It’s good to be KIND.

 

1000+ Stain Remover receives most of the attention in our communications because it is, and will remain for now, the “lead” product in the portfolio.  Its business plan has benefited from much prior work to determine its natural strengths, its natural partners, its natural consumers, etc.  It is through this process that the business plan for the brand becomes increasingly real – because the working assumptions become proven.  We are now well on our way with 1000+ Stain Remover, and as far as I am concerned, the product deserves to be, and will become, a favourite in its category as we have now defined it.

In the case of KIND, we are at an earlier stage than 1000+ Stain Remover, however, things have been ramping up here too.   One significant past constraint, that has now been dealt with, is our adoption of contract manufacturing.  We were not previously in a position to commit to the growth of several strong consumer packaged goods SKUs without addressing physical plant and equipment issues.  Originally, we made all our own things.  We began our transition to a hybrid model pending expiration of leases and attrition of personnel.  Now we have achieved the end goal of contract manufacturing. 

Having ultimately chosen contract manufacturing rather than own plant and equipment, makes it possible to redirect capital to marketing for increased product exposure.  Also, it was not clear which of the marketing avenues would put us into our comfort zone for this brand.  Distribution can be as widely divergent as vending machines to water treatment companies, dry cleaning stores, health food stores, conventional retailers, etc.   The feedback that we have been receiving is that KIND is a genuinely good product – the question, however, was to learn which of its characteristics would be a unique selling proposition with traction.   A common theme in feedback that we receive from consumers is that the product is very well tolerated by people who have a variety of chemical sensitivities.  It’s gentleness, without sacrificing performance, will be increasingly important in its market positioning. 
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To say that there are other detergents out there is like saying that there are other cups of coffee out there.  Coffee was already readily available to Americans before Starbucks was created.  By finding and continually refining a new brand personality, with the starting point in an authentic place, a brand takes form.  Now, Americans coast to coast enjoy a greater variety of coffee inspired beverage satisfaction then ever before in America’s history.  This is a testament to what can be done to introduce new life to an “everyday” category of consumables. Across other industries too, brand personalities have grown with wit and wisdom over the years.

As a brand that celebrates gentleness to “clothes and to you”, KIND Laundry Products can go a long way in this (important) sector.   Being more easily tolerated than standard brands for sensitive people, is a great starting point.  It’s not the full story, it’s the next chapter.  Winning Brands has already demonstrated its sharpened focus on marketing issues with adjustment to WC 1000+ Stain Remover issues.  Now KIND will be following through with greater visibility than before.

We welcome www.TheHardwareCity.com as a valued associate and partner in this endeavour.

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