Market Plan Fall 2011

1) Mission Statement

The mission statement for Vans says Vans makes classic skateboarding and action sports shoes, clothing and apparel for fans all over the world. Since 1966, Vans has been at the center of skateboarding and youth culture. Fanatics and fans alike favor classic shoes such as Half-cab's, Authentic's, Slip-on's and Sk8-Hi's. Vans is home to action sports pro athletes such as Geoff Rowley and Tony Trujullo. Today, Vans is considered the largest action sports clothing company in the world. Find out more at Vans.com

2) How Vans markets Authentics to their target market




Vans markets it's classic Authentic shoes to the youth culture like teens and young adults.

Not surprisingly, it markets not just to these young people but most notably, their parents. Many customer reviews on Vans.com and Zappos.com are mothers or grandmothers who are looking for cool comfortable sneakers for their grandchildren or children.

Also, Vans caters to youth with plus sized feet (14-16). Catering to the larger feet audiance puts the company ahead of other local stores and competitors.

For the youth, Vans Authentics are a perfect fit.



Product video by Zappos.com

3/a. SWOT Analysis

Strengths:

• Vans has been in business for over 40 years, a well know brand
• Shoes Fit from infants to people with size 16 shoes
• Not too expensive for the consumer, great product pricing

Weaknesses:

• Focuses on mostly skateboarding style of clothing
• Don't have a large selection of boots for rain and snow conditions

Opportunities:

• Growing and taking over market share
• Markets through Vans Warped Tour
• Growing Fan base and fast pace acquisition of new fans 

Threats:

• Competition from skateboarding brands like DC and Element
• Other brands sponsor professionally known skateboarders like Jerry Hsu and Ryan Scheckler 

3/b. Marketing Objectives:

• Sponsor more athletes to compete with other brand superstar athletes
• Expand by opening more stores
• Make shoes more convenient to consumers
• Market through social media
• Build collection of boots and weather condition gear

4) Vans has an extensive online and in-store retailing service.

In-store Retailing

• Vans Store Set-up

1. Men's, women's and children's sneakers are located in the back section of the store.
2. Stores have men, women and children sections
3. Accessories like hats, key-chains and wallets are located in the middle area of the store.
4. Section for sale of skateboards and skateboard parts
5. Newer items are featured primary to older items in different areas of the store
6. Prominent store logo and signage to differentiate itself from similar stores

• Customer Service

1. Employees are knowledgeable about the company and skateboarding culture
2. Employees are friendly and customer conscious

Online Retailing

• Online store setup

1. Vans has a wide range of products for men, women, kids and for people with extended sizes from 14-16
2. The website features it's new collaborations and collections of clothes and accessories on it's first landing page
3. The women's section features online mini catalogs, collaborations with brands like "Hello Kitty" and women's handbags and purses
4. The kids section organizes products according to size and gender. It features a collaboration with a popular children's show "Yo Gabba Gabba!"

• Customer service

1. The products feature customer review sections at the bottom of each product page
2. Each product is simply organized for easy customer access.
3. Websites uses services like PayPal for customers to have easy access of purchase
4. Customers can create personalized accounts on the website for purchases and shipping information

5)






These are your Authentics.

The Authentics are our original classic shoes, deeply rooted in skateboarding and action sports culture. Over our long history, it has evolved into an iconic youth culture classic.
· Durable cotton drill lining
· Simple, clean and good looking
· Waffle gum rubber outsole
· Lightweight, 13 oz.
Vans (Off The Wall) www.vans.com
Shop Vans http://shop.vans.com/
On Twitter: twitter.com/VANS_66
 On Facebook: http://www.facebook.com/VANS  6)
 
The Red Velvet Sale
Vans Authentics in Red 40% off + Free Shipping! Use promo code: Velvet40. Terms and conditions at Shop.Vans.com. Sale ends November 11th at 11:59 pm EST.
7) Vans Integrated Marketing Communications 
Vans is a clothing company that makes shoes, apparel and accessories themed in action sports and pop culture. To spread their company's logo and earn recognition among their target audience, the company uses many mediums to connect with them. You can see Vans use integrated marketing communications in a variety of places: 
Facebook: Vans uses social networking sites like Facebook to connect directly with fans and get their feedback on products that they like or dislike. The company can get a great idea of what they should market to audiences. https://www.facebook.com/VANS 
Twitter: On Twitter, Nikki S. is the company's blogger who blogs about new products, events and everything happening in Vans. She raises excitement and buzz about the company on a website where information becomes viral in seconds. http://twitter.com/#!/VANS_66
Commercials: Although not usually televised, Vans runs commercials to its audiences to attract them to products such as their "Vans x Yo Gabba Gabba" line. This commercial is targeted toward kids who watch the show, their parents and youth of all ages. http://www.youtube.com/watch?v=88oZeYlz_6A
Events: Vans does events to help promote their lines and products. In the case of "Vans x Yo Gabba Gabba", the company was in Lake Grove, NY at the Smith Haven Mall last Saturday and in Fairfax, VA last Sunday to promote the line.
Yo Gabba Gabba! Come to NY and VA this Weekend
Posted 11/09/2011 by Kelly
Don’t miss your favorite characters from Yo Gabba Gabba! coming to New York and Virginia this weekend! Saturday, November 12th visit the Vans Store at the Smith Haven Mall in Lake Grove, NY. If you live in the Fairfax, Virginia area, come on out on Sunday, November 13th to celebrate Vans and Yo Gabba Gabba! There will be tons of giveaways and fun.

Source: http://www.vans.com/events/
8) Vans Authentics Product Projection:
The Vans Authentics are classic Vans shoes which have a design that doesn't change too dramatically to keep it's vintage look.  Although, I do think the company is going to make some modifications to the design next year. I expect the basic version to look slightly different than it does now. The Vans Authentics look currently like this:

I expect for the designers to make the shoes more clean cut and to use lighter weight materials. Also, it would be smart for them to use materials that are more eco-friendly to the environment. Vans is also branching out more to the mainstream youth audience so the company would make a sneaker that is appealing to the general youth audience.

The shoe above is what Popfly.com posted would be the new spring 2012 Vans authentic "One Piece" in gargoyle/vanilla ice. It is more clean cut and smooth than the current version we see now. The company seems to have revised much of the shoe's outer design which makes it look cleaner. http://blog.popflys.com/2011/08/30/vans-california-spring-2012/ 
Vans has re-innovated the Authentics to accommodate special needs and themes to different audiances:

Vans Authentic 10 oz. is designed to be more durable and last longer than it's basic version.
Vans Hello Kitty Authentic  is marketed for women and girls. Vans continues to make new pairs of Authentics to include versions for partnerships with other companies, limited editions and special occasions. New pairs of Authentics for occasions like these are expected in 2012.  
9) Vans Authentic Plan for Long Term Success 
The Vans Authentic sneakers are expanding well as a product but it does need to watch out for a few potholes as it drives up in market share. First, Vans cannot expand this product into too many markets. Over expansion of its products was the reason for its mid-1980's bankruptcy collapse. Second, it should continue to market to females and release shoes in feminine colors. Vans is aware of the huge market available for females. Finally, and maybe most notably, it should not brand the sneakers as "skateboarding" sneakers. The company needs to market it as a general shoe for any youth like Converse's Chuck Taylor. Categorizing the sneaker for "skateboarders" is holding back the product from its potential of selling much more.