Senz umbrella case study

SENZ Umbrellas : Taking the world by storm Case Background: This case describe the start-up business of SENZ Umbrellas, a Dutch company founded by three graduated of Delft University of Technology who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. The learning point : 1. Strategy: They adopt 3 Strategic options; - Become a technology supplier by licensing or selling their patent to a company with strong connection to a particular industry, SENZ contacting to established umbrella brands and demonstrate their prototypes; - Adopt a white label strategy. Is a strategy that allow product produce by one company that is packaged and sold by other companies under varying brand names. The end product appears as though its being made by the marketer, when in reality it is being created by the manufacturing company.
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Umbrella Revolution Analysis

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Case Study : SENZ Umbrellas

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