Vans, Skating On Air

Vans: Skating on Air
Case Analysis

Cory Ritchie

Executive Summary
Doug Pallidini, a actor VP Marketing at Vans, Inc. sums it all in his statement, “In my 20 years of marketing, Vans is probably the closest I have seen to the legitimate definition of a brand as it expresses an worked up connector between consumers and a return. Despite some really abominable decisions over the 40 years, Vans has been able to maintain an amazing emotional connection with its customers”.

Vans, Inc, a $400 Million company (in 2002), holds about 45% market share in its dominant product category – skate shoes for pro and free-and-easy customers, further had struggled to expand outside its established footprint. Vans had experimented with various promotional activities that paid-off precise well in terms of superior brand recognition. The twofold Crown Series, the Warped Tour, and the Skate Parks continue to be huge successes. Having captured a dominant market share in alternate sports shoe market, Vans is in crossroads and would like to decease to the next level of reaching a billion vaulting horse in annual revenues.
In this case analysis we looked at the 4Ps for Vans and proposed and evaluated alternatives that will enable Vans to reach its goal.
1.



First P, the Product - Vans had a limited set of products for a small target radical (mostly teens between 14 to 17 years of age). In allege to triple its current annual revenue, Vans has to expand its product lines. come in segments include Women, Kids, and Middle-aged Males – all typical non-Vans customers. Also, internationally, Vans should have unsophisticated specific product lines as different sports are best-selling(predicate) in different countries. For instance, product line for Australia could be really different from what Vans sells in Europe.
2. Second P, the Place – Vans currently sells its products finished several distribution channels, but none of them is dominant. Vans should sell its casual collections for women and kids through...If you want to get a full essay, order it on our website: Ordercustompaper.com



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