Oakley Marketing Plan competition away from its lucrative business. Oakley was sold in 2007 to Luxottica, which is a leader in the manufacturing and design of fashion and sports eyewear. It also owns Ray ban, Persol, and vogue as part of its vast portfolio. The group’s global whole sale distribution and supply chain covers over 150 countries across five continents, it also boost a large retail foot print in about 9100 stores such as lens crafters, Pearl vision in north America, and many more across the globe. Even with the buy out by Luxottica Oakley didn’t lose its identity and mission to provide a stylish eyewear that defeat the competition. The marketing plan will describe the marketplace in further detail with a special focus on SWOT analysis, as it’s backbone. Marketing mix will be at the center with a focus on performance goals. It will also pursue an approach to increase the brand value and awareness globally. SWOT Analysis Strengths This helps in understanding the basic areas where Oakley Inc. Beats the competition and where it has an advantage in the market. 1. Product line – Oakley pride itself in not only in as a sunglasses designer and manufacturer but at the same time it’s present in the apparel industry and accessories. This has given them an edge over globally known sunglasses manufacturers such as Persol and Ray-Ban since they only specialize in sunglasses only. 2. Outlet stores - Most of Oakley competition namely Ray-Ban and Persol don’t have their standalone stores and outlets. Moreover, Oakley has it’s own discount stores which sells the least expensive sunglasses and apparel which in turn creates brand value and loyalty. 4
Oakley Marketing Plan 3. Marketing Management – Oakley follows a unique concept, which is advertising the older model products at a steep discount and they often have a promotion buy one get one free in order to help better market their product. 4. Celebrity endorsements – Oakley pride itself to have a lot of celebrity endorsements that coasted the company merely the price of a pair of sunglasses, for example Tennis icon Andre Agassi charged Oakley nothing to endorse their brand. The company has always associated itself with big athletes with their brand, which helps market and positions their brand in a high tier. Also, Oakley brand is geared towards sports so the company has sponsored multiple sporting events such as the Olympics, which helps market their product at a global level. 5. Status and Value – Oakley has always associated itself with big names in the sport industry, by doing that it wants to send a strong message that it’s products is the best and it’s trusted by the most popular athletes in the industry. That gives the customer purchasing its goods a sense of pride and value to be associated with the brand. Weaknesses 1. Marketing activities – Having mentioned that Oakley heavily market it’s products through sporting events and celebrity athletes is considered strength. The company failed to advertise its products using different channels that leaves a gap that the competition will use to their advantage.
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- Winter '11
- Marketing, Oakley, Luxottica Oakley, Oakley Marketing Plan