Applying Marketing Principles   to Bring Technology to     Commercial Reality                    CDMA Fall 2005 Meeting  ...
How It Started• 1996 – “playing with molecules” in pure research  environment• Intent was to improve stability of curing a...
Introduction                                        Pine Trees                                                Tall Oil Fa...
Dimer Acid                                        Unique combination: large                                         hydro...
Dimer-Based Polyamides                                          React dimer acid with a polyamine, remove water          ...
Dimer Polyamides–Standard vs. Gellant     Conventional dimer-based polyamides have limited solu-      bility in solvents;...
How To Make A Gel  Heat the gellant (typically 5-20%   by wt. of the total formulation) to   its melt point (usually 80-1...
How Gellants WorkHydrogenbonding                   Oforms oil-                 O                 N C       Crepellant     ...
Gellant Classes 1. Ester Terminated Polyamide (ETPA) 2. Tertiary Amide-Terminated Polyamide (ATPA); dimer acid, a    diami...
Gellant Test Data                                             Ester- and tertiary amide-terminated polyamides can gel     ...
Gellant Test Data                                             Polyether-terminated polyamides can gel these relatively    ...
“A Hammer in Search of a Nail”• Sister company involved in fragrances   – Immobilized fragrances   – Clear candles• Jumped...
Gellants in Candles     Mineral Oil - Ester (fuel)     Polyamide (gellant),     Fragrance Oil;     Clarifiers (diol, f...
Gellants for Candles                                               (Sales)                    8.0                    6.0Sa...
Gellants for Candles                                                  (Sales)                    8.0                    6....
Gellants for Candles                                                   (Sales)                    8.0                    6...
Gellants for Candles                                                   (Sales)                    8.00                    ...
Gellants for Candles                                                   (Sales)                    8.00                    ...
Gellants for Candles                                                   (Sales)                    8.00                    ...
Gellants for Candles                                                   (Sales)                    8.00                    ...
Gellants for Candles                                                    (Sales)                    8.00                   ...
Gellants for Candles                                                    (Sales)                    8.00                   ...
“Ready, Fire, Aim”• Samples sent to everyone• Everyone was interested• No experience in segments• How to get burned!• “Bun...
“Call Time Out”                   (2002)• Market-based analysis   – Ready, aim, fire   – STP                             24
Market-Based Strategic Planning“READY”                            “AIM”                                  “FIRE”           ...
“Call Time Out”                        (2002)• Market-based analysis   – Ready, aim, fire   – STP• Analyze channels• Deter...
Features/Advantages  Controllable gel strength (by concentration,   alcohol)  Light color (approaching “water white”)  ...
Features/Advantages Compatible with organic components and actives  in formulations, allowing high actives loadings Rele...
In Air Fresheners   Can load up to 50% fragrance in gels   Clear, firm, stable   Free-standing or container formats   ...
Water-Friendly Gellants ”WF” gellants dissolve or disperse in water. Gel blends of surfactant, fragrance, actives, carri...
In Personal Care Products  Cosmetics    • Lipstick    • Mascara    • Foundations    • Scenting oils  Creams, lotions  A...
Potential Gellant Segments                       Technology fit - does it   Large volume                                  ...
Gellants for Personal Care                                            (Sales)                    4.00                    3...
Gellants for Personal Care                                             (Sales)                    4.00                    ...
Gellants for Personal Care                                            (Sales)                    4.00                    3...
Gellants for Personal Care                                            (Sales)                    4.00                    3...
Gellants for Personal Care                                             (Sales)                    4.00                    ...
Lessons Learned• Understand patent landscape early on• Protect composition patents from downstream  applications filings  ...
Arizona Portfolio Covers Several Key       Gellant Application AreasGellant Cable                        Gel-Based    Fill...
Lessons Learned• Understand patent landscape early on• Protect composition patents from downstream  applications filings• ...
