Build Bath & Shower

by Kevin Namaky How do they do it? Those big brands that dominate across multiple aisles . It’s hard enough to win in a single category, let alone enter adjacent categories and have success there, too. Many brands attempt to enter new segments or categories and flop. So what makes a success story a success? One thing that all great expansion case studies have in common is that the brand defined their frame of reference to their own advantage. You can do this for your brand, too. Read on for an explanation, three notable case studies , and a downloadable eBook pdf . What is Competitive Frame of Reference in Marketing? In the simplest terms, the frame of reference defines the market in which you compete. It’s part of brand positioning and is one of the most important strategic choices a business can make. Here are a few questions you can ask yourself to help come up with your frame of reference: Who/what do you sit next to on shelf? What’s the mental set of products/services that yo...

Ted Marules' new bathroom is neither subtle nor cheap. "We had visions of grandeur," he says of the $20,000 renovation to his Houston-area home. "We planned to have some wonderful moments in there." Marules and his wife sprung for all the frills: special- order Spanish tile , marble floors, gold faucets and the Texas- sized whirlpool bathtub . "We got some really nice, fancy stuff, and we spent the damned money for it," says the 53-year-old accident reconstruction expert . "Looks like a Roman whorehouse, but it's beautiful." The centerpiece of Marules' marble palace is the hourglass tub, a 10- jet Jacuzzi mounted like an acrylic altar at one end of the room. It set him back $1,897.70. In its promotional materials, Jacuzzi says the tub Marules bought , the Real model, "surrounds the bather in sumptuous curves for an exceptional bathing experience ." Through the Magic Touch controls and PowerPro jet system , it promises ...

Johnson and Johnson, a name synonymous with gentle bath products , was assessed $417 million in damages by a Los Angeles jury on Monday after the company was found liable in a case charging that they failed to highlight the dangers of their talc powder and its link to cancer, The Los Angeles Times reported . It marks the largest verdict in at least 300 lawsuits in California and over 4,500 claims filed against the company nationwide that their Baby Powder and Shower to Shower products are linked to cancer, the Times reported . Talcum powder, popularly used for absorbing moisture and cutting down on friction, is made from the mineral talc, which naturally contains some asbestos, which is known to be linked to cancer, according to the American Cancer Society . While talcum powders produced since the 1970’s for the commercial market are asbestos free, researchers and scientists are still not entirely certain about the connection between the powder and instances of cancer, the ACS writes...

Home furnishings vendors old and new continue to make products in the U.S. Bassett Furniture While domestic manufacturing's best days are clearly in the rearview mirror, there is a but detectable resurgence in American- made home furnishings . HFN spoke with some of the best-known companies--along with up-and-comers--that are helping to keep American manufacturing alive . While the business entities are unique in their offerings, philosophies and operations, they share some distinctive beliefs. Whether it's a conversation with Rob Spilman, CEO of Bassett, with a century-old tradition of making products in the U.S., or Trent Mayol, founder of year-old SmartDeco, there's a deep confidence in the quality of American-made goods. " Making products in the U.S. has a unique connotation that you truly care about the quality of your product," Mayol said. "It says that you're not willing to sacrifice quality for the sake of profit making. And Americans should t...