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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.

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