Gemini Technologies
Marketing Plan
Product
Possibilities
Preface Note
o Aviation Mate=PlexiPlus
o Display Mate=Aircraft window polish=car
polish= 2-in-1
Gemini Products
Auto
o Tan Wax Sealant
o Car Polish 2-in-1 and Display Mate
o Car Wash
o Glass Cleaner Glass Perfect
o Leather Cleaner / Conditioner
o Tire Cleaner CP500
o Multipurpose Cleaner CP500
Gemini Products
Aircraft
o Aircraft Polish Display Mate/2-in-1
o Aircraft Wash Display Mate/2-in-1
o Glass Cleaner Glass Perfect
o Leather Cleaner / Conditioner
o Acrylic Windshield Polish
o Acrylic Windshield Cleaner
o Touch Screen Radar Cleaner Display Mate
o Multipurpose Cleaner CP500
Gemini Products
Motorcycle
o Motorcycle Polish Display Mate/2-in-1
o Motorcycle Wash Display Mate/2-in-1
o Glass Cleaner Glass Perfect
o Leather Cleaner / Conditioner
o Acrylic Windshield Polish
o Acrylic Windshield Cleaner
o Chrome Cleaner and Polish???
Gemini Products
Marine
o Boat Polish Aluminum and Fiberglass?
o Boat Wash Aluminum and Fiberglass?
o Glass Cleaner Glass Perfect
o Vinyl Cleaner / Conditioner? CP500 ?
o Acrylic Windshield Polish
o Acrylic Windshield Cleaner
Gemini Products
Childcare Facilities and Playscapes
o Anti-Static Cleaner Wipe Out
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
Gemini Products
Casino
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
o Felt cloth spot remover Ever-Green
o Fabric guard Alien Protectant
Gemini Products
Pinball and Shuffleboard
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
o Pinball cleaner CP-100
o Cleaner and wax for pinball playfield Wonder Wax #2
o Pinball rubber cleaner Rapid Rebound
o Shuffleboard wax Liquid Speed
Gemini Products
Billiards
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
o Felt cloth spot remover Ever-Green
o Fabric guard Alien Protectant
o Billiard ball cleaner and polish 2-in-1
Gemini Products
Granite Countertops
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
o Granite Surface Cleaner? CP-100
o Granite Wax? Wonder Wax #2
Gemini Products
CD and DVDs
o CD and DVD Cleaner NEW GENERATION
CD CLEANER
Gemini Products
General Products
o Glass Cleaner Glass Perfect
o Multipurpose Cleaner CP500
o Anti-Static Cleaner Wipe Out
o Felt cloth spot remover Ever-Green
o Fabric guard Alien Protectant
Gemini Products
Other Ideas
o Trampolines Wipe Out
o Inflatable playscapes Wipe Out
Market
Analysis
o Tan Wax Sealant – Enterprise
o Car Polish
o Car Wash
o Glass Perfect
o Leather Cleaner / Conditioner
Market: Car Care
Products
Market Structure and Leaders
Structure
o Products are sold
through distributors
and retail stores. Car
washes purchase 5
gal. buckets, gallon
containers, and 30
gallon barrels.
Leaders
o Retail Stores
o Advance Auto Parts
o Auto Zone
o CARQUEST
o Every major grocery
store
Barriers to Entry
o Commodity
o Cul-Mac (Wayne, MI)
Industries sells
EVERYTHING by the
gal. or 4-6 in a case.
Largest industrial
producer of automotive
chemicals in the midwest.
o Sam Brown Sales Co.
national industry leader in
auto cleaning, detailing,
etc. In Southfield.
Manufacture and
distribute.
Potential Leads
o Potential Bulk
Customers: car
dealerships, auto
detailers, and car
washes.
o Global Source -sell
products for free
online
o SELL TO OUR
BARRIERS
Marketing Action Plan
1. Gain specifics on the product from performing
simple in-house testing
2. Sell to auto chemical industry
manufacturer/distributors (some leaders are in
MI-many in Detroit). Why? We don’t have
enough product variation to compete with
them, so sell through them/International Car
Wash Association
3. Car Wash Supplier Guide:
http://carwashsupplierguide.com/results.php?s
earch_type=keyword&term=midwest+car+car
e&category=Merchandise&heading=203
Market: Multipurpose
Protectant
Product: CP-500
Product Uses
o Shine
o Polish
o Rejuvenate
Product Attributes
o Works on Vinyl,
Leather, Wood, Plastic,
Rubber
Market Structure and Leaders
Structure
o Commodity product
that is sold
everywhere and
purchased by both
individual consumers
and major industries.
Leaders
o Produced by most
cleaning companies
and carried by all
distributors.
Barriers to Entry
o Commodity market
and brand name
awareness
Marketing Action Plan
1. Try out product on various surfaces
2. Take Sample to Fancher’s Upholstery Company
in Ypsilanti and get their input
Market: CD Cleaner
Product: NEW
GENERATION CD
CLEANER
Product Uses
o Cleans and protects
all compact discs
Product Attributes
o Removes and repels
dust and finger marks
Market Structure and Leaders
Structure
o Sold by retailers. Best
Buy etc.
Overview
o The market for CDs
is dying and cleaners
are sold in kits that
include some
mechanical cleaning
device. The market
includes DVDs
Barriers to Entry
o Bundled with
mechanical device.
Marketing Action Plan
Do Not Pursue
Market: Granite Counter Tops
Product: CP-100, CP-500, Wonder Wax
#2 and Glass Perfect
Analysis
Weiman Granite Stone sealer, cleaner and polish, and
Granite Gold Daily cleaner, sealer, and polish, as well as
Simple Green stone cleaner and polish. Sold at major
grocery stores in the form of spray, wipes, squeeze, etc.
with refills. Between 3.75-8.00.wax
Market: Gaming Care
Product: CP-100, Ever-Green, 2-in-1,
Liquid Speed, Wonder Wax #2, Rapid
Rebound, Alien Protectant
Product Uses
o CP-100: pinball cleaner (didn’t take to Wipe Out)
o Wonder Wax #2: clean and wax pinball playfield
o Rapid Rebound: pinball rubber cleaner
o Ever-Green: felt cloth spot remover
o Alien Protectant: fabric guard
o 2-in-1: billiard ball cleaner and polish
o Liquid Speed: shuffleboard wax
Market Structure and Leaders
Structure
o Commercial: bars, Universal Studios, LA Casinos
o Industrial: pinball distributors and manufacturers
Leaders
o Produced by Mill Amusement
o Simple Green
o Wildcat Products (make pinball and playfield cleaner and
polish in one ($10.14/15 fl. oz.).
o Novus 3 bottles and a 3-step cleaning process.
