Applica, Inc. re-signs Bill Berdux, its former Vice President of Sales and Marketing.
After reviewing Applica's new product offerings and recent developments in the IT and home entertainment industries, Bill Berdux accepted an offer to return to head up the sales and marketing efforts.


    /Broadcast News Articles/ - BURBANK, CA, July 17, 2007 - Between 1997 and 2000 Mr. Berdux was responsible for initiating the beta program for Applica U2 which enabled multiple users to share a single Windows 95 computer. Applica U2 software and hardware accessories allowed two or three users to simultaneously and independently share one computer. During this period, over 20,000 units were sold for Windows 95, 98 and ME systems.

While ushering the product through the beta program Berdux called for integration of features and benefits based on participant feedback. He was then assigned the job of developing a marketing plan and conducted market segmentation analysis and a limited but effective series of focus groups to assess the wants and needs of the target markets. He researched retail & reseller pricing policies and promotional programs which were factored into the pricing model.

Before completion of the retail packaging, collateral materials and advertising messages, Berdux was asked to develop and implement a sales strategy. He spent two years crisscrossing the US and Canada, calling on major retail stores and wholesalers. He placed Applica U2 and its sister product, the Buddy System, into major retail chains including Best Buy, ComputerLand, CompUSA, Fry's Electronics, Future Shop, J&R Computer World, Office Depot, Tiger Direct and Tech Data, among others.

Sales were modest but constant. Product returns were less than the budgeted 3% of sales. The technical support team could easily handle all incoming calls with a staff of three technicians. As the company initiated development of support for Microsoft's XP system and expressed interest in diverting resources from the retail channel to enterprises and value added resellers, Berdux accepted a position with a hot, well funded dot-com startup.

"This is almost surrealistic," Berdux commented, adding that "I now have the same e-mail address, seven years later. That's how long it took the rest of the IT and consumer electronics industries to catch up to the Applica technology. This time around things are even more exciting and there are many more ways to integrate Applica into a broader range of products and applications."

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Press Release Contact Information:

Bill Berdux
Applica, Inc.
Vice President
3111 Winona Avenue, Suite 101
Burbank, CA
USA 91504
Voice: 818-565-0011
Website: Visit Our Website