Case Analysis: Slanket
Carlina A. Maria
MBA 660
Spring 2015
Key Issues
Snuggie, the new competitor of Slanket, is dominating the marketplace due to better
customer association.
Slanket refuses to market in ways that will help their sales.
The Snuggie has created a poor product image that is affecting the sales of the Slanket.
Recommendations
In order for Slanket to increase their sales, they need to create a way for customers to
relate to their product or find a way to capitalize on Snuggie’s success.
Slanket needs to expand their marketing strategies in order to reach their target markets.
Slanket should address the issue of the poor product image that Snuggie has created by
introducing new purposes, innovative additions to the Slanket and shift focus to their
higher quality product.
Analysis
When the Slanket was first introduced on the market there is no doubt that it was a front
runner. By November 2008 Slanket had earned $5 million in revenue (Deighton, pg. 1).
