Case Studies: Brunswick Billiards

Price Justification

Objective:
To increase awareness among consumers of the performance advantages of Brunswick
products, and thereby justify price positioning to recover lost equity among national
distributors who were moving consumers towards competitive brands.

Agency Solution:
Developed the “Hidden Difference” program, which used detailed photography and
concise explanations to promote the manufacturing benefits of Brunswick pool tables
directly to consumers through POP and collateral print materials. Also developed the
“Gold Dealer” program, which rewarded dealers for stocking Brunswick products and
becoming exclusive Brunswick dealers.

Results:
POP materials were used by retailers across the country, who reported a decrease in
price concerns by consumers and an increase in their ability to sell higher priced,
feature-laden models. All 400+ Brunswick dealers participated in the Gold Dealer program.
More than 50 of them converted to exclusive status.