Project Description
Issue
- Chronic slow growth
- Entrenched dealer/distributor organization
- Few product or marketing innovations
- Stagnant management
Solution
- Developed a growth-centered turnaround strategy accepted by the board
- Acquired several large metropolitan dealers
- Created “role-model” sales/marketing organization
- Revitalized dealer network
- Introduced new advertising campaign
- Introduced Culligan Bottled Water
- Repositioned company with a “drinking water company” platform
Result — Business Transformation
- Grew top line by 15 to 20+% per year for 3 years
- Doubled profitability
- Gary DiCamillo named General Manager, Culligan U.S. at age 33
- Gary DiCamillo recognized by Advertising Age magazine as a “Top US Marketer”