Sperry Marketing Campaign Analysis

This assignment analyzes the effectiveness of Sperry's 'Odysseys Await' marketing campaign aimed at millennial consumers. The analysis highlights how Sperry effectively utilized innovative marketing practices to promote their products. The conclusion draws upon Porter's Five Forces and brand repositioning strategies to recommend future directions for Sperry, emphasizing content marketing and effective brand positioning.

Marketing
management

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Analysis of Sperry’s ‘Odysseys Await’ campaign......................................................................3
Key factor involved in targeting strategy of Sperry’s ‘Odysseys Await’ campaign...................4
Formulation of successful brand repositioning strategy..............................................................5
Formulation of successful content marketing strategy ...............................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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ILLUSTRATION INDEX
Illustration 1: Porters five forces......................................................................................................4
Illustration 2: Brand repositioning strategy.....................................................................................6
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INTRODUCTION
Present study is focused on evaluation ‘Odysseys Await’ campaign of Sperry for launch
of their new issues. In this report, description will be provided regarding effectiveness of their
marketing strategy by considering key facts of the campaign. In addition to this, targeting, brand
repositioning and content marketing strategy of the campaign will be discussed. On the basis of
this description, recommendations will be provided to develop successful rand repositioning and
content marketing strategy.
Analysis of Sperry’s ‘Odysseys Await’ campaign
Iconic American shoe brand Sperry had launched new series of shoes for Millennial. For
the marketing of this range campaign was developed by the company with the name Odysseys
Await. Main objective of company was appeal Intrepids (youth). This product was launched with
their newly redesigned logo (Sperry Goes Back to Basics With a Campaign for Adventurous
Millennials, 2015). For marketing of product 80 ambassadors were to be selected from different
countries. They will be provided with the custom shoebox and they will be sent for the
adventurous journey. These brand ambassadors will share their experience on social channels for
the promotion of the product.
SWOT of ‘Odysseys Await’ campaign
Strengths
 New concept to appeal youth Strong brand image as company is an
iconic American brand.
Weakness
 Only focused on elite group of youth
 campaign was only focused on sea
adventure it did not consider other
adventures
Opportunities
 Target group can be explore for further
opportunities By making use of social media
organization can reach upto large
audience.
Threats
 Huge competition in market
 High risk involved due to uncertainties
in marketing plan
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Porter's of ‘Odysseys Await’ campaign
 Potential entrants: Company had developed reputed brand in the market thus there is low
risk of potential entrants. However, there is high risk because of competitive environment
in existing market. Buyers: Bargaining power of customers is low because company is providing branded
product to the customers which are not price sensitive. Substitutes: Risk of substitute is high ‘Odysseys Await’ campaign as there are existing
rivals in the industry.
 Suppliers: Bargaining power of suppliers is low because company has various options to
avail resources for their business plan (Krafft and et.al., 2007).
Key factor involved in targeting strategy of Sperry’s ‘Odysseys Await’ campaign
Target market can be defined as group selected by organization which are most likely to
purchase their product and services. Thus, targeting strategy involves segmentation of potential
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Illustration 1: Porters five forces
(Source: Adcock, Halborg and Ross, 2011)

