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Burton Snowboards

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by

Mike Bielawski

on 24 February 2014

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Transcript of Burton Snowboards

Burton Snowboards
Mission Statement
To innovate the sport of snowboarding and pioneer new ideas and ideals. Also promote individuality, and above all provide quality gear suited for progression and comfort.
Marketing Strategy
Competitive advantage
Burton snowboards have always been apart from the rest and always ahead of the game. Pioneering new technology with things like custom boards and cambers.
This brand has shaped how snowboarding has progressed for the past 36 years. Why would that change now?
Target Market
Snowboarders and winter sports enthusiast
Unique & creative
Young
Over 50% of snowboarders are under 17 and 83% under the age of 25 years old.
Social media savvy

Our Competitors
Large Competition
Smaller Competition
K2
DC
Ride
686
Flow
Marrow
Nitro
Salomon
Custom Boards
Variety of styles
Online catalog
Additional products
Features
Benefits
Able to match your level of riding
Able to customize look and construction
Can use Online Board finder
Remain loyal to brand

Board Finder
The
Industry
trends
Advanced technologies
Social media and web based marketing
Young and foreign demographics
Customize!Customize! Customize!
More women riders
S.W.O.T. Analysis
Strengths
Weaknesses
Oppurtunities
Threats
Long standing brand. 30+ years
Existing board technologies
Strong celebrity riders
Variety of products under one brand
Only a winter sport
Too big of brand. May be to much pressure to ride for Burton
Awareness.
To expensive for some
Availability
New technologies
More countries have emerging riders
Strong youth movement
Other segments in business
Brand loyalty for opposing riders
“cheaper” imports and brands
Imitation products
Skiing
Company Goal
and objectives
Digital marketing
Mobile coupons
Mobile apps
Determining overall effectiveness
AdWords Ad Planner Analytics
Web Marketing and Blogs
83.7% of people under the age of 25 are using Facebook and social media
Minimal budget for campaign since most media is free.
35%
25%
15%
15%
10%
Our goal as a company is to increase annual sales to new customers while maintaining the attention of our current loyal brand customers
Objectives
Target and inform younger audience.
"Learn to ride" programs
Social Media and Events

Keep on the leading edge of technology
Camber and boards
Engineering technologies

Have quality promotions for the brand
Maximize more our ads
Sponsorships
Throwback Burton ad
Full transcript