Rose Industries is a leading manufacturer of party goods that wants to start its own brand but risks losing business from its largest retailer, Party!. Party! wants Rose to manufacture a private label line for them. Rose should launch a new branded product line while continuing its existing business through retailers like Party! to avoid disrupting important partnerships. By introducing innovative new products and selling through multiple channels, Rose can grow its business with both new and existing customers.

1. Case Study
A Rose by any other Name
Submitted by:
• Chandan Naryani (36449)
• Sameer Kudale (36454)
• Sarang Shah (36469)
• Umesh Kalekar (36477)
• Nilesh Deo (36461)
• Ajit Sankpal (36444)
• Manish Arora (36458)

2. A Rose by any other Name
Summary:
•Rose industry is a party goods selling industry and is in business from
last 30 years.
•Wide range of party products and famous / well known in the target
market.
•Party! The brand store contributes 20% sale for Rose Industries
products.
•There are many other small players had come up and had closed but
none was able to compete with Rose industries over the long 30 years.
•Rose had planned up now to start their own brand and sell the items
on their own through rose brand and are worried to lose their business
through their selling partners.
•We have to suggest whether Rose should go with their own brand
selling or they should continue through their selling partners and
manufacture for Party! Store but sell under their brand name.

3. A Rose by any other Name
Problem???
Party! has decided to create a private- label line of party goods and wants
Rose industries to manufacture it.
Or
Rose Industries should go for starting up their own Brand.
• Data Given
1. Rose industry: A brand in party goods producers, marketers and
designers. Willing to go for branding and sell their own products.
2. Party! : The Largest retailer store for the Rose industry products, had
offered Rose industry to manufacture for them but they will brand the
products under their name and would sell the product in around 300 of
their stores giving a good margin to Rose.
3. Party! : If not Rose industry ready to manufacture for them, they might
swap to some other supplier and would sell under their own brand.
4. Rose industry: Branding will cost a huge chunk of money on advertising
and promotions. Also to start-up with their own stores and getting heat
from retailers to keep up with low price margin.

4. A Rose by any other Name
•SWOT Analysis of Rose Industries
Strength Weakness Opportunity Threat
Reputation No own branding Branding Less barrier for new
entrance
Loyal customers No fwd. integration Grow the business
with existing
partners’
Branding can loss
some business
Quality Have to depend on
retailers for sell
Products can be
produce by new
starters
Number of years of
manufacturing
experience
Can’t create barrier
to other starters on
just reputation
Substitutes avail
with in less price
Price margin cannot
be increase

5. 1) Competitive rivalry within the
Threat ooff SSuubbssttiittuutteess iiss llooww aass
NNoo ssuubbssttiittuuttee pprroodduucctt iiss aavvaaiillaabbllee..
Industry is high
2) Competitors are numerous
3) Industry growth is slow
4) Brand loyalty is insignificant
5) Consumer switching costs are low
6) Exit barriers are high

6. Competitive rivalry within the
Industry is Low till there are
no Competitors.
Threat ooff SSuubbssttiittuutteess iiss llooww aass
NNoo ssuubbssttiittuuttee pprroodduucctt iiss aavvaaiillaabbllee..

7. A Rose by any other Name
• What can be done
• As Tom is assuming that Party! The biggest retailer of their product will
continue to do the business with them and give space to Rose Industry
own brand in their number of retail stores.
• Alternate solution would be to do the branding with a new party goods
product in market and keeping the older goods to be sell through
retailers.
• Solution or conclusion
• They should not go with branding with the existing product chains. But to
go in new chain branding related to party goods, keeping the relation
unaffected.
• Parameters n Assumptions for not going would be same as pros for non-branding.
• Change of strategy
• product width strategy, Produce a new branding for new product instead
of the existing one.
• And for existing business, profit to be created by good relation with
existing partners.

8. A Rose by any other Name
• Product differentiation strategy:
since the products are new and are of superior quality and are really
innovative in the party goods market , it can be priced bit higher compare
to our other line of product
• Tie up with big E retailers like Amazon or eBay to sell there products as
people are becoming more tech savvy
• Cost differentiation strategy:
once the entire branding process has been done they can try to increase
the price slowly and marginally , but not at the one go, there will be a cost
which company will have to take in the beginning , but this will help them
for the future and they will well prepared to fight with the new entrants