Product Development
» Check out the Case Study!
Launching a product and successfully selling and marketing it into the marketplace
can seem daunting to a prospective entrepreneur. Here is an
actual case history of a recent product development we marketed to use
as a general template. Remember all products are different
and there are numerous ways to achieve goals.
To learn more about product development services, please contact one of our professional marketing consultants today!
The Product: A board game
Introduction: The inventor approached Duquesa Marketing seeking direction,
options, a marketing strategy. He had created the game because he loved
basketball and could not find anything similar in the market
place. He started to hand craft games in his workshop and
sell locally. In essence, he conducted his own test market.
The game has wonderful play features, is based on a popular
sport and kids loved it. So did we!
Problem: How to commercialize an unusual board game? The inventor was making games one at a time out of wood. The toy/game business is under immense pricing and competitive pressure.
Solution: After reviewing the game, the industry and the inventor’s desires Duquesa Marketing determined that the commercial opportunity would best be developed through a license. Before approaching potential licensing partners, we customized a product development strategy, plan and identified every element necessary to achieve success. We designed unit carton art, re-designed the board and play parts, adding magnets for travel play, patented and copyrighted the game and play rules. The re-designed game was then assembled in prototype form and with art, sent offshore for pricing and manufacturing detail. All patent and trademark work was undertaken. With costs, source of production and lead times, freight forwarding data in hand we had the tools to present the opportunity to license the game.
Result: Duquesa Marketing created a marketing strategy to approach all potential
license partners with every question and issue pre-addressed.
We knew the cost of goods and created the sales model based
on market place reality. We identified the usual, known toy
industry targets-and-a number of alternative potentially interested
parallel opportunities. A Press Folio and customized License
documents were presented to pre-qualified interested companies.
The documents clearly presented the products features, Unique
Selling Proposition, size of market, competition, margins,
marketing strategies, line extensions and branding possibilities.
Harvest: Duquesa Marketing conducted all negotiations, as the client had no previous experience in such matters. Interestingly, the game was licensed to a company in a parallel industry -not toy- whose executives loved basketball and fell in love with the games play features. The inventor was paid a significant rights fee for signing over all rights to the game, patents and trademarks. The inventor will receive a royalty on sales for the next 15 years and a small percentage of the cost of production for each game manufactured. In addition, expenses and personal appearance fees will be paid to promote the game. This license generates four sources of income for the inventor.
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Case Study
Duquesa Marketing saves clients money, time and eliminates mistakes. Here is an example of a project DMI resurrected, restructured and successfully funded.
The Product/Service: E-Commerce Site Targeting Retirement Services
Introduction: The creators of Senior Genie, an e-commerce site targeting Baby Boomers and retirement issues, had failed in their attempt to commercialize their vision. They had self-funded a web-site, but had not constructed a strategy in order to fully commercialize and generate income from their content.
Problem: Senior Genie was a boring, lifeless site with no imminent hook to generate traffic, advertising or interest. The marketing of the site was non-existent. Just having a web-site does not equate to a successful enterprise. The content was general, too broad based, not focused. Advertisers were unenthusiastic, even though the Baby Boom generation is staring at retirement in record numbers. Visits to the site were minimal.
Solution: Duquesa Marketing visited Senior Genie management in Las Vegas, NV. Duquesa Marketing was hired to immediately develop a fresh approach in an effort to resurrect the e-commerce opportunity. After review, analysis and research, Duquesa Marketing created a tightly focused strategy built around a proprietary club feature: The Royal Retirement Registry™. Public relations, targeted print media ad placement, site optimization, redesigned graphics, banners, links and content were utilized. The Unique Selling Proposition was identified as an educational site for pre/post retirees interested in relocation, second homes, snow birding in the most desirable retirement locales in the United States, Mexico, the Caribbean and Europe.
Result: Duquesa Marketing crafted a customized Business Plan and the document was crucial in Senior Genie receiving the necessary equity investment. Senior Genie is implementing the focus of the strategy. The highly complex, interactive site is being constructed using advanced Java script, with Duquesa Marketing producing graphics, software and site construction. Trademarks and copyrights have been obtained. Sales collateral is complete. Senior Genie’s Royal Retirement Registry will offer a tableau of important relocation and travel data, while providing advertisers a highly desirable demographic audience for sales, coupons, discounts and service introductions.
Harvest: The principals of Senior Genie have been fully funded, have a focused and desirable market niche to nurture and a strong Business Plan to utilize as a road map to success. For the first time in several years they are earning income and anticipate many years of exciting opportunity as the Royal Retirement Registry™ is expanded.
