Vans
Autor: Mrinal Mohandas • January 24, 2018 • Essay • 365 Words (2 Pages) • 501 Views
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Time Line | Competitive Position | Value Promotion |
1960s | Highly customisable sneakers which were durable and affordable | Grass roots promotions with flyers, direct promotion to alternate sports athletes |
1970s | “The new cool” The go-to option for extreme sports enthusiasts | Started endorsing ahletes(Z-Boys) |
1982 | Broad product mix in an effort to gain market share from Nike and Reebok | Featured in Fast Times at Ridgemond High |
1984 | Reduced product mix to cater to original customers | None |
1990s - 2000 | Concentrated on core sports (7 in total, 5 new sports), became a platform for alternate sports and music | Started Vans Triple Crown, Vans Warped Tour and Vans Skate Parks, endorsement of athletes |
2001 and later | Concentrated on core sports (7 in total, 5 new sports), became a platform for alternate sports, music and movies | Producing documentary Dogtown and Z-Boys and feature film Dogtown |
In the women’s and outdoor categories Vans has an opportunity to go back and create what Paul Van Doren created all those years ago. Vans can start promoting or endorsing female athletes in their core sports or even identify alternate sports where women are starting to participate. Schoenfeld can listen to women in his workforce who are enthusiasts and thus get an idea of what they desire. Paul Van Doren can create relationships with women athletes and leverage their Warped Tour and Triple Crown platforms to engage with women customers more and thus keep abreast of what they desire. In the outdoor category Vans can leave the mainstream activities and concentrate on niche outdoor activities like mountain biking or sandboarding where they can leverage on their existing expertise and establish themselves the same way they did to skateboarding in the past. In the entertainment category, Vans should consider each project separately. They should only engage in movies based on themes that are close to their core sports and values and in which they can place their product successfully.
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