Introduction and Problem According the Wallstreet journal, the purchase of carpet is one of the most expensive purchases that people make in their lifetime, yet this product as remained mostly undermarketed with only 5 million dollars spent on customer advertising for 15 billon dollars in revenue for the industry. In 1988 the industry saw a major change with the introduction of Du Pont’s Stainmaster carpeting, which allowed it to gain a strong foothold and marketing advantage within the industry. But there are still some issues that the company needs to address; mainly 1) the best use for its brands 2) the impact of the competition and 3) how Stainmaster should be positioned versus the rest of the market. Indeed, faced with the
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To help manufacturers, Du Pont should pursue its politic of helping with installation and help when possible to reduce on site costs. Researching Locked-in chemicals could also be beneficial to both Du Pont since customers seem to prefer it, and to mills by limiting the amount of different processes on site. On the retail side of the business, most of the effort and attention should be directed towards the larger retail stores where it will be easier for the company to implement partnership and action plans. Stainmaster offers product that are sufficiently innovative to adopt a product differentiation strategy. In keeping with such a strategy, Du Pont should try to develop partnership with large retails groups to enhance the positioning of its products and to increase in store marketing materials.
Another important aspect to enhance the brand image would be to address the shopping experience of customers, which can be greatly improved. It is important to draw in store customers to the product, one efficient way of achieving this would be through the implementation of animations in the store designed to be as fun/interactive as possible. Interactive animations would be in keeping with the customer’s desire to touch and feel the product while allowing for a more enjoyable experience. Ideally, it would