Problem:
How to introduce a new woundcare product in a market dominated by Johnson & Johnson and Kendall-Futuro.
Solution:
- Leverage the unique attribute of the new product (its moisture content) to position it to meet the unmet need of burn treatment (e.g. you put fire out with water).
- Focus on gaining trial by occupying the niche and building repeat purchases based on the product’s extraordinary efficacy.
Results:
- 2nd Skin is launched and, despite low levels of support, gains national distribution.
- Product pays out in thirteen months.
