How to launch this product in the consumer market through different distribution channels as well as selling directly to the consumer. KDM also needed to figure out how to incorporate four other cleaning products that Easy Life manufactures into a full line of cleaning products that target specific market channels.

Solution:

After being changed from DSR5 to Re-Mov, KDM came up with a revised logo for this product. Re~Mov™ breaks the bond between silicones and adhesives. This evolved into a whole line of cleaners becoming Re~Mov™ Cleaning Systems.

• Re~Mov™ Silicone and Adhesive Remover
• Re~Mov™ Rust Remover
• Re~Mov™ Hard Surface Cleaner
• Re~Mov™ Organic Stain Remover
• Re~Mov™ Odor Remover

The next obstacle was how are we going to marketing this to different channels? The products worked well in all different environments and we had to convey that to the sales person who is selling through distribution. He then could say hey I have a product that sells in every channel, medical, household, contractor, marine and automotive. We achieved this by using ICONS on the packaging. Every market channel gets a different ICON. This approach makes the packaging easy to read and easy to understand.

Contractor – Automotive – Household – Institutional – Marine

Results:

Upon completion of this branding effort Re~Mov™ Cleaning Systems was picked up in the contractor market channel and is being distributed worldwide by QuickTruss, Inc. from Farmington, NM. After a great outing at the National Hardware Show in Las Vegas, the Re~Mov™ Cleaning Systems line was picked up by Sherwin Williams. They are currently reviewing several opportunities in all market channels.

KDM also has developed sales collateral, merchandising, direct mail campaign for Re~Mov™ Cleaning Systems.

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