The Marketing mix of Oakley analyses the 4Ps of Oakley, which includes the Product, Price, Place, and Promotion of Oakley. Oakley is associated with the retail and lifestyle industry and deals in apparel and accessories. It is a Public Limited Company and a subsidiary of its parent company, Luxottica Group. The Owner Company of Oakley is of Italian origin but is based in the United States. It was founded in 1975 by its founder, Jim Jannard. Some of its competitors are as follows-
- Bausch & Lomb Inc
- Lombardi Booster
- Adidas AG
- Marchon Eyewear Inc
- Nike Inc
About Oakley
- Type: Sportswear company
- Industry: Eyewear, apparel, footwear, accessories
- Founded: 1975
- Founder: James Jannard
- Headquarters: California and the United States
- Area served: Worldwide
- Key people: Colin Baden, CEO, and Blake Towle, Chief Marketing Officer
- Number of employees: Over 7,000
Table of Contents
Oakley Product Strategy
Oakley is a world-recognized brand that manufactures, markets, and designs lifestyle pieces and performance equipment for sports like golf, tennis, hockey, hunting, fishing, mountain training, surfing, basketball, and baseball.
All its items are made from the latest technology and include innovative features like Impact Protection, HDO, Lens Tints, Polarized, OTD, RX sun, UV Protection, and Switchlock. Oakley also makes customized products to suit individual needs and requirements. Its diversified portfolio of products is meant for both men and women and includes
Sunglasses
- Asia-Fit Sunglasses
- Youth Sunglasses
- Special Edition Sunglasses
- Wire-Frame Sunglasses
- Lifestyle Sunglasses
- Sports Sunglasses
- Polarized Sunglasses
- PRIZM Sunglasses
- Eyewear Accessories
- Aviator
- Active Sunglasses
- Sunglasses Replacement-Lenses
Eyeglasses
- Prescription Eyewear
- Prescription Eyewear made from Wire-Frame
- Lifestyle Prescription-Eyewear
- Active Prescription-Eyewear
- TruBridge Eyewear
Goggles
- PRIZM Goggles
- Special-Edition Goggles
- Asia-Fit Goggles
- MX Goggles
- Snow Goggles
- Helmets
- Goggle Accessories
Apparel
- Shirts
- Hoodies
- Sweaters
- Vests
- Jackets
- Outerwear
- Pants
- Shorts
- Tanks and Tees
- Boardshorts
- Sports Bras
- Tops
- Swimwear
Accessories
- Bags
- Backpacks
- Performance Shields
- Socks
- Gloves
- Hats
- Beanies
- Caps
- Headwear
Oakley, known for its innovative and high-quality products, offers diverse items.
The product mix of Oakley in 2023 is as follows (Source)
- Sunglasses: Oakley is famous for its performance sunglasses, which are popular among athletes and outdoor enthusiasts. They offer sports sunglasses with various lens technologies and frame designs, including polarized and Prizm lenses, tailored for specific sports and environments.
- Prescription Eyewear: They provide a range of prescription glasses, active sunglasses, and goggles designed with the same emphasis on performance and durability as their sunglasses.
- Goggles: Oakley produces goggles for snow sports and motocross. These goggles and glasses are engineered for clarity, protection, and comfort in challenging conditions.
- Apparel: Their apparel line includes high-performance clothing for men and women designed for sports and outdoor activities. This range typically includes jackets, pants, shorts, t-shirts, and more.
- Footwear: Oakley offers a selection of footwear, including boots, sneakers, and sandals, designed for both performance and casual wear.
- Accessories: The brand also offers a variety of accessories, such as hats, bags, backpacks, and gloves, which are designed with the same focus on quality and functionality.
- Sports Equipment: Oakley sometimes collaborates with other companies to produce specialized sports equipment, like helmets and protective gear for cycling, skiing, and snowboarding.
This product mix reflects the marketing mix of Oakley’s commitment to innovation and quality across different product categories, primarily targeting sports and outdoor activities.
Oakley Place Strategy
Oakley is an international company based in the United States, headquartered at Foothill Ranch in California. It started its operation from a garage and spread it to include countries in the global market like Brazil, Canada, the United States Americas, Australia, Thailand, China, Indonesia, Taiwan, Singapore, Malaysia and Hong Kong in Asia-Pacific and the United Kingdom, Portugal, Germany, Belgium, Sweden, Austria, Italy, Ireland, France, Spain and Denmark in Europe.
