Example 1 "Tube as Bottle" Enhancement of use of existing products by slight production change Applied Strategy: Red Ocean Industry: Plastics processing Core Business: Production of tubes Core Product: Packaging of fluids with high viscosity (salves and creams) New Target Product: Packaging of fluids with high fluidity (cleaning fluids, oils, tinctures) Solution Approach: enable production of new bottles by slight change to the tube production process Additional step to production process: Welding of "bottle bottom" Necessary Innovation: Welding of "bottle bottom" into a tube to the bottom Value to Client: Caliebe innovations allowed client to generate additional revenues and enter new markets. A process for welding a bottle bottom to a tube has been developed by Caliebe Marketing Services e.K. for the client (Sounds simple, but was technically not possible by then)

Example 2 "Sweet Chocolate Greetings" New market for existing products Applied Strategy: Blue Ocean Industry: Food Industry Core Business: Production of chocolate bars Core Product: Mass production of chocolate bars New Target Product: individual mass customization of chocolate bars including shipping Solution Approach: definition of a new market by personalized products including shipping to third person as a gift or greeting Additional steps to existing production process: Software for product individualization and control of refinement process; Set up of refinement process Necessary Innovation: A) Development of web platform to transfer purchase order and data for individualization B) Production of individualized foil wrapper for chocolate bars The refining process developed by Caliebe Marketing Services e.K has covered for A): Software for personalizing of wrapper (Java Applet) Transfer of data via internet directly into production control database Fully automated invoice and charge process by credit card, direct debit or DigiCash; including shipment after clearing of payment Production of individual wrapper (see B) Processing of shipment including automated generation of shipping label Automated VAT assignment according to levels of German tax law Automated deletion of data from production control database after a given time frame to B): Production process with lot size of 1 for personalized foil wrapper. Wrapper production in food quality