ingredient branding & marketing support services...2016/12/09 · heiq hong kong heiq ltd. soft...
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Ingredient Branding & Marketing Support Services
Inside HeiQ – SWISS TECH INSIDEFounded in 2005 during a hike in the Swiss Alps by Carlo Centonze and Murray Height as a spin-off of Swiss Federal Institute of Technology Zurich (ETH)
HeiQ is a leader in textile innovation creating some of the most effective, durable and high-performance textile effects in the market today.
We leverage our boundless academic research network and internal development specialists to invent disruptive new technologies that meet consumer needs and outperform the market. Engaging with brands along the entire value chain, we are the ideal partner to help innovate, differentiate products and capture the added value at the point of sale.
HeiQ employs 35 professionals of 20 nationalities in 9 countries on 4 continents
HeiQ Global Network
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HeiQ Office Locations
HeiQ Staff
HeiQ’s Distribution Partners
HeiQ’s FTZ Warehouses
HeiQ’s Research Network
Over 100 Brand Partners
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360° Services for Brand Partners
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Aligned with your brand, HeiQ helps you realize the value of innovations on the market and provides a 360° services approach that can be tailored to your specific needs:
Product Development
Trouble Shooting
Mill Recommendations
Rapid Supply through Distribution Network
Legal Compliance
Marketing Support
EHS & SustainabilitySupport
Technical Support Ingredient Branding
Testing Services
HeiQ Key Product Innovation Families
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Consumers Buy Innovation Stories
HeiQ Creates Them Together
With You
Marketing Partner Testimonials
HeiQ and Hanes/Champion launched HeiQ Smart Temp treated apparel under the ingredient brand name X-Temp in 2013. In two years the technology has generated new additional sales for the categories of 198 Million USD.
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Hanes Brands – T.C. Robillard, Vice President of Investor Relations:“X-Temp is our newest platform and brings a whole new level of technology to Innerwear. We introduced this technological breakthrough in men’s underwear and socks last year at approximately a 75% price premium to core products, and the results have been strong”
HeiQ’s Marketing Support
With our Marketing Support, our goal is to:
Help you to differentiate from your competitors
Help you to sell at a higher margin
Help you to sell more
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Sales Platform for Our Partners
Promotion on HeiQ’sB2C-focused Technology Platform
Full portal for consumers to discover, understandand buy HeiQ technology on your products
Link to your online shop
Website traffic throughSocial Media
Why Ingredient Branding at POS?
Ingredient Brands drive the “Master Brand”:
Creating differentiation works!
6% higher willingness of 1’200 polled new customers to purchase a brand featuring an independent ingredient brand1
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Positive ConsumerPurchase Decision
EnhancedBrand Values
Add Specific Benefit
Increased Credibility
[1] Ingredient Branding von Innovationen, University of St. Gallen, 2007
Consumers’ Demand
55% of consumers cite performance features as an important factor in their purchases
Currently less than 5% of garments (estimated) offer performance features such as odor control
Consumers’ interest in products with innovative features suggests that there
is large potential for market expansion with features such as enhanced comfort, freshness & odor control
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Consumers’ Willingness to Pay
56% of consumers answered that they would pay twice as much for an odor-free garment1
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How much more would you pay more for a garment that features a thermoregulation and odor-controlling technology?
0%10%20%30%40%50%60%
2 timesmore
1,5 timesmore
1,1 timesmore
The same
% of PolledConsumers
[1] Erfolgreiches Ingredient Branding, University of Zürich, 2008
Ingredient Brand Web-Visibility
Providing continuous information and consumer education about each of HeiQ’s technologies
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Interactive TechnologyWeb-Hub
Brand Partner Websites
Research Website
Consumer Communication
Media
(Online) ResellerWebsites
Ingredient Branding Partners
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Strengthen Your USP with HeiQ Smart Temp
HeiQ Smart Temp empowers your brand with strong values and features unique characteristics demanded by consumers.
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Dynamic Cooling
Dynamic Moisture Management
Enhanced Comfort
Supreme Quality
High-Performance
Positive Emotion
Customer Confidence
Greater Performance
Strengthen Your USP with HeiQ Fresh Tech
HeiQ Fresh Tech empowers your brand with strong values and features unique characteristics demanded by consumers.
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Naturally Fresh
Odor Free
Enhanced Comfort
Supreme Quality
High-Performance
Positive Emotion
Customer Confidence
Sustainable Technology
Strengthen Your USP with HeiQ Eco Dry
HeiQ Eco Dry empowers your brand with strong values and features unique characteristics demanded by consumers.
