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NEW PACKAGING LEADS THE WAY FOR PRODUCT CHANGES AT ROYAL APPLIANCE

 CLEVELAND, Jan. 17 /PRNewswire/ -- Royal's new packaging is more than just skin deep -- it not only updates Royal's look, but also acts as a repositioning vehicle for Royal's entire product assortment, much of which has been enhanced.
 "Our new packaging is more consumer-friendly," said Rick Farone, Royal's Product Manager. "We want to maximize the marketability of our lines and we believe the new look is bringing us towards our goal of more marketable products."
 The consumer tested package design is less cluttered for quick and easy reading. Bullet points and the use of different colored type let product features stand out. The new boxes feature close-up application shots and a larger Dirt Devil(R) logo to play up the brand-name equity.
 "More consumers are doing comparative shopping," said Farone. "They need to be able to instantly recognize the various features of our products so they can compare not only competitive like products, but also the step-up features within our own Dirt Devil product line. And, since we're expanding and renovating our line, we believe a change in packaging would be beneficial."
 Farone referred to other changes at Royal which include not only new product introductions but also a revamping of existing lines.
 Many Royal products are undergoing makeovers. For instance, changes have been made to the Dirt Devil hand vac which celebrates its 10th birthday in 1994. This improved model, the Hand Vac Plus, has a molded- on paper bag adapter and comes with a bag. Its new 2-speed switch adjusts to the user's cleaning needs.
 In addition, the new 12 volt Dirt Devil Car Vac which debuted last fall, has been rolled out to additional customers. "Based on its initial success and demand, we are pleased to widen our distribution," said Farone.
 Royal's Power Pak and Can Vac are also undergoing a makeover. They'll have a new, sleek, European look and the Can Vac will have integrated onboard tools. Royal also plans on introducing a new upright at the $79.00 retail price point, giving greater variety to its upright line.
 Royal is expanding its product assortment with the introduction of several other new products set for 1994, one of which, the Dirt Devil Cyclone(TM) extractor unit, will begin shipping in January. In addition, Royal will enter the Wet-Dry market this June with its new line of Dirt Devil Wet-Drys.
 -0- 1/17/94
 /CONTACT: Stacey L. Vaselaney of Royal Appliance Mfg. Co., 216-449-6150/
 (RAM)


CO: Royal Appliance Mfg. Co. ST: Ohio IN: MAC SU:

KL-CM -- CL007 -- 2455 01/17/94 10:32 EST
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Publication:PR Newswire
Date:Jan 17, 1994
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