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Individual Case Study Assignment (Vans)
Harvard Case Study – Vans: Skating on Air
Brief Description: Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines that are struggling–the outdoor line of hiking shoes and the women’s collection. More broadly, Vans is currently embarking on a number of new ventures, some of with which the company has little experience. For example, Vans is in the process of promoting a full-length movie, creating its own record label, and working with video-game developers to develop games based on its sporting events.
Teaching Purpose: Marketing strategies – this case traces the up-and-down history of a niche fashion brand in a market in which consumers are notoriously fickle. In recent years, the CEO appears to have revived the brand; however, it is unclear whether the company is in danger of losing its hardcore customer base as it ventures into the consumer mainstream. Case analysis allows for an examination of how a brand can evolve over time, as well as a discussion of the conflict that can arise when the growth and popularity of a brand affects its perception of authenticity among its most loyal customers requiring significant strategic marketing adjustments over time.
Learning Objectives:
Examine hostile branding marketing as another form of non-traditional marketing strategy
Examine and review the myriad effects of the product life cycle concept applied strategically to both product, brand, and industry knowledge
Setting: California; shoes/apparel; $350 million revenues; 1,700 employees; 2003
Preparation
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