A Rose by Any Other Name
A Rose by Any Other Name
Spring 2012
Green, Alysha
To summarize A Rose by Any Other Name Case, CEO Tom Rose has two marketing strategies to choose from that could equally greatly impact his business. The original strategy is the launch of a brand line named Rose Partyware, which will showcase a new printing technology that will improve quality and reduce costs. Rose will potential be the first branded party ware line that will jumpstart Rose ahead of its competitors. The only downside is that it is going to be more expensive than it was originally projected. On the other hand a major competitor, Party!, decided to brand its own name and wants Rose to manufacture it. In order to make the best decision between the two strategies, Rose Partyware will need to determine key questions and then do an analysis to answer the questions. When looking at both strategies, a couple questions come to mind. The first question will be; which decision will be most successful for Rose’s future? Then after deciding between the strategies, the next question will be; how will Rose’s implement that choice successfully?
We begin by conducting a 5 C’s analysis to give a better understanding of Rose’s current situation and help answer the key questions. The 5 C’s are customer, company, competitor, collaborator and context analysis.
Customer Analysis
As stated in the case, some of Rose’s customers are mass retailers, drugstores chains, and big regional grocers but most of Rose’s loyalty lies with the independent retailers. Tom’s heart has always been in this group because the smaller retailers focus on providing their customers with more of a personalized service. He felt he owed them for Rose’s success over the years. Also most importantly is the end user, the consumers, who actually make the buying decision.
There five major roles in buying situations; the initiators, the deciders, the influencers, the purchasers and the users. The retailers are the initiators and the
Spring 2012
Green, Alysha
To summarize A Rose by Any Other Name Case, CEO Tom Rose has two marketing strategies to choose from that could equally greatly impact his business. The original strategy is the launch of a brand line named Rose Partyware, which will showcase a new printing technology that will improve quality and reduce costs. Rose will potential be the first branded party ware line that will jumpstart Rose ahead of its competitors. The only downside is that it is going to be more expensive than it was originally projected. On the other hand a major competitor, Party!, decided to brand its own name and wants Rose to manufacture it. In order to make the best decision between the two strategies, Rose Partyware will need to determine key questions and then do an analysis to answer the questions. When looking at both strategies, a couple questions come to mind. The first question will be; which decision will be most successful for Rose’s future? Then after deciding between the strategies, the next question will be; how will Rose’s implement that choice successfully?
We begin by conducting a 5 C’s analysis to give a better understanding of Rose’s current situation and help answer the key questions. The 5 C’s are customer, company, competitor, collaborator and context analysis.
Customer Analysis
As stated in the case, some of Rose’s customers are mass retailers, drugstores chains, and big regional grocers but most of Rose’s loyalty lies with the independent retailers. Tom’s heart has always been in this group because the smaller retailers focus on providing their customers with more of a personalized service. He felt he owed them for Rose’s success over the years. Also most importantly is the end user, the consumers, who actually make the buying decision.
There five major roles in buying situations; the initiators, the deciders, the influencers, the purchasers and the users. The retailers are the initiators and the