Interesting short run and data:
In preparation for the launch, Winning Brands has manufactured and positioned a
special run of approximately 7,000 bottles each of KIND Laundry Detergent and
KIND Fabric Softener in its Buffalo, New York warehouse. This pre-positioning of
inventory for the launch will enable the company to respond promptly to enquiries
and opportunities. Lehner points out why this new arrangement is mutually
beneficial with the industry. "If the typical drycleaner sold even one bottle per
day to its existing clientele, the industry as a whole would be diverting an
additional $100,000 per day of consumer purchases toward the drycleaning industry
from more typical channels of distribution where domestic laundry detergent is
sold. This figure is based on a 40% profit margin for a bottle sold at $7.99
each. It's refreshing to be able to offer the industry a simple and positive
enhancement to its gross receipts at a time when the industry is reeling from a
perfect storm of challenges," remarks Lehner. KIND Laundry Detergent is highly
concentrated in order to provide up to 32 loads in the convenient 32 oz bottle.
At $0.25 per load for domestic use, KIND is neither the most expensive in its
category nor the least. It is Winning Brands' policy to be highly competitive
within the premium end of the market.
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