Custom Business Solutions
Robert Taylor and Liquid Soap
In the 1970s, there was such an American entrepreneur who invented liquid soap and sold it with the help of his small business. However, the invention was not patented, since the idea itself was not fundamentally new. And the pump mechanism, without which the use of liquid soap would be difficult, was also invented a very long time ago. Taylor understood that if large manufacturers of household chemicals began to mass-produce liquid soap in dispensers, then the small business would not see any prospects for its development.
And then the resourceful entrepreneur decided simply not to give other manufacturers the opportunity to get the coveted plastic dispensing pumps that are attached to bottles with liquid soap. In those years, there were only two factories in the United States that produced such pumps, and Taylor ordered both of them to make them worth twelve million dollars. About one hundred million dispensers could be made for this amount, and thus, over the next few years, both factories worked only to fulfill Taylor’s order. Robert’s competitors, of course, could make the liquid soap itself, but without convenient packaging with a dispenser, such a product was not competitive.
Consciously taking a huge risk, Taylor did not fail – in a few years his small company turned into a huge Colgate-Palmolive business, which produces liquid soap, toothpastes and other hygiene products.
Oakley and Sunglasses
In the summer of 2010 in Chile, a rock collapse occurred at the mine. The consequence of this tragedy was that 33 workers were at a depth of approximately 700 meters without the ability to independently get out. Rescue operations began, which lasted as long as three months. Indifferent people and organizations sent food, water and other necessary means of survival to the affected miners. Oakley decided to send the miners also their products – sunglasses.
When the salvation of the miners was finally successful and they got out of the confinement, they had to put on the glasses received as a gift, since it was difficult for the eyes to look at the daylight after such a long stay in the dark. Of course, correspondents from almost all TV channels and print media arrived at the scene, who shot the faces of rescued workers wearing Oakley glasses on cameras and cameras. Thus, the company made free advertising for itself, which was seen by a multimillion-dollar audience all over the world, including Internet views.
“Puma” and tying shoelaces
Everyone knows that large football matches are always an excellent platform for advertising. Some companies paste over stadiums with advertising posters, others launch a running line on television during the live broadcast of matches. At Puma, they decided to act a lot easier, and at the same time a lot more brilliant. They paid the player Pele only to tie the shoelaces on his sneakers in the stadium just before the start of the match. Of course, the sneakers on it were from Puma, and of course, the actions of such a great football player always got to the main screens in close-up.
According to the results of the advertising campaign, it was found that this tricky marketing move turned out to be much more effective than advertising posters placed along the stadium.
Asus and computer manufacturing
Once a small company in Taiwan was a motherboard manufacturer for the American company Dell. After a long cooperation, this company wanted to supply Dell with other components as well, and give out the entire computers at the output. Dell agreed, because it saw only benefits. Over time, the Taiwanese partner offered to participate in supply management as well. Dell again gladly accepted the offer. Collaboration began to boil with renewed vigor. For Dell, such cooperation was more than profitable: they were engaged in promoting their product on the market, and the Taiwanese partner did all the routine work for them.
At one point, Taiwanese experts once again came to America, but not for negotiations with Dell. They went straight to the main office of one of the largest chains of electronics stores and offered computers of their own production for sale. These computers were of the same high quality as Dell products, but their price was slightly lower. By the way, the Taiwanese company in question is now one of the leading manufacturers of computer equipment in the world and it is called Asus.
MCI and consumer carelessness
In the 1990s, AT&T international telecommunications company began introducing a new promotion for its customers. According to its conditions, each client of a given telecom operator must dial the number 1-8-00-operator, after which he could take advantage of new communication tariffs at a reduced price. The main competitor of AT&T then was the company MCI. Her experts immediately realized that in this case you can get good benefits for yourself.
The word “operator” is not in itself difficult to understand, but you can still make a mistake in it. MCI added one more to their numbers, which looked like this: 1-8-00-operater. It differed only in one letter (the penultimate one) from the AT&T promotion number, otherwise it completely coincided with it. Thus, all AT&T customers who misread or wrote down the number entered the MCI. Well, then specialists of this company already talked with them, using all their skills and knowledge to make regular customers out of them.
Colgate and customer advice
When the toothpaste was just started to be produced in tubes, the hole in them was made very narrow – about 2 millimeters. Of course, squeezing toothpaste from such an opening was not very convenient. Once Colgate decided to hold a competition among its regular customers for the best idea to improve the product. One of the consumers put forward his idea about increasing the diameter of the hole in the tubes of toothpaste. Immediately, Colgate employees took this idea with hostility: they did not understand how this could increase sales.
As a result of much thought, it was still decided to launch a trial batch of toothpaste in tubes with an enlarged opening. Sales skyrocketed. Why? It’s simple: people squeezed out much more toothpaste from large openings at a time, so the tube ended faster and had to buy toothpaste much more often than before.
Sometimes, listening to the “voice of the people”, you can find ideas that can change the entire course of sales and bring the business to a new level.
Lego and X-rays
Constructors of “Lego” are the favorite entertainment for millions of children around the world. They are loved even by the smallest ones, which can accidentally swallow the small details of the designer. Consumers were increasingly complaining that their children were eating Lego items that were extremely difficult to detect during an X-ray.
Lego did not refuse to produce small parts, as this could significantly reduce the interest of children in their products. The company approached the problem on the other side: they began to add to the material from which the small details of the designer were made, a special component that is easily manifested in an X-ray image. The number of cases of swallowed parts may not have reduced, but it has made it much easier for parents and doctors to find these parts in the stomachs of children.