Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Innovative firm cracks niche USA mirror market

Innovative Tauranga firm cracks niche mirror market in USA

19 September 2005 -- Of the two million people in prisons throughout the USA, an increasing number are being observed in their cells with a convex mirror from innovative Tauranga firm Bennett Mirror Technologies.

Manufactured from unbreakable polycarbonate, these correctional mirrors have enabled the firm to establish themselves as the market standard in New Zealand and Australia.

New Zealand Trade and Enterprise (NZTE) Bay of Plenty Regional Manager, Lionel Crawley says Bennett’s are an excellent example of a small, innovative company winning offshore, using a methodical, sensible and extremely targeted approach.

“One of our goals is to help New Zealand export companies supply well-designed quality niche products that meet client’s needs and Bennett’s are a prime example of this,” says Mr Crawley.

In 2002, Bennett’s set their sights on America, undertaking an 18 month long period of extensive market research. Initial findings indicated they would use their correctional mirrors as their lead product.

Bennett’s Managing Director, Alastair Bennett says they worked closely with the Tauranga NZTE office and NZTE staff based in the USA, who did the leg work and desk research that wouldn’t have been possible for Bennett’s to do.

He says the Corrections industry is very specialised and having NZTE people on the ground, working with them, even down to which trade exhibitions Bennett’s should attend, added a great deal of value. Together, they identified California as the first state to target, given there was money available for upgrading prisons and a greater tolerance towards the safety of prisoners.

This market research led to a US distributor, Norix Group Inc, based out of Chicago which is the American centrepoint for prisons and corrections centers.

At Bennett’s first US tradeshow, participants were given a baseball bat and challenged to hit a correctional mirror, which didn’t break, despite three days of uninterrupted and vigorous bashing.

Although there was a long lead in time involved with market acceptance, Mr. Bennett says they are now used by most correctional institutions in all major areas of America and sales are continuing at a speed that fits with Bennett’s planned growth.

“Essentially, a prison will use them, see the value and then word of mouth really assists the marketing programme,” he says.

Polycarbonate Correctional convex mirrors represent 20% of their market. Bennett’s continue to invest in research and development to ensure they remain leaders in worldwide mirror technology as well as focusing on quality.


© Scoop Media

Business Headlines | Sci-Tech Headlines


I Sing The Highway Electric: Charge Net NZ To Connect New Zealand

BMW is turning Middle Earth electric after today announcing a substantial contribution to the charging network Charge Net NZ. This landmark partnership will enable Kiwis to drive their electric vehicles (EVs) right across New Zealand through the installation of a fast charging highway stretching from Kaitaia to Invercargill. More>>


Watch This Space: Mahia Rocket Lab Launch Site Officially Opened

Economic Development Minster Steven Joyce today opened New Zealand’s first orbital launch site, Rocket Lab Launch Complex 1, on the Mahia Peninsula on the North Island’s east coast. More>>


Marketing Rocks!
Ig Nobel Award Winners Assess The Personality Of Rocks

A Massey University marketing lecturer has received the 2016 Ig Nobel Prize for economics for a research project that asked university students to describe the “brand personalities” of three rocks. More>>


Nurofen Promotion: Reckitt Benckiser To Plead Guilty To Misleading Ads

Reckitt Benckiser (New Zealand) intends to plead guilty to charges of misleading consumers over the way it promoted a range of Nurofen products, the Commerce Commission says. More>>


Half A Billion Accounts, Including Xtra: Yahoo Confirms Huge Data Breach

The account information may have included names, email addresses, telephone numbers, dates of birth, hashed passwords (the vast majority with bcrypt) and, in some cases, encrypted or unencrypted security questions and answers. More>>


Rural Branches: Westpac To Close 19 Branches, ANZ Looks At 7

Westpac confirms it will close nineteen branches across the country; ANZ closes its Ngaruawahia branch and is consulting on plans to close six more branches; The bank workers union says many of its members are nervous about their futures and asking ... More>>

Interest Rates: RBNZ's Wheeler Keeps OCR At 2%

Reserve Bank governor Graeme Wheeler kept the official cash rate at 2 percent and said more easing will be needed to get inflation back within the target band. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news