SENZ Umbrellas: taking the world by storm

A.A.J. Smits, W. Bodewes

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This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the ‘start-up’ stage, and in strategic marketing programmes.
Original languageEnglish
Publication statusPublished - 2011


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