Question

Topic: Strategy

Marketing Partner For North America... ?

Posted by Anonymous on 6/26/2012 at 5:43 AM ET 125 Points
I represent a Japanese manufacturing company.

They recently secured approved U.S.A and Canada patents for their product: Elastic hair band. (for securing long hair in a pony tail etc.).

After initial partnership refusals from 3M, Nike etc., we're undecided on the best marketing route/partner to pursue for this product in North America.

We wish to manufacture for a private label buyer/ retailer who can brand, market and sell it profitably in North America.

It is a luxury good in its category and will likely have a shelf price for a 2 piece pack that is similar to cheap brands' 20pc packs [of course quality is extremely different]. It is hand-made in Japan.

This product has a strong following in Japan and presently holds a 60%+ share of the Japanese domestic market. (under private labels of our retail clients). Who is likely to be able to independently brand, market and sell this well in North America?
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RESPONSES

  • Posted by SteveByrneMarketing on 6/26/2012 at 11:34 AM Accepted
    Have you looked into the cable TV home shopping channels? Your product seems like it would be a good fit for this type of marketing channel. Also, maybe you could bundle your product with a well branded hair care product line either on a home shopping channel or for retail store distribution.


    Here's a link for HSN:
    https://www.hsn.com/hsn-vendor-submission-frequently-asked-questions_at-338...
  • Posted on 6/26/2012 at 4:47 PM Author
    SteveByrneMarketing: Thank you for the interesting response. I hadn't considered TV home shopping channels. And we will definitely consider bundling with an existing well branded hair care product line.

    PhilGrisolia4Results: Thanks for taking the time to participate. I apologize for not doing a thorough product promotion and feature highlight in my question posting. In short, the main reasons existing consumers choose our hair elastic vs "a plain old fashioned rubber band" (or other products you see in your drug store), are superior function, longevity of product, 'feel' and appearance.
  • Posted by arnabbanerjee100 on 6/26/2012 at 8:11 PM Accepted
    since the usp of your product is superior function, longevity of product, 'feel' and appearance.
    your target customer will be young people because they like feel, appearence etc.

    here are 3 ways to market your product:


    1] you can sell your product online also. online marketing is also good for hair product.


    2] you can also market it in social media .If the hair product requires demonstration, making a quick demo using digital video and putting it online provides both instruction in the actual product as well as the results.


    3] also you can market your product using conventional media.

    have good sell.
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