How does a leader in a new product class cope with the runaway success of a follower? Can social media and search engine marketing help? In 2008 Gary Clegg, Slanket CEO, found that his merchandise, a blanket with sleeves, had been eclipsed by The Snuggie, another blanket that was sleeved. Snuggie made a bold entry into the marketplace with a $10 million spending on television infomercials.
The Snuggie instantly became a pop culture phenomenon, talked about on popular television programs for example Oprah and The Tonight Show with Jay Leno, and paid mock homage to on web sites such as YouTube, where hundreds of video parodies could be located. Clegg was counting on constructing his Slanket brand. Will the coming of Snuggie mean the ending of Slanket?
Slanket Responding to Snuggie's Market Entry case study solution
PUBLICATION DATE: August 26, 2009 PRODUCT #: 510034-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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