Manchester Product

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Manchester
 Products:
 A
 Brand
 Transition
 Challenge
 
  Recommendation:
 
  Here
 are
 two
 companies
 namely
 Manchester
 Products
 and
 Paul
 Logan
 Furniture
 Division,
 both
  offer
  furniture
  in
  different
  sectors.
  Indeed,
  Manchester
  Products
  has
  been
  known
  for
  office
  furniture
  while
  Paul
  Logan
  Furniture
  Division
  is
  selling
  high-­‐end
  fashionable
  home
  furniture.
  Manchester
  should
  co-­‐brand
  the
  Paul
  Logan
  Furniture
  Division
  line
  by
  using
  a
  strategy
  that
  makes
  Manchester
  an
  endorser
  brand
  (Aaker
  D.,
  2004).
  In
  this
  way
  the
  existing
  product
  line
  could
 now
 be
 called
 Manchester
 Paul
 Logan
 Furniture
 Division
 and
 after
 two
 years,
 Manchester
  should
 introduce
 a
 new
 household
 furniture
 brand.
 
  Problem
 statement:
 
  The
 problem
 that
 Manchester
 faces
 is
 that
 of
 transitioning
 from
 one
 customer
 segment,
 which
  is
  the
  office
  furniture
  segment
  to
  another
  segment
  which
  is
  the
  segment
  of
  household
  customers.
 If
 we
 have
 a
 look
 at
 the
 exhibit
 4,
 the
 table
 highlights
 clearly
 the
 strengths
 of
 Paul
  Logan
  Furniture
  Division
  which
  are
  different
  than
  the
  Manchester
  Products.
  While
  the
  core
  product
 is
 the
 same,
 the
 marketing,
 branding
 and
 distribution
 techniques
 will
 differ.
 The
 choice
  of
 these
 strategies
 and
 the
 alternates
 present
 problems
 to
 the
 company.
 
  As
 far
 as
 the
 next
 issues
 regarding
 the
 different
 distribution
 strategies
 of
 both
 the
 brands
 are
  concerned,
 Manchester
 follows
 a
 push
 strategy
 where
 it
 manufactures
 the
 furniture
 and
 sells
 it
  online,
 through
 retailers,
 specialty
 stores
 as
 well
 as
 through
 the
 direct
 sales
 force.
 As
 far
 as
 Paul
  Logan
 Furniture
 Division
 is
 concerned,
 it
 too
 follows
 a
 push
 strategy
 as
 it
 designs
 its
 products
  and
 manufactures
 them,
 without
 addressing
 specific
 consumer
 requirements.
 
  Assumptions:
  The
  future
  for
  Manchester,
  as
  a
  household
  and
  an
  office
  retailer
  brand
  will
  need
  to
  keep
  in
  mind
  that
  the
  Paul
  Logan
  Furniture
  Division
  name
  cannot
  be
  used
  after
  three
  years.
  Another
  assumption
 is
 that
 furniture
 chain
 stores
 concerns
 will
 be
 satisfied,
 as
 Manchester
 will
 be
 able
  to
  provide
  them
  with
  products
  with
  the
  endorsed
  Paul
  Logan
  Furniture
  Division
  name.
  This
  will
  enable
 them
 to
 have
 a
 comfort
 level
 developed
 with
 Manchester
 so
 that
 once
 two
 years
 have
  lapsed
  and
  the
  new
  Manchester
  brand
  is
  introduced,
  these
  stores
  will
  be
  willing
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