Slanket Goes Abroad

I. Situational Analysis With the entry of the Snuggie to the sleeved screening market in 2008, Slanket found itself facing ask competition, backed by a $10 million marketing reckon. Snuggie launched an aggressive compute-response advertising campaign. Slanket had nearly no marketing plan or strategy to compete. The fraternity watched the rise of the Snuggie and did little to combat it, or even to take advantage of its popularity. How can Slanket re-capture some of the market that the Snuggie has taken world-wide? The Snuggie has captured a specific market segment and established itself as a price leader in the sleeved pall industry. Snuggie has used several means of marketing to promote post traffic and sales to its website, where it sells transmitly to the customer for a amply profit border. Slanket has crossway placement agreements with Sky Mall and QVC and sells direct on its website. II. Apparent Issue Some of the issues Slanket is faced with include, a la ck of sales channels and visibility to a great target market. In 2008 Slanket had a $2000 marketing calculate and was promoting the Slanket by local radio, newspapers, and giveaways. In 2008, Slanket sold only 30,000 units out of 240,000 sold, on its direct sale website, where it realizes a 74% profit brim vs. QVC, at 37%. (Deighton & Kornfeld, 2010) III.

Relevant Facts Relevant FactsEvaluation 2006 - Slankets sign distribution channel is an e-commerce website - Slanket would make the highest profit margin transfer direct through website sales. +/- 2006 Slanket broke even the first mean solar day the website went live - Slanket realized its early sales due to a post on digg. com, an online community where members can s! hare content. (Deighton & Kornfeld, p.2, 2010)+ 2006 Slanket began promoting the product through online word-of-mouth with a zero marketing budget - Hours were spent compiling mailing lists of bloggers and product review sites. (Deighton & Kornfeld, p.2, 2010)+/- 2006 Raises...If you necessity to get a full essay, order it on our website: OrderEssay.net

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