Senz

ISCTE Business School - MSc Marketing – Branding

SENZ Umbrellas

Taking the world by storm
Professor Subject Students Rui Vinhas da Silva Branding Diogo Alves Diogo Caramelo Hugo Abreu Mafalda Franklin Pedro Emídio

November, 2011

SENZ Umbrellas – Taking the world by storm

Executive summary

On a typically rainy and windy March day in Netherlands, an industrial design student had an idea to develop his graduation project, when his umbrella broke for the third time that week. He designed an umbrella whose shape allowed it to adapt to the wind’s direction, so that it could not flip inside out or break. With this revolutionary idea, he decided to create a company and invite two friends. They had a fantastic idea with a great potential of success but they had to consider some particularities about the market. They were dealing with low-involvement product, which is routinely purchase without much consideration, research or purchase time. The biggest challenge was how to be different avoiding imitation by other brands. In this project we analyze three different scenarios: selling the patent, joint venture or create an own brand. The entrepreneurs were dealing with a limited budget and lack of knowledge about the market. How to decide between the option of develop and an own brand facing higher risk or opt for a less risky project selling the patent or join to other company? Beside this we also had to find a way to plan the distribution and promotion of this brand and product according to its innovative features, and internationalization objectives. Here we set across different stages from presenting the market, introducing who SENZ is, to how to attract and retain the costumer.

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SENZ Umbrellas – Taking the world by storm

Index
Background Internal Analysis External Analysis PESTEL Analysis Issue Alternative Scenarios Scenario 1: Sell the patent to other brand Scenario 2: Joint-venture with a recognized fashion brand Scenario 3: Develop the