Stainmaster

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

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.

Keywords

Citation

Farris, P., Collins, B. and Culley, J. (2017), "Stainmaster", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000285

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Publisher

:

University of Virginia Darden School Foundation

Copyright © 1995 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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