Case ID: 510034     Solution ID: 30466

Slanket Responding to Snuggies Market Entry Case Solution


How does a pioneer in another item class manage the runaway accomplishment of an adherent? Could web crawler showcasing and online networking help? In 2008 Slanket CEO, Gary Clegg, found that his item, a cover with sleeves, had been obscured by The Snuggie, another sleeved cover. Snuggie made a bold passage into the business sector with a $10 million spend on TV infomercials. The Snuggie rapidly turned into a popular society marvel, discussed on well known TV projects, for example, Oprah and The Tonight Show with Jay Leno, and paid fake tribute to on sites, for example, YouTube, where several video farces could be found. Clegg had been relying on building his Slanket image. Will the happening to Snuggie mean the demise of Slanket?

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