HERE ARE JUST A FEW USES FOR NOVUS
POLISH (Potential Markets for Cross)
o DVD's, Video Games, CD's
o Auto Interiors, Gauges, Chrome,
& Acrylic Paint
o Microwave Oven Doors,
Decorator Acrylic Refrigerator
Panels
o Motorcycle Windscreens, Visors,
Fairings & Helmets
o Snowmobile Windshields,
Helmets, & Hoods
o Acrylic Hot Tubs & Spas
o Boat Windows & Fiberglass
o Salad Bar Sneeze Guards
o Emergency Vehicle Light Bar
Lens Covers
o Plastic Storm Windows &
Skylights
o Collapsible Windows on
Convertibles & Sport Utility
Vehicles
o Turntable Dust Covers, Stereo
Faceplates
o Acrylic, Fiberglass or Cultured
Marble Tubs, Showers &
Counters
(Potential Markets for Cross) cont.
o Acrylic Aquariums
o Telephones, Pagers, Scanners
o Acrylic Trophies & Awards
o Plastic Display Cases & Signs
o Gauges & Instrument
Control Panels
o Safety shields & Goggles
o Airplane Windows
o Video Games, Pinball
Machines & Jukeboxes
o Copiers and Fax Machines
o Acrylic Furniture
o Cash Registers & Calculators
o Acrylic on Tanning Beds
Possibilities
for Cross from That List
• Auto interiors, motorcycles (chrome?),
snow mobiles, boats
• Kitchen/Home (showers, tubs, counters)
• Acrylic furniture (tanning beds)
• Plastic exteriors (business cash registers,
house, stereo faceplates, trophies,
aquariums, signs)
• Safety (sneeze guards, sheilds, goggles,
airplane windows)
Leaders in Pinball Tables (and Other Games)
o Pinballsales.com, Jack Guarnieri (left Drew
Maniscowco-VP business development- a message;
never called back)
o Endless Pinball
o FUN Billiards and Gameroom Superstore (sell
nationally used and collectible gameroom
equipment; one of the largest suppliers) NO;
Plexiglas cleaner is recommended. Pinball
machines aren’t fancy anymore, no need to really
polish/clean with anything special. Hasn’t been any
request.
Distributors of Cleaners
o Steve Young’s Pinball Resource
o Amusement and Pinball Parts Dealers
o Pinball Resource International
o Flipper Pinball Association
Our Current Customers (not including
shipping costs)
o Competitive Products Corporation: CP-100 $150
o Family Amusements: CP-100 $249
o Mario Abractas: CP-100 $8
o Amusement Emporium: CP-100 $68, Ever-Green $392.40
o Dr. Billiard: Ever-Green $196.20
o Billiard’s Plus: Billiard Ball Cleaner $70
o Terry Hieber: CP-100 $0
o John’s Jukes: CP-100 $240
o Ron Kin: CP-100 $8
o Lakeside Distributors: CP-100 $144, Bill Ball $91.60
o Marco Specialties: CP-100 $480
o Silver Ball Amusements: CP-100 $35
o Kevin Sturgis: CP-100 $8
o Suzo-Happ: CP-100 $2,295
o The House of Pinball: CP-100 $70
o Wizard Amusement and Vending: $340
Barriers to Entry
o Companies that sell
the kits
Potential Niche
Markets
o Surfboards,
exteriors/windows/
houses, automotive
o Swim
caps/goggles/fins,
amusement park
rides’ railings (silicone
product instead?),
bowling alleys
Market Leaders in Billiard
Cleaners/Guards, Ever-Green, and
Alien-Protectant
Leaders
o Quick Clean (2, 18oz. Spray cans for $24.95)
o Some only sell cleaners and conditioners for shafts
and not for the tables, such as Cue Silk.
o The world expert in billiard cloth, Hainsworth, sells
billiard cloth with protectant already in the cloth
o Basic fabric sprays such as Scotchgard Protector,
but some of these sprays can stain wood... can
ours?
Distributors of Cleaners
o Ozone Billiards (1, 18 oz. of Quick Clean for
$8.99 or 12+ for $7.50)
o Brunswick Billiards ($400.00 stain-resistant
cloth)
o Billiard Club (2, 18 oz. cans of Chalk off for
$50)
o Walmart distributes Quick-Clean in stores ($15
for 1, 18 oz. can)
Barriers to Entry
o A rather commercial
product. Prices by
distributors too
competitive? (Ozone
Billiards)
o Quick clean doesn’t
sell a guard with the
cleaner, so that could
make things easier on
us.
Ball Cleaner 2-in-1 Leaders and
Distributors
o Aramith cleaner and restorer
Distributors
o Chem Pak; unsure of the manufacturer, but sold
by distributors such as Seyberts
o Le Manifik ball cleaner; same situation as above.
o Ball Star Automatic ball cleaner; $500
o Brunswick sells a squeeze bottle ball cleaner to
distributors.
Market Leaders and Distributors in
Shuffleboard Wax
o Sun-Glo founded in 1935 has a kit, silicone spray,
wax, polish, glaze. One can is around $10
Distributors
o The Shuffleboard Federation sells powdered wax,
wipes, spray, etc. Also sells Ultra-Glide shuffleboard
wax in a 4.25 gal. Sold by Sears.
o esportsonline.com has wax and the works; cleaner,
polish, etc.
o Chem Pak; unsure of the manufacturer, but sold by
distributors such as Seyberts
Barriers to Entry
o Will our 2-in-1 work on bowling balls
and other ball games?
o Competition; we don’t have a variety of
shuffleboard products, just the wax
(although we could make a silicone
spray).
o Too commercial and not enough profit?
