 |
|
|
|
 In 1949, Manny Gutterman established a sales representative organization dedicated to selling all types of proprietary products to chain drug, variety, hardware and department stores. The primary purpose of Manny Gutterman & Associates, Inc., was representing manufacturers to the above accounts on a national basis. This company also established an ethical and reliable channel for "close-out" merchandise.
As the company grew and its professionalism became recognized by the retail community, manufacturers requested Gutterman’s help to devise a merchandising concept that could channel successful direct marketing products into retail distribution. An association begun in the early sixties with A. Eicoff & Co., a successful direct broadcast advertising agency, led to a revolutionary new concept in sales and distribution called "KEY OUTLET MARKETING." This new concept called for putting large quantities of product into a TV market by offering leading chains exclusivity of product for a defined period of time. The exclusive retail outlets were featured on a " TAG LINE" at the end of the commercial.
The success of "KEY OUTLET MARKETING" gave Manny the direction and determination to create his own brand name products and market them using the same technique. He created a new company, JELMAR, to manufacture products for TV promotional sales. Jelmar’s first product manufactured and distributed by the Gutterman family was Tarn-X®. Tarn-X® (circa 1969) is one of the few products that began as a TV promotion and has since become a brand name product which can be found on every major retail shelf in the United States.
Today JELMAR is a vibrant and growing manufacturing company with a broad household cleaning product line including CLR®, CLR® Bathroom & Kitchen Cleaner Deodorizer, CLR® Metal Clear and the Tarn-X® family of products. We have taken our "KEY OUTLET MARKETING" concept overseas, and now successfully operate in Australia and Canada.
|
