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Applying Marketing Principlesto Bring Technology to
Commercial Reality
CDMA Fall 2005 MeetingPhiladelphia, PA
Gerald C. Marterer, Vice PresidentInternational Paper Co.
September 28, 2005
2
How It Started
• 1996 – “playing with molecules” in pure research environment
• Intent was to improve stability of curing agent polyamides
• Unexpected serendipitous results:– Gellation of organics– A “techno oddity”– Became technology hobby shop
3
Introduction
Pine Trees
Tall Oil Fatty Acid (TOFA)
Polymerized Fatty Acid (Dimer)
Perhaps you’ve had the opportunity to work with polymerized tall oil fatty acid – commonly referred to as “dimer acid”- or perhaps one of its esters or amides. It is a product of the pine chemical industry. To be fair, it is a product made as well from all manner of vegetable oils. There is nothing in the world like dimer acid. First it contains 36 carbon atoms – the closest material with similar reactivity to dimer is dodecanedioic acid with only 12 carbon atoms. Even in its purest form the atoms of dimer are arranged in hundreds of combinations of branched chains many with five or six-menbered rings. This makes the material inherently non-crystalline and therefore good for wetting surfaces and not becoming brittle at lower temperatures. And it bears two carboxylic acid groups which may be turned into a variety of esters, alcohols, and amides. In contrast, dodecanedioic acid is a strictly linear diacid, with high crystalline structure, good for making nylons.
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Dimer Acid
Unique combination: largehydrocarbon (C36), oil-lovingmass with two acid groups
Hundreds of isomers Non-crystalline (clarity, good low temperature properties)
Derivatives via reactions at the acid groups Esters, alcohols and amides
Which have good surface-wetting properties adhesives, inks, lubricants.
Perhaps you’ve had the opportunity to work with polymerized tall oil fatty acid – commonly referred to as “dimer acid”- or perhaps one of its esters or amides. It is a product of the pine chemical industry. To be fair, it is a product made as well from all manner of vegetable oils. There is nothing in the world like dimer acid. First it contains 36 carbon atoms – the closest material with similar reactivity to dimer is dodecanedioic acid with only 12 carbon atoms. Even in its purest form the atoms of dimer are arranged in hundreds of combinations of branched chains many with five or six-menbered rings. This makes the material inherently non-crystalline and therefore good for wetting surfaces and not becoming brittle at lower temperatures. And it bears two carboxylic acid groups which may be turned into a variety of esters, alcohols, and amides. In contrast, dodecanedioic acid is a strictly linear diacid, with high crystalline structure, good for making nylons.
5
React dimer acid with a polyamine, remove water Terminate the chain with a carboxylic acid Thermoplastic, non-crystalline (clear, flexible) solids Softening points from ca. 80–190oC High molecular wt. PAs are hot melt adhesives Low molecular wt. are for flexographic inks High amine number are epoxy curing agents
Dimer-Based Polyamides
Dimer acid-based polyamides are of special interest to my company and to me. We make them by reacting dimer acid and a diamine such as ethylene diamine or a polyamine such as diethylenetriamine. They can be tough or brittle, have softening points up to about 200 degrees C and are well-established hot-melt adhesives and electrical potting compounds, epoxy curing agents, and components for solvent-based flexographic inks for printing on flexible films and foils from alcohol and alcohol-toluene or alcohol-xylene blends. They are not soluble in water or most organic liquids, certainly not in mineral oils, ketones, ethers and the like.
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Dimer Polyamides–Standard vs. Gellant Conventional dimer-based polyamides have limited solu-
bility in solvents; dissolve only in aromatic/alcohol blends Used as thixotropic agents for alkyd paints in Europe Recognized (1996) that termination of the polymer chain
with fatty alcohol gave materials cabable of gelling mineral oils and fatty esters
Initial application was in clear candles (1999) New polymers extend gelation to virtually all organic liquids Applications emerging in home and personal care products.
