Slanket: Responding to Snuggie’s Market Entry Case Study and Marketing Analysis “I submit this paper is entirely my own work and agree it may be submitted to Turnitin for the purpose of checking for plagiarism and further it may be maintained on the Turnitin database in order to check for future plagiarism.” Introduction In 2003‚ Gary Clegg decided to start “a little project where he could make some money‚” (Deighton & Kornfeld‚ 2010‚ p. 1) and began selling a wearable blanket
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1) What marketing tactics and strategies can Slanket use to reposition its brand to retain market share in the increasingly saturated industry? 2) Summary of the key points from the case (approx. 4-5 key points) -Snuggie’s pricing methodology and viral infomercial marketing (“comfort food of the clothing line”) has overcome its lower-quality product and enthralled the public as well as purchase influencing reference groups and opinion leaders. -Clegg’s business model was well-defined in its
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WHAT ARE THE BRAND ASSOCIATIONS AND MARKET STRATEGIES FOR EACH PRODUCT. Slanket and Snuggie are brands of sleeved-blankets that enjoy fairly distinctive brand associations and market strategies. Slanket was the first brand entering the market‚ as an innovative product developed to be a confortable yet very practical object‚ making it possible for people to be warmed by a blanket and still be able to do things easily (changing TV channels‚ talking on the cell phone or texting‚ for instance)
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Marketing Slanket: Case Study Summary The most important goal for Slanket (a sleeved blanket product) is to create a new marketing strategy that not only reserves current market share‚ but increases Slanket’s position in the sleeved blanket market. The main impediment to achieving this goal is a competition brand called Snuggie which has successfully penetrated and consumed most of the sleeved blanket market with an inferior product. The best solution for Slanket to regain its market position
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DIRECT MODE OF EXPORTING Choosing the best route to market entry is to strategically maximise sales and also understanding of market (customer).The direct mode of entry to the beinjing(china) market would be better because there are vast majority of agents ‚distributors and wholesalers in the Beijing market . Beijing ’s total population has topped 17.4 million‚ including just over 12 million official residents in the household register and 5.4 million in the floating population‚ said Zhang Yunli
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Online Assignment Submission Birmingham Business School Student ID Number: 1341398‚ 1432800‚ 1457251‚ 1407286‚ 1505093‚ 1371690 Programme of Study: MSc International Business Module: Country Manager Assignment Title: Market Entry & Regional Development Plan Date and Time of Submission: 04/03/2015 Introduction In the business simulation‚ our toothpaste company will decide which South American countries we are going to enter. In order to make the right decision and use good business strategies
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The Snuggie Commercial tied to Monroe’s Motivated Sequence xxxxxxxxxxxxx Governors State University Abstract This paper focuses on an analysis of the Snuggie commercial. The author will cover the five steps that make up the Monroe’s Motivated Sequence and illuminate how the commercial is organized according to these steps. The Snuggie Commercial tied to Monroe’s Motivated Sequence The Snuggie is a soft‚ cozy‚ one piece blanket with sleeves that is available in 3
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Cunningham1 (1986) identified five strategies used by firms for entry into new foreign markets: i) Technical innovation strategy - perceived and demonstrable superior products ii) Product adaptation strategy - modifications to existing products iii) Availability and security strategy - overcome transport risks by countering perceived risks iv) Low price strategy - penetration price and‚ v) Total adaptation and conformity strategy - foreign producer gives a straight copy. In marketing products
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1 2 Content 1. Company Background 2. Scope of Business & Reason for International Operation 3. Strategic Goals & Choice of Entry Mode 4. Alternative market entry modes 5. Problems and challenges associated with different entering options in different location 6. Conclusion 7. Reference 3 Company Background Watson’s (Your Personal Store) or Watson’s is part of the Health and Beauty retail and consumer division of the Hong Kong-based A.S. Watson Group Timelines
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Market Entry Strategy Limited Brands‚ parent company to Bath and Body‚ currently employs an integrated marketing plan for its distribution of the Bath and Body product line (L Brand International Strategy 2014‚ Para 1). This strategy could be combined with the prospect of a joint venture for a successful expansion into the United Kingdom market. Integrated marketing channels can be challenging to manage but they are the most effective way to connect marketing and customer service‚ providing
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