Marketing

Marketing: COR1-GB.23​10.S.0A.SU​12 - Manchester Products

Problem Statement:

Manchester Products acquired Paul Logan's Furniture Division and the integration challenges were to how optimally create a brand transition strategy. This problem was compounded by differences in marketing strategies between the two push vs. pull. And lastly, once the strategy is established an effective implementation of promotions and advertising programs need to be established

Problem Explanation:

The case presents two companies namely Manchester Products and Paul Logan Furniture Division, both offer furniture in very different sectors and target different customer segments. Manchester Products has been known for office furniture while Paul Logan Furniture Division is builds upon the apparel brand name on selling high‐end fashionable home furniture. The problem that Manchester faces is that of customer segmentation between Manchester and Paul Logan furniture division. As a company it stands for comfortable and durable office furniture. How can Manchester transition from this customer segment to another household customer segment? By reviewing exhibit 4, the table clearly highlights the strengths and weaknesses of Manchester Products and Paul Logan Furniture Division. Along with the customer segmenting, the marketing, branding and distribution techniques are different. The different strategies and the alternates present a difficult decision problem to the company. The different distribution strategies of both the brands, for example, Manchester uses push strategy where it manufactures the furniture and sells it online, through retailers, specialty stores and direct sales force. PLFD on the other hand, follows a push strategy as it designs its products and manufactures them, without addressing specific consumer requirements. (Exhibit 5 and 6 - PLFD has a higher percentage spend on Push program compared to MH)

Discussion and analysis:

Manchester should co-brand the PLFD line by...