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How To Make A Gel
Heat the gellant (typically 5-20% by wt. of the total formulation) to its melt point (usually 80-100oC);
Add the liquid with agitation, holding the temperature constant;
Cool to about 10-20oC below the gellant melt point and
Pour the mixture into a container, mold, package, etc.
See, e.g. Arizona, US #6,268,466
15% SylvaclearTMA200 in Finsolv®TN
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OC
NH
NH
OC
OC NH
NH
OC NH
OC R
R
R
Fatty dimer segments form oil-loving zones
Hydrogen bonding forms oil-repellant zones
How Gellants Work
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Gellant Classes1. Ester Terminated Polyamide (ETPA)
2. Tertiary Amide-Terminated Polyamide (ATPA); dimer acid, a diamine and a di-fatty amine.
3. Polyether-Terminated Polyamide (PAOPA); dimer acid, a diamine and a polyether mono amine.
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Gellant Test Data
Mineral oil Heat transfer fluids Mono/di/triglycerides Soya methyl ester Soybean oil Castor oil
Mineral spirits Alcohols (>C8) Xylene Aliphatic acetates Glycol dimethyl ethers Plasticizer Esters
Ester- and tertiary amide-terminated polyamides can gel these relatively non-polar liquids:
You can see that the release or evaporation of the hexyl acetate looks very like the gelled hexyl acetate. Reader may need to return to previous slide to talk about spiking and tailing.
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Gellant Test DataPolyether-terminated polyamides can gel these relatively polar liquids:
Propylene carbonate N-methyl pyrrolidone Aromatic esters Ethyl lactate DMSO Ketones
Glycols 2-Methoxyethyl ether Linear polyether polyols Branched polyether polyols Dipropylene glycol Ethoxy ethyl propionate
You can see that the release or evaporation of the hexyl acetate looks very like the gelled hexyl acetate. Reader may need to return to previous slide to talk about spiking and tailing.
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“A Hammer in Search of a Nail”
• Sister company involved in fragrances– Immobilized fragrances
– Clear candles
• Jumped into market with no market analysis or STP
• Initial results felt good
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Gellants in Candles Mineral Oil - Ester (fuel) Polyamide (gellant), Fragrance Oil; Clarifiers (diol, fatty acid).
See: Bath & Body Works, US #6,214,063
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Gellants for Candles(Sales)
0
2.0
4.0
6.0
8.0
1997Sa
les
Rev
enue
$M
M
Candles
15
Gellants for Candles(Sales)
0
2.0
4.0
6.0
8.0
1997 1998Sa
les
Rev
enue
$M
M
Candles
16
Gellants for Candles(Sales)
0
2.0
4.0
6.0
8.0
1997 1998 1999Sa
les
Rev
enue
$M
M
Candles
17
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000Sa
les
Rev
enue
$M
M
Candles
18
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000 2001Sa
les
Rev
enue
$M
M
Candles
19
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000 2001 2002Sa
les
Rev
enue
$M
M
Candles
20
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000 2001 2002 2003Sa
les
Rev
enue
$M
M
Candles
21
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000 2001 2002 2003 2004Sa
les
Rev
enue
$M
M
Candles
22
Gellants for Candles(Sales)
0
2.00
4.00
6.00
8.00
1997 1998 1999 2000 2001 2002 2003 2004 2005FSa
les
Rev
enue
$M
M
Candles
23
“Ready, Fire, Aim”
• Samples sent to everyone
• Everyone was interested
• No experience in segments
• How to get burned!
