Writing Sample - FlexSeal Product Portfolio Analysis
Flex Seal’s products are all branded with the name “Flex” or “Flex Seal” in a specific yellow-and-black type logo. The brand is extended across other product lines; the “Flex” brand unites a family of products with a similar value proposition, for different applications.
Depending on the new product(s) being developed, we recommend considering a “house of brands” approach, so long as the new product(s) are significantly different than the sealant and adhesive products that are core to the Flex Seal brand. In the event that that one product family fails in the marketplace, the company has several other brands that can continue.
This analysis compares Flex Seal to Tide, a brand with a similar product portfolio strategy.
Completed for MBA coursework at the Webster University George Herbert Walker School of Business & Technology, February 2023.