Stainmaster

12 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Bette Collins

University of Virginia - Darden School of Business

James Culley

University of Virginia - Darden School of Business

Abstract

In a relatively short period, DuPont innovates stain-proof carpeting, filling its nylon-fiber capacity and increasing profits significantly. MBA and undergraduate students consider how DuPont should approach the fact that competitors quickly introduce their own enhanced stain-resistant products. What actions should it take to keep its hard-won leadership of the carpet-fiber industry? STAINMASTER is the certification given by DuPont to carpets made with the company's own premium nylon and treated with a chemical to repel liquid stains and dry soil. The carpets must also meet minimum construction standards in terms of face weights, yarn twist, and other quality considerations. The introduction of STAINMASTER is accompanied by heavy advertising and trade promotion to establish the brand name among consumers and retailers.

Excerpt

UVA-M-0458

Rev. Aug. 23, 2010

STAINMASTER

After a house and a car, carpeting is among the most expensive purchases people will ever make. Yet it is surely one of the most undermarketed products in America. While consumers spend $ 15 billion a year to carpet their homes, textile fiber companies normally invest only about $ 5 million for consumer advertising, and the ads tend to be, well, run of the mill.

But this year, in a major turnabout, the fiber industry believes it has something worth crowing about and is putting far more money and creative effort into peddling carpet than ever before.

—Wall Street Journal, July 9, 1987

. . .

Keywords: international joint venture, new products, marketing distribution

Suggested Citation

Farris, Paul and Collins, Bette and Culley, James, Stainmaster. Darden Case No. UVA-M-0458. Available at SSRN: https://ssrn.com/abstract=2974574

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Bette Collins

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

James Culley

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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