Download Oakley G

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