Analysis Case study (Entrepreneurship)

ClearVue is a success story , beginning from a humble warehouse and then evolving to a multi-million dollar venture , thanks to Brooks O 'Kane , the person who made it all possible . There are two ways in which ClearVue was marketed : as grocery product and as automotive product , with the distribution being split 50 /50

Upon Brooks ' takeover on ClearVue , he first looked at the competitors The industry for glass cleaning product is essentially flat , only one is entirely recognizable having 45 share of the customers and the rest 15 . ClearVue penetrated slow , initially

sharing only 4 .5 from regional sales . With Procter and Gamble dominating the grocery shelves simply because they have the money to do so , Brooks got lucky because the consumers became more price sensitive . A product launched by such a high-pro company is bound to cost more though doing the exact same thing as the others . People needed to cut costs where they can and one of these areas is glass cleaning products . The consumers did not mind substituting a well-known product by Procter and Gamble to another product made by virtually unknown labels from regional or private companies and as such , ClearVue started garnering attention . This is essentially the same story for the automotive-cleaning products industry

Brooks was able to penetrate the market by 1 ) improving ClearVue 's packaging . According to Dileep (2006 , packaging plays an integral role in brand recognition as it communicates to the customers the company 's identity . By improving the packaging , Brooks was...