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Presented by: Crystal Mann Michel Evtimov Cuiping Wang Afshin Forati Joseph Castro What is Oakley? An innovative leader in • Sunglasses • Goggles • Apparel What’s New? G-Goggles Overview 1. Business Model 2. Target Market Segmentation & Positioning 3. Market Direction Strategy 4. Marketing Mix 1. Product 2. Place 5. Performance Measurement, Implementation and Control Eco/Green Business Model: Value Chain Products Suppliers Value Added Producer Data Channel(s) Money Market(s) & Customers Target Market Segmentation and Positioning MARKET SEGMENTATION Swimmer segment Potential Competitive Growth Superiority Fit w/ Features “Eco” resources threats , core compete ncies Overall Age 12-30, casual 3 3 4 3 2 15 Age 12-30, competiti ve 5 5 3 5 4 22 Age 30+, casual 2 2 2 2 2 10 MARKET FACTORS • • • • • Growth oriented 10% of the market share Very little cyclicality Concentrated marketing strategy 15% sales over the internet CUSTOMER CHARACTERISTICS • Age 12-30 • Competitive swimmers • Most likely to try new products innovators • Already loyal Oakley sunglasses consumers • Moderate to high level of education • Middle to upper level of income SEGMENTATION VARIABLE FOR CONSUMER MARKETS • BEHAVIORAL AND ATTITUDINAL – Loyal Oakley consumers – Low price sensitivity – Willing to try a new product – Every day usage • Demographic variables – Age 12-30 – Bachelor’s degree or higher – Middle to upper income SEGMENTATION VARIABLE FOR CONSUMER MARKETS (cont’) • Geographic variables – US – Rest of the world – Outside of US regions with warm climate – Close to see or ocean • Psychographic variables – Sports oriented – Tourists Positioning • • • • • Less carbon footprint Recyclable Organic materials Incentives for customers Image Market Direction Strategy Market Direction Strategy Strategic Mission Statement Market Plan Direction • Future Vision • Present Focus • External Market Value • Internal Management Functions • Internal Product • External Market Factors Strategic Objectives Marketing Support • Customer Relationship • Channel Relationship • Unit Sale • Market Share • Customer Service • Internal Marketing Objectives Strategic Mission Statement Mission: Provide products that are superior in quality, safety and affordability in a sustainable manner. Future Vision: Be a leader in the race toward sustainability in the eyewear industry. Present Focus: The production of our environmentally friendly innovative organic swimming G-Goggles. External Market Value: Eco-Green product. Internal Management Functions: Focus on value chain activities. Marketing Plan DirectionGrowth Product Development: Offering new product to existing market customers. •Seek to extend into the swimming goggle market. •New product. •New image. Internal Product External Market Factor •Eco-Green trend. •2008 Olympic set the new gold standard for sustainable event. •Lifestyle. Strategic ObjectivesMarketing Customer Relationship Channel Relationship Unit Sale Score 96% on customer satisfaction Distribute through all online sales within 6 months Sell 200,000 units in the first year Expand one additional retail every three months • United States swimmer Michael Phelps • Historic eight gold medals at the Beijing 2008 Olympics. Market Share Extend 10% into the market for the first year Get the leading position in the industry in five years Marketing Support Customer Service Make sure customers know our G products before they purchase them. Attract customers by empowering employees to be creative on sale events. Get feedbacks from customers to make sure the products meet their needs and desires. Encourage customers to give us suggestions on our products and services. Internal Marketing Implement efficient management function. Make sure good communications are going through all departments. Use internal newsletters, web pages, marketing or sales meetings to get employees informed. Familiar employees with products through trainings, corporation culture. Use incentives or benefits to improve employee satisfaction. Marketing Mix Marketing Mix Programs • Strategic Consistency Oakley’s mission, direction, goals, and objectives are the guidance force behind decisions about the marketing mix, marketing support, and marketing programs. Mission Marketing Mix Programs objectives Directions Product Strategy Core Product Actual Product Delivery style Total Product Warranty Quality Eco Green Friendly G-Goggle Packaging After Sales Service Features Oakley Brand Name G-Goggle Needs, Features & Benefits • Needs Swimmers’ eyes Protection • Features Goggle Case Carrying case Available in diverse range of color Optional waterproof Bluetooth stereo headset • Benefits Eco/Green by recycling Use discount, Save money Enjoy Oakley Fashion Quality and Design Lightweight frame Flexibility for an adaptable fit Dual layer of closed-cell face foam Scratch resistant LEXAN® lens Packaging and Labeling • Keeping the G-goggles safe from damage • Communicating product contents, uses, and warnings • Highlights points of differentiation • Should be attractive and consistent with the name of “Oakley” Brand Image and its Competitive Advantage • Positioning and relationship building role • Create customer value • Simplify the buying decision of brand customers Place/Channel/Logistics • Place – – – – – • Oakley website, www.oakley.com Online swim distributors Oakley stores Swim retailers Eco/Green Stores Channel – One-level • Oakley is the producer AND the distributor – Selective distribution • Selected outlets with better customer service • Supervise and control channel activities and costs • Logistics – Higher inventories to reduce frequency of shipments • Oakley stores to handle larger inventories – Online orders filled from closest Oakley store – Orders will be shipped using the most eco-conscious means of shipments Performance Measurement, Implementation, and Control Performance Measurement Metrics • • • • Customer Metrics Product Metrics Channel Metrics Eco/Green Metrics Customer Metrics • All customer for the G-Goggles are new customers • Customer Satisfaction – survey results • Customer Engagement – track internet and in-store customers Product Metrics • Sales Tracking – Graphic Representation • Profit Margin / ROI – Graphic Representation • Marketing Resource Optimization Graph sales hrs vs. sales dollars • Production Productivity Graph production hrs vs. sales dollars Channel and Eco/Green Metrics • Logistic Efficiencybaseline vs. actual • Material Shipping Channels • Product Shipping Channels • Customer Delivery • Carbon Footprint – – – – – Raw Materials Production Shipping Customer Service Recycle Program Implementation and Control • Making adjustments based on the metrics • Schedule of Key Tasks • Resource Allocation • Audits of milestones and performance • Future Projections Marketing Dashboard Metrics Status Strength Weakness Action Required High Satisfaction Low quantity Need to increase # of surveys High quality, high ROI Need to improve tolerances Adjust tooling Low cost Low inefficiency Raise costs a percentage to increase efficiency Customer Product Channel Eco/Green Carbon footprint on track Low image conveyance Need to promote green aspect more Oakley’s G-Goggles FIN