Posted: 1 Feb 2012
Date Written: January 18, 2011
Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category and created a steady stream of revenue. It was now considering how to expand its product line to compete in the rapidly developing green building markets. How should Serious Materials go to market when they launch their highly anticipated Serious Windows and EcoRock product lines? What do they need to do to develop their brand?
Learning Objective: How to create product line extensions in green markets.
Suggested Citation: Suggested Citation
Steenburgh, Thomas J. and Kind, Elizabeth A., Serious Materials (January 18, 2011). Harvard Business School Marketing Unit Case No. 511-111, Available at SSRN: https://ssrn.com/abstract=1996594
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