Vans Case Study

1814 words - 7 pages

Question 1:What were some of the key characteristics of Van's earliest customers in the 1960's and 1970's?During the period of 1960's, customers appreciated shoes which were the most affordable and durable causal deck in the market. Differing from other rivals in this industry, Vans sold its products to customers directly out of its Anaheim store in California. Such customers were actually outgoing, stylish and fun individuals who desired to stand out from the crowd. "Oh, I want green on this side, yellow on this side, blue on this, make the tongue checkered", "the kids would come in and they'd say" (Moon and Kiron, 2002). Moreover, Vans also accommodated for its customers who had no perfect shape or feet size. Thus, the major purpose of Vans was to allow its customers who found that buying stylish shoes had been difficult before to express themselves vividly and openly by bringing about them a blank canvas to work on and that was completely a-new-customized way to purchase shoes for them. In 1970's, The Z-Boys emerged therefore Vans became their first choice of sneakers that would match the new craze of conventional skateboarding. Van's popularity across such skateboarding rebels was mainly down to a perception that runners depicted "A step above everyone". Besides, the shoes' price was also appropriate for such talented teenager groups "We wore Vans because they were seven bucks, end of story" (Moon and Kiron, 2002).What was the public perception of skateboarding at this time?In the period of 1970's, "skateboarding rebels" did form the skateboarding perception. Such group was known as misfits or an eccentric group which was from the depressed dubbed place within California. Despite this perception was unpleasant or unrespectable, they were still extremely talented young individual group helping to create a new craze for the skateboarding. "Skateboarding was on the verge of becoming a $400 million business" (Moon and Kiron, 2002)What was Vans' competitive advantage at this time?During 1960's and 1970's, Vans' competitive advantage over its competitors in the industry was its unique shoes which were durable, stylish, affordable and customized. In fact, Van became familiar the new generation sports and provided the most trendy sports for its targeted customers - the skateboarding and Vans performed excellently to satisfy its customers' wants and demands. "If one foot was a seven and the other was a nine, we would accommodate that too, for a dollar extra" (Moon and Kiron, 2002)What was its value proposition to customers?Kotler and Keller (2003) defined value proposition as "a whole cluster of benefits that a company promises to deliver". Vans' value proposition to its customers at that time was its durability as well as affordability and a pair of Vans' shoes were "Built like a battleship", an industry observer said. Because all producing processes of Vans were carried out within house, it allowed its customers to choose their own color and canvas...

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