Marketing Action Plan
1. Gain specifics on the product from performing simple
in-house testing and find out what other ways the
products can be used.
2. Pursue some products, but none of the pinball or
shuffleboard products. Pinball market is too
fragmented. Our only competitors are Novus and
Wildcat, but is it worth the time and money to get into a
dying market? (Only option: consider selling product to
online distributors as well as selling direct to bigger
institutions with pinball/repair/retail.)
3. Alien Protectant and Ever-Green could be sold to
furniture/fabric/billiards companies because our only
competitor is Quick Clean and Hainsworth billiard
cloth. We already sell 2-in-1 as a car polish.
Market:
Degreasers
Product: Stamp-Out
Product Uses
o Eliminates and removes tough dirt and grime
o Removes scuffs / crayon and marker (took black
smudge off of break room floor)
Product Attributes
o Gel won’t drip or run
o Repels fingerprints
o No ammonia, abrasives, or acids
o Biodegradable
Market Structure and Leaders in
Degreasers
Structure
o Industrial: automotive
(dealers, mechanics, etc.),
hardware stores,
chemical, manufacturing,
janitorial, food service,
healthcare
o Commercial: Grocery,
hardware, household
Leaders
o Industrial: JMN
Specialties, Lyndist “Free
Detergent”, Zep
o Commercial: P&G, SC
Johnson, KC, Unilever.
Industrial Market Leaders
Leaders
o Dynaflux gelled degreaser, thickened multi-
purpose cleaner (oil, tar, grease, etc.) Sold by
quarts (6) and gallons (4)
o Grainger sells to industries
o Janisan Degreasers (1, 5, 55 gallon)
Industrial Market Leaders
Leaders
o JMN Specialties Pine-gel degreaser
o Lyndist “Free Detergent - Concentrated
Detergent/Degreaser (sells many more cleaners)
o Zep (citrus, industrial, biodegradable, low
toxicity) used in schools, health institutions,
restaurants, hotels, etc.
Distributors
o Xpdex
o School, Hospital, Food Service Cleaning
Distributors
Hillyard
Ecolab (food service and health care)
Compass Group
Crown Chemical Incorporated (janitorial and
industrial)
Food Service Warehouse
SBM Inc.: janitorial
Commercial Market Leaders
Leaders
o Procter and Gamble
o SC Johnson kitchen and bathroom degreaser
o Kimberly Clark Safety-Kleen Parts Washers
•Wypall (just wipes)
o Unilever: Sunlight Dishwashing soap
•Cif is the number one abrasive cleaner in the
world (India is its largest market)
•Domestos (thick cleaning gel for dirt and mold
and germs)
Distributors
o The Armakleen Company (Arm & Hammer)
o CRC Industries Inc. Heavy Duty Degreaser
o Krud Kutter, Inc.
Permatex Grez Off Heavy Duty Degreaser
o Px2 5-in-1 all-purpose cleaner
o Superclean Degreaser
Barriers to Entry
o We don’t sell a variety of
degreasers or all-
purpose/multi-purpose
cleaners like commercial
AND industrial companies
do. Price too competitive in
commercial. Health
standards, disinfectant
o Look to sell industrially to
local or minute
automotive/neighboring
industries (chemical/oil).
Market is too competitive
commercially.
Potential Leads
o We could sell through
Xpdex, Grainger
Distributor, Dynaflux), or
Janisan. If we are going to
compete industrially, we’d
have to sell more than just
Stamp-Out and Wipe
Out. A good example of
what Cross potentially
could do is:
http://www.lyndist.c
om/soaps_detergents.html
Marketing Action Plan
1. Gain specifics on the product from performing
simple in-house testing.
2. Look to sell to other industries that can either use
or place their private label on it to sell.
3. Create sales pitch and contact companies and
distributors to see if they are interested.
•Need pricing
•Samples
•In-depth product knowledge
-email pitch paired with phone call
-be prepared
Market: Anti-Static
Surface Cleaner
Product: Wipe Out
Product Uses
o Cleaning…
o Multiple Different Surfaces
o Touch Screen Monitors
o Soft-Play Systems
o Cleaning Aerospace Displays
o Trampolines
Product Attributes
o Eliminating Static
o Repelling Finger Prints
o Repelling Dust
Marketing Overview
The market consists of mainly products that are a
liquid spray or a wipe. The market for anti-static
cleaners is comprised of cleaning commodities
and some niche market anti-static products.
Product Notes: No other Gelled Anti-Static
Surface Cleaner seems to exist.
Retail Notes: Wal-Mart does not carry an anti-
static cleaner online and Meijer carries just one and
it is geared towards cleaning apple products.
Market Structure in Anti-Static
Surface Cleaner
Market Structure
Anti-Static Surface Cleaner
Multi-Surface Cleaner Niche Market UsesComputer/TV
Screen Cleaner
Soft-Play Systems
(slide / tubes / play
areas)
Aerospace Display
Cleaner
Market Leaders
o Pledge Multi-Surface Cleaner Wet Wipes
o Endust 096000 Anti-static Multi Surface Cleaner
Barriers to Entry
o High volume, low
profit margin
competition in the
commodity cleaning
business.
o Accreditations needed
in certain niche
markets.
o Name doesn’t explain
entirely what it does.
Possible names:
AllGel, AllGel
StickyPrints, etc.
Potential
Leads/Niche
Markets
oAerospace Display
Cleaner
oSoft Play Systems
oRetail (grocery
stores)
Niche Market:
Aerospace Display Cleaner
Product: Wipe Out and
Display Mate
Product Uses
o Clean and protect air traffic
control system displays and
computer screens, radars
and electronic touch panels
Barriers to Entry
oThird party
accreditations or
regulatory
approval look as
though they will
be necessary in
aircrafts.