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Case Study
Beauty Wonders -- International Distribution Licenses
Introduction: This London and Dallas, TX based Cosmetic Company had obtained distribution rights in the United States for a lotion that was reputed to inhibit the re-growth of hair. This is a problem for many men (body hair) and women (facial hair growth). In certain cultures this is cause for great embarrassment.
Problem: The Jordanian producer of the Hair Re-Growth Inhibitor was improperly labeling and packaging the product for international distribution. The label statements were not correct. In addition, the distribution license was limited to the United States and the international market was not addressed in the agreement. Also, the ex-factory pricing that was specified in the agreement was much too expensive and made distribution potential very limited.
Solution: Duquesa Marketing wrote a Business Plan for Beauty Wonders that revolved around the Company developing a proprietary formula that they would own. We organized a proper Product Development program with one of the top labs in the United States. Custom Packaging was created and an International Marketing and Branding Strategy was customized. Focus Group and Clinical Testing of the product confirmed excellent performance characteristics and consumer acceptance of the Hair Re-Growth Inhibitor.
Result: A better product, at a much better price structure and total control of a product that now meets all FDA and European Union legal requirements has enabled the Company to eliminate a troublesome middle-man and greatly broaden marketing potential.
Harvest: The Brand was launched at the largest Cosmetic and Beauty Industry Trade Show in the world, COSMOPROF Bologna. The Company was swamped with contacts after demonstrating the unique performance features of the product. International Distribution Agreements are currently being finalized with Distributors from Italy, Israel, Hungary, Russia, Spain and Dubai, among other direct purchasers. The line is currently being expanded with a new product and more trade shows are being booked for 2012.
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Case Study
Skull Hooker
Introduction: Duquesa Marketing met the creator of the Skull Hooker, a real estate developer who was passionate about hunting. This gentleman favored big game hunting and had amassed a trove of trophy heads. He could find nothing on the market that would universally enable him to readily mount his trophies. He had never before tried to Market a Consumer Product or Sporting Good.
Problem: While the Skull Hooker was a truly clever device that our client had engineered to easily mount trophy heads, its utility was difficult to convey to consumers. In short, it looked like a DIY piece of metal Hardware, not a mount for big game trophy heads.
Solution: We developed a unique Unit Carton to package the product that fully detailed in cameo photographs and copy bullet points the features and universal benefits of Skull Hooker for hanging any head of any size. The packaging and Point-of-Purchase display enabled even the most casual hunter to readily understand the simplicity of the product.
Result: We sourced and worked with an off-shore foundry to drive down cost and provide us with a turn-key, fully packaged and self-contained product shipped in counter display units. Along with a creative Branding Program, a much more favorable Sales Model, a pre-sell campaign that included Public Relations targeting the Hunting journals and a Guerilla Marketing Campaign the product was ready for market introduction.
Harvest: Skull Hooker was launched at the Shot Show in Las Vegas. Shot is the largest Outdoor Product Trade Show in the world. Competition is fierce. Skull Hooker was selected as a Best in Show New Product in its category. The product was received with great enthusiasm. Distribution deals were negotiated with Gander Mountain, Cabella’s, Bass Pro Shops, International Distributors and even African Big Game Safari management companies.
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Case Study
Hooah! -- Promotional Product
Introduction: Duquesa Marketing was approached by a Lt. Colonel in the U.S. Army with an idea for a series of products to raise money for disabled veterans and their families. We were intrigued with the project but not the “alpha” products that the Officer was proposing to use for the fund raising.
Problem: Even though the cause was excellent and timely, the products that would trigger a purchase for the cause needed to be stronger than t-shirts and pennants. The Lt. Col. was proposing a mundane product assortment that would not create the needed emotion to trigger mass purchasing.
Solution: Duquesa Marketing proposed a turn on the popular EZ Button that has been so successful for Staples Office Supply stores. We helped guide production of a series of audio buttons that played patriotic sayings when the button head was activated. The face of the button was dressed in military themed patriotic graphics.
Result: A factory in China was chosen for production after they sent samples of dozens of audio buttons that they had produced for other campaigns. Duquesa Marketing designed the blister card unit packaging, the counter displays, Sales Collateral, Branding, Marketing and Sales strategies.
Harvest: Tha Hooah! Audio buttons are now being sold through Merchandise Mart showrooms, television sales channels, convenience stores and military exchange stores. New products are being developed and monies are being contributed to Operation Homeward Bound to aid wounded and disabled soldiers.
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Case Study
MakeUpMiser -- Turnaround
Introduction: This was a case of a very fine product that was upside down when Duquesa Marketing got involved. The creator was a Skin Care Esthetician in a Day Spa. She was frustrated that she could not get every last drop of expensive Cosmetic creams and lotions from inside Beauty product packaging. She designed a very cleverly shaped spatula to eliminate this problem.
