Slanket vs Snuggie

Information Technology for Management class presentation talk about Slanket strategy to tackle Snuggie.

1. SlanketSlanket
Responding to Snuggie’s Market EntryResponding to Snuggie’s Market Entry
Fuad Muhammad 114000 3342
Muhammad Angga Rifandi Pane 1140003393
Muhammad Syarwan Maulana 114000 2983

2. SlanketSlanket
•Slanked business idea come from Gary Clegg as his
“little project to make some money” by selling a
sleeved blanket
•In 2004, Gary and Jeff Clegg run their business with
only with $20.000
•Slanket use website to sell their products
•Slanket got free promotion by posted on Digg.com

3. SlanketSlanket
•Slanket made deals with SkyMall and QVC in 2007
•Slanket sales had been strongly seasonal, 32% in 1
st

quarter and the biggest on on 4
th
quarter of the year
with 60% sales
•The Slanket organization run on several places
Denver, Portland, Maine, North Carolina, California
•Slanket participate in donations to causes and
charities

5. SnuggieSnuggie
•In October 2008, the Allstar Marketing Group (DRTV)
launched Snuggie
•Snuggie infomercial airing in October 2008 with
marketing budget of over $10 million
•Snuggie become more popular than Slanket in
November 2008
•In two months, Snuggie can sold up to 4 million

6. SnuggieSnuggie
•After Snuggie first airing informercial, many sleeved
blanket parody videos appear on YouTube
•Snuggie products used by public figure in their
shows
•Snuggie fans created fans site to express their
feeling

8. Slanket Post-Snuggie WorldSlanket Post-Snuggie World
•Slanket belief that they still got advantage become
the first mover
•Slanket still confident with their better product
compare to Snuggie
•Slanket have agreement sport licensed with NFL
and MLB
•Slanket focused on Internet to reach their visitor
traffic to Slanket.com
•Slanket use pay per sales rather than cost per click
that used by Snuggie

9. Slanket Post-Snuggie WorldSlanket Post-Snuggie World
Slanket Annual Revenues

10. Slanket Post-Snuggie WorldSlanket Post-Snuggie World
Slanket Distribution Channel

11. Slanket Post-Snuggie WorldSlanket Post-Snuggie World
Customer Reviews
Slanket review source: QVC.com, 362 reviews – August 2009
Snuggie reviews sources: Amazon.com, 37 reviews – August 2009

12. Thank You