Expensive sunglasses, ranging in price from $50 to $200 or even higher in some cases, have become quite the rage. Ray-Ban, one of the leaders of the pricey sunglasses phenomenon, was joined by numerous other manufacturers, such as Oakley Inc., which specializes in expensive sunglasses for skiers, motor bikers, water sports participants and basketball players, and Gargoyles Performance Eyewear, which makes a wide range of sunglasses ranging in price from $85 to $190. Such variety and high prices reflect a product positioning strategy that has transformed sunglasses from an essentially utilitarian product to an important fashion item associated with upscale, sports-oriented, glamorous lifestyles. What role do retailers play in pulling off this new product positioning strategy with sunglasses? Discuss.
Answer to relevant QuestionsEven famous and iconic Fortune 100 companies sometimes manufacture defective products that end up on the shelves of thousands of retailers. This is what happened to Johnson & Johnson, one of the world’s leading ...Free riding, though profitable for some types of dealers, can be detrimental for manufacturers, full-service dealers and even consumers. Do you agree or disagree? Explain. Why might major changes in the manufacturer’s pricing policies or terms of sale create havoc for the channel members? How might the manufacturer mitigate the negative effects of such changes? Gillette, now a division of Procter & Gamble, has developed its own iPhone application called “uArt.” This app enables consumers to upload a picture of themselves and then use the Gillette Fusion razor (your finger that ...In November of 2010, Lowe’s, the nation’s second largest home improvement retailer, ran a day after Thanksgiving Black Friday promotion merchandise was offered to Lowe’s’ Facebook fans and was limited to the first ...
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