Phil Glowatz & Associates--New Product Development, Positioning, Focus Groups

Phil Glowatz and Associates - new products, branding, positioning, repositioning, marketing experts.
Clients for which we have conducted new products projects and/or qualitative research include:

Consumer: Procter & Gamble, Nabisco, Reynolds Metals, Pfizer, Ragu Foods, Godiva, DowBrands, Stone Mountain Handbags, Schick Shaving Group (Warner-Lambert), American Home Foods, DaimlerChrysler, MasterCard, Corning, Kozy Shack Pudding.

Industrial/Business-to-Business: Invensys, Air Products & Chemicals, DuPont, Gates Rubber.

High-Tech/Telecom: Franklin Electronic Products, The Learning Company, Sprint, ClearForest, VeriSign, Lycos.

Here are some of the successes in which Phil Glowatz & Associates has played a part:

Reynolds Plastic Wrap

The repositioning claim-- "The only plastic wrap with Reynolds strength." -- links the plastic wrap with the powerful equity of Reynolds Wrap Aluminum Foil, and the family theme of the claim has since been extended to the entire Reynolds product line. Reynolds Plastic Wrap is also now the #1 brand.

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Planters Cheez Mania

This product line replaces Planters Cheese Balls with a range of fun flavors and shapes, resulting in increased presence in the snack aisle and higher sales volume, too. Product line named by Phil.

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Blueprint for Wellness from Quest Diagnostics

Named by Phil (who also did the qualitative development work), this ground-breaking wellness program is marketed to benefits managers as a way to assess, reduce and control the health risk factors of a work force.

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Corning SunSensors Lenses

These revolutionary photochromic lenses get darker 25% faster than the leading brand, yet they're clear indoors.

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Godiva Biscotti

This product line uses components of Godiva chocolate to augment the biscotti, rather than overwhelm them, which fulfills a key desire of the target consumer.

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Schick Xtreme III

Positioned for use by both genders, this new disposable razor combines a triple-blade system with radical styling. It's the new breed of triple-blade razors.

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Oil of Olay Daily Renewal Body Wash

This line of body washes eliminates the "trade-off" between superior skin benefits and customized scent experiences, and represents the first foray into scent-driven body care for Olay brand.

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A & W Sparkling Vanilla Cream Soda

More colorful packaging for this repositioned product appeals to younger consumers and differentiates it from A & W Root Beer. Adding "Vanilla" to the name defines the taste profile and creates news value in the context of the soda category. It's now the #1 brand in its category.

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Godiva Biscuits (cookies)

This hugely successful product line further extends Godiva equity in the baked goods area.

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Ragu Slow-Cooked Homestyle Pasta Sauce

This repositioning of "Ragu Homestyle" leveraged a benefit consumers perceive as the sine qua non of true homemade sauce: a slow cooking process.

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Carnation Follow-Up Formula

This is a niche product for babies six months and older who are being weaned from nursing. Its food-like brand name and somewhat whimsical packaging tonality (little ducks on the front panel) differentiate it from traditional infant formulae which, typically, have medicine-like imageries (e.g., with names such as Similac, Enfamil, etc., and with packaging that is more "serious" in tonality).

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Canon Accu-Vision Video Camera

While other home video brands sold the category generically (e.g., "Now, take home movies easily"), this product carved out an upscale niche by promising the ultimate home video result: "Your pictures will look like network pictures." Product named by Phil.

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Sunbeam Mixmaster

This repositioning leveraged a food-shredding attachment (that looked like a food processor) previously given away free and without fanfare by Sunbeam. The new claim - "Is it a mixer? Or a food processor?" - helped a "dinosaur" product compete better as a gift item.

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About Us

Phil Glowatz
President/Creative Director

Marketing consultant Phil Glowatz has over twenty-five years of experience in marketing, qualitative research, advertising and new products. He was Creative Director at new products shop EPI; Creative Group Head at Grey Advertising; and Copy Supervisor at William Esty Advertising.

Tina Herceg
Vice-President, Associate Creative Director

Associate Creative Director Tina Herceg has fifteen years of experience in marketing, advertising and new products. She was Associate Creative Director at EPI, Copywriter at Jordan, Case, McGrath, and Art Director at Bozell & Jacobs, Dallas.

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Phil Glowatz & Associates
New York City
phone: 718.343.6535
fax: 718.962.1027
e-mail: phil@glowatz.com