This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: specialty. They tried making tape measures, key holders and belt buckles in the late 60s and had to discontinue that after a short time. Zippo now gets about 60% of its sales outside the U.S. China, its biggest foreign market, accountings for about 10% of sales. This article teaches us an important lesson on being innovative to keep up with the trend. As the trend setter when it was first created, Zippo clearly understand that they dont own the market anymore. The only way to deal with this is to be innovative. They are also trying to stay within the men products market. This is an advantage for them since they have a good grip on how their target market is going to behave. I think that making Zippo-branded-cologne for men is a good idea. However, they should try to keep their brand image on this new brand of cologne in order to attract loyal customers....
View Full Document
- Spring '11
- Brand, Zippo Manufacturing Co.