...VANS MARKETING PLAN Table Of Contents COMPANY HISTORY3 MISSION STATEMENT3 ENVIRONMENTAL ANALYSIS Consumer/Social factors3-4 Economic factors4 Technological factors4 Competitive factors4-5 SWOT ANALYSIS Strengths5 Weaknesses5 Opportunities5-6 Threats6 PRODUCT ANALYSIS Point of difference6 TARGET MARKET 6 Demographics7 Lifestyle7 Psychographics7 MARKETING GOALS AND OBJECTIVES Objectives7 Goals 8 MARKETING STRATEGY AND TACTICS8-9 Product9 Place10 Promotion10-11 BUDGET ALLOCATIONS11 PERSOFMANCE MEASUREMENTS11 SUMMARY11-12 BIBLIOGRAPHY13 COMPANY HISTORY Vans is a very popular skateboard and action sports apparel company. Shoes are what the company is known for but they also sell a variety of products including t-shirts, hoodies, beanies, watches, socks, hats and backpacks. The very first Vans shoe store opened at 704 East Broadway in Anaheim, California on March 1st, 1966 by Paul Van Doren. Van Doren worked with a shoe company on the East Coast, but was unhappy with the company so he and his partners moved to Southern California to create Vans. The Van Doren Rubber Company was unique in that it manufactures shoes and directly sells them to the public. Vans wanted to create a shoe that could stand up to any situation and be strong and durable, so they created their trademark waffle pattern on the bottom of the shoes with extra rubber for strength. The company started to become very popular in Southern California in the 1970’s when skateboarders...
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...distribution chain (Online shopping, About 76 places for selling included official stores and authorized dealers) • Customer satisfaction • Good return policy [pic] [pic] Weaknesses • Depends strongly on its footwear • Depends on mostly skateboarding style of clothing (Shoes, clothes, socks) • A Lack of innovation, hasn't been able to penetrate emerging markets compared to competitors (New balance, Nike) (Most shoes are still classic style) Opportunities • To create awareness of different sports in emerging markets and become a first mover in exclusive sports shoes brand made professionally (Skateboarding) • Sponsorship on sports events, teams etc (Geoff Rowley) • Sponsorship for Vans Warped Tour (a music and extreme sports festival) • Growing Fan base and fast pace acquisition of new fans (Extreme sports trend) • Increase in demand due to the rise of extreme sports in Asia in these years help promote the brand Threats • Duplicate and fake product...
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...SHOES THAT PICK UP GIRLS May 13, 2012 SHOES THAT PICK UP GIRLS The Vans advertisement “How to pick up girls with your feet" implies to patrons that because someone is wearing these shoes it is inevitable that women will want them regardless of their looks, personality, or status. According to this ad, the shoes will elevate you to an irresistible status in a woman's eyes. This brand is mostly synonymous with the skater and the BMX biker scene; however it seems the company is trying to appeal to a bigger market. This advertisement uses appeals to ethos, pathos, and logos to sell a product Vans insists will undoubtedly attract woman simply because female onlookers see these shoes being worn. The visual image of an attractive woman in the advertisement is mainly working on a viewers need for acceptability in an attempt to motivate and convince them to purchase Vans shoes. The advertisement plays off the emotions of adolescence; teenagers and young adults are made to think that if they have these shoes beautiful women will be instantly attracted to them. Furthermore, the use of a beautiful woman with plump, full, luscious lips with a deep red lipstick color draws the viewer’s eyes immediately to the woman before anything else. This portrayal would lead one to believe wearing these shoes leads to gaining a beautiful, sensual woman. Secondly, the advertisement has credibility because of its name (Vans) and the reputation they have created for themselves throughout the...
