Case Evaluation HAWKERS SUNGLASSES Mugdha Khatavkar Fundamentals of Marketing Student No.: 46196086
Table of Contents Introduction 2 Product 3 Price 4 Placement 5 Promotion 6 Marketing Mix Evaluation 7 Conclusion 8 References 9 1
Introduction Born in 2013, Hawkers is a Spanish based company that bloomed with a revolutionary idea in the sunglasses industry. The company started by selling Knockaround sunglasses, an American brand, by investing just $300. Due to increasing demand, they created their own sunglasses brand and experimented with Facebook ads to grow. The company kick-started with a mission to transform the sunglasses industry to allow the general public to be able to make a fashion statement. Their main mission is “ Providing top quality fashionable sunglasses at an affordable price ” ( Hawkers Launch in Australia , 2016). There are many ways in which we can analyze this mission, but the one that stands out is how the mission statement has proven to build strong public relations with customers, because not only are they providing sunglasses but they are adding customer value to it and allowing the general public to break the rules and think freely. Breaking down the mission in 3 parts as 1) Trendy sunglasses 2) Fair price and 3) Delivering it with ease, we can say that they have been successful in the first 2 aims but are lacking behind on the last part, which is important for building public relation and retaining customers. We will justify this as we progress through the report. We know that a market is a set of actual and potential buyers (Armstrong et al., 2017). Hawkers are into the sunglasses industry and their main market is young people as sunglasses are very popular amongst them. Youngsters like to keep up with fashion trends. They want to incorporate these trends into their lifestyle. RayBan, Oakley, Prada are some of the competitors to Hawkers with similar markets, but Hawkers reaches out to customers by aiming at their mission. Hawkers’ mission clearly indicates that they are executing a same-for-less overall positioning strategy. Youngsters do not like to invest a huge amount of money every time for fashion. They are mostly looking for a balance of quality and price to cater to their needs. This is what Hawker is aiming at. Particularly, Hawkers aim at youngsters who have a bold yet simple take on life ( Hawkers Launch in Australia , 2016). They cater to fashion gurus and independent thinkers who influence others ( The Iconic , n.d.). Hawkers’ marketing strategy is to use social media platforms to target the audience. They have a strong social media base and target mainly active users on social media. 2
Product Product is defined as anything that can be offered to a market that might satisfy their wants or needs (Armstrong et al., 2017). This section will be used to analyze the Hawkers product thoroughly.
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