Competition
oALGLAS
oaerochemicals
Potential Customers
oThomson LCD
oThe Civil Aviation
Authority
oBarco Display
Systems
oMeggitt Avionics
oFAA
Marketing Action Plan
1. Gain specifics on the product from
performing simple in-house testing
2. Tie product into sales pitch for aviation mate
product
Niche Market:
Soft Play Systems
Product: Wipe Out
Product Uses
o Clean slide / tubes / play
areas
Potential Customers
Users
McDonald's worldwide franchises
Kids Kingdom NY
Kidz Kingdom UK
Potential Customers
Local Users
Attached-phone numbers and addresses
Ann Arbor
55 Childcare facilities
Westland
12 Childcare facilities
Local Inflatable Rental Companies
http://www.jump-city.com/
http://www.acmepartyworks.com
http://www.awesomemoonwalks.com/directory/Michigan.html
http://inflatable.jumpcenters.com/Michigan_Bounce.html
Manufacturers
note: may be interested selling product under manufacture’s name
o AMERICAN PLAYSCAPES
o PlayScape Designs, Inc.
Barriers to Entry
oThe product is not anti-bacterial
Marketing Action Plan
1. Create survey and administer it to CC users
2. Create sales pitch and email potential
customers and follow up with phone calls
3. Call on local users in person and perform
product demos
4. Contact McDonalds via LinkedIn
Niche Markets:
Aviation, Motorcycles,
Marine, Multi-Purpose
Product: Wipe Out
and Display Mate
Product Uses
o Clean and polish glass,
plastic, acrylic and Plexiglas
Product Attributes
oFormulated for acrylic windows
oWon’t run or smear
oAnti-Static eliminates dust
oLong lasting shine
oRemoves fine scratches
oRemoves accumulated dirt
oWill not harm aviation plastics
Marketing Overview
Aviation cleaner and polish is used for both
aircraft windshields and for motorcycle
windshields.
Accreditations may be necessary for commercial
aircraft windshields due to increased scrutiny in
the aerospace industry.
Market Structure
Manufacturers sell polish to distributors that offer
aviation customers a wide variety of aeronautic
products. Polishes are also sold to aircraft service
facilities that either buy private label or purchase for
in-house use.
Similarly, many motorcycle windshield products exist
in the market.
Distributors will require products packaged in either
an aerosol can or a spray bottle. Service facilities may
purchase in larger containers. Last year, Oxford
Aviation purchased both gallon and twelve ounce
containers from Gemini.
Distributors of Aviation Products
(Potential Customers)
oAmazon.com
oGulf Coast Avionics
oSouth Seas Ventures, Inc.
oAircraft Tool Supply Company
oAircraft Spruce
oSpy Geek
Service Facilities
(Potential Customers)
oOxford Aviation
oTIMCO Aviation Services, Inc.
oAircraft Service International
oGroupAircraft Spruce
oEagle Creek Aviation Services
oThis list can go on forever, these are just
a few
Manufacturers
(Competitors)
oDelvies's Plastics Inc. makes Novus
products
oGRANITIZE AVIATION
INTERNATIONAL makes “Racer’s
Edge”
oBlack Lab Corp makes “All Kleer”
oHarley Davidson makes their own
product and has a video demo on their
web site
Current Customer
oOxford Aviation- purchases the private
label product and uses it in there shop
but does not sell it online. They had
$1,457.34 in sales last year.
Marketing Action Plan
1. Gain specifics on the product from
performing simple in-house testing
2. Call and survey Oxford Aviation
3. Create sales pitch and contact service facilities
and distributors.
•Need pricing
•Samples
•In-depth product knowledge
Secondary Marketing Plan
Along with selling private label product and house product to service facilities, investing a small
amount of the product into aerosol cans would have a twofold benefit. The product could be sold by the
case to distributors to gain name brand awareness. This may yield small margins on the product, but the
brand awareness and having the product on the market in this capacity will legitimize it in the eyes of service
providers. Selling a case can be used to spur increased sales of bulk quantities to service providers. Along
with using a sample of our product, the buyer can look up our product online and find it sold through
known distributors.
The second benefit to having aerosol cans is that you can have a percentage of them packaged
with a motorcycle label. This product can then be sold to motorcycle shops across Michigan and the US. The
edge in this market will be the ability to capitalize on the patriotism of the biker community. The label and
brand name should emphasize MADE IN THE USA and made in Michigan. The emphasis on Michigan is
necessary because it will help get the ball rolling locally and nationally; Michigan is the state that put the
world on wheels and emulates an overall “Bad Ass” mantra thanks to figures like Kid Rock, Ted Nuggent
and Eminem. This marketing position will be successful because there are currently no other products I can
find that emphasize this angle, yet when you walk into a motorcycle shop you see a lot of patriotic or “Bad
Ass” attire. This marketing scheme is very prevalent in shops that cater to riders of American Made
Motorcycles, but this scheme also carries over to foreign bike supply shops.
I recommend that the aerosol cans only be sold by the case in order to save on individual
shipping expenses. This would force supply shops to purchase cases of the product.
The reason behind packing the product in an aerosol can is that it will fit into the aircraft polish
market and it will fit in a motorcycle saddlebag.
Projected Investment in Secondary
PlanCost per can (packaging cost + chemical cost) $2.50
Overhead per can ?
Shipping per can (case cost/12) ?
Total cost ?
Current price of cans on the market
Aircraft Polish and Cleaner: $5-$17
Motorcycle Polish and Cleaner: $7-$9
Minimum volume for purchase is 1200 cans so 100 cases
$3000 investment
Labeling here at the plant would be better due to the difficulty in projecting
which product will sell more. It also opens up the opportunity to sell a marine
product for boats and a general product for Plexiglas.
Notes
•Have labels for all the products and label products by the case as they come in.
•Once projected sales can be accurately estimated, order pre-labeled cans.
Creating a web site that shows:
Gemini Technologies
Aviation Mate
Sharp Shield
Marine Polish and Cleaner
Multi-purpose Polish and Cleaner
Notes
•Have labels for all the products and label products by the
case as they come in
•Once projected sales can be accurately estimated, order
pre-labeled cans
Recommendations
• Pursue Car Care products through distributors
• Test CP-500 on various surfaces
• Do not pursue CD cleaner
• Test products on Granite
• Pursue gaming care products in other markets
• Test Stamp Out
• Pursue Wipe-Out in retail markets and CEC
• Pursue Aviation products by focusing on
customers similar to Oxford Aviation
• Create an informative website

Gemini Technologies Marketing Strategy 2012

  • 1.
