Blundstone
1. Is Blundstone a marketing oriented company or a sales oriented company? What makes you believe in that approach? Give three reasons.
Blundstone is one of the first companies that use marketing orientation for their concept. Marketing oriented concept makes the customer get what their wants and needs. Blundstone is an old company; they have been served their customer for more than a century and still improve their quality to satisfy their customer.
Three examples that proof my statement is
Advertisement and promoting: Sales oriented doesn’t use advertisement. Advertisement is use for marketing to attract and give info for the customer. Blundstone is using advertisement and spend 1.5 million a year. Another good example is in 1995 when this company sponsors the Sydney Dance Company that spends about $30,000. Blundstone also sponsor Peter Holmes that worth almost $250,000 to take shows in the United States. The show is very success and impressed the American.
Innovation and product development: Marketing is need innovation to make their product become unique. Unique product make their company can make looks like monopoly because they are the only one who has it. The good example is in 1999, Blundstone hire a specialist in product development that transform their product from a work shoes into a fashion classic shoes. Even, nowadays, Blundstone is trendier and make opened up footwear such as sandals for hot weather.
Brandname: Brand is one of most important in marketing. With a good brand, product will get higher price than the normal brand. Blundstone have been built their brand from long time ago, in 1970 when John Blundstone started making footwear in Hobart. They built the brand name by keep and increase the quality. One of good action to increase they brand name is by increase the brand value. They increase their brand value by keep the product as a genuine Australian product rather than...
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