Case Study

Client: Maylong

Solution: GPS Navigation for Dummies

Working with Wiley For Dummies design team and our strategic technology suppliers, the Maylong Group brought to the GPS navigation market a compelling branded product that has resonated with consumers.

Ming Wang
CEO, Maylong Group

Our GPS Navigation For Dummies PND provides the easy-to-use experience one expects from Dummies, and they have responded accordingly.

David Valade
President , Maylong Group

Objective

Maylong's goal was to gain entry into a crowded retail GPS market with a differentiated product offering.

Strategy

M&M would work with the For Dummies licensing team to develop a new Dummies-branded GPS navigation product. Wiley's Creative Services and Brand Management Editorial Team would provide the expertise to integrate the Dummies brand look and feel into the navigation experience. Maylong would launch the new GPS on the Home Shopping Network and open online and bricks and mortar accounts based on this performance. A dedicated website, gpsnavigationfordummies.com, provides tech support and downloadable manuals.

Results

The GPS Navigation for Dummies PND debuted on HSN on November 10, 2007. It proved an instant success, selling thousands of units the initial weekend at $289.99. The GPS continued to sell strongly on hsn.com even after the airings, and HSN subsequently invited Maylong back for additional broadcasts. On the strength of the HSM success, Maylong got the product placed at CVS's 6,000-plus chain of drugstores for a June 2008 Father's Day discounted promotion. Sales were so strong, CVS brought the product back in for Black Friday and holiday season promotion. Outside the US, Dummies recognition has allowed Maylong to introduce products in Mexico and Australia, and further markets will be opened in 2010.

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