market in order to select suitable segment. Marketing plan of Sperry’s ‘Odysseys Await’
campaign shows that company is mainly focused on Gen X (born between 1965 and 1980) and
millennials
(born between 1980 and 2000 (Sperry Goes Back to Basics With a Campaign for Adventurous
Millennials, 2015)). By considering the target segment brand promotion strategy has been
selected by company so they can create huge impact on the target customers. For this aspect
company had made use of focus or concentrated targeting (Lees-Marshment, 2009). It is
because; Sperry had targeted millennials by making use of single marketing mix. The entire
campaign has been developed by considering the needs and expectations of the customers. On
the basis of their needs, specialized marketing mix has been designed.
In accordance with the viewpoint of management, concentrating resources and meeting
the requirements of narrowly defined group is more profitable in comparison to spreading
resources over various different segments. Sperry’s ‘Odysseys Await’ campaign became
successful by exclusively focusing on millennials. This strategy is suitable for organization with
the limited resources (Bowie and Buttle, 2011). In addition to this, focused marketing allows
organization to incur R&D expenditures to be concentrated on meeting needs of one set of
customers. However, this strategy comprises high risk organization is reliable on one particular
source (Ferrell and et.al., 2014). Furthermore, majority of competitors are targeting on this
segment due to which company will be required to incur high marketing expenditure along with
the facing issue of price cutting and low profitability.
Formulation of successful brand repositioning strategy
In the changing market scenario, management of Sperry is required to consider strategy
of Fine for brand repositioning strategy. In this campaign, company had modified their logo for
the effective promotion of their new range of shoes (Stavros, Pope and Winzar, 2008). With this
strategy organization will be relaunch their brand and take their new products to at different
level. For this purpose, company is required to carry out the research in market in order to
identify weaknesses in current starting position. On the basis of this research they are required to
consider the right direction for the purpose of launch of new products. In last step, management
is required to make plans and take actions for attaining their aims and objectives.
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By considering this image it can be said that company is required to incur huge cost on
advertising and operational changes. For this purpose following steps are required to be
considered by management of Sperry:
 Determination of current positioning in market
 Identification of direct competitions
 Understanding of positioning strategy of each competitor
 Comparison of positioning strategy in order to identify their uniqueness
 Development of distinct and value based positioning idea (Grier and Bryant, 2005).
 Crafting of brand positioning statement
 Testing of efficacy of brand positioning statement
Formulation of successful content marketing strategy
Content marketing strategy comprises creation and sharing of media in order to attract
customers. This is most important part of the marketing because it influences customers for the
purchase of the product. For the formulation of successful content market strategy organization
must ensure that developed strategy is aligned with their corporate objectives. In present era,
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Illustration 2: Brand repositioning strategy
(Source: Constantinides, 2006)

consumers behaviours are changing online and company cannot separate their messages from
technology and social networks (Naik, Raman and Winer, 2005). Organizations are required to
make use of this media to reach to large audience. With their campaign, Sperry is able to
promote their product among users. Furthermore, they had developed deeper emotional
connections by using concept of story telling. Content goals should be outlined by considering
audience in the mind. On the basis of these goals, road map and plan will be developed by
organization. Furthermore, company should measure their strategy in order to ensure its
effectiveness. After creation of content strategy, organization must amplify it as just creation of
content is not sufficient. Company is required ton market their marketing so they can reach to
large audience.
Management of Sperry is required to develop a background for marketing of their
concept. For this aspect, they are required to promote the concept on digital and social media. By
spreading awareness youth will be able to know about the program and they will develop their
interest in products (Mono, 2015). This promotion must be supported by unique tag lines and
content through which company can attract customers.
CONCLUSION
In accordance with the present study conclusion can be drawn that management of Sperry
had made effective use of marketing management practices in their ‘Odysseys Await’ campaign.
They are able to promote their products among youth with an innovative approach of market.
Company is recommended to make use of effective brand repositioning and content marketing
strategy in order to achieve their aims and objectives in an effective manner.
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REFERENCES
Books and journals
Lees-Marshment, J., 2009. Political Marketing: Principles and Applications. Routledge.
Adcock, D., Halborg, A. and Ross, C., 2001. Marketing: Principles and Practice. Financial
Times/Prentice Hall.
Krafft, M. and et.al., 2007. International Direct Marketing: Principles, Best Practices,
Marketing Facts. Springer Science & Business Media.
Bowie, D. and Buttle, F., 2011. Hospitality Marketing: Principles and Practice. Routledge.
Ferrell, C. O. and et.al., 2014. Marketing Principles PDF. Cengage Learning Austrlaia.
Stavros, C., Pope, N. K. L. and Winzar, H., 2008. Relationship marketing in Australian
professional sport: an extension of the Shani framework. Sport Marketing Quarterly,
17(3). pp. 135-145.
Grier, S.and Bryant, C. A.2005). Social marketing in public health. Annual review of public
health. 26(1). pp.319-339.
Constantinides, E.,2006. The marketing mix revisited: towards the 21st century marketing.
Journal of marketing management. 22(3-4). pp. 407-438.
Naik, P. A., Raman, K. and Winer, R. S.,2005. Planning marketing-mix strategies in the presence
of interaction effects. Marketing Science. 24(1). pp. 25-34.
Online
Sperry Goes Back to Basics With a Campaign for Adventurous Millennials. 2015. [Online].
Available through <http://www.adweek.com/news/advertising-branding/sperry-goes-
back-basics-campaign-adventurous-millennials-162983>. [Accessed on 23rd February
2016].
Mono. 2015. Sperry. [Online]. Available through <https://mono-1.com/work/sperry-odysseys-
await>. [Accessed on 23rd February 2016].
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