Since the early days of skateboarding in Southern California, Volcom, through its founders, has been intrinsically linked to the sport. The company has been actually in touch with its customers and has learned to develop with them- tastes, styles, activities, music, and behavior. Skateboarding, from a marketing standpoint, has transcended the U.S. edges and has become a worldwide phenomenon with its own unique culture, rules, and worth. Yet, as the brand properties on foreign shores, it must establish local origins and develop/adapt its style.
Perhaps, influence promotion only via American riders may need a face lift that is powerful in view of the various parts that skateboarding may play in other cultures. Millennials enjoy brands that are embrace participation and open source. They are sensitive to diversity, worth global community, and care about the surroundings. They spend nearly six hours a day online and also use social media. Moreover, skateboarding (and all action sports) is increasingly connected with music and popular culture. The CMO of Volcom faces several challenges: brand credibility and balance earnings growth, balance the localization of marketing and sales with all the standardization of functional processes, and balance the need to satisfy profit objectives while protecting market share.
Volcom-Building an Authentic Brand Case Study Solution
PUBLICATION DATE: August 21, 2014 PRODUCT #: TB0375-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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