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discWelder Profile
Problem: In 2002, Minnetonka
Audio Software Inc, (MASI) had declining revenues on existing
products, and nonexistent sales for a DVD-Audio authoring
application, when John Calder became Marketing Director.
Solution: The DVD-Audio product ("A-plus",
$2K MSRP) was re-created as "discWelder Steel",
given a reduced feature set, and positioned at a very  attractive
(and very newsworthy) price. The logo and graphics were designed
to appeal to the pro music sector using saturated color and
an arresting welder's shower of sparks. Existing products
(SurCode audio encoders for Dolby Digital and DTS) were re-packaged
in the same DVD-style case with bright new graphics and more
price categories. The discWelder product line was successfully
extended over a range of price points and end users - Bronze
($99), Steel ($495), and Chrome ($2495).
Results: Without the benefit
of an advertising budget, the discWelder line established
a new product category (affordable DVD-Audio authoring),
and made MASI well-known in the audio media world. It also
gave the existing SurCode product line new life. After only
two years of rebuilding, John's branding efforts increased
MASI's gross revenues by 32%, while instituting new cost
accountability measures and manufacturing savings. The upward
revenue trend continued after John left MASI, and the discWelder
line also opened profitable strategic alliances with larger
audio manufacturers that continues today.
Read the original discWelder Brochure( PDF, 173K)
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