Problem: The creator of MakeUpMiser had tried to self-market the product. While she had done an admirable job of designing the tool, she had no experience in Consumer Product Marketing, branding or Sales and had improperly marketed the product. She had spent close to $100,000 and had little to show for her investment.
Solution: One of the creator’s mistakes was to launch a single product, an item. Retailers dislike such items. They are difficult to merchandise. Another problem was that the MakeUpMiser was a tool, a one-time hardware purchase. We packaged the spatulas in two offerings with different sizes and added a liquid Anti-Bacterial Head Cleaner that would be consumed and re-purchased driving repeat business.
Result: The three product line commanded an excellent retail footprint, especially when merchandised on the fully self-contained Point-of-Purchase Display Duquesa Marketing designed. The MakeUpMiser’s themselves were repackaged in vivid blister cards that detailed in copy and photos the unique Features and Benefits that the products provided.
Harvest: MakeUpMiser is being added to a major Home Shopping Channel’s spring assortment and is being launched at two trade shows. Pre-sell has been driven by Public Relations in Beauty and Fashion magazines and Product Placement in several network television shows. The Brand will be launched internationally at COSMOPROF Bologna next spring.
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Case Study
3D Underwater Graphics Pool & Spa Art -- Develop from Concept
Introduction: Duquesa Marketing was introduced by referral to the creator of a unique swimming pool accessory, 3D Underwater Graphic Action Posters. The project was in concept form. The posters posed several technical problems that needed to be solved before commercialization of this fun product could be undertaken. The end product would offer underwater 3D views of sharks, pirate ships, treasure, mermaids, etc.
Problem: The posters needed to adhere to walls of a full swimming pool without damaging the surface when removed. They also needed to be resistant to sun fading. The substrate needed to be able to stand up to pool chemicals, human mishandling and the inks needed to silk screen the 3D action images that gave the posters their visual underwater appeal.
Solution: Working with our Product Design Engineers and 3M Adhesives Group we were able to perfect the application, production, product life and performance elements that were essential to the commercial viability of the posters. The application of the 3D art, created by an OSCAR-winning 3D artist could be applied to a substrate that was durable, flexible and served as an underwater poster board. The adhesive was a special formula developed by 3M chemists that would firmly affix the posters to any smooth underwater surface and allow for easy removal. A lab in Phoenix successfully stress tested the posters in extreme sun, heat and chemical conditions.
Result: Duquesa Marketing shot a video loop of a 12 year old boy applying the 3D Underwater Graphic Action Posters by himself in a home swimming pool. Stills were removed from the loop and used on the floor stand display we designed and used for the trade show launch of the product as well as other Sales Collateral and Web-Site.
Harvest: The posters were unveiled at the Pool and Spa Show in Las Vegas and were a huge hit. Frontgate featured the products on the cover of their Summer Catalog. Numerous retailers, international distributors and Swimming Pool Product Suppliers picked up 3d Underwater Graphics. The Company adds several new designs each year and is gearing up to produce customized posters for hotels, corporations, and individuals.
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Case Study
Le Bain Couture Aromatherapy – Joint Venture
Introduction:
Oil and water do not readily mix. When combined they form parallel, separate entities within the same cavity. I wanted to explore the possibility of taking these two contrasting elements further, by creating a visually stunning, mesmerizing and mysterious formula for a tri-colored liquid aromatherapy product. If this could be achieved it would result in a breakthrough in the world of luxurious Bath and Body care products.
Problem: Stabilizing three separate color and formula layers inside the same container had never been done successfully. In addition to the visual effect we were hoping to achieve, the performance benefits of each of the layers needed to be safeguarded so they did not break down and compromise themselves.
Solution: After almost a yearlong collaboration with a bench chemist we were able to perfect the separation of a tri-level formula by calibrating the specific weights and balancing the layers with a range of natural additives and colorings. When shaken the layers combined. After use they quickly re-separated to their striation levels. This Pro-Active usage feature was a significant boost to sales.
Result: Le Bain Couture was developed and launched around a stunning array of tri-color Satine Bath Oils, Soaps, Body Lotions and Bath Crystals. An award winning container featuring a convex front and concave back (Packaging World Magazine, Best new Product Design, 1996) served to exponentially increase the visual impact of the line when merchandised in stores.
Harvest: A Joint Venture was entered into with a large multi-national Cosmetic Beauty Supply manufacturer. They provided manufacturing and fulfillment services. Duquesa Marketing provided Branding, Marketing and Sales Management for the United States and International markets. The product was introduced at COSMOPROF Bologna, the largest Beauty Product show in the world and received unprecedented acclaim. Macy’s, Dillard’s, Selfridge, Renaiscente, Preciados and many other international stores carried the brand for many years.
