Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043
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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 Challenge - HBS Brief Cases 4043
- 1. Manchester Products – A Brand Transition Challenge A trading name of Manchester Products AJ Manny Panks Tans Prads Kaush Goks Pari
- 2. so what?
- 7. “ Being Human-oid ”
- 11. Just a random google of “Paul Logan”
- 12. Wasssaaaa!!!!!! Two players, Manchester Holdings & Paul Logan Furniture Design Marriage Made in Heaven – With PRE-NUP Marriage – Funny Proposition?
- 13. Complications 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
- 14. 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: Closest Competitors Paul Logan Manchester Comfortable Durable High-quality workmanship
- 15. 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 90 80 70 60 50 PLFD 40 Manchester 30 20 10 0 Awareness Own a Product
- 16. Market Cannibalization Gradually eating into the share of Paul Furnishings . Target - Capture the 45 % users who use Paul Furniture. “Don’t Coke Touch Office – Inner Strength” and Thumbs Up Analogy. Premium Products – MANCHESTER ELITE
- 17. Pre-Owned Products Pre Owned Products – Free Maintenence every 6 months. “You know you are not the first one, but do you really care?”
- 18. 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.
- 19. Home office users and growth 26% 74% Home Office Users 26% 20% Others 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.
- 21. Moolah baby!!! Lets talk benefits!!! Co-Op. Advertisement Paul Logan 51 M $ Manchester Holdings 6M$
- 22. Moolah baby!!! Lets talk benefits!!! Trade Shows and Promotions Paul Logan - 4 M$ Manchester Holdings - 0.2 M$
- 23. Moolah baby!!! Lets talk benefits!!! 2500 2000 1500 Total Revenue 1000 Advertisement 500 0 Paul Logan Manchester
- 24. Public Promotions Guerilla Marketing Ideas Unconventional and Imaginative system of promotion
- 25. A unique, engaging and thought-provoking concept to generate buzz and consequently turn viral
- 26. Tradeshows Everything that we say and do on the show floor will influence prospects perception of Manchester Furniture
- 27. Promoting Manchester’s Products At 5 star Hotel Reception
- 28. At the Business class Lounge of airports in US
- 29. Innovative Bill Boards Develop a billboard with a nice 3-D effect to show off our products
- 31. Wood Quality speaks for itself!!! Superior Wood quality-FSC certified wood
- 32. 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.
- 35. Covert Advertising Use of Manchester Elite Products in the Entertainment Industry – TV dramas and movies.
- 36. News Paper Ads
- 38. 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.
- 39. 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.
- 40. If we Screw UP??!! Market Division Speciality Shops 15 15 20 Upscale Dept. Store 30 25 Large Retails Independent Store Catalogs and Online
- 41. If we Screw UP??!! Used Market – 35% Switching Markets – 60% Smart Customer Base Multi-Option Aware – 60% – 70%
Editor's Notes
- Store’s main staircase was presented as a chest of drawers, with everything inside neatly organized