Output You Want, Created By a Series of Inputs                                                 41
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G materer 2005

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G materer 2005

  1. 1. Applying Marketing Principles to Bring Technology to Commercial Reality  CDMA Fall 2005 Meeting Philadelphia, PA Gerald C. Marterer, Vice President International Paper Co. September 28, 2005
  2. 2. How It Started• 1996 – “playing with molecules” in pure research environment• Intent was to improve stability of curing agent polyamides• Unexpected serendipitous results: – Gellation of organics – A “techno oddity” – Became technology hobby shop 2
  3. 3. Introduction Pine Trees  Tall Oil Fatty Acid (TOFA)  Polymerized Fatty Acid (Dimer) 3Perhaps you’ve had the opportunity to work with polymerized tall oil fatty acid – commonly referred to as “dimer acid”- orperhaps one of its esters or amides. It is a product of the pine chemical industry. To be fair, it is a product made as well fromall manner of vegetable oils. There is nothing in the world like dimer acid. First it contains 36 carbon atoms – the closestmaterial with similar reactivity to dimer is dodecanedioic acid with only 12 carbon atoms. Even in its purest form the atomsof dimer are arranged in hundreds of combinations of branched chains many with five or six-menbered rings. This makesthe material inherently non-crystalline and therefore good for wetting surfaces and not becoming brittle at lowertemperatures. And it bears two carboxylic acid groups which may be turned into a variety of esters, alcohols, and amides. Incontrast, dodecanedioic acid is a strictly linear diacid, with high crystalline structure, good for making nylons.
  4. 4. Dimer Acid  Unique combination: large hydrocarbon (C36), oil-loving mass with two acid groups  Hundreds of isomers  Non-crystalline (clarity, good low temperature properties)  Derivatives via reactions at the acid groups  Esters, alcohols and amides  Which have good surface-wetting properties  adhesives, inks, lubricants. 4Perhaps you’ve had the opportunity to work with polymerized tall oil fatty acid – commonly referred to as “dimer acid”- orperhaps one of its esters or amides. It is a product of the pine chemical industry. To be fair, it is a product made as well fromall manner of vegetable oils. There is nothing in the world like dimer acid. First it contains 36 carbon atoms – the closestmaterial with similar reactivity to dimer is dodecanedioic acid with only 12 carbon atoms. Even in its purest form the atomsof dimer are arranged in hundreds of combinations of branched chains many with five or six-menbered rings. This makesthe material inherently non-crystalline and therefore good for wetting surfaces and not becoming brittle at lowertemperatures. And it bears two carboxylic acid groups which may be turned into a variety of esters, alcohols, and amides. Incontrast, dodecanedioic acid is a strictly linear diacid, with high crystalline structure, good for making nylons.
  5. 5. Dimer-Based Polyamides  React dimer acid with a polyamine, remove water  Terminate the chain with a carboxylic acid  Thermoplastic, non-crystalline (clear, flexible) solids  Softening points from ca. 80–190oC  High molecular wt. PAs are hot melt adhesives  Low molecular wt. are for flexographic inks  High amine number are epoxy curing agents 5Dimer acid-based polyamides are of special interest to my company and to me. We make them by reacting dimer acid anda diamine such as ethylene diamine or a polyamine such as diethylenetriamine. They can be tough or brittle, have softeningpoints up to about 200 degrees C and are well-established hot-melt adhesives and electrical potting compounds, epoxycuring agents, and components for solvent-based flexographic inks for printing on flexible films and foils from alcohol andalcohol-toluene or alcohol-xylene blends. They are not soluble in water or most organic liquids, certainly not in mineral oils,ketones, ethers and the like.
