Soleil Pond

Slanket: Responding to Snuggie’s Market Entry
Position Statement: Problem and Diagnosis
With the introduction of Snuggie, Slanket has lost potential sales of their product to a similar lower priced, lower quality product. The primary cause of this being the problem is that Snuggie can offer their product at a much lower price. Using a bigger advertising dollar pool, they have succeeded in promoting the brand to the front of the minds of consumers. Consumers might see Slanket and Snuggie as very similar products, but need to be informed of the differences in quality, which may sway them to purchase Slanket for a little more money to receive a much better product that will outlast a Snuggie.

Proof of Diagnosis
Snuggie can offer their sleeved blankets at a much lower price point. The reason being is that the blanket is made of cheaper materials. It’s cheaper to produce, because it only offers sleeved blankets in three colors, as opposed to Slanket’s 12 color offerings. Snuggie’s weight is 200 grams per square meter, while Slanket’s is 240 grams per square meter. Snuggie is also only manufactured in one size, while Slanketofferes three different sizes. The only size dimensions of Snuggies are 54”x71”, which makes the Slanket’s adult size of 95”x60” much larger. According to Exhibit 3- Product Specifications, because of the product quality, the majority of Amazon.com users rate and review Snuggie at only one star (45.9%), while QVC.com customers rate Slanket at five stars (86.7%). This proves the overall quality of the products. Slanket should leverage the data proving that consumers aren’t satisfied with Snuggie to promote how much better made their sleeved blankets are in comparison. Successfully doing this will raise awareness about Slanket being a better made product, which in turn will bring Slanket to the forefront of the consumer’s mind when