Marketing consumer products was a new venture for the Kawasaki Engines division that had previously marketed a component product. Convincing distributors that they could become marketers involved education, support, and a comprehensive action plan. A late-comer to the market, Kawasaki needed to prove its premium stature (and premium price). The goal was to win over landscape professionals who already had an affinity to Kawasaki Engines and would be willing to try the string trimmers and blowers. Tactics included branding, collateral, POS, promotions, and advertising.