  • 2.
  • 3.
    Preface Note o AviationMate=PlexiPlus o Display Mate=Aircraft window polish=car polish= 2-in-1
  • 4.
    Gemini Products Auto o TanWax Sealant o Car Polish 2-in-1 and Display Mate o Car Wash o Glass Cleaner Glass Perfect o Leather Cleaner / Conditioner o Tire Cleaner CP500 o Multipurpose Cleaner CP500
  • 5.
    Gemini Products Aircraft o AircraftPolish Display Mate/2-in-1 o Aircraft Wash Display Mate/2-in-1 o Glass Cleaner Glass Perfect o Leather Cleaner / Conditioner o Acrylic Windshield Polish o Acrylic Windshield Cleaner o Touch Screen Radar Cleaner Display Mate o Multipurpose Cleaner CP500
  • 6.
    Gemini Products Motorcycle o MotorcyclePolish Display Mate/2-in-1 o Motorcycle Wash Display Mate/2-in-1 o Glass Cleaner Glass Perfect o Leather Cleaner / Conditioner o Acrylic Windshield Polish o Acrylic Windshield Cleaner o Chrome Cleaner and Polish???
  • 7.
    Gemini Products Marine o BoatPolish Aluminum and Fiberglass? o Boat Wash Aluminum and Fiberglass? o Glass Cleaner Glass Perfect o Vinyl Cleaner / Conditioner? CP500 ? o Acrylic Windshield Polish o Acrylic Windshield Cleaner
  • 8.
    Gemini Products Childcare Facilitiesand Playscapes o Anti-Static Cleaner Wipe Out o Glass Cleaner Glass Perfect o Multipurpose Cleaner CP500
  • 9.
    Gemini Products Casino o GlassCleaner Glass Perfect o Multipurpose Cleaner CP500 o Felt cloth spot remover Ever-Green o Fabric guard Alien Protectant
  • 10.
    Gemini Products Pinball andShuffleboard o Glass Cleaner Glass Perfect o Multipurpose Cleaner CP500 o Pinball cleaner CP-100 o Cleaner and wax for pinball playfield Wonder Wax #2 o Pinball rubber cleaner Rapid Rebound o Shuffleboard wax Liquid Speed
  • 11.
    Gemini Products Billiards o GlassCleaner Glass Perfect o Multipurpose Cleaner CP500 o Felt cloth spot remover Ever-Green o Fabric guard Alien Protectant o Billiard ball cleaner and polish 2-in-1
  • 12.
    Gemini Products Granite Countertops oGlass Cleaner Glass Perfect o Multipurpose Cleaner CP500 o Granite Surface Cleaner? CP-100 o Granite Wax? Wonder Wax #2
  • 13.
    Gemini Products CD andDVDs o CD and DVD Cleaner NEW GENERATION CD CLEANER
  • 14.
    Gemini Products General Products oGlass Cleaner Glass Perfect o Multipurpose Cleaner CP500 o Anti-Static Cleaner Wipe Out o Felt cloth spot remover Ever-Green o Fabric guard Alien Protectant
  • 15.
    Gemini Products Other Ideas oTrampolines Wipe Out o Inflatable playscapes Wipe Out
  • 16.
  • 17.
    o Tan WaxSealant – Enterprise o Car Polish o Car Wash o Glass Perfect o Leather Cleaner / Conditioner Market: Car Care Products
  • 18.
    Market Structure andLeaders Structure o Products are sold through distributors and retail stores. Car washes purchase 5 gal. buckets, gallon containers, and 30 gallon barrels. Leaders o Retail Stores o Advance Auto Parts o Auto Zone o CARQUEST o Every major grocery store
  • 19.
    Barriers to Entry oCommodity o Cul-Mac (Wayne, MI) Industries sells EVERYTHING by the gal. or 4-6 in a case. Largest industrial producer of automotive chemicals in the midwest. o Sam Brown Sales Co. national industry leader in auto cleaning, detailing, etc. In Southfield. Manufacture and distribute. Potential Leads o Potential Bulk Customers: car dealerships, auto detailers, and car washes. o Global Source -sell products for free online o SELL TO OUR BARRIERS
  • 20.
    Marketing Action Plan 1.Gain specifics on the product from performing simple in-house testing 2. Sell to auto chemical industry manufacturer/distributors (some leaders are in MI-many in Detroit). Why? We don’t have enough product variation to compete with them, so sell through them/International Car Wash Association 3. Car Wash Supplier Guide: http://carwashsupplierguide.com/results.php?s earch_type=keyword&term=midwest+car+car e&category=Merchandise&heading=203
  • 21.
    Market: Multipurpose Protectant Product: CP-500 ProductUses o Shine o Polish o Rejuvenate Product Attributes o Works on Vinyl, Leather, Wood, Plastic, Rubber
  • 22.
    Market Structure andLeaders Structure o Commodity product that is sold everywhere and purchased by both individual consumers and major industries. Leaders o Produced by most cleaning companies and carried by all distributors.
  • 23.
    Barriers to Entry oCommodity market and brand name awareness
  • 24.
    Marketing Action Plan 1.Try out product on various surfaces 2. Take Sample to Fancher’s Upholstery Company in Ypsilanti and get their input
  • 25.
    Market: CD Cleaner Product:NEW GENERATION CD CLEANER Product Uses o Cleans and protects all compact discs Product Attributes o Removes and repels dust and finger marks
  • 26.
    Market Structure andLeaders Structure o Sold by retailers. Best Buy etc. Overview o The market for CDs is dying and cleaners are sold in kits that include some mechanical cleaning device. The market includes DVDs
  • 27.
    Barriers to Entry oBundled with mechanical device.
  • 28.
  • 29.
    Market: Granite CounterTops Product: CP-100, CP-500, Wonder Wax #2 and Glass Perfect Analysis Weiman Granite Stone sealer, cleaner and polish, and Granite Gold Daily cleaner, sealer, and polish, as well as Simple Green stone cleaner and polish. Sold at major grocery stores in the form of spray, wipes, squeeze, etc. with refills. Between 3.75-8.00.wax
  • 30.