  6. 6. Dimer Polyamides–Standard vs. Gellant  Conventional dimer-based polyamides have limited solu- bility in solvents; dissolve only in aromatic/alcohol blends  Used as thixotropic agents for alkyd paints in Europe  Recognized (1996) that termination of the polymer chain with fatty alcohol gave materials cabable of gelling mineral oils and fatty esters  Initial application was in clear candles (1999)  New polymers extend gelation to virtually all organic liquids  Applications emerging in home and personal care products. 6
  7. 7. How To Make A Gel  Heat the gellant (typically 5-20% by wt. of the total formulation) to its melt point (usually 80-100oC);  Add the liquid with agitation, holding the temperature constant;  Cool to about 10-20oC below the gellant melt point and  Pour the mixture into a container, mold, package, etc. See, e.g. Arizona, US #6,268,466 15% SylvaclearTMA200 in Finsolv®TN 7
  8. 8. How Gellants WorkHydrogenbonding Oforms oil- O N C Crepellant H N R Hzones O O N C C N R H H O Fatty dimer C N R segments form H oil-loving zones 8
  9. 9. Gellant Classes 1. Ester Terminated Polyamide (ETPA) 2. Tertiary Amide-Terminated Polyamide (ATPA); dimer acid, a diamine and a di-fatty amine. 3. Polyether-Terminated Polyamide (PAOPA); dimer acid, a diamine and a polyether mono amine. 9
  10. 10. Gellant Test Data Ester- and tertiary amide-terminated polyamides can gel these relatively non-polar liquids:  Mineral spirits  Mineral oil  Alcohols (>C8)  Heat transfer fluids  Xylene  Mono/di/triglycerides  Aliphatic acetates  Soya methyl ester  Glycol dimethyl ethers  Soybean oil  Plasticizer Esters  Castor oil 10You can see that the release or evaporation of the hexyl acetate looks very like the gelled hexyl acetate. Reader may need to return to previousslide to talk about spiking and tailing.
  11. 11. Gellant Test Data Polyether-terminated polyamides can gel these relatively polar liquids:  Propylene carbonate  Glycols  N-methyl pyrrolidone  2-Methoxyethyl ether  Aromatic esters  Linear polyether polyols  Ethyl lactate  Branched polyether polyols  DMSO  Dipropylene glycol  Ketones  Ethoxy ethyl propionate 11You can see that the release or evaporation of the hexyl acetate looks very like the gelled hexyl acetate. Reader may need to return to previousslide to talk about spiking and tailing.
  12. 12. “A Hammer in Search of a Nail”• Sister company involved in fragrances – Immobilized fragrances – Clear candles• Jumped into market with no market analysis or STP• Initial results felt good 12
  13. 13. Gellants in Candles  Mineral Oil - Ester (fuel)  Polyamide (gellant),  Fragrance Oil;  Clarifiers (diol, fatty acid). See: Bath & Body Works, US #6,214,063 13
  14. 14. Gellants for Candles (Sales) 8.0 6.0Sales Revenue $MM 4.0 2.0 0 1997 Candles 14
  15. 15. Gellants for Candles (Sales) 8.0 6.0Sales Revenue $MM 4.0 2.0 0 1997 1998 Candles 15
  16. 16. Gellants for Candles (Sales) 8.0 6.0Sales Revenue $MM 4.0 2.0 0 1997 1998 1999 Candles 16
  17. 17. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 Candles 17
  18. 18. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 2001 Candles 18
  19. 19. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 2001 2002 Candles 19
  20. 20. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 2001 2002 2003 Candles 20
  21. 21. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 2001 2002 2003 2004 Candles 21
  22. 22. Gellants for Candles (Sales) 8.00 6.00Sales Revenue $MM 4.00 2.00 0 1997 1998 1999 2000 2001 2002 2003 2004 2005F Candles 22
  23. 23. “Ready, Fire, Aim”• Samples sent to everyone• Everyone was interested• No experience in segments• How to get burned!• “Bunny Marketing” 23
  24. 24. “Call Time Out” (2002)• Market-based analysis – Ready, aim, fire – STP 24
