Competitive Analysis and Strategic Recommendation !
Kayla Ackerman | Dorian Folino | Albert Lee | Matea Merriman | Jazo Moises
Luxury Outdoor Lifestyle
TARGET AUDIENCE •
Males age 30-50
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$100-200k a year income
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Largest majority live in the South Atlantic region
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70% are married
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Boat owner, fly-fishing as recreational rather than a sport - 81% see it as a form of relaxation
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Conservation as a top concern
We chose the following brands as Orvis’s competitors.
THE ORVIS BRAND •
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Luxury outdoor lifestyle products •
Men’s and women’s sportswear
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Also offers sporting services and lifestyle gear
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Retail (62 stores), catalog (circulation: 55 million), and online purchasing
The “Distinctive Country Lifestyle” - Focuses in sporting traditions and expertise in fly-fishing; heritage, hospitality and love for the natural environment.
ORVIS •
Sales (2012): $128 million (only online sales)
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Leverages their experience in fishing throughout all mediums
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3 purchase points: retail, catalog, online
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Emphasizes a personal outdoor experience: offers fishing classes and adventure trips, allowing the customer to truly experience the outdoors
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Main positioning point: experience is key.
ORVIS ADVERTISING AND CREATIVE
Large focus on tradition, copy has light-hearted humor, color taken from earthy tones.
L.L. BEAN •
Sales (2011): $1.4 billion
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Lifestyle brand that happens to sell fishing gear
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Conventional online shopping experience with a limited number of retail stores on the East coast
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Large retail focus - website content focuses strongly on selling a product
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More family-oriented: one stop shop for outdoor apparel and gear
L.L. BEAN ADVERTISING AND CREATIVE
Lighter colors, feels like a Bed Bath and Beyond, Based in history, “Guaranteed to Last” is a brand promise that resonates throughout the creative
EDDIE BAUER •
Sales (2008): $1.023 billion
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“Innovation, quality and an appreciation of the outdoors”
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More masculine, a bit more adventurous
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Skews to a younger audience
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Sold in retail stores (over 370), in seasonal catalogs, or on their website
EDDIE BAUER ADVERTISING AND CREATIVE
Darker earth tones, very clean-cut, tagline “Live Your Adventure” implies activity and doing adventurous things.
FILSON •
Sales (2012): $11.2 million
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High-quality, durable outdoor apparel and accessories
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Less focus on function of the apparel and more focus on the style and brand
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Partnered with Levi’s to release a line of denim clothing (Levi’s by Filson)
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Has a high price point: emphasizes luxury and class
FILSON ADVERTISING AND CREATIVE
Hipster aesthetic, high emphasis on the quality, tagline of “Better Outdoor Clothes”
BRAND POSITIONING Retail
Function
Fashion
Online
ANALYSIS •
The luxury outdoor lifestyle category emphasizes conservation of the outdoors and the outdoor experience while paying attention to style.
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Function-oriented brands (like Orvis and Eddie Bauer) stress a call to action to consumers, letting them experience the outdoors.
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Fashion-oriented brands (like L.L. Bean and Filson) focus more on aesthetic and quality of the product than the ways that the products will be used.
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While maintaining the traditional outdoor call-to-action, Orvis has the opportunity to leverage the fashion aspects of its products by making it a part of the distinctive outdoor lifestyle.
ADVERTISING PROBLEM •
Orvis’ main advertising focuses mainly on products, and less about the outdoor lifestyle and the experiences that they encourage.
OUR STRATEGY •
Bring a focus to the tradition of the brand, focusing less on products, and more on the person and the relationships that they have.
TACTICS •
Instill the brand between generations, through relationships with fathers and their children.
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Target fathers and encourage them to take their children on fishing trips
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Indirectly target their children, which shows that Orvis is the “father’s choice.”
TARGET AUDIENCE DADS
OUTDOOR EXPLORERS FAMILY ORIENTED ACTS ON TRADITION
(INDIRECT) TARGET AUDIENCE THEIR KIDS Because fishing is an act passed down from generation to generation, it’s common for dads who fish to bring their children on fishing trips to pass on the sport.
ADVERTISING:
VIRAL VIDEO/SOCIAL/TV Our campaign will launch in the early summer with a viral video on YouTube of a kid catching their first fish. Viewers will then be prompted to post videos to Facebook of their children catching fish for their first time to win a fishing trip paid for by Orvis. Additionally, the video will be turned into a 30-second commercial played on channels watched by our target demographic including Fox News, Discovery Channel, History Channel, and the Outdoor Network.
ADVERTISING: EVENT
Chesapeake Bay, VA Using Orvis’s pre-existing outdoor excursion program, Orvis will host a father/child fishing weekend in August at one of the top, upscale fishing locations in the United States: Chesapeake Bay, VA.
ADVERTISING: EVENT
This event will be filmed and turned into a television advertisement that focuses on the family aspect and brand tradition. The advertisement will be played on the same channels as the viral video - news and adventure television networks.
ADVERTISING: Nat’l Magazine Advertisements Because Orvis’s outdoor excursions aren’t limited to people living near that location, it makes sense to advertise the event and the campaign on a national scale. Magazine advertisements promoting the event will be placed in major fishing and outdoor magazines.
EVENT
Event
In-Store Advertising
Targeted Radio Advertisements The cost and simplicity of a radio advertisement allows this medium to be an easy tool to reach our audience. We’ll target major metropolitan areas in the Rockies (Denver, Salt Lake) and in the South (Florida, North/ South Carolina, Virginia) playing radio advertisements on classic rock radio stations.
We’ll set up promotions in Orvis’s 62 stores, reaching current purchasers of the product in a place they’re used to getting it.
MEDIA PLAN June
Event Nat’l Mag. Targeted Radio TV Spot Viral/FB In-Store
July
August
September
THANK YOU. Questions?