    Market: Gaming Care Product:CP-100, Ever-Green, 2-in-1, Liquid Speed, Wonder Wax #2, Rapid Rebound, Alien Protectant Product Uses o CP-100: pinball cleaner (didn’t take to Wipe Out) o Wonder Wax #2: clean and wax pinball playfield o Rapid Rebound: pinball rubber cleaner o Ever-Green: felt cloth spot remover o Alien Protectant: fabric guard o 2-in-1: billiard ball cleaner and polish o Liquid Speed: shuffleboard wax
  • 31.
    Market Structure andLeaders Structure o Commercial: bars, Universal Studios, LA Casinos o Industrial: pinball distributors and manufacturers Leaders o Produced by Mill Amusement o Simple Green o Wildcat Products (make pinball and playfield cleaner and polish in one ($10.14/15 fl. oz.). o Novus 3 bottles and a 3-step cleaning process.
  • 32.
    HERE ARE JUSTA FEW USES FOR NOVUS POLISH (Potential Markets for Cross) o DVD's, Video Games, CD's o Auto Interiors, Gauges, Chrome, & Acrylic Paint o Microwave Oven Doors, Decorator Acrylic Refrigerator Panels o Motorcycle Windscreens, Visors, Fairings & Helmets o Snowmobile Windshields, Helmets, & Hoods o Acrylic Hot Tubs & Spas o Boat Windows & Fiberglass o Salad Bar Sneeze Guards o Emergency Vehicle Light Bar Lens Covers o Plastic Storm Windows & Skylights o Collapsible Windows on Convertibles & Sport Utility Vehicles o Turntable Dust Covers, Stereo Faceplates o Acrylic, Fiberglass or Cultured Marble Tubs, Showers & Counters
  • 33.
    (Potential Markets forCross) cont. o Acrylic Aquariums o Telephones, Pagers, Scanners o Acrylic Trophies & Awards o Plastic Display Cases & Signs o Gauges & Instrument Control Panels o Safety shields & Goggles o Airplane Windows o Video Games, Pinball Machines & Jukeboxes o Copiers and Fax Machines o Acrylic Furniture o Cash Registers & Calculators o Acrylic on Tanning Beds
  • 34.
    Possibilities for Cross fromThat List • Auto interiors, motorcycles (chrome?), snow mobiles, boats • Kitchen/Home (showers, tubs, counters) • Acrylic furniture (tanning beds) • Plastic exteriors (business cash registers, house, stereo faceplates, trophies, aquariums, signs) • Safety (sneeze guards, sheilds, goggles, airplane windows)
  • 35.
    Leaders in PinballTables (and Other Games) o Pinballsales.com, Jack Guarnieri (left Drew Maniscowco-VP business development- a message; never called back) o Endless Pinball o FUN Billiards and Gameroom Superstore (sell nationally used and collectible gameroom equipment; one of the largest suppliers) NO; Plexiglas cleaner is recommended. Pinball machines aren’t fancy anymore, no need to really polish/clean with anything special. Hasn’t been any request.
  • 36.
    Distributors of Cleaners oSteve Young’s Pinball Resource o Amusement and Pinball Parts Dealers o Pinball Resource International o Flipper Pinball Association
  • 37.
    Our Current Customers(not including shipping costs) o Competitive Products Corporation: CP-100 $150 o Family Amusements: CP-100 $249 o Mario Abractas: CP-100 $8 o Amusement Emporium: CP-100 $68, Ever-Green $392.40 o Dr. Billiard: Ever-Green $196.20 o Billiard’s Plus: Billiard Ball Cleaner $70 o Terry Hieber: CP-100 $0 o John’s Jukes: CP-100 $240 o Ron Kin: CP-100 $8 o Lakeside Distributors: CP-100 $144, Bill Ball $91.60 o Marco Specialties: CP-100 $480 o Silver Ball Amusements: CP-100 $35 o Kevin Sturgis: CP-100 $8 o Suzo-Happ: CP-100 $2,295 o The House of Pinball: CP-100 $70 o Wizard Amusement and Vending: $340
  • 38.
    Barriers to Entry oCompanies that sell the kits Potential Niche Markets o Surfboards, exteriors/windows/ houses, automotive o Swim caps/goggles/fins, amusement park rides’ railings (silicone product instead?), bowling alleys
  • 39.
    Market Leaders inBilliard Cleaners/Guards, Ever-Green, and Alien-Protectant Leaders o Quick Clean (2, 18oz. Spray cans for $24.95) o Some only sell cleaners and conditioners for shafts and not for the tables, such as Cue Silk. o The world expert in billiard cloth, Hainsworth, sells billiard cloth with protectant already in the cloth o Basic fabric sprays such as Scotchgard Protector, but some of these sprays can stain wood... can ours?
  • 40.
    Distributors of Cleaners oOzone Billiards (1, 18 oz. of Quick Clean for $8.99 or 12+ for $7.50) o Brunswick Billiards ($400.00 stain-resistant cloth) o Billiard Club (2, 18 oz. cans of Chalk off for $50) o Walmart distributes Quick-Clean in stores ($15 for 1, 18 oz. can)
  • 41.
    Barriers to Entry oA rather commercial product. Prices by distributors too competitive? (Ozone Billiards) o Quick clean doesn’t sell a guard with the cleaner, so that could make things easier on us.
  • 42.
    Ball Cleaner 2-in-1Leaders and Distributors o Aramith cleaner and restorer Distributors o Chem Pak; unsure of the manufacturer, but sold by distributors such as Seyberts o Le Manifik ball cleaner; same situation as above. o Ball Star Automatic ball cleaner; $500 o Brunswick sells a squeeze bottle ball cleaner to distributors.
  • 43.
    Market Leaders andDistributors in Shuffleboard Wax o Sun-Glo founded in 1935 has a kit, silicone spray, wax, polish, glaze. One can is around $10 Distributors o The Shuffleboard Federation sells powdered wax, wipes, spray, etc. Also sells Ultra-Glide shuffleboard wax in a 4.25 gal. Sold by Sears. o esportsonline.com has wax and the works; cleaner, polish, etc. o Chem Pak; unsure of the manufacturer, but sold by distributors such as Seyberts
  • 44.
