IDENTIFY, DEVELOP, LAUNCH

MARKET INNOVATION

CREATES OPPORTUNITIES

Capability: Market InnovationMarket Communications

Axiom Tools: New Product DevelopmentFormulationPatent Creation and Registration

Business Objective

  • Increase distribution and sales of PVC adhesives in new markets

Strategy

  • Identify an underserved market and bring innovation to it
  • Identify formulation changes to make the adhesives more robust
  • Create IP protection for the new product
  • Use social media and logo treatment to amplify proprietary features and benefits

Results

  • Formulated and launched the world’s first glue that prevents root intrusion in residential and commercial sewage pipes
  • Earned distribution at the big three home improvement chains, the big two hardware chains and at the world’s largest industrial supply wholesaler

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