© 2006 Cooper Industries, Inc. All Rights Reserved
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LONG ISLAND CITY, N.Y., August 5, 2002 - A strong, integrated
branding and marketing program to support electrical distributors,
contractors and specifiers around the country is now being
launched by Cooper Wiring Devices (CWD) for its comprehensive
line of over 10,000 electrical products.
"It is no accident," says Marketing Vice President James
Knapik, "that we are making a heavy investment to support
our customers at this time when our industry, its media
and the country at large are experiencing an economic
slow-down. For us, as a relatively new and growing entity,
this is the perfect time to counter our competition, distinguish
ourselves from them, to assert ourselves as the most customer-conscious
supplier in the industry, and to boost that industry itself."
Broad, Multi-Level Program
The Cooper Wiring Devices' branding program is being launched
this spring and is calculated to reinforce the whole electrical
wiring devices field. CWD is adding staff and products,
expanding promotional activities, and strengthening its
product packaging and merchandising support with a new,
aggressive look. Central to the CWD branding effort is
a campaign theme positioning Cooper as "The New Power
in Wiring Devices". An important expression of "the New
Power" branding effort is a bold, all-inclusive product
catalog and easy-to-use product identification system.
Knapik explained that behind the program - and part of
CWD's multi-million dollar investment - was a 6-month
"brand architecture study" done by Wirthlin Worldwide.
The study surveyed hundreds of electrical distributors,
contractors and specifiers to discover their opinions
and determine their needs.
"Cooper Wiring Devices' new 500-page catalog," Knapik
says, "provides product solutions for commercial, industrial
and residential applications. It will be very useful to
our customers. It's a virtual product guide and directory,
giving dimensions, rating specs, specific features, testing
and code compliance data, and material characteristics
for the most integrated group of products - from switches,
plugs and connectors to the latest locking, watertight
and hospital-grade devices."
Adds Marketing Manager Dan Carazo: "Our new catalog is
a core component to our marketing strategy. It provides
a very visible way to communicate our extensive array
of over 10,000 products. It literally illustrates why
Cooper is The New Power in wiring devices."
According to Rodney Long, Vice President of Distributor
& OEM Sales, "the catalog is an in-depth technical reference,
a guide to industry associations and organizations, essential
codes and standards as well as containing a glossary of
electrical terms. We produced it with our customers' maximum
convenience in mind."
Big Integration
"The year 2002 highlights our new Cooper identity as a
new division of Cooper Industries," says Knapik. "Integrating
the Arrow Hart and Eagle lines to clarify their complementary
products has been a major accomplishment. We've supported
this effort with the addition of many new or improved
products. When Cooper Industries put this group together
it was driven by the desire to become the industry's premier
single source of electrical products for all industrial,
residential, commercial and institutional markets. Our
branding program is designed to build recognition of this
new Cooper presence among electrical distributors, specifiers,
contractors, industrial MROs and OEM end-users."
Fast Recognition in New Packaging
Bold, new product packaging is a cornerstone of this effort,
according to Merchandising Manager Judy Gottesman. "It
sets us apart from competitive suppliers by producing
instant recognition of Cooper Wiring Devices as the newest
and strongest power in our industry. Such brand recognition
is critical to the success of our program," she says.
"Our diverse merchandising programs are calculated to
support all CWD's distribution channels and has already
captured sales from our competition."
New Advanced Products
Spearheading the new marketing program is the introduction
of several new products of the company. These exciting
new products include Smart Dimmers, 50 amp California
Standard Locking Devices, a new Mid-Size Unbreakable Wallplate
line, Flat Cable plugs, the Little Brother Multi-media
Panel, and Unbreakable Thermoplastic Range and Dryer plugs.
They are engineered to provide superior quality and performance
excellence and are available for immediate delivery. Knapik
indicates that these six new products are precursors of
"steady stream of new devices which will have special
features for the professional installer that will save
labor and eliminate costly callbacks.
CWD President Neal Kluger summarizes: "Our industry needs
a shot in the arm at this time, and this program was devised
to create excitement for both Cooper and the industry
- and to stress our responsiveness to the industry's needs
right now. In many ways, assertion of our new strength
at this moment is intended not only to draw attention
to ourselves but to emphasize the importance of so many
products to all electrical industry professionals. The
more we can help our customers, the more we help ourselves."
This new CWD marketing program is just being launched,
but will continue well beyond the year 2002, Carazo says.
PRESS CONTACT:
Andrew J. Lazarus
A. J. Lazarus Associates, Inc.
10 St. Marks Avenue, Unit 1
Brooklyn, NY 11217
718-789-1500
ajl@ajlazarusPR.com
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