  25. 25. Market-Based Strategic Planning“READY” “AIM” “FIRE” Implementation Potential competitorMarket trends responses Application/ People implications annual plan • Building skills + • Building will • Staffing changesCharacteristicsof customers’ TargetIndustries segments Budget External initiatives • Alliances + Attractiveness Value • Divestitures of important proposition customer options for +Competitive segments attractive Facilities & Tracking andenvironment segments AZC value proposition capital adjustment for each implications approach + targeted segmentAZC customer/ Customer Expected benefits:product strategies • Better customer &profitability and needs product mix • Higher price levels AZC • Sales volume growth capabilities • Higher profits and ROI 25
  26. 26. “Call Time Out” (2002)• Market-based analysis – Ready, aim, fire – STP• Analyze channels• Determine need for partners• Determine opportunities for licensing 26
  27. 27. Features/Advantages  Controllable gel strength (by concentration, alcohol)  Light color (approaching “water white”)  High fragrance loading with excellent compatibility, linear release  Provides gloss to skin care applications  Never act as thickeners - gels do not become less elastic when diluted, just softer, jelly-like 27
  28. 28. Features/Advantages Compatible with organic components and actives in formulations, allowing high actives loadings Release of actives is unimpeded Transparency for many formulations Easily processed into formulations with heat (processing temperatures <100C) and shear; low process viscosities are typical. Provides uniform dispersion of pigments and other solids in formulations 28
  29. 29. In Air Fresheners Can load up to 50% fragrance in gels Clear, firm, stable Free-standing or container formats Compatible with most fragrance oils Unimpeded release of volatiles.See: Jeyes, WO#02/066084 29
  30. 30. Water-Friendly Gellants ”WF” gellants dissolve or disperse in water. Gel blends of surfactant, fragrance, actives, carrier liquids. Product is a firm, clear solid that “rinses” away in water. Application to bath oil beads, toilet bowl care products. See: Arizona US published application #2004/0186263 30
  31. 31. In Personal Care Products  Cosmetics • Lipstick • Mascara • Foundations • Scenting oils  Creams, lotions  Antiperspirants  Sunscreens, insect repellents See: Arizona, US #6,875,245 and Color Access, US #6,497,861 31
  32. 32. Potential Gellant Segments Technology fit - does it Large volume Overall Opportunity work? opportunity Likely margins Comments Attractiveness •Currently pursuing in Europe, US •Largely European initiative •Barriers to entry include long product dev. time, testing•Fuel Additives / •Currently in testing, potentially Grease attractive•Candles •Fad-driven, pursued but not sustained•Toner •Xerox-initiated interest•Dust/Particle •Competes against commodity Control materials•Phase Change •In testing•Industrial Cleaners •Competes against commodity materials•Paints & Coatings •Limited end-use technology fit 32
  33. 33. Gellants for Personal Care (Sales) 4.00 3.00Sales Revenue $MM 2.00 1.00 0 2001 Personal Care 33
  34. 34. Gellants for Personal Care (Sales) 4.00 3.01Sales Revenue $MM 2.01 1.02 0.02 2001 2002 Personal Care 34
  35. 35. Gellants for Personal Care (Sales) 4.00 3.00Sales Revenue $MM 2.00 1.00 0 2001 2002 2003 Personal Care 35
  36. 36. Gellants for Personal Care (Sales) 4.00 3.00Sales Revenue $MM 2.00 1.00 0 2001 2002 2003 2004 Personal Care 36
  37. 37. Gellants for Personal Care (Sales) 4.00 3.00Sales Revenue $MM 2.00 1.00 0 2001 2002 2003 2004 2005F Personal Care 37
  38. 38. Lessons Learned• Understand patent landscape early on• Protect composition patents from downstream applications filings 38
  39. 39. Arizona Portfolio Covers Several Key Gellant Application AreasGellant Cable Gel-Based Filler Candles Personal GellantCare Products Composition of Matter Polyamide Cosmetic Electrolyte Gels Products Assignee Labels 261 Arizona Patents & Apps. 39
  40. 40. Lessons Learned• Understand patent landscape early on• Protect composition patents from downstream applications filings• Before going to market: – Use “ready, aim, fire” – Complete STP• Beware of short life cycles• Be ready to partner or license• “Guns, Germs and Steel” 40
  41. 41. Output You Want, Created By a Series of Inputs 41

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