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...Vans: Skating on Air Team 17 Joseph Sayegh Eugene Salazar Irving Salazar Aviles Bobby Salinas Executive Summary Vans started with very humble beginnings in 1966 by under the name The Van Doran Rubber Company. They manufactured shoes and sold directly to the public for $2.49 to $4.99 a pair. Vans primary target market were individuals active in the surfing and skateboarding. Vans developed a marketing edge by providing shoes that would withstand the rigorous wear and tear of the skateboarding sport and it was the only company providing a customizable shoe product. During the 80’s Vans saw some success from marketing in the movie industry, but soon found themselves in bankruptcy after investments in the athletic show market. In 1995, Gary Schoenfeld was named CEO. He shifted manufacturing to Asia due the high manufacturing costs in the U.S. and to introduce a greater range of styles. By lowering costs, Vans would be able to increase margins and be exposed to new distribution channels. Vans man’s product line brought in $182 MM, but women and children’s, combined, offered greater than $100 MM revenue. By maintaining their grass roots beginning, Vans can increase their presence in the men’s, women’s and kids product lines. Humble Beginnings Vans is an American manufacturer of shoes founded in 1966 by Paul Van Doren with his brother James and two other partners. They broke the mold with their brick and mortar stores that only sold sneakers. Their customers...
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...The Souls of Vans Marketing with Skateboard Marketing Strategy Report Module Code: MKT 306 December 2015 Contents 1.0 Executive Summary 1 2.0 Introduction 2 3.0 Environment Analysis 3 3.1 PESTLE Analysis 3 3.2 SWOT Analysis 6 4.0 Analysis of the Organisations Competitive Advantage 8 5.0 Evaluation of Current Marketing Strategy 9 6.0 Segmentation Targeting & Positioning Analysis 9 7.0 Recommended Objectives and Goals 10 8.0 Recommend Marketing Strategies 11 9.0 Conclusion 12 Bibliography 13 Tables Figure 1 Vans Logo 3 Figure 2 Vans Category Model 4 Figure 3 Vans Shoes 7 Figure 4 Vans MTE 10 1.0 Executive Summary Vans is an original extreme sports tide brand, that was born in 1966 in the United States South California. At that time, the founder of the brand Vans—Paul Van Doren, with his three brothers: Jim Van Doren, Serge D'Elia and Gordy Lee due to unwilling their product was resold to retailers to reap huge profits, then they are in the California Abaheim to opened the first store to sell their shoes. In extreme sports started, including skateboarding, surfing, BMX and skiing etc., and as the skateboarding is the root, from the lifestyle, art, music and street fashion culture injected into the Vans aesthetics. This formation of a unique personality of youth culture symbol, and become a young extreme sports enthusiasts and the trend of people recognized worldwide brand. Vans is a company with the popular of skateboarding...
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...Syed Izaan Hasan Jafri 18090015 Dr. Waqar Zaidi HIST 124 April 19, 2014 Word Count: 2083 The main cause of World War 1 that is sold is to the masses is the assassination of Archduke Franz Ferdinand of Austria. We are told that he was the linchpin that was keeping Europe from breaking out into a monstrous war and that his assassination had a domino effect which eventually sparked World War 1. But to be brutally honest, it is not clever to narrow down the cause or rather causes of World War 1 simply to one event. One must admit however that on paper, this reasoning does appear rather sound. On June 28, 1914, a group of conspirators from the revolutionary movement called Mlada Bosna (‘Young Bosnia’) carried out the assassination of the Austro-Hungarian heir namely, the Archduke Franz Ferdinand and his wife while they were visiting Sarajevo. By birth, the assassins were Serbs which resulted in Austria’s monarchy to blame Serbia. The event triggered the course of events that directly led to the outbreak of World War 1. But one has to remember, it did not directly cause it. Austria-Hungary just needed an excuse to attack and eliminate the ‘Serbian’ threat which they had wanted to do for quite some time and when the assassination occurred, they finally had one. But to achieve a greater understanding of the reasons and causes of World War 1, one has to acquaint themselves with Europe’s situation in the late 1800s and the early 1900s. During these times, imperialism, militarism and nationalism...
