Background and History
1982=5%
2009=95%
Marketing Issues
- Burton holds about a 40% market share.
- Not only developed a great company but also the sport of snowboarding.
- Through marketing they have created a lifestyle.
Forward Thinking
Secrets to Success
1. Stay Innovative
2. Give them what they want
3. Make shopping an experience
4. Educate
Future Ads
5. Have Fun!
- Father and Son
- Burton Lifestyle
Snurfer Days
Burton Expansion
The Early Days
- In 1979 Burton moved to its famous farmhouse location
- In 1982 the first ski resort opened its lift to snowboarders
- Also, in 1982 Burton organized the first US Open Snowboarding Championships
- Early innovation of the board
Purchase of DNA Distribution
Future Marketing
Burton Today
Jake Burton
- Headquartered in Burlington, Vermont
- Global market leader in snowboarding gear
- Two wholly owned subsidiaries in Europe and Asia
- Six umbrella companies
- Utilizing television media
- Young hip channels
(MTV, ESPN, Comedy Central)
Burton Snowboards
- Created first snowboarding company in 1977
- Considered "godfather" of snowboarding
- Rides 100+ days a year
Kody Kramme
Dan Youngblade
Jay Albrecth
Scott Sly
Mark Kline
Purchase of Channel Islands Surfboards
10 Years Down the Slope
- Still be a life style brand
Technology Company
Initial Target Market
Primary Competition
Great Success
- Bluetooth
- RFID
- Carbon Fiber Suspension
- 15 to 17 year old boys
- Willing to teach themselves how to ride
- Had to hike the mountain to ride down
- Gnu
- K2
- Lib-Tech
- Ride
- Rome
- Solomon
VALS Classification
VALS Framework
Experiencers
Innovators
Consumers
- Young, enthusiastic, compulsive consumers
- Seek variety, excitement, and new opportunities
- Avid consumers who spend a comparatively high
proportion of their income on fashion, entertainment,
and socializing.
Successful, sophisticated, take-charge people
with high self-esteem
- Abundant resources
- Change leaders
- Receptive to new ideas
- Active consumers
- Niche products
- Target Demographics
- Secondary Market
Event Sponsorship
Burton Team
- Burton US Open Championships
- Burton European Open
- Burton New Zealand Open
Programs
- Shaun White
- Kelly Clark
- International Riders
- Young Riders
- Chill Program
- Learn to Ride
Integrated Marketing Communications
"LIFESTYLE"
Advertisements
Product Placement
1984 film James Bond snowboarded
down mountain away from skiing attackers. This simple placement boosted the sports awareness.