| The
Product |
|
Line
of Dog Food |
| The
Need |
|
Increase
sales of the Hearty Dog Food line by recruiting new dealers
to carry the line and by stimulating consumer trial and repeat
purchase |
| The
Solution |
|
Consumer
cash rebate and a sweepstakes; dealer price discount on their
purchases plus a sweepstakes overlay; Dealer POP materials and
a merchandising kit with direct mail to consumers in dealer
trade areas |
| The
Result |
|
Strong
dealer support with higher than expected dealer response; excellent
consumer participation in cash rebate and sweepstakes |
| SDA
Service |
|
Channel
Marketing and Sales Building Program -- POP, dealer promotion
and direct mail program |
CHANNEL
MARKETING > MANNA
PRO CORPORATION 
