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商品編號： 9-510-034 出版日期： 2009/08/26 作者姓名： Deighton, John;Kornfeld, Leora 商品類別： Marketing 商品規格： 13p 再版日期： 2010/08/23 地域： United States 產業： Online retail;Media & telecommunications 個案年度： 2008 -
商品敘述：
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another sleeved blanket. Snuggie made a brazen entry into the market with a $10 million spend on television infomercials. The Snuggie quickly became a pop culture phenomenon, talked about on popular television programs such as Oprah and The Tonight Show with Jay Leno, and paid mock tribute to on web sites such as YouTube, where hundreds of video parodies could be found. Clegg had been counting on building his Slanket brand. Will the coming of Snuggie mean the end of Slanket?
涵蓋領域：
Marketing;Sales;IT management;Advertising
相關資料：
Case Teaching Note, (5-510-098), 9p, by John Deighton, Leora Kornfeld
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