Manchester Products A Brand Transition Challenge Case Solution

Case Solution

When students hold the British-language PDF from the Brief Case in the course pack, they'll may also buy a sound version. Within The month of  January of 2005, Manchester Products Corporation., a longtime leader at the office furniture that simply recently became a member of to the pieces of furniture market, acquired Paul Logan's Furniture Division (PLFD). Purchasing PLFD made Manchester an instantaneous market leader in furniture pieces. An important aspect in the requirement for PLFD remains the title from the organization founder -- possibly the premiere title in high-finish fashion and add-ons, together with a real lifestyle brand. However, Manchester has acquired rights to take advantage from the Paul Logan brand just for three years. Jason Adams, VP of marketing for Manchester, makes up about creating an idea to transition the organization within the Paul Logan title to Manchester. She must obtain the optimal timing and sequencing from the trademark transition, appraise the implications, and establish the best combination of advertising and promotion programs to assist the transition.

Excel Calculations

Questions Covered

How would you characterize the household furniture industry?

What are the benefits and risks associated with the acquisition of PLFD?

What are the marketing problems raised by the brand transition?

Which of the three brand transition options outlined in the case (or, a fourth one that you develop) should Adams recommend?

Do you agree with Adams‟s budget estimates and allocations?

What recommendations would you make to Manchester management for 2005 promotions and advertising plan?