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  • August 2009 (Revised August 2010)
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Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

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?

Keywords

Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

Citation

Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
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About The Author

John A. Deighton

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Related Work

    • August 2009 (Revised August 2010)
    • Faculty Research

    Slanket: Responding to Snuggie's Market Entry

    By: John A. Deighton and Leora Kornfeld
Related Work
  • Slanket: Responding to Snuggie's Market Entry By: John A. Deighton and Leora Kornfeld
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