A Rose by Any Other Name

718 Words3 Pages
A Rose by Any Other Name Case Study Marketing BA 302.1 July 9, 2012 Rose Partyware is a company that is dedicated to manufacturing products for parties, birthdays, weddings and other social events. Within their product line you can find products such as: plates, napkins, utensils and crepe paper streamers among other things. The company was founded by Tom Rose’s uncle in the 1970’s. Before his uncle passed away, Tom was spending more time in the field and handling sales calls, which gave him a better understanding of the needs of everyday customers as well as shop owners. From the moment Tom was in charge of the company he focused on increasing the companies profit margin. This was not an easy job being that the company’s main products are considered commodities. Aside from that the partyware industry is constantly gaining new competitors that capture the market with similar products at lower prices. Tom Rose is currently faced with two marketing strategies that could be considered industry game changers and greatly impact his business. The original strategy is the launch of a brand line for Rose Partyware that will showcase a new printing technology that will improve quality and reduce costs. In choosing to go with this idea Rose could potentially be the first branded partyware line and it will push Rose ahead of its competitors. There are a few drawbacks though, one of them being that branding is going to be more expensive than originally projected which would mean they would have to increase the price by 6-7%. Also, there are costs associated with marketing the new brand as well. On the flipside, Party! one of Rose’s largest customers has decided to get into private labeling and wants Rose to be the exclusive manufacturer. I think that Rose Partyware should establish their own brand and decline Party’s! offer. Although Party! accounts for
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