SlanketSlanketResponding to Snuggie’s Market EntryResponding to Snuggie’s Market Entry

Fuad Muhammad 1140003342Muhammad Angga Rifandi Pane 1140003393Muhammad Syarwan Maulana 1140002983

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

SlanketSlanket• Slanket made deals with SkyMall and QVC in 2007

• Slanket sales had been strongly seasonal, 32% in 1st quarter and the biggest on on 4th 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

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

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

Slanket Post-Snuggie Slanket Post-Snuggie WorldWorld

• 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

Slanket Post-Snuggie Slanket Post-Snuggie WorldWorld

Slanket Annual Revenues

Slanket Post-Snuggie Slanket Post-Snuggie WorldWorld

Slanket Distribution Channel

Slanket Post-Snuggie Slanket Post-Snuggie WorldWorld

Customer Reviews

Slanket review source: QVC.com, 362 reviews – August 2009Snuggie reviews sources: Amazon.com, 37 reviews – August 2009

Thank You