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Case Study
Juvenile Product Oral Care – Address Wellness
Introduction:
An Entrepreneur had noticed that his granddaughter was not paying proper attention to her oral care. She brushed her teeth but not properly, not long enough and without purpose. This contributed to her overall poor tooth and gum condition. He sought a way to address this problem which he rightly projected was fairly common among juvenile children.
Problem: How to take young children, too large for parents to provide oral wellness care, but too small to understand the importance of proper brushing and oral hygiene and make their mouth care regimen fun and interesting.
Solution: Duquesa Marketing was retained by the Entrepreneur to address the problem described and organize a product solution. We collaborated with our associated group of Product Design Engineers to create a fun, toy-like small battery operated appliance that incorporated all of the elements that children enjoy; music, color, motion, light and a whimsical character. The unit also was pro-active in that a timer was started by the child and the unit entertained for 2 minutes, the length of time dentists recommend as the minimum required for proper brushing.
Result: The unit was perfected in prototype form, manufacturing sourced, and a customized Marketing Strategy was executed. A Focus Group confirmed that juvenile children were entranced by the toy-like look and performance features of the unit and actually looked forward to brushing their teeth, often adding time to their routine. A Dentist endorsed the unique features and benefits of the product.
Harvest: The product was introduced to retailers and international distributors at the ABC Kids Expo in Las Vegas. After receiving a strong initial reception and purchase orders from Big Box retailers such as Toys R Us and Bed Bath & Beyond, the creator of the concept for the product obtained a Licensing deal with a large international manufacturer.
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Case Study
DT Jewelry Holdings – Venture Capital
Introduction: Duquesa Marketing was approached by a Venture Capital firm in New York that was interested in investing in a jewelry start-up. We were hired to create and perfect a Sales Model and Business Plan that would link together a consortium of independent Jewelry manufacturers in the Rhode Island area and provide customized pieces for the retail jewelry market.
Problem: Carrying jewelry samples has become tenuous. Valuable pieces and travelling salesmen are marks for thieves. Stores, especially smaller independent jewelers cannot afford to carry a broad inventory, especially if the collections are expensive. These shops need a system that would enable them to counter the national chain jewelers and the economies of scale that their volume buying provides.
Solution: After researching the market and considering the new technologies that were just becoming available at the time we recommended a “Virtual Jewelry Store Program”. Software was created that would enable any participating jeweler to offer any combination of product and price to consumers. A further advantage the system afforded participants was the ability to highly customize and personalize pieces.
Result:
A small counter top kiosk unit was developed. The customer could use the unit to choose from over 3 million combinations of stones, shapes, colors, precious metals, settings and jewelry pieces to create an item that was unique for them, pre-paid, delivered directly and priced to reflect the savings available from not carrying the inventory in stock.
Harvest: Today, the DT Kiosk and Virtual Jewelry Store Program is offered in over 2000 independent jewelers in the United States and Canada. The consortium of specialty jewelry manufacturers in New England have prospered and the program continues to expand.
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Case Study
Candles – Joint Venture
Introduction:
While working with a Cosmetic chemist to develop a Skin Care product for a client we were introduced to an interesting material. The manufacturer was offering the raw material as a substrate for a Skin Care Mask. As I read the MSDS sheet I noted that there several unique alternative benefits and performance features of the element. It seemed that it would hold Fragrance well, was flexible, transparent, and had a very low burn point. The Chemist and I wondered if it could be converted to a candle.
Problem: I had never manufactured candles. We decided to test and play with the “flubber”. I ran to a Hobby Lobby store and bought a candle making kit. The chemist and I played with converting the flexible “flubber” like product into a candle vehicle.
Solution: We discovered that the soft gel-like candles not only burned cooler than wax candles, but they burned much slower as a result. This enabled us to better control fragrance levels to maximize scent pitch and control costs. Another benefit was visual. The candles could be embellished with amazing visual cues and bold, vivid colorations and patterns.
Result: After we perfected the process for making the first gel candles we sought a Joint Venture partner. A Texas-based Company with a large candle production capacity was immediately impressed and agreed to enter into a production and distribution agreement.
Harvest: The Joint Venture never entered the high volume, low margin commoditized gel candle business, but enjoyed first market mover advantage in the upscale, designer space. The Company sold millions of these beautiful designer gel-candles packaged in Murano glass, Bormioli Italian Decanters and in Private label campaigns for Victoria Secret, Bath & Body Works, Bombay Company, Crabtree & Evelyn and many other retail groups.
