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Manchester

Products A
Brand Transition
Challenge
AJ Prads
Manny Kaush
PA U L Panks Goks
A trading name of Manchester
LOGAN Products Tans Pari
so what?
so whatDependant
?
Variable??!!?
so whatDependant
?
Variable??!!?
whats
next?
so whatDependant
?
Variable??!!?
whats
Value
next?
Offering??!!
so whatDependant
?
Variable??!!?
whats
Value
next?
Offering??!!
Core Competency
Being Human-oid
Just a random
google of
Paul Logan
Wasssaaaa!!!!!!

Two players, Manchester Holdings &


Paul Logan Furniture Design
Marriage Made in Heaven With PRE-
NUP
Marriage Funny Proposition?
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
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
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
Market Cannibalization
Gradually eating into the share of Paul Furnishings .

Target - Capture the 45 % users who use Paul


Furniture.

Dont Touch Office Inner Strength

Coke and Thumbs Up Analogy.

Premium Products MANCHESTER ELITE


Pre-Owned Products
Pre
Owned Products Free Maintenence
every 6 months.

Youknow you are not the first one, but do


you really care?
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.
Home office users and growth

26% 26%
Home 20%
Office
Users

74% 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.
Target Customers

Affluent
WFH
SMEs Household
Employees
s

Senior Baby
citizens Boomers
Moolah baby!!!
Lets talk benefits!!!
Co-Op. Advertisement

Paul Logan -
51 M $
Manchester
Holdings -
6M$
Moolah baby!!!
Lets talk benefits!!!
Trade Shows and Promotions

Paul Logan - 4
M$
Manchester
Holdings - 0.2
M$
Moolah baby!!!
Lets talk benefits!!!
2500

2000

1500
Total Revenue
1000 Advertisement

500

0
Paul Logan Manchester
Public Promotions
Guerilla Marketing Ideas
Unconventional and Imaginative system of promotion
A unique, engaging and thought-provoking concept to
generate buzz and consequently turn viral
Tradeshows
Everything that we say and do on the show floor will
influence prospects perception of Manchester Furniture
Promoting Manchesters Products
At 5 star Hotel Reception
At the Business class Lounge of airports in
US
Innovative Bill Boards
Develop a billboard with a nice 3-D effect to show off our
products
Mobile Bill Boards
Wood Quality speaks for
itself!!!
Superior Wood quality-FSC certified wood
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.
Comfort.
ELITE
Manchester
Covert Advertising
Useof Manchester Elite Products in the
Entertainment Industry TV dramas and movies.
News Paper Ads
Radio Advertising
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.


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.


If we Screw UP??!!
Market Division Upscale Dept. Store

Speciality Shops
15
30 Large Retails
15
20 25 Independent Store

Catalogs and Online


If we Screw UP??!!
Switching
Used Market
Markets
35%
60%

Smart
Multi-Option
Customer
Aware
Base
70%
60%