    Barriers to Entry oWill our 2-in-1 work on bowling balls and other ball games? o Competition; we don’t have a variety of shuffleboard products, just the wax (although we could make a silicone spray). o Too commercial and not enough profit?
  • 45.
    Marketing Action Plan 1.Gain specifics on the product from performing simple in-house testing and find out what other ways the products can be used. 2. Pursue some products, but none of the pinball or shuffleboard products. Pinball market is too fragmented. Our only competitors are Novus and Wildcat, but is it worth the time and money to get into a dying market? (Only option: consider selling product to online distributors as well as selling direct to bigger institutions with pinball/repair/retail.) 3. Alien Protectant and Ever-Green could be sold to furniture/fabric/billiards companies because our only competitor is Quick Clean and Hainsworth billiard cloth. We already sell 2-in-1 as a car polish.
  • 46.
    Market: Degreasers Product: Stamp-Out Product Uses oEliminates and removes tough dirt and grime o Removes scuffs / crayon and marker (took black smudge off of break room floor) Product Attributes o Gel won’t drip or run o Repels fingerprints o No ammonia, abrasives, or acids o Biodegradable
  • 47.
    Market Structure andLeaders in Degreasers Structure o Industrial: automotive (dealers, mechanics, etc.), hardware stores, chemical, manufacturing, janitorial, food service, healthcare o Commercial: Grocery, hardware, household Leaders o Industrial: JMN Specialties, Lyndist “Free Detergent”, Zep o Commercial: P&G, SC Johnson, KC, Unilever.
  • 48.
    Industrial Market Leaders Leaders oDynaflux gelled degreaser, thickened multi- purpose cleaner (oil, tar, grease, etc.) Sold by quarts (6) and gallons (4) o Grainger sells to industries o Janisan Degreasers (1, 5, 55 gallon)
  • 49.
    Industrial Market Leaders Leaders oJMN Specialties Pine-gel degreaser o Lyndist “Free Detergent - Concentrated Detergent/Degreaser (sells many more cleaners) o Zep (citrus, industrial, biodegradable, low toxicity) used in schools, health institutions, restaurants, hotels, etc.
  • 50.
    Distributors o Xpdex o School,Hospital, Food Service Cleaning Distributors Hillyard Ecolab (food service and health care) Compass Group Crown Chemical Incorporated (janitorial and industrial) Food Service Warehouse SBM Inc.: janitorial
  • 51.
    Commercial Market Leaders Leaders oProcter and Gamble o SC Johnson kitchen and bathroom degreaser o Kimberly Clark Safety-Kleen Parts Washers •Wypall (just wipes) o Unilever: Sunlight Dishwashing soap •Cif is the number one abrasive cleaner in the world (India is its largest market) •Domestos (thick cleaning gel for dirt and mold and germs)
  • 52.
    Distributors o The ArmakleenCompany (Arm & Hammer) o CRC Industries Inc. Heavy Duty Degreaser o Krud Kutter, Inc. Permatex Grez Off Heavy Duty Degreaser o Px2 5-in-1 all-purpose cleaner o Superclean Degreaser
  • 53.
    Barriers to Entry oWe don’t sell a variety of degreasers or all- purpose/multi-purpose cleaners like commercial AND industrial companies do. Price too competitive in commercial. Health standards, disinfectant o Look to sell industrially to local or minute automotive/neighboring industries (chemical/oil). Market is too competitive commercially. Potential Leads o We could sell through Xpdex, Grainger Distributor, Dynaflux), or Janisan. If we are going to compete industrially, we’d have to sell more than just Stamp-Out and Wipe Out. A good example of what Cross potentially could do is: http://www.lyndist.c om/soaps_detergents.html
  • 54.
    Marketing Action Plan 1.Gain specifics on the product from performing simple in-house testing. 2. Look to sell to other industries that can either use or place their private label on it to sell. 3. Create sales pitch and contact companies and distributors to see if they are interested. •Need pricing •Samples •In-depth product knowledge -email pitch paired with phone call -be prepared
  • 55.
    Market: Anti-Static Surface Cleaner Product:Wipe Out Product Uses o Cleaning… o Multiple Different Surfaces o Touch Screen Monitors o Soft-Play Systems o Cleaning Aerospace Displays o Trampolines Product Attributes o Eliminating Static o Repelling Finger Prints o Repelling Dust
  • 56.
    Marketing Overview The marketconsists of mainly products that are a liquid spray or a wipe. The market for anti-static cleaners is comprised of cleaning commodities and some niche market anti-static products. Product Notes: No other Gelled Anti-Static Surface Cleaner seems to exist. Retail Notes: Wal-Mart does not carry an anti- static cleaner online and Meijer carries just one and it is geared towards cleaning apple products.
  • 57.
    Market Structure inAnti-Static Surface Cleaner Market Structure Anti-Static Surface Cleaner Multi-Surface Cleaner Niche Market UsesComputer/TV Screen Cleaner Soft-Play Systems (slide / tubes / play areas) Aerospace Display Cleaner
  • 58.
    Market Leaders o PledgeMulti-Surface Cleaner Wet Wipes o Endust 096000 Anti-static Multi Surface Cleaner
  • 59.
    Barriers to Entry oHigh volume, low profit margin competition in the commodity cleaning business. o Accreditations needed in certain niche markets. o Name doesn’t explain entirely what it does. Possible names: AllGel, AllGel StickyPrints, etc. Potential Leads/Niche Markets oAerospace Display Cleaner oSoft Play Systems oRetail (grocery stores)
  • 60.
    Niche Market: Aerospace DisplayCleaner Product: Wipe Out and Display Mate Product Uses o Clean and protect air traffic control system displays and computer screens, radars and electronic touch panels
  • 61.
    Barriers to Entry oThirdparty accreditations or regulatory approval look as though they will be necessary in aircrafts. Competition oALGLAS oaerochemicals Potential Customers oThomson LCD oThe Civil Aviation Authority oBarco Display Systems oMeggitt Avionics oFAA
  • 62.
    Marketing Action Plan 1.Gain specifics on the product from performing simple in-house testing 2. Tie product into sales pitch for aviation mate product
  • 63.
