DR. SCHOLL'S CASE STUDY

Licensing Goals & Objectives
Leverage and promote the brand‘s leadership position in foot comfort and foot care solutions through a carefully conceived licensing products program designed to expand consumer reach to a broader demographic and integrate Dr. Scholl’s technology and patents into new product categories.

The Results

Phase I: Footwear Full line of men‘s & women‘s comfort footwear introduced in 1991 through a strategic alliance with Wal-Mart. Dr. Scholl’s insole technology including BackGuardTM and DynastepTM integrated into footwear. Department Store program developed around The Original Dr. Scholl Sandal. Dr. Scholl‘s is the only brand of footwear with distribution spanning from Wal-Mart to prestige department stores. Marketing strategy included advertising, aggressive PR effort and extensive in-store support. Over 75 million pairs of shoes were sold through 2005. Phase II: Footcare Appliances and Massagers Helen of Troy, category leader in personal care appliances, Revlon, and Vidal Sasson become licensees. Dr. Scholl‘s foot care appliances are established as the category leader. Sales increased 240% with the introduction of a full line of body massagers. Key retailers include Wal-Mart, Target, Kmart, Walgreen‘s, Eckerd, department and specialty stores. New products comprise 20% of each year‘s product line.

Licensees fund a multi-million dollar advertising campaign (TV & print) for Dr. Scholl’s brand extensions.