Glass Cleaner Is a Modern Day David Case Study

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Glass Cleaner is a modern day David and Goliath story centering around the question -- what happens if a product simply takes off in the modern marketplace? Brooks O'Kane is the owner of ClearVue Products, primarily the manufacturer of what is now a $4million business in the $160 million glass cleaning products industry. Through a series of lucky breaks and acumen for packaging and marketing, the ClearVue product has become predominant in the niche markets of automotive glass cleaning and grocery accounts. Of course, ClearVue must compete with the multibillion dollar nationals like Proctor and Gamble and Johnson. Most of ClearVue's successes centered around the nature of the product as a niche' preparation that consumers raved over -- and wrote prodigiously about their feelings. Brooks now has several decisions to make about his product -- including the opportunity to purchase Red Cross Nurses, a household cleaning product.

Option 1- Time for growth -- Brooks does some research about the RCN (Red Cross Nurse) disinfectant, which has been on the market in some permutation for more than 125 years.

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Unfortunately, the product has had little attention and annual revenues of only $200,000 (declining). The owner wants to retire and will sell the product line and trademark to Brooks. Brooks has experience with ClearVue being a virtual corporation, and has neither real desire nor impetus to purchase a manufacturing plant, set up his own large employee base, etc. However, he is quite skilled at packaging and product improvement/design. ClearVue already has the reputation of being an important niche market player, with skill and rising sales, so the addition of another product would not prove to a significant fiscal burden. That being said, ClearVue has a solid reputation in the grocery niche, which would be an easy entry for RCN with a new package. And, if we combine the expertise that Brooks has in guerilla marketing (newsletter, print stories, contests, etc.) is any indication, within a few months of repackaging, RCN would be on the upswing again. Because of the nature and circumstances of….....

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