![Page 1: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/1.jpg)
Manchester Products – A Brand Transition ChallengeAJ PradsManny KaushPanks GoksTans Pari
PA U L L O G A N
A trading name of Manchester Products
![Page 2: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/2.jpg)
so what?
![Page 3: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/3.jpg)
so what?Dependant Variable??!!?
![Page 4: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/4.jpg)
so what?
what‘s next?
Dependant Variable??!!?
![Page 5: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/5.jpg)
so what?
what‘s next?
Dependant Variable??!!? Value Offering??!!
![Page 6: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/6.jpg)
so what?
what‘s next?
“Core Competency”
Dependant Variable??!!? Value Offering??!!
![Page 7: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/7.jpg)
“ Being Human-oid ”
![Page 8: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/8.jpg)
![Page 9: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/9.jpg)
![Page 10: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/10.jpg)
![Page 11: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/11.jpg)
Just a random google of “Paul Logan”
![Page 12: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/12.jpg)
Wasssaaaa!!!!!!
Two players, Manchester Holdings & Paul Logan Furniture Design
Marriage Made in Heaven – With PRE-NUP
Marriage – Funny Proposition?
![Page 13: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/13.jpg)
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
Complications
![Page 14: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/14.jpg)
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:
Comfo
rtabl
e
Durab
le
High-
qual
ity w
orkm
ansh
ip
Closest CompetitorsPaul LoganManchester
![Page 15: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/15.jpg)
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
Awareness Own a Product0
10
20
30
40
50
60
70
80
90
PLFDManchester
![Page 16: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/16.jpg)
Market Cannibalization Gradually eating into the share of Paul Furnishings .
Target - Capture the 45 % users who use Paul Furniture.
“Don’t Touch Office – Inner Strength”
Coke and Thumbs Up Analogy.
Premium Products – MANCHESTER ELITE
![Page 17: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/17.jpg)
Pre-Owned Products
Pre Owned Products – Free Maintenence every 6 months.
“You know you are not the first one, but do you really care?”
![Page 18: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/18.jpg)
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.
![Page 19: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/19.jpg)
20%
26%
Home office users and growth
Home Of-fice Users
Others
26%
74%
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.
![Page 20: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/20.jpg)
SME’sAffluent
Households
WFH Employees
Senior citizens
Baby Boomers
Target Customers
![Page 21: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/21.jpg)
Moolah baby!!! Lets talk benefits!!!
Co-Op. Advertisement
Paul Logan - 51 M $Manchester Holdings - 6 M $
![Page 22: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/22.jpg)
Trade Shows and Promotions
Paul Logan - 4 M$ManchesterHoldings - 0.2 M$
Moolah baby!!! Lets talk benefits!!!
![Page 23: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/23.jpg)
Moolah baby!!! Lets talk benefits!!!
Paul Logan Manchester0
500
1000
1500
2000
2500
Total RevenueAdvertisement
![Page 24: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/24.jpg)
Public Promotions Guerilla Marketing Ideas
Unconventional and Imaginative system of promotion
![Page 25: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/25.jpg)
A unique, engaging and thought-provoking concept to generate buzz and consequently turn viral
![Page 26: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/26.jpg)
Tradeshows Everything that we say and do on the show floor will
influence prospects perception of Manchester Furniture
![Page 27: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/27.jpg)
Promoting Manchester’s Products
At 5 star Hotel Reception
![Page 28: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/28.jpg)
At the Business class Lounge of airports in US
![Page 29: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/29.jpg)
Innovative Bill Boards Develop a billboard with a nice 3-D effect to show off
our products
![Page 30: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/30.jpg)
Mobile Bill Boards
![Page 31: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/31.jpg)
Wood Quality speaks for itself!!!
Superior Wood quality-FSC certified wood
![Page 32: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/32.jpg)
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.
![Page 33: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/33.jpg)
![Page 34: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/34.jpg)
Comfort….
ManchesterELITE
![Page 35: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/35.jpg)
Covert Advertising Use of Manchester Elite Products in the
Entertainment Industry – TV dramas and movies.
![Page 36: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/36.jpg)
News Paper Ads
![Page 37: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/37.jpg)
Radio Advertising
![Page 38: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/38.jpg)
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.
![Page 39: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/39.jpg)
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.
![Page 40: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/40.jpg)
If we Screw UP??!!
30
2520
1515
Market Division Upscale Dept. Store
Speciality Shops
Large Retails
Independent Store
Catalogs and Online
![Page 41: Manchester Products: A Brand Transition Challenge - HBS Brief Cases 4043](https://reader036.vdocuments.mx/reader036/viewer/2022081412/54544173af7959c3128b7a80/html5/thumbnails/41.jpg)
Used Market – 35%
Switching Markets – 60%
Smart Customer
Base – 60%
Multi-Option Aware – 70%
If we Screw UP??!!