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Manchester Products: A Brand Transition Challenge HBS Brief Cases 4043 John A. Quelch Heather Beckham
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Manchester Products – A Brand Transition ChallengeAJ PradsManny KaushPanks GoksTans Pari
PA U L L O G A N
A trading name of Manchester Products
so what?
so what?Dependant Variable??!!?
so what?
what‘s next?
Dependant Variable??!!?
so what?
what‘s next?
Dependant Variable??!!? Value Offering??!!
so what?
what‘s next?
“Core Competency”
Dependant Variable??!!? Value Offering??!!
“ Being Human-oid ”
Just a random google of “Paul Logan”
Wasssaaaa!!!!!!
Two players, Manchester Holdings & Paul Logan Furniture Design
Marriage Made in Heaven – With PRE-NUP
Marriage – Funny Proposition?
Office furniture market had declined by appx. 28% percent from 2000 to 2004.
Manchester cannot launch a new product with Paul Logan brand name.
Manchester can use the brand name for only 3 years.
Since Manchester-Paul Logan was high priced, several companies had permeated the market with low cost import from Asia and Mexico.
Closest Competitor National Furniture Company are trying to exploit Manchester /Paul Logan market by advertising price reductions
Manchester Products lacks in household furniture distribution network
Complications
Manchester is the New Brand Name
• PLFD is Past, Manchester is Future.• Manchester Products all the way.• No confusion for two brand names but decisive
in actions• Strengths of Manchester:
Comfo
rtabl
e
Durab
le
High-
qual
ity w
orkm
ansh
ip
Closest CompetitorsPaul LoganManchester
Stay with PLFD Brand Name • PLFD are the Leaders of the Market .• Manchester has weak Brand Strength
and Distribution network.• Whatever be the name, We are the
game.• Brand Awareness
Awareness Own a Product0
10
20
30
40
50
60
70
80
90
PLFDManchester
Market Cannibalization Gradually eating into the share of Paul Furnishings .
Target - Capture the 45 % users who use Paul Furniture.
“Don’t Touch Office – Inner Strength”
Coke and Thumbs Up Analogy.
Premium Products – MANCHESTER ELITE
Pre-Owned Products
Pre Owned Products – Free Maintenence every 6 months.
“You know you are not the first one, but do you really care?”
HOME OFFICE
Home office concept is that families dedicate a room in their homes as an office.
Home office furniture consumption has been rapidly growing in recent years.
20%
26%
Home office users and growth
Home Of-fice Users
Others
26%
74%
The US market for home office furniture has recorded an average annual growth of more than 10%.
The Revenue of US home office market is around $23bn.
SME’sAffluent
Households
WFH Employees
Senior citizens
Baby Boomers
Target Customers
Moolah baby!!! Lets talk benefits!!!
Co-Op. Advertisement
Paul Logan - 51 M $Manchester Holdings - 6 M $
Trade Shows and Promotions
Paul Logan - 4 M$ManchesterHoldings - 0.2 M$
Moolah baby!!! Lets talk benefits!!!
Moolah baby!!! Lets talk benefits!!!
Paul Logan Manchester0
500
1000
1500
2000
2500
Total RevenueAdvertisement
Public Promotions Guerilla Marketing Ideas
Unconventional and Imaginative system of promotion
A unique, engaging and thought-provoking concept to generate buzz and consequently turn viral
Tradeshows Everything that we say and do on the show floor will
influence prospects perception of Manchester Furniture
Promoting Manchester’s Products
At 5 star Hotel Reception
At the Business class Lounge of airports in US
Innovative Bill Boards Develop a billboard with a nice 3-D effect to show off
our products
Mobile Bill Boards
Wood Quality speaks for itself!!!
Superior Wood quality-FSC certified wood
TV Advertising
Infomercial – Tele-marketing Impulsive purchase by looking at the
products. Toll-free numbers and website links.
Television commercial to air between prime time shows.
Comfort….
ManchesterELITE
Covert Advertising Use of Manchester Elite Products in the
Entertainment Industry – TV dramas and movies.
News Paper Ads
Radio Advertising
Special Incentives
Special gifts for customers who make a purchase over $4000.
Special discounts for Bulk purchases.
0% interest EMI on credit cards.
Scratch Coupons for variable discount – 5% to 15%.
Monthly Lucky draw winner – Upto $2000.
Future Promotional Strategies
Collaboration with real estate agents.
Folding furniture -- 345 million industry.
Online Sale -- rapidly growing.
Metal and House hold - 2.26 billion industry.
Movies halls – sponsor furniture.
If we Screw UP??!!
30
2520
1515
Market Division Upscale Dept. Store
Speciality Shops
Large Retails
Independent Store
Catalogs and Online
Used Market – 35%
Switching Markets – 60%
Smart Customer
Base – 60%
Multi-Option Aware – 70%
If we Screw UP??!!