MM Classic Knitwear

Core Issue Identified: To create brand recognition for differentiation of Classic Knitwear’s products, hence improving gross margins. Strategies for addressing the core issues: 1. Launch new products under the brand name of Classic Knitwear. Pros: • Would create a loyal customer base once there is sufficient unaided recognition of brand Cons: • Would require a lot of initial investment into brand building and proliferation • Risky move, considering that market would be hesitant in trying a novel product 2. Launch new product by capitalizing on the brand image of an existing market player such as Guardian. Pros: • Would let Classic access new markets without the risk of rejection by market Cons: • Would not create unaided recognition of Classic’s product in this process, the other brand presence would overshadow Classic • If Guardian breaks off the licensing agreement at any point in time, Classic would suffer 3. Launch a new product with a new brand image, along with an existing market player to create aided product recognition. Pros: • Classic can gain acceptance into market due to existing market presence of the other brand • Allow Classic’s own brand to gain recognition and can enable launch of new products in future Cons: • If the launch does not go well, Classic would have to invest a lot in makeover We would hence go for the following analysis:  Product Decision Analysis PRODUCT DECISION ANALYSIS

Product Attributes: • Insect-repelling • Available in variety of popular outdoor styles Branding:

Brand name-Option 3 - To counter the threat of Guardian breaking off and affecting the brand recognition of Classic, we propose to name the brand in a manner that retains customer loyalty for the product quality and attributes. Hence Guardian-Classic can be a proposed name.The positioning of this name can be done as – • A good quality comfort product • With insect repelling EPA Category IV features • For outdoor activity enthusiast