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REI Marketing Plan
Transcript of REI Marketing Plan
Male and Female, 18 to 24
Knowledgeable about buying decisions
Implementation of the Marketing Strategy
Target the Baby Boomers for "Adventure Vacations"
Increase customer base of 18 - 24 year old generation Y-ers
Emphasize and expand efforts in community outreach
Breakeven Year 3
4% Annual Target Market Growth
Offering inexpensive products
Reaching younger demographics
Lack of advertising
Local outdoor equipment specialists
Campus outdoor programs
Outdoor equipment retailers
Quality of apparel and outdoor gear
FORTUNE Magazine's top 100 employer
REI offers high quality products at a high cost
Students and younger adults don't have a large disposable income.
Recreational industry makes profit.
10% Additional Annual Income = 25% AdditionalGrowth
Growth through recession
Enticing for business
Large scale retailers
Youthful brands: Burton, Billabong
university towns and cities
Proposed Marketing Mix