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Break Through into New Markets

Break Through into New Markets

The Rollens Company is a manufacturer of protective, disposable eyewear. Their main market was supplying Optometrists with protective eyewear their patients could use after mydriatic (pupil dilating) procedures. While they were a market leader within the eye care industry, Rollens wanted to expand their distribution to a new vertical market, Dentistry. After modifying their existing products to meet the demands of the dental market, Rollens was ready to go. The company began selling product to the dental market, but found that they didn’t have the resources or industry knowledge to effectively launch the new product. After being the market leader for so long, Rollens forgot what it was like to be the new kid on the block.

  • Approach

    Rollens came to Innovative Consulting Group, Inc. (ICG) for help. ICG understood that to effectively launch this product, there would need to be a clear and defined plan of attack. ICG developed a comprehensive marketing plan for launching the new product and penetrating the market. ICG performed the extensive research needed in order to develop an effective plan that revolved around the latest in promotions techniques, website optimization, industry editorials, exploratory research, education and leveraging current relationships.

  • Result

    In two months, the plan along with a timeline, deadlines and specific action items were complete. With assistance from ICG, Rollens hit the dental market running. Six months later, the plan was fully implemented within the designated budget. Rollens expects to double their total business within two years.