Slanket: Responding To Snuggie's Market Entry

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2011 IT for Management – Group Assignment Slanket: Responding to Snuggie’s Market Entry Daisy Awondatu(1140000372), Hanif Akbar (0800766550), Rini (1140000196), Rudy Santoso (1140000050) Binus Business School I. SLANKET’S COMPANY BACKGROUND In 1997 Gary Clegg found the idea to make sleeved blanket that he called the slanket. Gary and his older brother Jeff talked about their ideas of sleeved blanket among friends and family in 2002. Then Jeff and Gary decided to try to turn the Slanket into a small business in 2004, using $ 20,000 from their savings. They completed the slanket first production, filled their products to the warehouse, and switched on their website on January 20, 2006. The next day they found the Slanket.com site flooded with orders. After received filling orders through the website Digg.com, Gary contacted Daily Candy, an email newsletter and insider guide, and persuaded them to make Slanket the featured product. In March 2007 Gary and Jeff Clegg attended the annual International Home and Housewares exposition held at Mccormick Place in Chicago, and then they showed slanket product to Matt Genandt, product manager for SkyMall, an in-flight catalog that reached over 650 million travellers each year. At the same time the Cleggs made an agreement with the television shopping channel QVC, a television station widely available to cable television subscribers. By November 2008, the Slanket revenues had reached $ 5 million, and the last month of the busy holiday season would probably bring revenues to $ 7 million for the calendar year. Gary also had built a supply chain that sourced product in China. His goal for 2009 had been to inrease awareness of the Slanket brand, so that it could support off-shoot products and line extensions, and to that end he was working assiduously to get print and television coverage, discovering along the way

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