Allstar Takes Inaugural Marketer of the Year Honors1 Oct, 2009 By: Thomas Haire Response
TELEBrands' Long History Earns a Few New Pages
"It's a tremendous honor — this is a big industry with a lot of expert marketers," says A.J. Khubani, CEO of Fairfield, N.J.-based TELEBrands, of the company's Marketer of the Year finalist honor.
With more than a quarter-century in the business — and serving as a pioneer in taking DRTV products to retail — Khubani and TELEBrands have a long history of success. But the past 12 months have been one of the strongest periods in the company's history.
"I think the Ped Egg had a lot to do with our recognition by voters," Khubani says of the product — debuted in 2007 — that has been the company's most successful ever, selling more than 30 million units at retail and earning more than $300 million. "At the same time, people understand that we make high-quality products, that are packaged well, do well in displays and are widely recognized."
During the past year, the company's successes include Pedi Paws (a pet claw trimmer with nearly 9 million units sold), Shoes Under (an under-bed shoe storage product with sales nearing 8 million), and Windshield Wonder (a window-cleaning tool with about 4.4 million units sold). Experience, attention to detail and speed to market are longtime hallmarks of TELEBrands' success.
The Marketer of the Year program was just the latest to honor TELEBrands. "We recently received a Target vendor excellence award, which is only given to 18 vendors a year by the retailer," he says. "We went up against companies like Procter & Gamble and Unilever. In September, we earned CVS' Vendor of the Year Award in the general merchandise/consumables category. CVS only gives out this award in five categories a year."
Khubani says the CVS award is measured in three areas: biggest impact on overall business; operational excellence; and innovative sales promotions. "The 'As Seen on TV' category was mediocre for CVS, but with the help of our products, it became the No. 2 category in the chain, behind pharmacy sales," he says.
Helping DRTV products gain acceptance at retail has been a way of life at TELEBrands for more than two decades, and Khubani doesn't see it ending anytime soon. "The next year looks fantastic," he says. "Our business model does well in a down economy. We're re-energized. Our recent success has been exciting, and recent product launches like Heel Tastic, Jupiter Jack and Bottle Tops, are showing signs of continuing that success."