Jake Soderberg - Oakley Presentation - Marketing Principles - University of St. Thomas

Jake Soderberg, Jonathan Hamilton, Joseph Heitkamp, Ali NgasaUniversity of St. Thomas Group PresentationPrinciples of Marketing Fall 2007 http://www.linkedin.com/in/jakesoderberg

SWOT Analysis
Strengths: strong brand portfolio, vertical integration, strong distribution network
Weaknesses: lack of presence in the contact market, concentration of suppliers
Opportunities: licensing agreements, acquisitions, growth in optical sector
Threats: retail consolidation, laser surgery, counterfeit goods

Porter’s 5-Forces Model

B2B and B2C
They engage in very little B2B transaction
A large proportion of their transactions are B2C
They B2B with the government, and military
The military line has transform into a special division within Oakley
To meet the needs of the specific environment government and military customer encounter.
B2C involve retailing directly to the consumers

Products and Services
Their product are divided into two main categories; Sport Performance and Active Lifestyle
Sport Performance:
Glasses features interchangeable lens for athletes to optimize vision.
Skin oils, fingerprint and lotions are easily wiped away.
Lens are anti-static so it won’t attract dust
Lets athletes adapt to the changes in light
$310
(Polarized Half
Jacket Array)
$95
(Half Jacket)

Product and Service cont.
Active Lifestyle:
This edition combines the best technology ever to dominate light rays.
Also loaded with impact resistance
The polarized lenses are engineered to block blinding rays of light
It is also made thicker than standard coated lens.
$125
(Square Wire)
$225
(Minute 2.0)

Product and Services cont.
Thump:The first digital music eyewear
Offers memory up to 2 gigabyte
Free from dangling cords and wires
$399
(Split Thump)

Product and Services Cont.
Services:
All Oakley eyewear is warranty for one year from the date it was purchase.
Coverage is valid only with proof of purchase from an Authorized Oakley dealer.
Upgrade is available for discontinued products.
Custom Eyewear Program allows you to express you own personal style.

Consumer Behavior
Oakley’s sports performance and active lifestyle sun glass lines
Oakley’s First Issue Line.

Oakley’s Consumer Products
Oakley Products

Oakley First Issue Line in the Segment
Oakley provides advanced technology, and strength to our Military, police and fire departments

Early Adopters
Innovators
Early Majority
Oakley’s Sports performance Lines
The early lines, known by most people
Oakley’s New product lines
For example- Lil’ John, Phil Helum, and the Thump.
Oakley’s Active life style sun glasses

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