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Goody revamps sales, marketing unit.

PEACHTREE CITY, Ga. -- Goody Products Inc. has restructured its sales and marketing organization to take the hair care accessories supplier to the next level.

"We see a company with a great brand name and great presence out there, and one that has a lot to build on," says new Goody president Tom Koos. "But we want to be a little more forward-thinking, both to help retailers make more money with our existing products, and on the fashion side with new launches. Everything we're doing revolves around that."

From a service perspective, the Newell Co. subsidiary has exceeded its published goals of 98% on-time delivery and 98% line fill, having averaged between 98.8% and 99.8%, according to Koos. "But what we're actually doing is fostering an absolute passion to ship all of our orders 100% complete," he says.

Considering the high margins generated by hair accessories, the most pressing issue for retailers is to keep them on store shelves. "We feel that we can keep chains in stock more effectively than anybody in the industry because we're the only domestic manufacturer to any extent," notes Koos. "We want to continue to use our manufacturing capabilities and our core competencies as competitive weapons."

In the product area, Goody is promising a fresh look for 1999 with innovative items at more competitive price points in its upper-end licensed Revlon fashion line. In fact, Goody is revamping most of its fashion lines, particularly those targeted to teenagers.

The company is also becoming much more aggressive promotionally on fashion items. "That will dovetail nicely with our core grooming products, which have always been very stellar performers," comments Koos.

Goody has been highly gratified by the tremendous growth of its travel accessories business, he adds. And retailers are gladly turning to the supplier as a source in the segment because it allows them to cut down on the number of vendors with which they deal, he says.

Goody is also endeavoring to take its category management expertise to another level by getting more efficient at targeting distinctive planograms and modular sets within chains. Assortments can vary by region, for urban versus suburban stores, for different ethnic groups, and for different age groups, according to Koos.

But any mix can be helped by the supplier's innovative displays, especially on the fashion side, he says. The executive is particularly excited about a travel accessories display that will probably be launched in late fall for the spring.

Koos joined Goody in February after working for two other Newell divisions for almost seven years. He most recently was president of the hand tool division of Bernzomatic. Prior to that he was vice president of merchandising at EZ Paintr.

Goody Products Inc.

600 Westpark Drive

Peachtree City. Ga.

Key contact: Tom Koos


Phone: (770)486-1995 Fax: (770) 486-2550

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Publication:Chain Drug Review
Date:Jun 29, 1998
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