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...and start to develop a fan base over the years. At the start of 2015 Dany’s band learned about a competition that would allow the winner to play on Warped Tour along with the front runners of their genre. The competition was called Ernie Ball’s Battle of the Bands. The winners of the competition would be able to play on the Ernie Ball stage. In order to compete the band had to upload their music online and by the end of the competition the band with the most listens or buzz rating wins. “Buzz Rating is a proprietary system developed by Ernie Ball. Buzz Rating gives you a real time snap shot of each band’s overall exposure level. Taking into account both viral reach and real world factors that produce a rating percentage system giving you an accurate reading on each band’s relevance within the industry” (Battle of the Bands) In order to win Dany and his band posted a lot on social media to let their already made fan base and family know about it, “in reality the competition itself helped us grow our audience and introduce them to our music.” Dany’s band won and played Warped, which was only a foot in the door. After playing at Warped Tour many bands took notice of Fear Me, which gave them a lot of opportunities opening for bands and gaining publicity, “playing warped was the best thing that ever happened to me and the band. Warped tour allowed us the opportunity to be open acts for bigger bands. “Today they open up for the super giants of their genre like The Color Morale, Palisades...
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...This similarity enables peyote to interfere with essential brain chemical processes so it has both mental and physical effects. The physical effects are numbness, hot and cold flashes, loss of appetite and high heart rate and blood pressure. The mental effects are warped sense of space and time, exhilaration, euphoria, paranoia, terror, panic, warped sense of reality, such as confusing past and present events and an inability to maintain attention or focus. There is little research to suggest that peyote has long term effects, but one University Maryland study where they looked at a Native American tribe that had used peyote for a long time and had found that it had no adverse effects in the long term. Treatment Because of the intense short term psychological effects of peyote people rarely ever get addicted to peyote. But the huge psychological effects can scar people which is treated with a large amount mood stabilizers and antipsychotics of drugs and behavioral therapy to lessen the effects of peyote. Biblyography https://peyote.org/ http://hallucinogens...
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...Standing in the depth of Mount Doom, Frodo is given the chance to drop the Ring, but instead, his will cracks his power shatters, and his loyalty quakes, as the Ring consumes him and steers him away from his deed. This scene depicts Frodo as much of a villain as the likes of Gollum, Saruman, or even Saron, as now he has renounced his devotion to the Fellowship and he is compelled to take the Ring for himself, banishing Middle Earth from peacetimes. This seen defines Frodo’s fall from grace and highlights how his mind has been warped and decayed by...
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...constantly - - stress d. Warped puzzle piece II. What were you like as a teenager? a. Grew up too quickly b. Became a mother figure to my nieces c. Balanced school, work, and extra-curricular activities III. What were your educational experiences? a. Transferred from private college to community college b. Worked full-time while being a full-time student c. Stopped after 2-year degree due to financial situation d. Enlisted in the Air Force e. Pursuing Bachelor’s degree with the Post 9/11 GI Bill IV. Do you have your own family now? f. Husband g. Twins h. Church V. What would make you happy in the future? i. Balanced relationships j. Financial freedom k. Help my boys grow Pieces of Me Development is like a puzzle that takes an entire lifetime to piece together. It is a continuous process that can be ever changing based on knowledge, experiences, choices, and even some uncontrollable influences, like nature or the environment we live in. My puzzle pieces take on an eclectic shape, combing different perspectives or theories that potentially explain my developmental track (Witt & Mossler, 2010). When fused together and applied to my childhood, adolescent years, and the present day, I noticed that certain components from various theories have helped construct and define the pieces of me. Although my childhood years created a rather warped puzzle piece, I learned a great...
