Brand Transition Strategy Britt Miller and Rebecca Orsher EXECUTIVE SUMMARY • Background: Acquisition of Paul Logan Home Furniture Division – Add strengths of design‚ brand awareness‚ market leadership‚ distribution channels • Problem: Design a brand transition strategy to transfer Paul Logan brand to Manchester Home • Analysis: 5 “Cs” • Recommendation: Gradual transition first linking Paul Logan to the Manchester name to build brand awareness then phasing out Paul Logan once target
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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
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Manchester Products: A Brand Transition Challenge Case Q&A 1. HOW WOULD YOU CHARACTERIZE THE HOUSEHOLD FURNITURE INDUSTRY? In 2004‚ the Household Furniture Industry’s annual growth was 4%‚ it was a $36.4 billion industry. There a many competitors within the industry because of low cost imports from Asia and Mexico. The household furniture industry is also closely tied with the economy. After the housing boom in the early 2000’s‚ companies needed to focus on a more innovate and stylist product
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Strategy Dalda is a brand of hydrogenated vegetable oil popular in South Asia. The substance was originally imported from the Netherlands in the 1930s by the trading company Dada Limited. When Hindustan Lever Limited wanted to brand it‚ the trader‚ who still retained a commercial connection with the product‚ said it had to be named after his company. HLL wanted to include the letter ’L’ in it for Lever (of the Unilever group)‚ and thus was born one of the longest-living brands in India. Dalda‚ which
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Situation Analysis: Manchester- Leading manufacturer of premium office furniture Revenues $2.33 billion in 2004.Home lines currently include Recliner‚ Home office‚ Media/Entertainment furniture. Home sales expected to grow 30% in 2005‚ from $260 million. Want to leverage manufacturing expertise and production capacity into household furniture Goal: To provide a complete family of household furniture products in the mid- to upper-price points. Paul Logan- Furniture Division revenues $990 million
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Identify who you believe to be Manchester United’s key stakeholders and evaluate their influence in relation to the ethical stance taken by the company. Ethical stance defined by Johnson and Scholes as: ’the extent to which an organisation will exceed it minimum obligations to stakeholders and society at large.’Four possible ethical stances exist and are stereotypes for any organisation. The first ethical stance is short-term shareholder interests; a company who stick very close to laws and regulations
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Black & Decker Corp.: Household Products Group‚ Brand Transition Case © The McGraw−Hill Companies‚ 2001 Harvard Business School 9-588-015 Rev. October 6‚ 1992 The Black & Decker Corporation Household Products Group: Brand Transition In April 1984‚ Black & Decker Corp. (B&D) acquired the Housewares Division of General Electric Co. (GE)‚ combining the GE small-appliance product line with its own household product line to form the Household Products Group. The terms of the acquisition
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19th century Manchester The Industrial revolution was a time for innovation. These innovations brought about many discrepancies as to whether or not the industrialization was a good thing or not. Many people stated that because of the technological advancements‚ the industrialization was a great thing to happen to Manchester. Others believed that the industrial revolution made Manchester dark and dreary as well as overcrowded and less beautiful than it previously was. As the product of the technological
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confronting Colgate was that it promoted the brand label “Darkie” toothpaste in foreign markets. The use of Al Jolson to promote the product brand “Darkie” had ethical and legal repercussions for Colgate and Hawley and Hazel. This campaign was widely criticized in the United States‚ and Colgate was forced to develop a strategy to repair the damage it suffered with consumer perceptions of the product brand “Darkie” toothpaste. Colgate proposed that the brand name be changed to Darlie‚ Darbie‚
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Why do consumers purchase branded items when own brand products are a cheaper option? Economic theory suggests that as price of a product decreases‚ the demand for the product should then increase. However in terms of branded and own brand products‚ this is not necessarily the case. The demand for such products is dependent upon a number of factors and I shall be exploring these factors. A branded product is distinguished by design‚ symbol‚ name‚ term or other features. These unique features creates
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