What Is the Best Marketing Strategy for Rose Partyware?

What is the best marketing strategy for Rose Partyware?

Rose Partyware largest retail customer has decide to create a private-label line of party goods, and want Rose manufacture it. Should Rose put the effort behind its own brand instead?

To make a better marketing strategy for rose, I would suggest Tom to create its own brand. Three reasons can be used to prove that starting to build a new brand is important. First, it is obvious that having own brand will create more opportunity in the market. Second, it can implement the next-generation digital imaging technology and attract more customers. Third, high-end printing capabilities and great trading relations can promote Rose to develop its brand.

Instead of only be a manufacturer for other retails customers, having own brand will have more opportunity to develop the value of market. Nowadays, people almost use paper goods every day with different ways, which means that there is a huge demand for paper goods in market. If rose has its own brand, it will sale variable paper products and get valuable return. [Exhibit 1]

According to positive response of the market tests of new party-ware designs, it indicates that taking advantage of the new digital imaging technology can make great effort on promoting its brand and receiving interesting feedback. Because of the digital imaging technology, Rose can print any popular characters to attract customers without too much filmmaking cost and bring a much vivid picture on the products. With this facility, customers may love to pay extra 6% or 7% to buy goods. Thus, Rose can be the pioneer to its rivals because of its flexible printing technology. Since the digital imaging printing can save time and cost, it may solve the problem of unexpected budget. [Exhibit 2]