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...Similarly, Scott shows that the value of science in his twentieth century, post-modernist context is bought about by a warped sense of morality and humanity. Tyrell himself concedes to the film’s protagonist, Deckard, “Commerce is our goal here at Tyrell. More human than human is our motto.” The noun, “commerce,” clearly exemplifies Tyrell’s own lack of humanity as he values profit over human emotion and compassion, while the materialistic reference to manufacturing beings with more “humanity” than real “humans,” raises questions about what constitutes humanity. This is a post-modern theme, as the post-modern movement of Scott’s context was instilled with uncertainties regarding faith in science and human values, and he plays upon these uncertainties to more thoroughly portray his anxieties about the future. This warped sense of vision and its connection to the destruction of nature is further emphasised by the use of props, specifically through Tyrell and the interior of his buildings. Tyrell himself wears glasses, a prop which symbolically represents his perverted values, and characterises him as being more concerned with commerce and profit, values of Scott’s context, than with the preservation of humanity and the natural world. Like Shelley’s creature, the Replicants, demonstrate basic human needs and values, those which the ‘real humans,’ have lost. This is exemplified through the characterisation of Roy as merciful, sympathetic, fearful and affectionate, demonstrated by...
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...I have always listened to Rock & Roll whether it was oldies or modern. It was something my parents listened to and something I grew up with. Sure I like other music but if Rock & Roll didn't exist and I had to listen to Miley Cyrus and Justin Bieber the rest of my life I don't think I would survive. Rock & Roll culture is a very motivational and emotional place. When outsiders think of Rock & Roll, they think of drugs, sex, and alcohol. When really it has the most quoted and inspirational lyrics. Rock & Roll music is something that made me see the world clearer, let me vent my anger and got a good cry in. Let's not forget Warped Tour. Warped Tour is a tour of different genre of bands touring together and performing all day. It's like Tumblr for bands, it brings people...
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...fell into a small ditch, about five inches deep, and then stood up by myself and continued on. My memory of this night has been distorted due to my imagination, as well as time. The same can be said for a memoir’s contents. Overtime, the collection of memories to be written into a memoir have been somewhat distorted to a point where they cannot truly be called facts. While the author may believe their writings to be entirely true, their minds have warped these facts into a more theatrical version of the truth. A reason why this memoir is constructed of memories rather than facts is the author was living through a highly stressful and risk-filled time. He was a soldier in Vietnam, where everyday his life was at stake. He was fighting a war. During traumatic times, our brains, as well as our imaginations go wild. O’Brien discusses several times of how soldiers will hear and see things that are not real, due to their brains playing tricks on them. The same can be said for these memories. O’Brien’s retelling of the war has been warped due to the trauma, terror, and time. As the Vietnam War occurred from 1955 to 1975, O’Brien’s memories detailed in this book are anywhere from thirty-five to fifteen years old, seeing as the book was published in 1990. There is no possible way for the human brain to remember every single detail of an occurrence that happened over two decades ago. These more emotional accounts contribute greatly to the meaning of the book. Instead of getting dry facts...
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...Cooking steaks can be a very daunting task, without properly cooking them it may leave you with a horribly flavored, and tough steak. Pan searing is the best method to cook steaks, by enhancing flavors, ensuring juiciness, and allowing for a perfectly caramelized outer shell. Two major factors play a key role in cooking the perfect steak. First, you must choose the proper pan, which holds heat and cook evenly. The most commonly used pan to cook steak is a cast iron skillet, due to its spectacular ability to retain heat, endure high temperatures, and its ability to be seasoned. A seasoned cast iron skillet will have a unique flavor, that no other pan may replicate. Choosing the wrong pan or a warped pan will have consequences. If the pan cannot...
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...There is no set definition of reality and because of its flexibility, reality can be warped. Reality itself is defined by O’Brien in the book as something that “exists within the human mind, and nowhere else” and “is not external” (Orwell 205). O'Brien believes that reality does not exist until the mind perceives it, and the mind should not perceive it without the Party’s permission. O'Brien attempts to convince Winston that he sees five fingers, when his senses, aware of a reality independent of Big Brother, actually sees four. Seeing five fingers instead of four is only possible if the person's reality allows for the possibility and existence of such things. Winston is able to see the five fingers instead of four after going through immense pain and as a result his outside reality is warped by the pain and drugs. Briefly, he shares the reality of the Party and felt a “luminous certainty” before “everything was normal again” (Orwell 213). After these disciplining sessions, Winston stops believing in...
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