customers that the plan should target; in this paper women client is the target market that should be addressed. Selling an item globally is hard since marketing will not follow a certain rule or mix. The marketing effort has to be divided into teams in countries that share the same culture and taste. The goal here is to be able to research the culture and the demographics in order to be 11
Oakley Marketing Plan able to target the correct market. Once this step is completed, researchers will use the information gathered in order to design and manufacture a product that will be a perfect fit within that market. Digital marketing promotions shouldn’t be neglected and the promotion team should create promotions both in the brick and mortar store and social media in order to direct the attention to Oakley products. Using this pattern will help the product gain traffic on the websites and followers on social media where the promotions will help boost sales. One shouldn’t neglect creating a demand for the product, an example of that when Oakley opened an outlet in Dubai, it displayed only some of the products that will satisfy the Dubai market, such as Prizm sunglasses that provides a superior protection from UV rays and also enhance vision in a very hot climate. Oakley started its marketing by using celebrities to act as ambassadors to its products, it should continue this trend but it has to focus more on female artists and sports icons such as Venus Williams in Tennis, Caroline Buchanan in cycling, and Miranda Carfrae in Triathlon. In this manner, Oakley will stand out from its competition and it will gain more followers than the leading brands. Another idea that helped some manufacturers such as Ray Ban in reviving old design sunglasses, it’s when you remanufacture it and offer a limited supply of the item, that will create a sense of urgency and demand that will boost it’s sales. Conclusion Oakley has been growing at a very fast pace since its inception in 1975, that is due to its unique products and its diversified portfolio. Oakley entered a market that already has been established and had it market leaders where the competition is fierce. It had created a demand for items (Sports sunglasses) that was neglected by the big players, now it is the leader in design, 12
Oakley Marketing Plan research and manufacturing of sports sunglasses. The sunglasses industry is growing and customers always demand the new and the great from their beloved brands. In order for Oakley to stay competitive it has to always innovate and provide its customers with the latest and greatest of quality eyewear. 13
Oakley Marketing Plan Reference Sunglasses Market Size, Share, Growth: Industry Analysis Report, 2025. (n.d.). Retrieved from Finch, J., (2012). Managerial marketing [Electronic version]. Retrieved from Marketing Strategy and Innovation. (n.d.). Retrieved from ? ef_id=EAIaIQobChMI8bCiqcq44wIVCRgMCh3G9QQ Oakley Competitors, Revenue and Employees - Owler Company Profile. (n.d.). Retrieved from 14
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- Marketing, Oakley, Luxottica Oakley, Oakley Marketing Plan