Marketing Analysis of Oakley, Inc.
For my strategic sports marketing project, I decided to report on the sports marketing activities of a particular corporation. I specifically wanted to report on the marketing operations of a rather diverse company; one that offers more than one product line for more than one sport. Oakley, Inc. is a company that offers several different products for a wide range of sports. I will now briefly describe the company and its operations, as well as its primary sports marketing goals and objectives.
Company Info.
Oakley, Inc. is a Washington corporation formed in March 1994 to succeed to the assets and liabilities of Oakley, Inc., a California corporation, which commenced operations in 1977 and began to sell sunglasses in 1984 (Scott, 1998). The company is an innovation-driven designer, manufacturer and distributor of consumer products, including high-performance eyewear, footwear, watches and athletic equipment. Oakley’s principal strength is its ability to develop products which demonstrate superior performance and comfort through the combination of patented and other proprietary technology and unique styling. The company has focused on eyewear innovations for sports applications, and its products are worn by a variety of athletes, such as skiers, cyclists, runners, surfers, golfers, tennis and baseball players and motocross riders. In addition, the company’s products, which are currently sold in over 70 countries worldwide, have become increasingly popular with fashion-oriented consumers in the larger nonsports, or recreational, segment of the sunglass market. Oakley’s products currently include sunglasses (e.g., Frogskins, M Frames, Zeros, Wires, Jackets, X Metal, Fives, and Topcoat), goggles, face shields for use with sports helmets, sunglass accessories, gear bags and a limited range of athletic footwear, technical apparel and premium timepieces (Scott, 1998).
With focus on consumers for the next generation, the company has established itself as a legitimate world brand with unique expertise in product design, performance and production.
Product Design & Development
State-of-the-art technology allows Oakley to shorten dramatically its product development cycle. Stereolithographic computer modeling is combined with CAD/CAM liquid laser prototyping to create fully detailed, wearable proto...
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...r efforts onto their footwear division. Many people are suggesting that Oakley’s expansion into the athletic shoe market is doomed to be unsuccessful. However, with their continued success in the eyewear market, Oakley has proved that they have a good idea of how to sell their products. I would suggest trying to get a high profile athlete, such as Michael Jordan, to endorse the shoes. Strive to gain the customers attention and awareness of the footwear. The more a customer sees the shoes on TV and being worn by high profile athletes, the more likely they are to purchase the shoes.
Conclusion
In conclusion, I believe that Oakley has a strong grasp on the market and it is in large part because of their marketing strategy. It seems that everywhere one looks, they will see several people with Oakley sunglasses around their eyes. Because of Oakey’s well trained marketers they are able to succeed in how to properly promote and advertise their products. Oakley has a well rounded mix of ways to get theirs products out into the consumers minds. As we head into the next millennium, I believe that Oakley will find even more unique and effective ways to market their innovative products.
Opportunities: By expanding into new markets, Wilson will be able to increase profits and attract new customers. By expanding they can increase their global presence within the sporting good industry.
Before we can expect people to alter their perceptions, they must understand what it is. Dyslexia is a learning disability linked to those who struggle with reading. Although, it seems pretty simple, dyslexia is extremely challenging to identify because it is not defined by one specific thing. Moreover, it includes a wide array of difficulties such as: trouble spelling words, reading quickly, writing out words, “sounding out words in” head, pronunciation and comprehension.
The company had to be the second largest retailer shop in the US; it has many advantages that come along. The customers well acknowledge the company and its brand have been well established.
According to (Pittman, Keiley, & Kerpelman, 2011), Bowlby theorized that it is the interactions between people that form connections and develop attachments. There are four different types of attachments; secure, avoidant, and anxious ambivalent. When we look at this theory applied to children we see that a secure attachment is when children are most comfortable when their parents are around and are easy to soothe by the parents. Insecure or avoidant attachment is when the child doesn’t prefer to be near the parents and could care less if the parents are absent. This happened when the parents failed to meet their child’s needs, despite a child expressing their needs. Anxious ambivalent attachment is when the child won’t leave their parents side, even if it is to explore their surroundings, is distraught if the parents leave, and mistrusting if the parents try to comfort after leaving (Arnett, & Maynard,
Consumers must be aware of the changes that might occur in Nike through media and social awareness
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
Attachment theory as defined by Harris and White (2013) examines the connection between infants and young children to their caregivers. Studying attachment is important in understanding behavior because it develops at such a young age and has an influence on all future relationships including dysfunctional family connections, challenges to adolescent peer relationships (Iwaniec & Sneddon, 2001; Reyome, 2010; ). As identified by Ainsworth (1982), there are three categories of attachment which include secure, avoidant, and anxious/ambivalent. In 1990, Main and Solomon concluded that a fourth category should be noted which they identified as being disorganized/disoriented. These different styles of attachment are theorized to have long-term
In this section is going to be explained the role of the technology and innovation in Oakley. Since their origins, as is aforementioned in the introduction, Oakley has been implementing and improving its technology in order to be a leader in the market. Innovation is one of their principles and core values, the fact is that innovation means growth, because once the market becomes obsolete, the company that has been able to develop the next or future technology is the one that would lead the next generation of products, that is one of the reasons why Oakley focuses so much on innovation. Innovation comes from three different points; technology, market and design.
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Nike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best bec...
There are many products in each product line because a trendy company like Steve Madden offers many different styles of shoes. Flat shoes, boots, heels, and super high heels. Every season the styles and colors change for the shoes that they sell and the older styles go on sale. The Brand name for the company is Steve Madden and their brand mark is the name in the circle. The name is in the Brand Mark so that it is always clear what company the brand mark is talking about. You can never get confused with what company makes the shoe or posted the ad because the name is always on it. The company has been continuing moving forward. There may have been some rocky points, Steve Madden knows exactly how to continue running strong. What competition is there? None.
Thirdly, the company is committed to delivering superior quality of products and services. It earned a reputation of a convenient and reliable brand that offers the lowest prices, one of the fastest and lowest shipping, widest selection of goods, and many additional features with its services.
...ials to make their products rather than using materials that carries hazardous materials. There widespread of products help expand the company all around the world, and inspire the world with great performance and design.