Wurlitzer possessed the quality components,
workmanship and innovative design that competitors lacked,
making it the best value for the consumers money in the $3,000
to $7,000 range.
Since purchase decisions for pianos are made in-store at dealer
showrooms, we recommended that Wurlitzer and Baldwin influence
that decision with attention-grabbing in-store point-of-purchase
a sound creative positoning: regardless of one's taste in
music, that music always sounds better when played on a Wurlitzer.
• Despite the $400 cost per kit, dealer demand was unprecedented.
• All dealer kits sold
sales of both Wurlitzer and Baldwin brands spiked significantly
during point-of-sale event.
successful dealer effort to date.