Rose Partyware is faced with a serious dilemma on the appropriate method that should be used to market its products. It is clear that Rose Partyware is one of the leading manufacturers of paper goods such as plates, cups, bowls, table-clothes, napkins, crepe-paper, and favors, among others. Tom is the current managing director at the company. Cassie is the marketing director at this firm, Jerry Davis, the chief financial officer, while Hank is the national accounts manager. Marge Dinson is the sales director for independent stores.
The top management is trying to find the best marketing strategy for its products. On the one hand, there is the desire to sell using its own brand while, on the other hand, one of its leading retail customers wants to create an independent label for the products manufactured by Rose Partyware. In this research paper, the focus will be to find the best approach that will secure the future of this firm.
Party Wear Industry
The partyware industry has experienced growth over the past years as new companies get into the market from time to time. Currently, this firm is the market leader in this industry, especially due to its superior production and marketing strategies. However, there are other major competitors in this industry, with a host of other minor players specialized in various lines. Many firms have based their pricing on the market rates. However, others have been adjusting their prices as they seek to achieve market growth for their products.
A new trend where a product’s strength to compete in the market is based on the strength of its brand is coming up, and this will affect Rose not only Partyware but also other market rivals in this industry. Rose Partyware is positioned as a brand associated with high quality and uniqueness in its products (Stone 3). This gives it an edge over its market rivals.
Rose Partyware’s customer base has been growing since Tom took over as the managing director of this company. This firm has different classes of customers. The first class of its customers is the organizational buyers that Rose Partyware sells its products so that they can deliver the products to the final consumers. These are large retailers that stock their products in their retail outlets.
They demand fairly priced products from this firm. The second class of customers for this firm is the end consumers who need the products for their party needs. They demand highly sophisticated products at fair prices. Currently, Rose Partyware is viewed with admiration among most of its customers (Stone 6).
The Problem and Alternative Solutions
The problem that Rose Partyware is facing is the dilemma about the appropriate marketing strategy that should be used in order to secure the future of this firm. Tom will have to make a difficult decision on the marketing strategy that will be used by this firm.
The first alternative will be to go ahead with its branding strategy and make the Rose Partyware brand known in the market. The second alternative will be to accept the offer given by the Party Inc. The top management board seems to be split on this issue, and Tom will have to be decisive in his decision making.
Going for the first option of promoting its own Rose brand has its advantages and disadvantages. There is an emerging trend in the market where customers prefer branded products. This option will make the brand Rose popular in the market.
Customers may be willing to pay premium prices for such strong brands. This strategy will also secure future expansions into other markets because the brand will be strong in the regional market. However, the main disadvantage of this strategy is that Rose may risk losing its largest customer base, which accounts for about 20% of all the sales for this firm (Stone 4).
Going for the second option of selling its non-branded products to the Party has its own advantages and disadvantages. The main advantage of this strategy is that the sales volume for Rose will increase.
Party Inc. will increase its purchase of Rose Partyware’s products, the fact that it may result in a 35% increase in sales (Stone 2). However, the disadvantage is that when other retailers realize that Rose Partyware has such a partnership with their rival Party Inc, they may stop stocking Rose Partyware’s products, which may lead to a massive drop in sales. It will also inhibit the growth of the firm’s brand.
Based on the cases presented, the best decision for Rose Partyware will be to proceed with its branding strategy, as proposed by Cassie, the marketing director. Developing a strong brand is the only way that this firm will be able to stay ahead of other players. Moreover, it will ensure that Rose Partyware is not seen to favor just one of its many customers.
Tom should realize that allowing Party to develop a strong brand at the expense of Rose will give Party Inc an edge if it decides to manufacture its own products in future. Rose will, therefore, be preparing a future market rival. Branding is the best marketing strategy.
Stone, Daniel. “A Rose by Any Other: HBR Case Study.” Harvard Business Review 303.10 (2015): 1-6. Print.