Displays & Signs

Client: Hasbro, Pawtucket, R.I.
Products promoted: The full line of Hasbro games and puzzles
Category management strategy: With an easy-to-use rotary dial, the Interactive Game Selection Center simplifies decision-making by narrowing down three choices: age, price point or alphabetical selection.
Retailer: Mass merchants
P-O-P company: DCI Marketing, Milwaukee
Number of displays: 1,000
Date of introduction: Still in test markets

Product: Clearnet PCS cellular phone
Number of displays: 500
P-O-P company: Geron, Markham, Ontario
Distribution: Traditional and non-traditional phone retailers throughout Canada
Introduction: June 1998
Duration: Permanent
Construction: Vacuum-formed, screen printed, painted copolyester; clear acrylic brochure holders

Client: Mistic Brands Inc., White Plains, N.Y.
Products Promoted: Snapple and Mistic beverages
Objective: To gain incremental impulse sales by reinforcing brand presence on the wall and counter of retail stores.
Introduction: July 1998
Construction/Materials: Vacuum-formed styrene, lithography, silkscreening
P-O-P Company: Mechtronics Corp., Stamford, Conn.

Client: Industria Embotelladora de Mexico, S.A. de C.V., Mexico City
Product Promoted: Coca-Cola
Objective: To provide consumers with cold and warm product (a plastic rack and a cooler) at the same time, while also integrating the product image.
Introduction: July 1998
Construction/Materials: Polystyrene, styrene, PETG
P-O-P Company: RTC Industries de Mexico, S. de R.L. de C.V., Monterrey, Mexico

Client: Lil' Drug Store Products Inc., Cedar Rapids, Iowa
Products promoted: Single-dose packets of analgesics and other remedies
Category management strategy: The Take2 Low-Profile Display includes nine of the top 50 items in the HBC category. It arrives at stores pre-filled.
Retailer: Convenience stores
Number of displays: 25,000

Manufacturers and retailers in the home-center market differ on what the term "category management" means and how it should be achieved.