Program Development and Market Launch

The Client: A leading manufacturer of pumps and water movement products

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Reposition a category at retail and grow the core pump business.


We reviewed the entire category and identified the opportunity to grow the business with consumers and retailers by creating an optimal product assortment with support at point of sale to sell the entire water gardening project.


The client's sku mix was reduced from 256 products down to 98, with 46 of those being brand new products. New packaging branded and created an identity for the product line. New merchandising was developed that allowed DIY'ers to customize a water garden at point of sale. A distribution strategy maximized their share and margin opportunities.


The program paid for itself with the opening order and the brand’s average individual transaction quadrupled. A sub-brand with a separate identity was developed for the dealer marketplace to allow independent dealers to compete with mass retailers. The combination of these two programs has doubled the client’s business in two years.