s top selling electric blower
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Success prompted product acceptance by major big-box retailers
-
Generated 1500+ news articles and reviews spotlighting the blower power
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