??? 10007 FUNDAMENTALS OF MARKETING ASSIGNMENT 2: Individual Brand Report Phyu Phyu Twin 25/09/2022 1
Contents VANS History 3 VANS' SUB-BRAND RECENT PERFORMANCE TREND. 3 VANS' Brand Positioning & Strategy .. 5 ACCENT GROUP'S BRAND MARKET SHARE & FINIANCIAL PERFORMANCE 5 VANS' MARKETING MIX 6 Product. 6 Price 7 Place & Distribution 7 Promotion 7 Three Levels Theory 8 Core/Essence. 8 Actual. 8 Augmented. 8 MACRO ENVIRONMENT 8 ECONOMIC. 8 CULTURAL 8 MICRO ENVIRONMENT. 8 CUSTOMERS 8 Competitors 9 Persona of the IDEAL TARGET CUSTOMER SEGMENT 9 CUSTOMER DECISION MAKING PROCESS. 10 Conclusion 10 REFERENCES 11 2
VANS History When VANS first started in 1966 in Anaheim California, its main target was to Surf and Skating Communities. It was first introduced to the Australian's youth in 2002 where the transformation of youth fashion from formal to street style began. It developed from the skateboarding company to today's one of the leading shoe companies for young adults. (Vans 2022) VANS gained its spotlight when they were first seen in the film Fast Times. Their well- known products is 'Old Skool' which is ideal for students and for daily wears. Although VANS is based in USA, its popularity in AU has led Accent Group to franchise the brand in 2002. In 2021, VANS e-commerce scored the best of all in its fashion industry with US$7.5M and ranked 10,666 globally. (Revenue 2022) VANS Vans Retail Store in Australia in 2022(GOOGLE) Van Doren Rubber Company in 1966 (VFC 2022) SNY VANS PHOTO OF VANS' OLD SKOOL SERIES (GOOGLE) VANS' SUB-BRAND RECENT PERFORMANCE TREND The company's brand architecture comprises of sub-brands such as VANS, The Athlete's Foot, Merrell, Skechers, Platypus, Timberland, Dr. Martins and Hype DC. Each of these has its own targeted customers, customer demand and different personas. Throughout the history, VANS has been specified in Street Style Culture, the normalization of running shoes for daily wears insured VANS into major competition with athletic brands like NIKE, ADDIDAS, 3