    Niche Market: Soft PlaySystems Product: Wipe Out Product Uses o Clean slide / tubes / play areas
  • 64.
    Potential Customers Users McDonald's worldwidefranchises Kids Kingdom NY Kidz Kingdom UK
  • 65.
    Potential Customers Local Users Attached-phonenumbers and addresses Ann Arbor 55 Childcare facilities Westland 12 Childcare facilities Local Inflatable Rental Companies http://www.jump-city.com/ http://www.acmepartyworks.com http://www.awesomemoonwalks.com/directory/Michigan.html http://inflatable.jumpcenters.com/Michigan_Bounce.html Manufacturers note: may be interested selling product under manufacture’s name o AMERICAN PLAYSCAPES o PlayScape Designs, Inc.
  • 66.
    Barriers to Entry oTheproduct is not anti-bacterial
  • 67.
    Marketing Action Plan 1.Create survey and administer it to CC users 2. Create sales pitch and email potential customers and follow up with phone calls 3. Call on local users in person and perform product demos 4. Contact McDonalds via LinkedIn
  • 68.
    Niche Markets: Aviation, Motorcycles, Marine,Multi-Purpose Product: Wipe Out and Display Mate Product Uses o Clean and polish glass, plastic, acrylic and Plexiglas
  • 69.
    Product Attributes oFormulated foracrylic windows oWon’t run or smear oAnti-Static eliminates dust oLong lasting shine oRemoves fine scratches oRemoves accumulated dirt oWill not harm aviation plastics
  • 70.
    Marketing Overview Aviation cleanerand polish is used for both aircraft windshields and for motorcycle windshields. Accreditations may be necessary for commercial aircraft windshields due to increased scrutiny in the aerospace industry.
  • 71.
    Market Structure Manufacturers sellpolish to distributors that offer aviation customers a wide variety of aeronautic products. Polishes are also sold to aircraft service facilities that either buy private label or purchase for in-house use. Similarly, many motorcycle windshield products exist in the market. Distributors will require products packaged in either an aerosol can or a spray bottle. Service facilities may purchase in larger containers. Last year, Oxford Aviation purchased both gallon and twelve ounce containers from Gemini.
  • 72.
    Distributors of AviationProducts (Potential Customers) oAmazon.com oGulf Coast Avionics oSouth Seas Ventures, Inc. oAircraft Tool Supply Company oAircraft Spruce oSpy Geek
  • 73.
    Service Facilities (Potential Customers) oOxfordAviation oTIMCO Aviation Services, Inc. oAircraft Service International oGroupAircraft Spruce oEagle Creek Aviation Services oThis list can go on forever, these are just a few
  • 74.
    Manufacturers (Competitors) oDelvies's Plastics Inc.makes Novus products oGRANITIZE AVIATION INTERNATIONAL makes “Racer’s Edge” oBlack Lab Corp makes “All Kleer” oHarley Davidson makes their own product and has a video demo on their web site
  • 75.
    Current Customer oOxford Aviation-purchases the private label product and uses it in there shop but does not sell it online. They had $1,457.34 in sales last year.
  • 76.
    Marketing Action Plan 1.Gain specifics on the product from performing simple in-house testing 2. Call and survey Oxford Aviation 3. Create sales pitch and contact service facilities and distributors. •Need pricing •Samples •In-depth product knowledge
  • 77.
    Secondary Marketing Plan Alongwith selling private label product and house product to service facilities, investing a small amount of the product into aerosol cans would have a twofold benefit. The product could be sold by the case to distributors to gain name brand awareness. This may yield small margins on the product, but the brand awareness and having the product on the market in this capacity will legitimize it in the eyes of service providers. Selling a case can be used to spur increased sales of bulk quantities to service providers. Along with using a sample of our product, the buyer can look up our product online and find it sold through known distributors. The second benefit to having aerosol cans is that you can have a percentage of them packaged with a motorcycle label. This product can then be sold to motorcycle shops across Michigan and the US. The edge in this market will be the ability to capitalize on the patriotism of the biker community. The label and brand name should emphasize MADE IN THE USA and made in Michigan. The emphasis on Michigan is necessary because it will help get the ball rolling locally and nationally; Michigan is the state that put the world on wheels and emulates an overall “Bad Ass” mantra thanks to figures like Kid Rock, Ted Nuggent and Eminem. This marketing position will be successful because there are currently no other products I can find that emphasize this angle, yet when you walk into a motorcycle shop you see a lot of patriotic or “Bad Ass” attire. This marketing scheme is very prevalent in shops that cater to riders of American Made Motorcycles, but this scheme also carries over to foreign bike supply shops. I recommend that the aerosol cans only be sold by the case in order to save on individual shipping expenses. This would force supply shops to purchase cases of the product. The reason behind packing the product in an aerosol can is that it will fit into the aircraft polish market and it will fit in a motorcycle saddlebag.
  • 79.
    Projected Investment inSecondary PlanCost per can (packaging cost + chemical cost) $2.50 Overhead per can ? Shipping per can (case cost/12) ? Total cost ? Current price of cans on the market Aircraft Polish and Cleaner: $5-$17 Motorcycle Polish and Cleaner: $7-$9 Minimum volume for purchase is 1200 cans so 100 cases $3000 investment Labeling here at the plant would be better due to the difficulty in projecting which product will sell more. It also opens up the opportunity to sell a marine product for boats and a general product for Plexiglas. Notes •Have labels for all the products and label products by the case as they come in. •Once projected sales can be accurately estimated, order pre-labeled cans.
  • 80.
    Creating a website that shows: Gemini Technologies Aviation Mate Sharp Shield Marine Polish and Cleaner Multi-purpose Polish and Cleaner Notes •Have labels for all the products and label products by the case as they come in •Once projected sales can be accurately estimated, order pre-labeled cans
  • 81.
    Recommendations • Pursue CarCare products through distributors • Test CP-500 on various surfaces • Do not pursue CD cleaner • Test products on Granite • Pursue gaming care products in other markets • Test Stamp Out • Pursue Wipe-Out in retail markets and CEC • Pursue Aviation products by focusing on customers similar to Oxford Aviation • Create an informative website