Custom business solutions
Robert Taylor and Liquid Soap
In the 1970s, there was an American entrepreneur who invented liquid soap and sold it through 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 long time ago. Taylor understood that if large manufacturers of household chemicals began to mass produce liquid soap in dispensers, then there would be no prospects for the development of his small business.
And then the resourceful entrepreneur decided to simply prevent other manufacturers from getting the coveted plastic dispensing pumps that are attached to bottles of liquid soap. In those years, there were only two factories in the United States that produced such pumps, and Taylor placed an order from both for their manufacture worth twelve million dollars. This amount could have produced about a hundred million dispensers, and thus, for the next several 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 was right – after a few years his small company turned into a huge Colgate-Palmolive business, producing liquid soaps, toothpastes and other hygiene products.
Oakley and sunglasses
In the summer of 2010, a mine collapsed in Chile. The consequence of this tragedy was that 33 workers were at a depth of about 700 meters without the ability to get out on their own. Rescue operations began, which lasted as much as three months. Caring people and organizations sent the affected miners food, water and other necessary means to survive. Oakley decided to send its products to the miners too – sunglasses.
When the rescue of the miners finally ended in success and they got out of captivity, they had to put on the glasses they received as a gift, since it was difficult for their eyes to look at the daylight after such a long stay in the dark. Of course, reporters from almost all TV channels and print media arrived at the scene, filming the faces of the rescued workers wearing Oakley glasses with cameras and video cameras. Thus, the company made free advertising for itself, which was seen by a multimillion-dollar public around the world, including views on the Internet.
“Puma” and tying shoelaces
Everyone knows that big football matches are always a great place to advertise. Some companies are covering stadiums with posters, while others are running a news ticker on television during live broadcast of matches. Puma decided to act much easier, and at the same time, much more ingenious. They paid the footballer Pele just to tie the laces on his sneakers in the stadium just before the start of the match. Of course, his sneakers were from Puma, and of course, the actions of such a great footballer always hit the main screens in close-up.
According to the results of the advertising campaign, it was found that this cunning marketing ploy was much more effective than the advertising posters placed along the stadium.
Asus and computer manufacturing
Once upon a time, a small company in Taiwan was engaged in the manufacture of motherboards for the American company Dell. After a long cooperation, this company wanted to supply Dell with other components as well, and to issue complete computers at the output. Dell agreed, because it saw only a benefit. After a while, the Taiwanese partner offered to participate in supply chain management as well. Dell again happily accepted the offer. Collaboration has begun to boil with renewed vigor. For Dell, such cooperation was more than profitable: they were engaged in promoting their product to the market, and all the routine work was done for them by a Taiwanese partner.
At one point, Taiwanese specialists once again came to America, but not for negotiations with Dell. They drove straight to the headquarters of one of the largest electronics store chains and offered their own computers for sale. These computers were of the same high quality as Dell products, but the price was somewhat 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 inattention
In the 1990s, the international telecommunications company AT&T began introducing a new promotion for its customers. According to its terms, each client of this telecom operator must dial the number 1-8-00-operator, after which he could use the new tariffs for communication at a reduced price. AT & T’s main competitor at the time was MCI. Her specialists immediately realized that in this case, you can get good benefits for yourself.