• “Bunny Marketing”
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“Call Time Out”(2002)
• Market-based analysis
– Ready, aim, fire
– STP
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Market-Based Strategic Planning
Market trends
+ Characteristics of customers’ Industries
+
Competitive environment
+
AZC customer/ product profitability
“READY” “AIM” “FIRE”
Attractivenessof importantcustomersegments
Valuepropositionoptions forattractivesegments
Customerstrategiesand needs
Potentialcompetitorresponses
Target segments
+AZC valueproposition for each targetedsegment
AZC capabilities
Application/ People implicationsannual plan • Building skills • Building will • Staffing changes
Budget External initiatives • Alliances • Divestitures
Facilities & Tracking andcapital adjustmentimplications approach
Implementation
Expected benefits:• Better customer & product mix• Higher price levels• Sales volume growth• Higher profits and ROI
26
“Call Time Out”(2002)
• Market-based analysis
– Ready, aim, fire
– STP
• Analyze channels
• Determine need for partners
• Determine opportunities for licensing
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Controllable gel strength (by concentration, alcohol)
Light color (approaching “water white”) High fragrance loading with excellent
compatibility, linear release Provides gloss to skin care applications Never act as thickeners - gels do not become
less elastic when diluted, just softer, jelly-like
Features/Advantages
28
Compatible with organic components and actives in formulations, allowing high actives loadings
Release of actives is unimpeded Transparency for many formulations Easily processed into formulations with heat
(processing temperatures <100C) and shear; low process viscosities are typical.
Provides uniform dispersion of pigments and other solids in formulations
Features/Advantages
29
In Air Fresheners
Can load up to 50% fragrance in gels Clear, firm, stable Free-standing or container formats Compatible with most fragrance oils Unimpeded release of volatiles.
See: Jeyes, WO #02/066084
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Water-Friendly Gellants ”WF” gellants dissolve or disperse in water. Gel blends of surfactant, fragrance, actives, carrier liquids. Product is a firm, clear
solid that “rinses” away in water.
Application to bath oilbeads, toilet bowl careproducts.
See: Arizona US publishedapplication #2004/0186263
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In Personal Care Products Cosmetics
• Lipstick• Mascara• Foundations• Scenting oils
Creams, lotions Antiperspirants Sunscreens, insect
repellents
See: Arizona, US #6,875,245 and Color Access, US #6,497,861
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Opportunity
•Fuel Additives / Grease
•Candles
•Toner
•Dust/Particle Control
•Phase Change
•Industrial Cleaners
•Paints & Coatings
Technology fit - does it work?
Large volume opportunity Likely margins Comments
•Currently pursuing in Europe, US
•Largely European initiative
•Barriers to entry include long product dev. time, testing
•Currently in testing, potentially attractive
•Fad-driven, pursued but not sustained
•Xerox-initiated interest
•Competes against commodity materials
•In testing
•Competes against commodity materials
•Limited end-use technology fit
Overall Attractiveness
Potential Gellant Segments
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Gellants for Personal Care(Sales)
0
1.00
2.00
3.00
4.00
2001Sa
les
Rev
enue
$M
M
Personal Care
34
Gellants for Personal Care(Sales)
0.02
1.02
2.01
3.01
4.00
2001 2002Sa
les
Rev
enue
$M
M
Personal Care
35
Gellants for Personal Care(Sales)
0
1.00
2.00
3.00
4.00
2001 2002 2003Sa
les
Rev
enue
$M
M
Personal Care
36
Gellants for Personal Care(Sales)
0
1.00
2.00
3.00
4.00
2001 2002 2003 2004Sa
les
Rev
enue
$M
M
Personal Care
37
Gellants for Personal Care(Sales)
0
1.00
2.00
3.00
4.00
2001 2002 2003 2004 2005FSa
les
Rev
enue
$M
M
Personal Care
38
Lessons Learned
• Understand patent landscape early on
• Protect composition patents from downstream applications filings
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Gel-Based Candles
261 Patents & Apps.
Assignee Labels
Gellant Composition
of Matter
PolyamideElectrolyte Gels
Gellant CableFiller
PersonalCare Products
Arizona
Arizona Portfolio Covers Several Key Gellant Application Areas
Cosmetic Products
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Lessons Learned
• Understand patent landscape early on
• Protect composition patents from downstream applications filings
• Before going to market:– Use “ready, aim, fire”– Complete STP
• Beware of short life cycles
• Be ready to partner or license
• “Guns, Germs and Steel”
Output You Want, Created By a Series of Inputs
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