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Water Repellency
Unique 3D Structure
Fluorine-free Solution
Supreme Quality
High-Performance
Positive Emotion
Customer Confidence
Durable Performance
Strengthen Your USP with HeiQ Glide
HeiQ Glide empowers your brand with strong values and features unique characteristics demanded by consumers.
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Move Free – Feel Free
Low Friction
Reduced Chafing & Blisters
Supreme Quality
High-Performance
Positive Emotion
Customer Confidence
Enhanced Comfort
Make a Difference with HeiQ
Ingredient Branding – HeiQ’s Marketing Services:
HeiQ proposes a comprehensive portfolio of ingredient branded Marketing Tools supporting you the most effectively and tailored to your needs:
Video Hangtags Promo video and market segment videos Website content, newsletter Point of sales material Roll-ups for customer or sales events All-inclusive brochure
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Shop-in-shop concept Press releases Packaging design
support Joint tradeshow
participation Salesforce training
Video Hangtag – Gateway to Consumer at POSYour direct end-consumer-communication at POS
Added value Information Identification Complementing sales staff
Capture consumer interest & win consumer trust
QR code links to TechnologyVideo and more information Online Experience
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Video Hangtag – Gateway to Consumer at POS
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Format specifications:
• Size: 54 x 86 mm
• Hole: ø 4mm
Standard Video Hangtag at cost:
• 0.04Euro / 0.05USD / 0.05CHF per piece, ex works HeiQ
• Individual quotation for quantities > 150’000pcs
Required information for order:
• Delivery address
• Invoice address
• Quantity of hangtags and version
• Freight carrier / courier account number (e.g. DHL, TNT)
• Paper: 350 g/m2 cardboard
• Specialty: silver foil effect on front side
Hangtags can be directly ordered at HeiQ:
Video Hangtags – Individualization
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HeiQ’s Video Hangtags can be customized:• QR code• Text / Language• Front image
Customization at cost(for graphic design work)
Individual printing costs apply
Minimum order (customized):5’000 hangtags
Video Communication – Emotionalize Consumers!
Communicate to your customers and emphasize key message with the help of a meaningful video trailer
At POS, tradeshows or online
HeiQ’s technology brand videos:
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HeiQ Smart Temp promo video HeiQ Fresh Tech promo video HeiQ Eco Dry promo video
Online / Website – Be Where Your Customers Are!
Wording, graphics and banners for websites provided
Example: https://www.kjus.com/en-us/technologies/heiq-adaptive#
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Demo Tool – Let Your Customers Experience!
HeiQ Smart Temp Demonstration Tools “make the HeiQ Smart Temp technology visible”:
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Warm and cold plate with (un)treated fabrics on top, directly comparing wicking, evaporation and coolingproperties
HeiQ lends these tools for a specified time, can also be purchased
Demonstration Video
Demo Tool – Let Your Customers Experience!
HeiQ Eco Dry Demonstration Tools “make the HeiQ Eco Dry technology visible”:
Two plates holding differently treated fabric (e.g. comparing different treatments)
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Directly comparing roll-off angle of fabrics, visualizing water-repellent properties of fabric
HeiQ lends these tools for a specified time, can also be purchased
Success Story Showcasing: NEW BALANCENew Balance running apparel empowered byHeiQ Smart Temp and HeiQ Fresh Tech
Utilizing customized Video Hangtags
Specfic NB landing page featuringHeiQ Smart Temp and HeiQ Fresh Tech technologies
Customized QR code leading endconsumer directly to HeiQ Smart Temp video on aNew Balance landing page consumer in the NB world (brand world)
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Contact Your Marketing Support Team at HeiQ
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Hoi Kwan LamGlobal Brand Manager
Phone: +41 56 250 68 50
Rahel Romero KägiMarketing Expert
Phone: +41 56 250 68 50
Marlen PhilippHead of Marketing
Phone: +41 56 250 68 50
HeiQ SwitzerlandHeiQ Materials AGRuetistrasse 128952 SchlierenZurich Switzerland
Phone: +41 56 250 68 50Fax: +41 56 250 68 [email protected]
www.heiq.com
HeiQ Hong KongHeiQ Ltd.Soft Landing CentreUnit 602, 6/F, Core Building 11 Science Park East AvenueHong Kong Science ParkShatin, N.T.Hong Kong
HeiQ AustraliaHeiQ Australia Pty. Ltd.PO Box 940Geelong VIC 3220Australia
Differentiate.Innovate.with HeiQ
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