Oakley has a widespread distribution channel that includes product distribution via specialty stores, high-end retailers, and company-owned outlets, with brands like O Stores, Sunglass Designs, Oakley Vaults, Occhiali da Sole, and Sporting Eyes Products not available from mass-market familiar retailers. The company vigorously prosecutes any unauthorized distribution. Oakley has also opened online stores to market its products.
Oakley’s place strategy is as follows:
- Global Retail Presence: Oakley products are available worldwide through a network of branded retail stores, offering customers a firsthand experience of their wide range of products.
- Online Sales Platform: They have a strong online presence, facilitating direct sales through their website and online stores, which are significant channels for reaching a global audience.
- Authorized Dealers and Retail Partners: Oakley products are distributed through various authorized dealers and retail partners, including sporting goods stores, specialty eyewear shops, and department stores.
- Selective Distribution: Oakley follows a selective distribution strategy, ensuring their products are available in outlets that match its brand image and reach its target market effectively.
- International Expansion: Oakley continually explores and expands into new international markets, adapting to local consumer preferences and retail landscapes to enhance their global footprint.
Oakley Pricing Strategy
Oakley is credited with innovative and high-performance products. It holds nearly 600 patents for several product items, including performance equipment, gear, materials, and eyewear. Oakley’s brand-building strategies increase its perceived value as it has projected its products as unique and qualitative. Oakley has adopted a premium pricing strategy. Despite high prices, it knows its target customers are ready to associate with its premium products. Oakley has also adopted promotional pricing and offers promo codes and coupons to its online buyers as part of its promotional strategy.
Oakley’s pricing strategy is sophisticated and reflects its position as a premium eyewear and sports accessories brand. An analysis of their approach:
- Premium Pricing: Oakley employs a premium pricing strategy, which aligns with its brand image of high quality, innovation, and technological advancement. This approach not only underscores the value of their products but also appeals to consumers seeking premium, performance-oriented products.
- Value-Based Pricing: The brand pricing reflects the perceived value of their products. Oakley invests heavily in research and development to introduce innovative features, like their Prizm lens technology, justifying higher prices due to enhanced performance and quality.
- Competitive Positioning: Oakley’s pricing is strategically set to position the brand above mainstream competitors while being competitive with other premium market players. This balance helps maintain its status as a high-end, desirable brand without being inaccessible.
- Dynamic Pricing Models: Oakley may adjust prices based on market demand, product life cycle, and competitive market dynamics. This flexibility allows them to stay relevant and competitive, especially in global markets with varying economic conditions.
- Psychological Pricing: In some cases, Oakley might employ psychological pricing strategies, like pricing products just below a round number (e.g., $199 instead of $200). Such tactics can make products appear more affordable, enhancing their appeal to a broader consumer base.
Oakley’s pricing strategy is key to its overall marketing mix and brand strategy. It focuses on maintaining a premium image, reflecting its products’ high value and quality, and adapting to market and competitive conditions.
Oakley Promotion Strategy
Oakley is an international company that has adopted several ATL and BTL policies to market its products in the consumer, retail, and lifestyle industries. It has launched electronic, digital, and print ad campaigns via popular television channels, newspapers, radio, magazines, billboards, and social media platforms like Facebook, YouTube, Twitter, and Blogs.
The company realizes the impact of star power on the common masses. It has roped in various famous personalities from sports for brand endorsements, like basketball player Michal Jordan, Cal Ripken Jr from baseball, Bonnie Blair, a skater and tennis legend Andre Agassi Valentino Rossi, Italian icon connected with motorsports is associated with Oakley as its brand ambassadors Oakley has been an owner company actively involved in several CSR activities In 2010 it donated 35 pairs of sports glasses to workers of a mine in Chile It has been a sponsor in the year 2012 to US Olympic Team members.
Oakley’s promotion strategy is as follows:
- Endorsement and Sponsorships: Oakley invests heavily in endorsements from high-profile athletes and sponsorships of sports events, leveraging the reputation of these individuals and events to enhance brand visibility and credibility.
- Digital and Social Media Marketing: The company effectively utilizes digital marketing channels and social media platforms to engage with customers, showcase new products, and build a community around the brand.
- Innovative Advertising Campaigns: Oakley consistently creates innovative and compelling advertising campaigns emphasizing their products’ technological superiority and unique design, targeting a market that values performance and style.
Some Recent Video ads and Print ads of Oakley are:
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