Presented by: Crystal Mann Michel Evtimov Cuiping Wang Afshin Forati Joseph Castro
Transcript
Slide 1
Presented by: Crystal Mann Michel Evtimov Cuiping Wang Afshin
Forati Joseph Castro
Slide 2
What is Oakley? An innovative leader in Sunglasses Goggles
Apparel Whats New? G-Goggles
Slide 3
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
Slide 4
Eco/Green Business Model: Value Chain Suppliers
ProducerChannel(s)Market(s) & Customers ProductsDataMoney Value
Added
Slide 5
Target Market Segmentation and Positioning
Slide 6
MARKET SEGMENTATION Swimmer segment Potential Growth
Competitive Superiority Fit w/ resources, core compete ncies
FeaturesEco threats Overall Age 12-30, casual 3343215 Age 12-30,
competiti ve 5535422 Age 30+, casual 2222210
Slide 7
MARKET FACTORS Growth oriented 10% of the market share Very
little cyclicality Concentrated marketing strategy 15% sales over
the internet
Slide 8
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
Slide 9
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
Bachelors degree or higher Middle to upper income
Slide 10
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
Slide 11
Positioning Less carbon footprint Recyclable Organic materials
Incentives for customers Image
Slide 12
Market Direction Strategy
Slide 13
Strategic Mission Statement Future Vision Present Focus
External Market Value Internal Management Functions Market Plan
Direction Internal Product External Market Factors Strategic
Objectives Customer Relationship Channel Relationship Unit Sale
Market Share Marketing Support Customer Service Internal Marketing
Objectives
Slide 14
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.
Slide 15
Product Development: Offering new product to existing market
customers. Seek to extend into the swimming goggle market. New
product. New image. Eco-Green trend. 2008 Olympic set the new gold
standard for sustainable event. Lifestyle. Internal Product
External Market Factor Marketing Plan Direction- Growth
Slide 16
Customer Relationship Score 96% on customer satisfaction
Channel Relationship Distribute through all online sales within 6
months Expand one additional retail every three months Unit Sale
Sell 200,000 units in the first year Market Share Extend 10% into
the market for the first year Get the leading position in the
industry in five years United States swimmer Michael Phelps
Historic eight gold medals at the Beijing 2008 Olympics. Strategic
Objectives- Marketing
Slide 17
Customer ServiceInternal 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. 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. Marketing Support
Slide 18
Marketing Mix
Slide 19
Marketing Mix Programs Strategic Consistency Oakleys mission,
direction, goals, and objectives are the guidance force behind
decisions about the marketing mix, marketing support, and marketing
programs.
Slide 20
Product Strategy Core Product Actual Product Total Product
G-Goggle style Quality Packaging Features Delivery After Sales
Service Warranty Eco Green Friendly Oakley Brand Name
Slide 21
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
Slide 22
Quality and Design Lightweight frame Flexibility for an
adaptable fit Dual layer of closed-cell face foam Scratch resistant
LEXAN lens
Slide 23
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
Slide 24
Brand Image and its Competitive Advantage Positioning and
relationship building role Create customer value Simplify the
buying decision of brand customers
Slide 25
Place/Channel/Logistics Place Oakley website,
www.oakley.comwww.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
Slide 26
Performance Measurement, Implementation, and Control
Customer Metrics All customer for the G-Goggles are new
customers Customer Satisfaction survey results Customer Engagement
track internet and in-store customers
Slide 29
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
Slide 30
Channel and Eco/Green Metrics Logistic Efficiency- baseline vs.
actual Material Shipping Channels Product Shipping Channels
Customer Delivery Carbon Footprint Raw Materials Production
Shipping Customer Service Recycle Program
Slide 31
Implementation and Control Making adjustments based on the
metrics Schedule of Key Tasks Resource Allocation Audits of
milestones and performance Future Projections
Slide 32
Marketing Dashboard MetricsStatusStrengthWeaknessAction
Required Customer High SatisfactionLow quantityNeed to increase #
of surveys Product High quality, high ROI Need to improve
tolerances Adjust tooling Channel Low costLow inefficiency Raise
costs a percentage to increase efficiency Eco/Green Carbon
footprint on track Low image conveyance Need to promote green
aspect more